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Social Media
Measurements
Presented by:
Alan K’necht & Adam Proehl
@aknecht @adamproehl
• The ones that matter
• Why they matter
• How to get at them
About Us
Alan K’necht • Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
• Founding Partner at Digital Always Media
@aknecht
About Us
Adam Proehl • In Digital Marketing since 1998
• Specialize in complex & multi-channel
sales
• Principle at NordicClick Interactive – a
Digital Marketing Agency based in
Minneapolis
• Instructor at the Online Marketing
Institute & University of San Francisco
@adamproehl
@aknecht @adamproehl
10 Most Frequently
Asked Questions about
Measuring Social Media
Why Top 10?
@aknecht @adamproehl
Works for Blogs
@aknecht @adamproehl
Works for Letterman
@aknecht @adamproehl
Got 10 Fingers
@aknecht @adamproehl
And……We’re kinda Lazy
@aknecht @adamproehl
Q1: What Social Measurement figure do you
see being reported that is TOTAL BS?
……….And Why
@adamproehl
Image Credit: 12160.info
Q1: What Social Measurement figure do you
see being reported that is TOTAL BS?
• Number of Followers
• Number of Likes
• Number of Comments
• Number of Posts
• Reach
• Sentiment
@aknecht
Social Analytics in Perspective
• Followers/Fans/Likes are to social media
what Hits were to web analytics
@aknecht
Social Analytics in Perspective
• Brands that only focus on
Twitter/Pinterest/Instragram follower
counts & Facebook likes are missing the
point of social marketing
• They’re measuring the
wrong thing and wasting
money!
@aknecht
State of Social Analytics
• Similar spot as web analytics circa 1999
– Measuring followers, fans, etc.
– Counting likes, shares, etc.
@aknecht
@adamproehl
Q2: How can I tell if
people actually give a
crap about our stuff?
Photo Credit: sodahead.com
Token cat photo
Consult Journalism 101
@adamproehl
Measurements that Matter
Tool:
Shared Count
www.sharedcount.com
Example:
@adamproehl
Tool:
Muckrack.com/whoshared
Example:
@adamproehl
Topsy.com/links
Example:
@adamproehl
Example:
@adamproehl
• Reviews
• Tips
• Suggestions
Fried gator!
Are people actually clicking and reading
the link?
Photo Credit: Sodahead
You know, the reason you shared it to begin with?
@adamproehl
Free Tool: bitly
bit.ly
@aknecht
• Realtime Analytics
• Key Metrics
@aknecht
bitly
@aknecht
bitly
Q2 – Who Cares?
Measuring Success
• Twitter/G+: Number of RTs or shares per
Tweet/Post
• Blogs:
– Avg Number of comments/post
– Avg number of shares/post
• Pinterest
– Avg Number of comments/post
– Avg number of shares/post
@aknecht
Q2 – Who Cares?
Measuring Success
• Facebook: Likes, shares, and comments
on a post
• Instagram:
– Avg Number of comments/post
– Avg number of likes/post
• FourSquare
– Frequency of check ins
– Comments & likes on check ins
@aknecht
Q2 – Who Cares?
True Engagement Metrics
Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz)
• Conversion Rate
• Comments/Replies
• Applause Rate
• Favs/Likes/+
• Amplification Rate
• Shares/RT/Clicks
@adamproehlbit.ly/1hfdfbr
@adamproehl
Q3: The C-Level – What are some must
have’s in a social media report?
“Treat the C-level the same as you
would an 8 year old: Pretty pictures and
simple numbers”
- Alan K’necht
Q3: The C-Level – What do you report?
@aknecht
The C-Suite just like kids:
• They Talk in TLAs
@aknecht
The C-Suite just like kids:
• They Talk in TLAs
• CFO
• CMO
• CTO
• ROI
• CPA
• MBO
• Don’t use your SEO acronyms or jargon!
@aknecht
C-Level Reporting:
Short Term: Volume, Mood, PR successes &
problems
Long Term: Social’s impact over sales – not
easily attributable
Q3: The C-Level – What do you report?
@aknecht
Draw Them A Treasure Map
@aknecht
Example:
&
@aknecht
Q3: The C-Level – What do you report?
ALWAYS tie back to a company goal
@adamproehl
• What’s public?
• Semi public?
• How is the C-level measured?
@aknecht
Q4: What is the measurement/signal that
brands forget to think about?
Impact on retail
(social awareness
at a retail level)
@adamproehl
Q4: What is the measurement/signal that
brands forget to think about?
