Social media measurement doesn't have to be so confusing/frustrating/scary. When you match social media to your business goals, it's easy to focus on the right social media metrics and prove real value.
There's no silver bullet. But with a little work and a new interpretation of "ROI," measuring the benefits of social media is possible. This presentation includes real-world case studies, tons of KPIs and some easy formulas for metrics to get you started.
Jerod Morris of Copyblogger gives reasons why brands should be utilizing podcasting in a big way at the 2015 SEJ Summit Dallas, sponsored by Searchmetrics.
Summary:
Copyblogger knows all too well the power of text content, yet recently they’ve shifted a significant portion of its media strategy to podcasting. Jerod will demonstrate why on-demand audio content is the present and the future of content marketing, and how this represents a land grab opportunity for big brands who in general have been slow to capitalize on this trend. He'll explain how brands can participate by either jumping into audio content creation or leveraging the best of what's already out there.
Michelle Lowery's SEJ Summit Presentation discussing content creation and strategy at SEJ Summit Dallas 2015, sponsored by Searchmetrics.
Summary:
Michelle will walks us through what it takes to pull off an effective content strategy, from cultivating a rockstar content team to building content models and governance that will empower your brand's voice and reach.
Influencer Marketing and Outreach with BuzzSumoBuzzSumo
Overview of influencer marketing and oureach with BuzzSumo including 8 ways to find influencers, how to create outreach lists and build relationships with influencers.
Lissa Duty tells us how big brands can handle fires, as well as the importance of setting a social media policy, at SEJ Summit Dallas 2015.
Summary: Large business entities can have multiple product lines, marketing groups and a global presence. Lissa shows us how to use social media to enhance and drive cross-department initiatives such as customer support, acquisition and marketing. Lissa Duty VP of Community Management at Advice Interactive
There's no silver bullet. But with a little work and a new interpretation of "ROI," measuring the benefits of social media is possible. This presentation includes real-world case studies, tons of KPIs and some easy formulas for metrics to get you started.
Jerod Morris of Copyblogger gives reasons why brands should be utilizing podcasting in a big way at the 2015 SEJ Summit Dallas, sponsored by Searchmetrics.
Summary:
Copyblogger knows all too well the power of text content, yet recently they’ve shifted a significant portion of its media strategy to podcasting. Jerod will demonstrate why on-demand audio content is the present and the future of content marketing, and how this represents a land grab opportunity for big brands who in general have been slow to capitalize on this trend. He'll explain how brands can participate by either jumping into audio content creation or leveraging the best of what's already out there.
Michelle Lowery's SEJ Summit Presentation discussing content creation and strategy at SEJ Summit Dallas 2015, sponsored by Searchmetrics.
Summary:
Michelle will walks us through what it takes to pull off an effective content strategy, from cultivating a rockstar content team to building content models and governance that will empower your brand's voice and reach.
Influencer Marketing and Outreach with BuzzSumoBuzzSumo
Overview of influencer marketing and oureach with BuzzSumo including 8 ways to find influencers, how to create outreach lists and build relationships with influencers.
Lissa Duty tells us how big brands can handle fires, as well as the importance of setting a social media policy, at SEJ Summit Dallas 2015.
Summary: Large business entities can have multiple product lines, marketing groups and a global presence. Lissa shows us how to use social media to enhance and drive cross-department initiatives such as customer support, acquisition and marketing. Lissa Duty VP of Community Management at Advice Interactive
SEJ's chief social media strategist, Brent Csutoras, talks about why brands should be be active on Reddit at the 2015 SEJ Summit in Dallas, as sponsored by Searchmetrics.
Summary:
With over 150 million visitors viewing over 6 billion pages a month,Reddit is simply one of the best opportunities to connect directlywith your brand’s target audience. As a Redditor for over 8 years whohas run thousands of successful campaigns, Brent will break downrecent examples of big brand successes on this hyper-engaged socialplatform, and run through ideas for your own brand's Reddit strategy.
