Social Media Analytics - The Social School

@kevinhayesca | #SocialRegina
Social Media Metrics
Social School Conference 2019

Kevin Hayes
Director, Strategic Business Innovation
Twitter @kevinhayesca
Email khayes@thephoenixgroup.ca

@kevinhayesca | #SocialRegina@kevinhayesca | #SocialRegina

Brands I Have Worked With

How to draw DarthVader

Results, Results, Results!

Reach & Frequency
Shares
Impressions
Video Plays
Where Are You Playing?
Reach & Frequency
Shares
Impressions
Video Plays
Downloads
Sign Ups
Phone Calls
Inquiries

Social Media is a branding
play, in many cases.

The Social Iceberg

Top Apps

Social Network: Time Spent vs.
Engagement

Do I Look Smart?

People share articles they haven’t read
Do I Look Smart?

What are you measuring?
Social Metrics +Website Metrics

The Dreaded Click

What Are We Measuring?

People - Are we getting in front of the right people?
Emotion - Do they care what we have to say?
Action - Do they do something we care about?
PEA
#EatYourPeas

Micro Conversion:
What happens before
someone does the
ultimate
business goal
(Macro Conversion)
Traditional Metrics
Conversions
• Comments
• Replies
• Traffic
• VideoViews
Amplification Rate
• Shares
• Retweets
• Tagged comments
• Reach & Frequency
Cheddar Metrics
• Cost Per Mille
• Cost Per Click
• Cost PerView
• Cost Per Acquisition
How much mileage did your content get? Did you spend the budget efficiently?
#EatYourPeas

People - Are we getting in front of the right peopl
Emotion - Do they care what we have to say?
Action - Do they do something we care about?
Traditional Metrics
Conversions
• Comments
• Replies
• Traffic
• Video Views
Amplification Rate
• Shares
• Retweets
• Tagged comments
Cheddar Metrics
• Cost Per Mille
• Cost Per Click
• Cost Per View
• Cost Per Acquisition
How much mileage did your content get? Did you spend the budget efficiently?
#EatYourPeas
Micro Conversion:
What happens before
someone does the
ultimate
business goal
(Macro Conversion)

Traditional Metrics
Social Metrics
• Impressions
• Shares/Retweets
• ClickThrough Rate
• Cost PerThousand
• Cost PerView
• Share OfVoice
#EatYourPeas

Support Bottom Funnel Activity
Social Metrics
• Impressions
• Shares/Retweets
• Cost PerView
• Share OfVoice
#EatYourPeas

Social Metrics
• Impressions
• Cost PerView
• Share OfVoice
#EatYourPeas

Look at the whole ecosystem
#EatYourPeas

59% 10% 31%
% of traffic
All Devices Matter
#EatYourPeas

59% 10% 31%
• Highest time on site
• 70% of conversions
• 72% of revenue
% of traffic
All Devices Matter
#EatYourPeas

Acquisition or Retention
Framing Up Metrics
#EatYourPeas

Sales | Awareness | Education | Service
Framing Up Metrics
#EatYourPeas

Sales | Awareness | Education | Service
Leads Generated
Revenue
Content consumption
Share of voice
Social Engagement
Content Consumption
Downloads
Engagement
Sentiment analysis
Social media monitoring
Framing Up Metrics
#EatYourPeas

McKinsey & Company
Consumer Decision Journey

Acquisition
Awareness
Sales |Awareness | Education
Acquisition
Service | Awareness
Retention
McKinsey & Company
Consumer Decision Journey

Awareness
• CPM
• Reach
• Frequency
Social Media And Ag
#EatYourPeas

EducationAwareness
• CPM
• Reach
• Frequency
• CTR
• CPA
• CPM
• Reach
• Frequency
Social Media And Ag
#EatYourPeas

Education SalesAwareness
• CPM
• Reach
• Frequency
• CTR
• CPA
• CPM
• Reach
• Frequency
• CPA
• CPM
• Reach
• Frequency
Social Media And Ag
#EatYourPeas

