More Related Content
Similar to IABC Social Media Measurement Workshop (20)
More from Communicatto Inc. (19)
IABC Social Media Measurement Workshop
- 1. Prepared by: Kevin Hayes
Communicatto Inc.
How long is a piece of string
IABC
Digital
Measurement
Workshop
- 3. Your pilot Kevin
Hayes
Digital
Media
Strategist
Communica?o
@kevinhayesca
© 2014 communicatto, a social media agency
|
@communica0o
|
#IABCyycEvents
kevin@communica0o.com
- 5. The agenda
• Digital
© 2014 communicatto, a social media agency
media
review
• Exercise
• 5
quesHons
analyHcs
should
answer
• Q&A
- 8. The purpose of digital
© 2014 communicatto, a social media agency
Website
blog
- 10. Digital framework
• Situation
• Objectives
• Audience
• Personas
© 2014 communicatto, a social media agency
• Strategy
• Tactics
• Actions
• Creative
• Crisis
• Controls
• Resources
- 12. What’s your score card?
Pla;orm
Media
Achievement
Website
Owned
Social
media
Social
SEO
Earned
AdverHsing
Paid
Blogs/Public
conversaHon
Earned
© 2014 communicatto, a social media agency
- 14. What
are
the
most
important
outcomes?
Content
consump@on
• Are
people
engaging
with
our
content?
• Do
they
care
what
we
have
to
say?
• Is
it
making
a
difference?
• Did
we
influence
Hcket
sales,
change
opinion,
hire
more
people,
<insert
business
problem
here>?
© 2014 communicatto, a social media agency
- 17. Your funnel of success
© 2014 communicatto, a social media agency
• Total
website/blog
traffic
• Fan/Follower
base
• Impressions/Reach
• Content
read
• Time
on
site
• Bounce
rate
• Time
on
site
• Content
consumed,
customer
response
• Move
to
website
• Share
content
• View
specific
content
• MenHon
story
in
news
• Buy
widget
• Apply
for
job
- 18. The readers
Data
nerd
MarkeHng
Manager
© 2014 communicatto, a social media agency
Directors
CEO
Image
source:
kaushik.net
- 19. Goals
KPI’s
KPI’s
© 2014 communicatto, a social media agency
The
purpose
for
your
existence
Goals
Goals
Outcomes
KPI’s
Target’s
Target’s
Target’s
- 20. Build
awareness
of
the
posiHve
economic
impact
that
the
Chimney
Increase
in
social
media
conversaHon
© 2014 communicatto, a social media agency
Sweepers
of
Canada
contribute
Increase
in
website
traffic
Blog
content
consumed
• Build
community
• Increase
in
engagement
• Leverage
influencers
• Increase
in
blog
readership
• Increase
traffic
from
search
engines
to
product
page
producing
page
views
• Conversion
goals
met
• Time
on
site
is
above
average
• Low
bounce
rate
• Page
views
are
about
average
• Generate
more
inbound
traffic
• Increase
awareness
• Generate
conversaHon
with
community
• Increase
fans
by
7%
• Increase
shares
by
12%
• Get
menHoned
in
1
blog
post
• Acquire
15
new
subscrib.
• Increase
inbound
page
views
by
15%
• Develop
conversion
path
• Increase
duraHon
to
1:45
• Decrease
bounce
rate
to
42%
• Increase
page
views
to
2.45
- 21. 5 W’s of a measurement plan
Why
measure:
Your
existence
Where
you
stand:
© 2014 communicatto, a social media agency
Internally
&
Externally
When
to
validate:
Monthly
|
Quarterly
|
Annually
What
to
measure:
The
framework
Who
needs
to
understand:
the
boss,
you,
funders,
the
board
- 22. What you see is the tip of the iceberg
© 2014 communicatto, a social media agency
- 29. Components
We
need
more
Twi?er
followers!