How to Be the Best Answer: Lee Odden and Steve RaysonBuzzSumo
Content Marketing Webinar presented by Steve Rayson of BuzzSumo and Lee Odden of Top Rank Marketing, a thorough discussion of how to create high performing content marketing
Is this thing on...Social Media Measurement - AFP NC Philanthropy ConferenceDawn Crawford
You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your non
profit? Measuring social media can be a daunting task, but with a few handy tools and a standard reporting structure, you can effectively measure your efforts. Promise!
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
Beyond the Buzzfeed Effect – Content Types Every Website NeedsPaddy Moogan
It can be too easy to focus just on creating the next viral piece of content. This content is needed but it's not the only type of content we should be creating. In this slide deck, Paddy talks through the three different types of content every online business should be creating.
How can organizations build and activate online audiences? Which social networks should nonprofits invest their (limited!) resources? What recent campaigns produced results on a limited budget?
Heather Whaling, president of Geben Communication, recently conducted a social media training for a group of nonprofit organizations, all struggling to connect with audiences via social media on (very!) limited budgets. This presentation explains the three golden rules of social media, pros/cons of various networks and offers case studies showcasing effective uses of social media. Feel free to "remix" and borrow from these ideas to strengthen your own online presence.
Interested in having Heather speak to your organization or help you developed a customized plan? Email her: heather [at] gebencommunucation.com
The Social Savior - SEO results from SOCIAL MarketingKeith Terrell
A presentation I gave to the Melbourne SEO meetup in January on how to get increased search engine rankings and traffic combining content marketing and social media.
Pubcon Las Vegas 2016 presentation by Casey Markee & Lisa Gerber - Learn how to tell a great story and standout with your audience. Then see how to PUSH OUT and publicize that story by connecting with influencers and leveraging other strategies.
This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.
SEJ's chief social media strategist, Brent Csutoras, talks about why brands should be be active on Reddit at the 2015 SEJ Summit in Dallas, as sponsored by Searchmetrics.
Summary:
With over 150 million visitors viewing over 6 billion pages a month,Reddit is simply one of the best opportunities to connect directlywith your brand’s target audience. As a Redditor for over 8 years whohas run thousands of successful campaigns, Brent will break downrecent examples of big brand successes on this hyper-engaged socialplatform, and run through ideas for your own brand's Reddit strategy.
How to Be the Best Answer: Lee Odden and Steve RaysonBuzzSumo
Content Marketing Webinar presented by Steve Rayson of BuzzSumo and Lee Odden of Top Rank Marketing, a thorough discussion of how to create high performing content marketing
Is this thing on...Social Media Measurement - AFP NC Philanthropy ConferenceDawn Crawford
You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your non
profit? Measuring social media can be a daunting task, but with a few handy tools and a standard reporting structure, you can effectively measure your efforts. Promise!
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
Beyond the Buzzfeed Effect – Content Types Every Website NeedsPaddy Moogan
It can be too easy to focus just on creating the next viral piece of content. This content is needed but it's not the only type of content we should be creating. In this slide deck, Paddy talks through the three different types of content every online business should be creating.
How can organizations build and activate online audiences? Which social networks should nonprofits invest their (limited!) resources? What recent campaigns produced results on a limited budget?
Heather Whaling, president of Geben Communication, recently conducted a social media training for a group of nonprofit organizations, all struggling to connect with audiences via social media on (very!) limited budgets. This presentation explains the three golden rules of social media, pros/cons of various networks and offers case studies showcasing effective uses of social media. Feel free to "remix" and borrow from these ideas to strengthen your own online presence.
Interested in having Heather speak to your organization or help you developed a customized plan? Email her: heather [at] gebencommunucation.com
The Social Savior - SEO results from SOCIAL MarketingKeith Terrell
A presentation I gave to the Melbourne SEO meetup in January on how to get increased search engine rankings and traffic combining content marketing and social media.
