The Tools to Unlock Social Media Analytics
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How can your early stage startup measure the return on a successful social media strategy? Are you using number of followers as a success metric? Do you know how to measure share of voice? With interactive case studies, we'll explore how your startup can take measurement beyond vanity metrics using the same ROI strategy large brands use. If you don't know what metrics to measure and want to know if social media is worth your time, this class is for you.
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The Tools to Unlock Social Media Analytics
- 2. Where You Can Find Today’s Slides! http://www.bit.ly/emetelka! @eric3000
- 3. Introductions! ☐ Name! ☐ What you’re working on! ☐ Goals for today! ! ! @eric3000
- 4. I'm Eric Metelka, Manager Manager at G2 Crowd (based in Highland Park). I am a former management consultant, Columbia Business School MBA, and the former Marketing Manager at BestVendor.! @eric3000 @eric3000!
- 5. Goals for Today! • Understand the components of social media ROI! • Analyze your audience! • Setup tracking of relevant metrics! • Report progress to your team! @eric3000
- 6. What We’re Going to Cover! ✔ ☐ Introduction & Review – 15 mins! ☐ Why & ROI Framework – 10 mins! ☐ Reach – 20 mins! ☐ Resonance – 20 mins! ☐ Reaction – 15 mins! ☐ Conclusion & Questions – 10 mins! @eric3000
- 8. @eric3000 Go Where Your Customers Are!
- 9. Give Your Brand Personality! @eric3000
- 11. Communicate on Social Media! Posts and tweets should have as many of these a2ributes as possible • • • • • • • • Helpful! Useful! Timely! Informative! Relevant! Practical! Actionable! Generous! • • • • • Credible! Brief! Entertaining! Fun! Occasionally funny! @eric3000
- 12. Create Relationships - Validate, State, React! 1. Validate – Compliment genuinely! 2. State – Show you understand them! 3. React – Ask a question! @eric3000
- 13. Why?! @eric3000
- 14. WHY! • Social Media Analytics Show What You’re Doing Right! @eric3000
- 15. WHY! • Social Media Analytics Show What You’re Doing Right! • Social Media Analytics Track Your Progress! @eric3000
- 16. WHY! • Social Media Analytics Show What You’re Doing Right! • Social Media Analytics Track Your Progress! • Social Media Analytics Help You Better Allocate Your Time! @eric3000
- 18. The Three R’s! Reach Resonance Reac'on @eric3000
- 19. Reach! • The exposure of your brand! • How large your distribution is! • Share of voice vs. competitors! @eric3000
- 20. Resonance! • Brand Sentiment! • How you change perception! • Created content responses! @eric3000
- 21. Reaction! • How people take action! • Link to your purchase funnel! • Conversions on your site! @eric3000
- 22. Example Metrics! Resonance Reac'on Share of voice Week over Week growth in followers Total content reach Customer sen'ment Share of Conversa'on Content Tone Reach Number of followers Engagement CTR on shared content Ra'ng of sites featuring shared assets Number of visits via social referral Volume & revenue of purchases @eric3000 Klout score of fans/ followers Ra'o of posts to comments
- 24. Reach! @eric3000
- 25. Reach Example Metrics! Resonance Reac'on Share of voice Week over Week growth in followers Total content reach Customer sen'ment Share of Conversa'on Content Tone Reach Number of followers Engagament CTR on shared content Ra'ng of sites featuring shared assets Number of visits via social referral Volume & revenue of purchases @eric3000 Klout score of fans/ followers Ra'o of posts to comments
- 33. Free Report if < 10,000 Followers! @eric3000
- 36. Followers with the Most Followers! @eric3000
- 37. How Much of the Conversation Are Your Getting?! Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)! @eric3000
- 38. @eric3000
- 39. @eric3000 Search for Yourself and Competitors!
- 40. Import Data Into Excel & Create Chart! @eric3000
- 42. Resonance Example Metrics! Resonance Reac'on Share of voice Week over Week growth in followers Total content reach Customer sen'ment Share of Conversa'on Content Tone Reach Number of followers Engagement CTR on shared content Ra'ng of sites featuring shared assets Number of visits via social referral Volume & revenue of purchases @eric3000 Klout score of fans/ followers Ra'o of posts to comments
- 43. @eric3000
- 46. Create Dashboards & Reports with Cyfe! @eric3000
- 47. Connect Social Media Accounts! @eric3000
- 51. Reaction Example Metrics! Resonance Reac'on Share of voice Week over Week growth in followers Total content reach Customer sen'ment Share of Conversa'on Content Tone Reach Number of followers Engagement CTR on shared content Ra'ng of sites featuring shared assets Number of visits via social referral Volume & revenue of purchases @eric3000 Klout score of fans/ followers Ra'o of posts to comments
- 53. @eric3000
- 54. @eric3000
- 56. Connect Social to Revenue! @eric3000
- 58. Analytics help us understand what we’re doing right and what needs to be imporved! @eric3000
- 59. The three components of ROI are Reach, Resonance, and Reaction! @eric3000
- 60. Dashboards and reports communicate the value of social media to your team! @eric3000
- 62. Digital Marketing Reading List! Ø Kissmetrics Blog -http://blog.kissmetrics.com/! Ø Andrew Chen – http://andrewchen.co! Ø Rand Fishkin – http://moz.com/rand! Ø SEOMoz blog – http://SEOmoz.org/blog! Ø Inbound – http://inbound.org! Ø Slideshare - http://www.slideshare.net/! @eric3000
- 63. THANK YOU!! Email: e.metelka@gmail.com! Twitter: @eric3000! Sign up for my newsletter and receive a free guide to creating social media campaigns:! www.fullstackmarketing.co! @eric3000