SlideShare a Scribd company logo
Establish Campaign Goals +
Applying Metrics for Social Media
Class 2: New York University
Social Media Analytics I
@BrianHonigman
Develop a Campaign
Social
Media
Customer
Service
Human
Resources
Public
Relations
Corporate
Communications
Sales Marketing
Product
Development
@BrianHonigman
The Measurement Framework
1. Select
Your Goals
2. Define an
Audience
3. Choose a
Timeline
4. Understand
Channels
5. Pair
Metrics
6. Invest in
Select Tools
7. Monitor
in Real-Time
8. Analyze &
Report
@BrianHonigman
What is a Goal?
The aim or desired
result of an action.
___________
@BrianHonigman
Defining Your
Goals with
Social Media
Key Questions to Ask.
___________
@BrianHonigman
What’s Does Your
Organization Stand For?
Define Your Purpose.
___________
@BrianHonigman
Simon Sinek’s
Golden Circle.
@BrianHonigman
What Organizational
Goals Already Exist?
@BrianHonigman
Who’s Your
Audience?
@BrianHonigman
What Action(s) Do You
Want To Encourage?
@BrianHonigman
Have You Separated The
Nice To Know From
The Have to Know?
@BrianHonigman
Which Channels Will
Your Business Be Using?
@BrianHonigman
Choose 2-3 goals to
remained lazer focused.
@BrianHonigman
Example Social Goals
Audience Development
More Awareness
Increased Engagement
Sales Growth
Thought Leadership
@BrianHonigman
JCrew’s Facebook Campaign
@BrianHonigman
CBRE’s Instagram Campaign
@BrianHonigman
CBRE’s Instagram Campaign
@BrianHonigman
Pairing the
Right Metrics
@BrianHonigman
What is a Metric?
A qualitative measurement of
statistic describing events or
trends on a website.
___________
@BrianHonigman
Example Social Media Metrics
Net Promoter Score
Post Reach
Clicks
Pages Per Session Favorites, Retweets
Mentions
Likes, Comments
Repins
@BrianHonigman
What is a KPI?
A leading metric that helps
you understand how you are
doing against your objective.
___________
@BrianHonigman
Pair 2-3 metrics per goal,
ensures your not
measuring in a silo.
@BrianHonigman
+ + +
GOAL #1
CUSTOMER
ENGAGEMENT
GOAL #2
INCREASED
REVENUE
GOAL #3
ESTABLISH
THOUGHT
LEADERSHIP
Metrics: Sales
Generated, Repeat
Customer Rate
Metrics: Shares,
Time on Site,
Resource
Downloads
Metrics: Share of
Voice, Brand
Recognition, Press
Mentions
Examples of Potential Pairings
@BrianHonigman
Vanity Metrics vs.
Actionable Metrics
via @EricRies
@BrianHonigman
Vanity Metrics are surface level
metrics that can indicate
success, but don’t always.
@BrianHonigman@BrianHonigmanSource: Markerly
VANITY VS. ACTIONABLE METRICS
@BrianHonigman
Example: Vanity Metrics
- Pageviews -
- Likes -
- Followers -
- Video Views -
- Subscribers -
- Users -
- Downloads -
@BrianHonigman
Actionable Metrics give your
business the full story.
@BrianHonigman
Example: Actionable Metrics
- Leads -
- Time on Site -
- Sales -
- Social Sharing -
- Conversions -
- Referral Traffic -
- Revenue -
@BrianHonigman
Vanity Metrics &
Actionable Metrics
Vary by Your Goals
@BrianHonigman
Types of Social Metrics
via @JayBaer
Consumption
Metrics
Sharing
Metrics
Lead
Generation
Metrics
Sales
Metrics
Metrics Worth Measuring
@BrianHonigman
via @Avinash
Uncomplex
Relevant Timely
Instantly
Useful
@BrianHonigman
ENGAGEMENT CONVERSION
++
*Comments
*Shares
*Click Through Rate
*Time on Site
*Downloads
*Sales
*Request for Info
*Phone Call
@BrianHonigman
Metrics Per Channel
Will Vary, Do Research
Example: Lucky Charms
@BrianHonigman
Example: Lucky Charms
ENGAGEMENT +
*# of UGC Produced
*Shares
*Brand Mentions
*Hashtag Use
Goal: Metrics:
Example: Humane Society Silicon Valley
Example: Humane Society Silicon Valley
@BrianHonigman
AWARENESS +
*Media Mentions
*Video Views
*Brand Recognition
*Social Impressions
One Goal: Metrics:
Example: Humane Society Silicon Valley
Example: Sour Patch Kids
Example: Sour Patch Kids
@BrianHonigman
Example: Sour Patch
AUDIENCE

DEVELOPMENT +
*# of followers
*Snaps received
*Screenshots taken
*Views on snaps
Goal: Metrics:
Questions!?
@BrianHonigman

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