Pubcon Las Vegas 2016 presentation by Casey Markee & Lisa Gerber - Learn how to tell a great story and standout with your audience. Then see how to PUSH OUT and publicize that story by connecting with influencers and leveraging other strategies.
This presentation was delivered at Third Tech Tuesday, a monthly meeting of entrepreneurs and small business owners in Castle Rock. It is a high overview of what could be measured when using social media and a brief overview of how to create a measuring campaign.
Performance metrics for a social network.
Presentation on Fashiolista's usage of Newrelic, Statsd/Graphite and PgFouine to say on top of load times.
See the blogost at
http://www.mellowmorning.com
Mobile Marketing Misconceptions and the Real TruthRaven Tools
Mobile marketing may sound like the latest buzzword, but Arienne Holland of Raven breaks down the real truth. Adapted from her live presentation at Digital East 2014, this slideshow teaches you 3 of the most common misconceptions about mobile marketing — and how to correct your thinking.
1. Get the national data on mobile usage and advertising spend.
2. See what one brand discovered about its most popular marketing channels for mobile devices.
3. Learn why to set priorities based on mobile conversions.
For more information about online marketing, visit http://blog.raventools.com.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
How to use content curation to build an audience placeholderSocialmatica
VIEW THIS WORKSHOP:
http://training.socialmatica.com/how-to-use-content-curation-to-build-an-audience-gate/
LEAVE THIS WORKSHOP KNOWING:
What content is your AUDIENCE interested in?
How to curate in 10 minutes a day
What tools are available to help curate?
The Science of Creating Must-Click Content on TwitterBuffer
Is your content going as far as it could on Twitter? In this webinar, you'll learn how to create irresistible Tweets – with a little help from science and Buffer's own recent research. By the time you leave, you'll know the words, format, timing and frequency to make your posts stand out – and have a game plan for A/B testing your own content for proven success.
Presented by Buffer and Twitter on April 30, 2014
There comes a time in your social media adventure where you have to measure your work. That can be quite a task. Let me share what little I've learned about the topic!
Engaging Audiences with Social Media: Outreach Activities for Collections CareDana Allen-Greil
Strategic use of social media can help your organization tap into enthusiast communities and open up access to your collections and expertise. In this session, learn how to select and use the right social platforms for your target audience, topic, and available resources. We’ll discuss how to leverage free tools such as Facebook, Twitter, Instagram, Vine, Tumblr, and Google Hangouts to connect with today’s audiences and engage them in meaningful conversations about your work.
This presentation was given as a webinar, part of the Connecting to Collections series on Outreach activities for small museums and libraries. You can watch the webinar and access other materials here:
http://www.connectingtocollections.org/courses/outreach-activities-for-collections-care/
How to use twitter to grow your businessAndrea Vahl
Are you having trouble understanding how you should be using Twitter for your business? Do you need a solid base of Twitter knowledge so you can lay out your marketing strategy? Find out how and get my e-book: www.andreavahl.com/twitterbook
How to Use Twitter to Grow Your BusinessAndrea Vahl
Are you a Twitter newbie? Find out how you can use Twitter to get more visibility, find your perfect customer, and drive traffic to your website. Get the FREE webinar that goes with these slides here: http://www.andreavahl.com/free-webinars
Social Analytics - Pubcon New Orleans - Alan K'necht & Adam ProehlAdam Proehl
This is the slide deck for the presentation given by Alan K'necht & Adam Proehl at Pubcon New Orleans on March 20th, 2014.
We decided to try something that isn't usually done at Pubcon: That is a truly joint, tag team presentation. We knew it was either going to work fantastic, or it was going to bomb horribly.
Thankfully, the feedback was all positive. I really enjoyed working on this with my friend, Alan.
Adam Proehl and Alan K'necht presented on the topic of Social Media Measurement during Pubcon New Orleans. Learn about the social media measurements that matter, why they matter and the best way to measure them.