Facebook:
855
fans
Twi0er:
358
followers
Blog:
600
visits
per
month
© 2014 communicatto, a social media agency
Twi0er
• QuesHons
about
your
farm
• Where
to
buy
• Complaints
Facebook
• Recipes
• Cheese
events
• Behind
the
scenes
• Digital
wine
and
cheese
• Wine
pairing
webcasts
• How
to
throw
a
killer
party
• Cheesiest
joke
compeHHon
Blog
Exercise
1
- 31. Your job
© 2014 communicatto, a social media agency
Image
source:
yourstory.com
- 32. What to measure
Website
• Visits
and
visitors
• Bounce
rate
• Exit
rate
• Conversion
© 2014 communicatto, a social media agency
rate
• DuraHon
• Traffic
Sources
• Exit
page
Social
media
• Engagement
• Comments
• Shares
• Clicks
anywhere
• Reach/Impressions
• Content
consumed
• Click
through
rates
• Frequency
• Community
building
- 33. 5 questions that translate digital into English
1. Are
we
reaching
the
right
people?
2. Is
our
content
useful?
3. Are
they
doing
something
we
care
about?
4. Is
this
affecHng
our
business
posiHvely?
5. Are
we
setup
for
success?
© 2014 communicatto, a social media agency
- 36. Are we reaching the right people?
43.66%
43.46%
© 2014 communicatto, a social media agency
1.65%
1.37%
1.07%
0.13%
- 37. Are we reaching the right people?
© 2014 communicatto, a social media agency
- 38. Are we talking to the right people?
© 2014 communicatto, a social media agency
Industry
Seniority
- 43. Summary
Are
we
talking
to
the
right
people?
-‐ Age,
gender,
geography
-‐ Demographic
aligns
with
digital
strategy
personas
-‐ Interest
groups
are
in
alignment
-‐ No
reporHng
tool
has
the
perfect
informaHon
© 2014 communicatto, a social media agency
- 48. Not everyone on Facebook is a winner
© 2014 communicatto, a social media agency
- 49. Facebook
Type
When
Reach
Impressions
Engagement
Join our team as a chimney sweep! Our Western Canadian
division is hiring: http://bit.ly/1ARvDhv #TakinCareOfChimneys Link
What abroad? How is your Experienced to next measure step? Grow your career close to home? Work
hands, explore usefulness
your options here: http://
bit.ly/1vEgSjo6 Link
8-6-14
3:00 PM 13,559 38,984 7.4%
7-30-14
10:00 AM 12,564 37,771 6.8%
We're adding new Chimneys to houses, which means we're hiring!
Check out the opportunities to sweep with us: http://bit.ly/
1vEg4S5 #jobs Link
9-29-14
2:00 PM 8,900 17,323 4.2%
New job posting: We're hiring Broom makers for various chimneys
in NS, MB, ONT. Apply here: http://bit.ly/1AdaD Om #chimney
#yeg Link
8-1-14
9:21 AM 5,719 15,648 6.8%
Tell us: What made you choose a career in the
#ChimneyInspection? Photo
9-30-14
10:00 AM 4,358 12,267 4.3%
Twi0er
Imp
Eng
RT’s
RP
Fav
URL
Cl
Details
Emb.
Media.
Click
Who
needs
a
corner
office
when
you've
got
views
like
this?
Send
us
a
scenic
picture
of
your
broom!
#Chimneylife
h?p://t.co/
1XtT7I0
© 2014 communicatto, a social media agency
75,183
687
75
12
38
55
17
48
Keep
sending
us
your
pics
of
#chimneys!
Thanks
@yvrchimneys
for
sharing
this
shot
of
this
beauty
Pot.
h?p://t.co/QBQiXEDep4
68,172
389
50
15
23
22
2
55
Learn
about
the
#technology
that
is
going
to
make
this
chimney
the
warmest
in
town:
h?p://t.co/3WLmOv3kvJ
#Chimney
55,468
233
10
12
22
15
19
0
Grow
your
career
with
us!