Branded
Keyword
Queries
Direct site traffic
………..unless you just get yours by magic
Q4: What is the measurement/signal that
brands forget to think about?
@adamproehl
@adamproehl
Q5: What are some useful, AND reliable
tools for measurement?
Best Combination of Tools
@adamproehl
First, Ask Yourself:
• What am I trying to learn?
• How will this tool help my business?
@adamproehl
Also…….
• Where do you need to go with it?
• How fast do you need to get there?
• Do you care how it looks?
@adamproehl
@adamproehl
What do you really need?
Nothing wrong with top tier tools
but...
@adamproehl
What are you doing
with what you have?
@adamproehl
Token 80’s icon photo
What you already have:
Example: Facebook Analytics
@adamproehl
Example: YouTube Analytics
• Segmented Stats
• Video Interactions
• Source Data
What you already have:
@adamproehl
Pinterest Source
www.pinterest.com/source/URL
Betty Crocker Example
What you already have:
@adamproehl
Check Ins (Foursquare & Facebook)
What you already have:
@adamproehl
What you already have:
Share Counts
@aknecht
Twitter Apps
Tweetdeck
Hootsuite
Crowdboaster
What you already have:
@aknecht
Social Mention
www.socialmention.com
Tools: What’s Free
@aknecht
Tool: Tweriod,
Followerwonk
Simple: When is
the best time to
tweet to your
followers?
@aknecht
Tools: What’s Free
@aknecht
Q6: How can you use social to influence search?
@aknecht
Q6: How can you use social to influence search?
6a: (answered with a question)
“Search is highly dependent on one
over riding component, which is
__________________?”
Q6: How can you use social to influence search?
…..Some level of awareness
@adamproehl
@adamproehl
Q6: How can you use social to influence search?
Example:
What is this?
Trademarked
Terms
Category
Term
@adamproehl
Example: Toyota
Q6: How can you use social to influence search?
@aknecht
@aknecht
Q6: How can you use social to influence search?
6b:
“What about Links?
Will social help me there?”
YES!Great stuff to share
+
The right audience
-----------------------------------------
= Natural links (The best kind)
@aknecht
And…..NO!
@adamproehl
Page likes won’t help with the algorithm
If no one else cares about
your stuff….
….then don’t expect the
search engines to, either.
Food for Thought
@adamproehl
@adamproehl
Understand Causation vs. Correlation
If it rains, you use an umbrella
@adamproehl
Understand Causation vs. Correlation
Using an umbrella doesn’t mean it’s raining
@aknecht
Q7: Example of a big brand doing it right?
@aknecht
Q7: Example of a big brand doing it right?
@aknecht
Q7: Example of a big brand doing it right?
Their most important tools
@aknecht
@aknecht
Q8: Example of a small brand doing it right?
@aknecht
Q8: Example of a small brand doing it right?
@adamproehl
Q8: Example of a small(er) brand doing it right?
• Pinterest Promotion
• Measured pins
• Crowdsourced a new blend inspiration
• “Real Life Board” at Mall
Credit: Colle+McVoy Agency
@adamproehl
Q9: How do I tie sales & revenue back to social
activity?
• How do you value a cocktail party?
@adamproehl
Q9: How do I tie sales & revenue back to social
activity?
Sales/Revenue: Low instant gratification signals (usually)
Customer Service High instant gratification signals
@adamproehl
Q10: Why can’t I use junior interns to manage
my social media?
…..Seriously
• They might have 5K friends on FB
@adamproehl
• But haven’t used it for:
– Business Marketing
– Promoting others
– Customer Service
@aknecht
A10:
#OUCH!
@aknecht
A10:
Alan’s Mayor:
Was it the crack smoking?
Drunken stupor?
or
The intern?
You decide…
@aknecht @adamproehl
Bonus: Final Thought
ONE ENTHUSIASTIC unpaid brand
advocate is worth more than 1 million
unengaged followers who never see your
posts
@aknecht @adamproehl
Success measurement might equal no more than one of these
Bonus: Final Thought #2
Social Analytics =
The ultimate actionable
data
@aknecht @adamproehl
Bonus: Final Thought #3
Social Analytics:
Don’t wait for the dashboard
to take action – you may be
too late!
@aknecht @adamproehl
Thank You
Adam Proehl
adam@nordicclick.com
@adamproehl
Alan K’necht
alan@digitalalwaysmedia.com
@aknecht

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