Social Media Analytics: Driving Traffic Through DataRyan Stewart
This presentation goes into detail about how to use your analytics and data to drive more meaningful actions, engagements and traffic from social media.
Similar to Measure It! Social media metrics made simple (20)
How to Establish Social Proof Using Social LoveRaven Tools
When customers say nice things about you on Twitter, it’s a good thing. Attracting even more customers using that love is a GREAT thing.
Learn how to store social love, reach out for more information, and repurpose love on your website and landing pages. The added social proof will encourage others to take the next step with your brand.
How to Discover Marketing Opportunities For Any WebsiteRaven Tools
A client or prospect isn’t interested in paying you if you can’t tell them what specific marketing efforts will help them make money.
Discovering marketing opportunities and deciding which opportunities will have the most impact is crucial to any marketing campaign.
Small projects can offer large rewards. For examples, when conducting website research, you should always run an SEO audit to discover technical issues. If a robots.txt file is incorrectly setup, fixing it could be the difference between your client’s website being indexed in search results or not.
There are unique challenges to website research. First of all, you may not have access to accurate traffic or rankings data if you’re conducting research on a prospect or competitor.
But even without inside knowledge of a website, you can discover marketing opportunities if you know where to look.
The 5 Most Important Benchmarks for a New SEO ClientRaven Tools
Senior Digital Marketing Specialist Nicolette Beard walks through the 5 most important benchmarks for a new SEO client and how to create benchmark reports.You can craft marketing reports in minutes with Raven: https://raventools.com/reporting-engine/
Eliminate Google Analytics Confusion with RavenRaven Tools
Google Analytics data is invaluable to online marketers. The problem is, it's getting more and more complicated to find essential data. Busy marketers don't have time to figure out where their KPI just got moved, or what it just got renamed. Confusion is a waste of time.
Eliminate confusion. Embrace clarity. Save time.
Learn how Raven makes your Google Analytics experience so much better.
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog PostsRaven Tools
If your goals for 2014 is to get better, faster and more organized at content planning, then you'll want to review this slideshow. Find out how "editorial budgets" — made up of "budget lines" — can help you quickly refill your editorial calendar. Learn definitions, components and organization tips.
This slideshow was part of the Raven Marketing Flight School series and presented live on Thursday, Dec. 19, 2013.
Measuring Social Media: A Tweet Is Worth WHAT?Raven Tools
Measuring social media can be tough – but it's not impossible. We'll follow the journey from awareness to engagement to traffic to conversions to show how social media can be measured and reported all the way to real dollars.
Content marketing templates can help you plan content, track content and keep content consistent — no matter who's doing the writing. Learn how to use editorial calendars, editorial budgets and page tables to your marketing advantage.
From a live presentation by Arienne Holland, Communications Director of Raven Internet Marketing Tools, at Pubcon Vegas 10-23-13.
Why Press Releases Are (Still) Useful for MarketersRaven Tools
A Google link schemes definition update de-valued press release links, but that doesn't mean press releases stopped being valuable. Learn the three goals of any good press release and four smart methods to meet those goals. Plus, learn how to find journalist and blogger information in bulk, for free!
This was a live presentation of "Why Press Releases Are (Still) Useful for Marketers" hosted by Arienne Holland, Communications Director at Raven Internet Marketing Tools, on 10/17/13. Watch the video at the end of the slideshow.
When crises happen, are you killing your brand reputation on social media? Learn which situations are most likely to lead to mistakes — and who is most likely to cause them — and questions to ask to prepare for the inevitable crisis.
Link Building: The Best Marketing Strategy You've Never Heard OfRaven Tools
Using a few tips in just three simple steps, anyone can use link building to bring awareness to their business by building relationships and obtaining mentions.
Social Media and the Art of Being InterestedRaven Tools
Courtney Seiter, Raven Tools' community manager, discusses social media strategies and tools for active listening and thoughtful engagement to build real relationships.