• Impressions
• Cost PerView
• 2 second views
• Completions
Snapchat and SGI
#EatYourPeas

@kevinhayesca | #SocialRegina@kevinhayesca | #SocialRegina
Supporters who resonated
with the message engaged
in commenting and sharing.
Keeping Kids Sage
#EatYourPeas

How are you participating in the conversation?
#EatYourPeas

Share Of Voice
#EatYourPeas

Total Social Media Mentions
117,119
Twitter
99,57685%
Forums
8%
Online News
7,0636%
Blogs
1,2011% .4%
Avg. Canadian Mentions per Month (Last 6 Months)
9,760
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
MAR APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
March 2016
Tweets by Airstream trailers owners using their recreational
vehicles in traveling and other outdoor activities
April 2016
Facts and info about wind or solar powered mobile homes like
Airstream and startup Ecocapsule
May 2016
Fort McMurray residents set up temporary homes at Diamond Grove RV
Campground in Spruce Grove due to wildfire
Conversation Drivers
8,779
Listening To The Conversation
#EatYourPeas

User Opinions
The following topics were frequently favourable and unfavourably topics Canadians talked about related to RV’ing over the past 12 months.
0% 25% 50% 75% 100%100% 75% 50% 25%
47% 53%
A Better Way to Experience the Outdoors
The most common reason why Canadians like RV’íng is their love for
adventure andthe environment. Canadians that enjoy RV’ing enjoy a
common sense of adventure, coupled with desire to reconnectwith
nature. Common activities enjoyed by CanadianRV’ers included
hiking, fishing, camping and hunting.
What do Canadians Like About RV’ing?
Style and Design of RV’s
The Airsrtream brand was one of the most popular motorhome
brands, when it comes to social media, with Canadian’s citing their
cutting-edge design and style of its recreational vehicles. One
popular model of Airstream was the Basecamp, becauseof its basic
amenities, making it the perfect place to rest after a day of
adventure.
Comfortable Mode of Transportation
People love the comfort that recreational vehicles provide when
going to places. Some people stated that RV’s are great people
movers, and one of the most comfortable modes of transportation.
Make RV’s Safer
Canadian social media users cited safety concerns – such as fires
and rollovers – as one of their biggest issues when it comes to
recreational vehicles. News about burning motorhomes was a
common topic online, which raised concerns for the safety of people
using these vehicles. Extreme weather conditions andexternal
factors (like “unwanted guests/strangers”) were also concerns
among users.
What do Canadians think could be Better about RV’ing?
Better Protection against the ‘Elements’
Canadians also felt that RV’s were problematic and could be
significantly impacted by severe weather and challenging natural
conditions. Common problems raised includedfrozen water pipes,
windows/windshields cracked by rocks and/or branches and poor
insulation.
Reduced Rental and Park Fees
Expensive rental fees for recreational vehicles andRV parks was a
dissuading factor for Canadians thinking aboutrentingor purchasing
an RV. In forum discussions, people suggested provincial parks as
cheaper alternative than staying in traditional RV parks.
What Are People Saying About Your
Industry
#EatYourPeas

Size Doesn’t Matter
#EatYourPeas

Social Audience
Company 1
Company 2
Company 3
38,951
18,896
8,110
#EatYourPeas

Social Activity
Company 3
Company 2
Company 1
123
93
48
#EatYourPeas

Social Engagement
Company 1
Company 2
Company 3
445
439
435
#EatYourPeas

Facebook Gets Serious About Analytics
#EatYourPeas

Facebook Dashboard
#EatYourPeas

Conversions
#EatYourPeas

Traffic Sources, Conversions, Oh My!
#EatYourPeas

@kevinhayesca | #SocialRegina#EatYourPeas

Thank You For Sharing Your Time With Me.
#EatYourPeas

Social Media Analytics - The Social School

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