Here's
where
you
can
find
opportuniHes
to
join
our
team:
h?p://t.co/LWUbbH8PnF
#careers
32,156
174
55
1
7
8
6
0
Working
on
a
roof
can
sure
beat
working
at
a
desk.
RT
if
this
is
your
high-‐rise
office!
#rooflife
h?p://t.co/wnsXUHJAWF
23,953
85
22
23
7
23
6
12
- 54. The spike
© 2014 communicatto, a social media agency
- 55. The spike
© 2014 communicatto, a social media agency
- 56. On Facebook
Post Message
© 2014 communicatto, a social media agency
Posted Reach
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
8:15 AM 59,776
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
3:38 PM 26,768
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
1:02 PM 17,720
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
10:07 AM 15,832
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
12:30 PM 24,056
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
7:00 AM 31,936
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
12:30 PM 20,232
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
7:00 AM 23,960
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
1:57 PM 37,120
labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi
http://ut.ali ex ea #commodo
7:00 AM 5,640
- 57. Is our content useful?
Is
our
content
useful?
Are
they
doing
something
with
the
content
• Engaging
• Sharing
• Viewing
• Findable
© 2014 communicatto, a social media agency
- 59. © 2014 communicatto, a social media agency
• Shares
• Likes
• Comments
• Website
clicks
• Video
play
- 61. © 2014 communicatto, a social media agency
• Video
play
• Comments
• Page
views
• Calls
to
acHon
• Content
sale
- 62. ``
© 2014 communicatto, a social media agency
- 69. Is this affecting our business positively?
ü Is
the
content
being
consumed?
ü Are
the
users
moving
around
your
social
plauorms?
ü Are
people
coming
back
to
your
website?
ü Are
you
providing
value
in
the
selling
process?
ü Are
they
converHng?
• Views
• Forms
• Inquiries
• Watching
content
© 2014 communicatto, a social media agency
- 71. Components This
Provide
counters
to
these
arguments
© 2014 communicatto, a social media agency
isn’t
working!
Facebook:
855
fans
Twi0er:
358
followers
Blog:
600
visits
per
month
1. We
need
more
website
traffic!
2. We
aren’t
selling
cheese
from
our
Twi?er
page!
3. The
Pink
Cow
has
more
Facebook
fans
than
us!
4. Let’s
buy
some
fans,
I
know
a
guy
in
India.
- 73. The 4 essentials
1. Digital
strategy
2. Editorial
calendar
3. Publishing
plauorm
4. Measurement
plan
© 2014 communicatto, a social media agency
- 75. Editorial
© 2014 communicatto, a social media agency
Quarterly
Theme
Month
1
Month
2
Month
3
W1
W2
W3
W4
W1
W2
W3
W4
W1
W2
W3
W4
- 77. Measurement
Repor@ng:
$$
Listening:
$$
-‐
$$$$
Analysis:
$$$$
• Sprout
Social
• NaHve
analyHcs
• Google
analyHcs
• Social
Bakers
Simply
Measured
RivalIQ
• Zuum
• Radian6
• Heartbeat
© 2014 communicatto, a social media agency
- 78. How does everyone play together?
Social
Media
© 2014 communicatto, a social media agency
Blog
Website
Blog
Specific
landing
page
Facebook
Twi?er
Linkedin
Website
- 80. The questions we are always answering
1. Are
we
reaching
the
right
people?
2. Is
our
content
useful?
3. Are
they
doing
something
we
care
about?
4. Is
this
affecHng
our
business
posiHvely?
5. Are
we
setup
for
success?
© 2014 communicatto, a social media agency
- 81. Q&A
Measuring Digital Media
Kevin Hayes, Digital Media Strategist
kevin@communicatto.com
@kevinhayesca | @communicatto
Communicatto
403 771 5229