Raven developer Jeremy Kendall discusses PHP's Slim micro framework, with code examples from a photography website he built to learn it, also using Twig templating and Composer dependency management.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
20. Reach
Facebook: Weekly Total Reach or “saw this post”
Twitter: Total followers + Total followers of those who retweeted
your posts
Google Plus: Total number of those who have you in a circle+ total
number of circles of everyone who shared your content
LinkedIn: Total impressions
Pinterest: Daily average reach
@RavenCourtney
21. Audience growth rate
Facebook: New fans ÷ total fans
Twitter: New followers ÷ total followers
Google Plus: Newly added to Circles ÷ have you in Circles
LinkedIn: New followers of company page ÷ total followers of
company page
Pinterest: New followers ÷ total followers
@RavenCourtney
25. Applause rate
Facebook: Total number of likes ÷ total posts
Twitter: Total number of favorites ÷ total posts
Google Plus: Total number of +1s ÷ total posts
LinkedIn: Total number of likes ÷ total posts
Pinterest: Total number of favorites ÷ total pins
@RavenCourtney
26. Conversation rate
@RavenCourtney
Facebook: Total number of comments ÷ total posts
Twitter: Total number of mentions ÷ total posts
Google Plus: Total number of comments ÷ total posts
LinkedIn: Total number of comments ÷ total posts
Pinterest: Total number of comments ÷ total pins
27. Amplification rate
Facebook: Total number of shares ÷ total posts
Twitter: Total number of retweets ÷ total posts
Google Plus: Total number of shares ÷ total posts
LinkedIn: Total number of shares ÷ total posts
Pinterest: Total number of repins ÷ total pins
@RavenCourtney
28. Engagement rate
Facebook: People Talking About This ÷ total fans
Twitter: Favorites + mentions + retweets ÷ total followers
Google Plus: +1s + comments + shares ÷ total followers
LinkedIn: Likes + comments + shares ÷ total followers
Pinterest: Likes + comments + repins ÷ total followers
@RavenCourtney
36. Conversions=goals
•Duration goals: Spending more than 3 minutes on site
•Pages/visit goals: Visiting more than 5 pages on site
•Event goals: Watching a video, completing a form, downloading
a guide
•Destination goals: Visiting a thank-you page or other specific
page
@RavenCourtney
So we ’ ve talked about social media for business development and how to develop and promote great content. Now it ’ s time to find out what ’ s working and what isn ’ t.
Raven Tools, which is a suite of marketing tools for search engine optimzation, social media, email marketing, web advertising and more. handout We ’ re based right here in Nashville, in the Gulch, and we have customers all over the world. So basically I do social media marketing for a community of really smart marketers. I live and breathe this stuff.
I was in journalism, a reporter and editor for many years at The Tennessean and other publications. That ’ s where I first saw the amazing potential of social media. Now, if you know anything about reporters, you know that we don ’ t like when we don ’ t know things.
And when I moved from journalism into social media marketing, I discovered that there were a LOT of things I didn ’ t know. It was like learning to speak a different language. I had never heard of a KPI (that ’ s a key performance indicator, if you are like me). I did not know my CTR from my CPC.
And the thing that really drove me crazy was this ROI question. What ’ s the ROI of social media? Was I really supposed to be able to tell someone the ROI of social media? Was it a number? A percentage? Was I a total fraud that I didn ’ t know the answer to this? So like a good reporter, I decided to research the crap out of this ROI question until I beat it into submission.
So lemme tell you how that went. Do you ever let Google auto-complete your search results like this? It ’ s a great way to see what people are asking and generate new content ideas. When I typed in “ social media is, ” this is what happened. Not a great start. OK, let ’ s see what some of the search results were.
There ’ s so much stuff like this out there that our bosses are really starting to believe we don ’ t know what we ’ re doing. And the social media talking heads aren ’ t helping. They ’ re coming up with snappy comebacks, like What ’ s the ROI of your mother? What they REALLY mean is that what ’ s the ROI of social media is the wrong Q. Asking the ROI of social media is like asking the meaning of life: It depends! on who you are and what you want. My ROI is not your ROI.
So what DO you want out of it? That ’ s what you have to know. The Altimeter group asked social media marketers to name some of their metrics challenges, and the biggest challenge turns out to be tying social media to business outcomes. Well, there ’ s our problem. tie into other problems As social media marketers, our job isn ’ t tweeting or pinning or posting. It ’ s driving results for our clients and our businesses. Social media is just a means to get there. So if more than half of us can ’ t figure out how to align social media with real business goals, no wonder we ’ re in this endless ROI loop. We ’ ve already lost.
So let ’ s take a step back and make this a lot simpler. Let ’ s ask and answer the REAL question, the question your boss or your client is really asking when they ask about ROI. The question that YOU ask yourself. Is social media worth it? Is what I ’ m doing working? What am I getting out of all this stuff that I ’ m doing – the blogging and posting and engaging.
The good news is that social media can be tied to all sorts of business goals. It ’ s not that hard! Here ’ s a big ol list of them as reported by SM marketers surveyed by the website Social Media Examiner. All of these things are real business goals, and all these things can be measured.
The key is to measure what makes sense, not what ’ s easiest. It is super easy to measure fans and followers, and I ’ m not saying you shouldn ’ t. But there ’ s probably a better metric we can get to. To do that, we ’ ve got to communicate. Talk to your clients or boss. How does social media function for your business? Does it open the door? Close the sale? Retain customers? Reduce support costs? Generate new ideas?
More than likely, what you ’ re going to end up with are metrics that fall into one of these five buckets. Expound on each This is a very simplified version of the sales funnel (another phrase I had not heard of before this job), the path that a potential customer goes on from awareness of you to becoming your customer. These are the big five categories I ’ m going to be going over. Further down the funnel the harder to quantify, so.
And yes, there will be math. I ’ ll try to make it as painless as possible.
So we ’ re going to go through a lot of metrics really quickly, BUT you can go to this URL and download an extremely in-depth guide to each of the metrics I ’ m going to talk about and even more I ’ m not going to have time to get to today. All the math is laid out so it ’ s easy to understand and replicate.
Activity is a quantification of the straight-up work that you ’ re doing. Not its results; just the work. These are the metrics that let a boss or client know that you ’ re actually doing stuff for them. These numbers are also a great control for lots of other measurement we ’ ll talk about. So if you see dramatic fluctuations in engagement or reach or traffic – all the stuff we ’ ll talk about further on in – you ’ ll want to look here and make sure what you ’ re DOING hasn ’ t changed.
Post rate: how much you ’ re posting to each network. Consistency helps build your audience. Post type: Different types of media – Photos, videos, links, text updates, polls, questions, quizzes– each one ’ s gonna give you different engagement. Mix it up to keep your audience engaged and then track what works. Post topic: Are you all sales pitches all the time when you post? I hope not! What percentage sales-y vs. not? Different networks take a diff. mix. On FB, 50-30-20: 50 news; 30 personality, 20 sales Pair this metric with the engagement metrics we ’ ll discuss later to find your brand ’ s optimal ratio.
It should not come as news to you that social media is a two way channel. You can talk to people and they can talk back to you. Response rate: Did you respond to everybody? What percentage of questions/comments/problems did you respond to? Average response time: How long did it take you to respond? People don ’ t like to wait, especially if they have a problem, and we ’ re growing less tolerant all the time as we get used to social media. 42% of customers say they expect a response time of an hour or less when communicating with a brand on social media. mustbepresent.com
If you ’ re answering questions and deflecting problems via social media, you ’ re probably saving your company money. Customer service savings is how we determine how much a brand saves by answering problems quickly via social rather than routing people through phone, email. Need cost per issue via trad. your hourly rate, # of problems solved/period, avg. response time
We all want our messages to be seen by the largest number of people possible. Consumers exposed to a brand via social media are 2.8 times more likely to search for that brand than consumers with no social media exposure, so reach is important. Reach metrics are all about how you ’ re building your audience and building awareness of your brand, and also how your brand is perceived out in the world.
Reach is a brand ’ s largest potential audience on a given network per reporting period. Some networks are going to calculate this for us nice and tidy; some make us work for it. Main thing is to include peripheral audience members (like friends of fans) who may have encountered your brand without engaging it directly. Five networks.
This is the rate at which you ’ re adding or losing audience members. There are a lot of tools that can show you the number of fans of followers you added, but I like to view this as a rate, which means you ’ ll multiply all these by 100 to get a percentage. When viewed as a percentage of overall audience per channel, it ’ s more stable and easier to compare over time and across networks.
Mentions: How often are people talking about your brand and what are they saying? Set up all varieties of your brand name or product name (including misspellings, punctuation, etc.) in a social media monitoring tool. You can also do this for your competitors! Sentiment: lets us know how people feel about a brand – are they talking about you in a way that ’ s positive, negative or neutral.Lots of tools do this automatically. I bet you can guess what you want to do here... competitor, too
How much of the overall conversation does your brand get as compared to all your competitors? Divide brand mentions that we just figured by all industry mentions. A sustained social media campaign should grow share of voice, so measure over time to chart change. Also: share of conversation: office chairs/ergonomics. Brand mentions for key terms ÷ Total mentions of key term
So we know who our audience is. Engagement metrics are where you really start to find out if you ’ re making a dent. Reach is cheap. You can buy fans and followers, but... Here we ’ re talking about how your audience interacts with you. Do they like your content? Do they want to talk to you? Do they want to share your content? These metrics let you know what types of content works so you can create more.
How often do you receive virtual “ applause, ” including +1s, likes, thumbs-ups, favorites from your audience on what you post? These actions don ’ t constitute a big commitment for audience members, but they ’ re worth tracking as a sign that your content is on the right track.
Does your audience like to talk to you? Are you engaging to them? That ’ s conversation rate. This kind of back-and-forth really helps you build community, get feedback and new ideas, so it ’ s important — particularly on Facebook, where engagement rates help determine how much of your audience will be shown future posts.
Sharing is where it ’ s at. Shows people like your content, introduces you to new people, grows your reach, builds trust for your brand and helps make you an authority in your field. And search engines are really starting to lean on social signals like sharing to help them find quality content, so sharing could also help boost your search traffic.
Wrap it all up with average engagement rate. The percentage of your total audience that has engaged with your content in any way on a social channel per reporting period. You CAN look at this a percentage of your total posts, but I like measuring this as percentage of total followers. It ’ s important to understand that ratio: As your audience grows, engagement should grow alongside it.
What ’ s better than fans and followers and engagement? TRAFFIC. Acquisition metrics are where we gauge a brand ’ s ability to turn engagement into action. They know us, they like us. Now can we get them onto the site? What we ’ re trying to figure out is How much traffic is social media bringing us and What are socially engaged visitors doing on site? Google Analytics
Social visits: How much traffic does social media bring to your site? How much does each specific network bring? Percentage: What portion of the overall traffic is coming from a social source? as compared to search traffic or traffic referred by other sources.
To find this in GA, we ’ re going to be looking for referral traffic. In the top referrals tab under traffic, you ’ ll see social media sources mixed in with all your other sources. In the Network referrals section, you ’ ll see social traffic separated out from all the other traffic.
So you used to have to work really hard to make Google understand where traffic was coming from, but these days Google is really good at figuring out which traffic is social media traffic. I pulled this screenshot from a side project at Raven. Can see GA has found all the usual suspects but also some more obscure ones. In your social referrals, you ’ ll see a list like this automatically--you don ’ t have to do anything except start studying it for patterns.
So this is the flip side of that page with all your traffic sources. You can sort by all these tabs, so you ’ re going to be able to get some great insights from this area. What social networks are holding your audience ’ s engagement and moving them further down into the sales process? Which networks aren ’ t?
Helps us answer this question. What are these socially engaged visitors up to on your site? Are they getting all engrossed in your content or wandering off? Frequency: Is social media bringing you new visitors or return visitors? Duration: How long are they staying in seconds and minutes? Pages: How deep into the site are they going? Bounce rate: Did they go just to the page they clicked on from a social post and then leave (a bounce), or did they stick around? To make sense of these, again you have to know what behavior you WANT
Getting people to do what you want them to do. A conversion can be a sale, but it can also be tons of other actions. Signing up for a trial, renewing a membership, subscribing to a newsletter, liking a page on Facebook and downloading software can all be conversions if you want. You have to know what actions you want based on your business goals
Anything you can make into a goal in GA can be a conversion. Measure engagement with duration & page goals (how long are they spending? How deep into the site are they going?). Measure actions with event goals – did they do a specific thing you want them to, like fill out a form or watch a video? Measure their path with destination goals – did they get to a specific page you wanted them to? You can have up to 20 goals per profile in Google Analytics. microconversions
Making goals isn ’ t hard, but it helps to have a step-by-step walkthrough. You would think that Google would give you lots of good resources about this, and they do try. But they tweak things in GA so often that it can be hard to find what you ’ re looking for. These are the best resources I ’ ve found on getting started with goals, none from Google but all from really smart, reputable people. Only caveat is once you make a goal, you can ’ t delete it--you can only turn it off. So if you go in and make a ton, it could get confusing. Test site like a personal blog.
And because we ’ re pretty serious about measurement at Raven, we created a free tool called GAConfig to help people set up GA and create some of the trickier goals in GA.
Where we ’ re going to be living for this chunk of metrics is in the Overview and Conversions section of Social, under Traffic Sources. Overview is going to give us some pretty graphs that are really easy to understand; conversion is where you ’ ll want to go to dig in on those numbers and report them.
GA calculates 2 different types of social media conversions and then rolls them up into this big category of contributed conversions. So in this example, there were 507 total conversions on my site for this reporting period, and social had something to do with 93 of them. That ’ s the big number you need to know.
Let ’ s break it down further: assisted and last-click. Let ’ s think about the path of a visitor. It ’ s not all that common for someone to see a social media post, click a link and purchase something right away. Normally you ’ re going to click around a little, search for reviews, maybe bookmark it. So when social media is the entryway for someone to find out about you and they LATER convert, that ’ s an assisted conversion. If I were to click the link and immediately buy the product straight from social, that ’ s a last-click conversion. It ’ s a little more rare
What are these conversions worth? Any goal you can create, you can also give it a value in dollars. So if you sell stuff online, you can assign an average price value to your conversion. And if you help people online, you can assign that dollar value as your average customer service savings that we talked about earlier.
Social media can ’ t be measured in a vacuum, so it ’ s important to know what percentage of ALL the conversions on your site are coming from social media as compared to search traffic, advertising, etc. Measuring social media conversions as a percentage of overall conversions helps us know what we contribute to the bottom line and how our campaigns are faring
Did you guys know you can share GA dashboards? So if you go to, you ’ ll be taken to a custom social media dashboard that includes some of the metrics that I ’ ve talked about and tons of other cool stuff that will be useful for anyone who ’ s working in measurement in social media. Justin Cutroni at Google but it ’ s a nice way to get started and see some of the possibilities.
Whew. So that was a lot of metrics. Should you measure all of them? No. Do I measure all of them? No, that sounds terrible. But the point of all this is to pick the metrics that make sense for your business and your goals. And then don ’ t be afraid to go after them. Once you know what you want, metrics aren ’ t scary.
And once again, if you missed any of the details on any of these metrics or want to see them broken down into greater detail, I wrote a guide that gives you tons of specifics, extra questions, resources.