Thoughts on Social Media statistics - and what metrics are important for your business benchmarks. Presented to wineries at a conference in January 2014.

1. Beyond
Vanity
Metrics
Looking
at
how
to
see
if
your
Social
Media
efforts
are
effec8ve
1/26/2015
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2. Susan
DeMatei
Owner
WineGlass
Marke-ng
@sdematei
susan@wineglassmarke8ng.com
July
10-­‐11,
2012
Napa
Valley
MarrioH

3. VANITY
METRICS
• Metrics
that
provide
a
benchmark,
but
mostly
just
tell
you
how
popular
you
are
– How
many
followers
you
have
on
Facebook
– How
many
followers
you
have
on
TwiHer
– Your
Klout
score
1/26/2015
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4. MORE
INSIGHTFUL
QUESTIONS
TO
BE
ANSWERED
• How
many
people
can
we
connect
with
via
each
channel?
• What
is
the
order
from
highest
to
lowest
of
referrals
to
our
website
or
eCommerce?
• What
were
we
most
successful
at
last
year?
• Which
posts
have
generated
the
most
reac8on?
• Which
posts
have
resulted
in
the
most
referrals
to
website
or
eCommerce?
• What
8me
of
day
do
we
get
the
greatest
response
to
Facebook?
• What
types
of
posts
get
the
most
liked
on
Facebook?
• What
types
of
TwiHer
posts
do
we
get
the
most
reac8on?
4

5. 5

6. FREE
TOOL
#1
–
GOOGLE
ANALYTICS
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7. USING
GOOGLE
ANALYTICS
E.G.
SOCIAL
DRIVES
1%
TRAFFIC
TO
WEBSITE
7
Social
Media
Visits

8. DIG
TO
FIND
THE
METRICS
THAT
MATTER
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9. Advertising
impact
seen
on
trafLic
9
• Social
traffic
steady,
but
can
see
spikes
with
paid
campaigns
• Recipes
(free)
also
drove
visible
traffic
Paid
Posts
on
FB
Recipes
on
FB

10. SETTING
UP
GOALS
AND
FUNNELS
GIVES
YOU
THE
MOST
POWERFUL
METRICS
–
SALES!
10
l

11. FREE
TOOLS
-­‐
HOOTSUITE
11
Pros:
• Customize
streams
and
mul8ple
searches
• Schedule
posts
• Has
paid
version
with
analy8cs
Cons:
• Requires
some
set
up
and
on
each
device
• Connec8vity
issues

12. FREE
TOOLS
–
GOOGLE
ALERTS
12
Pros:
• Customize
search
results
• Schedule
delivery
Cons:
• A
lot
of
emails!
• Passive

13. Free
Tools
-­‐
Social
Mention
13
Pros:
• Web-­‐based
–
easy
to
use
Cons:
• Not
very
accurate

14. Paid
Monitoring
Tools
• Radian6
• Sysomos
• Nielsen
Buzz
Metrics
• Visible
Technologies
• Trackur
A
comparison
of
several
tools
hHp://www.pr2020.com/files/PR_SM-­‐Monitoring-­‐Comparison.pdf
• Vintank
• BuzzLogic
• Alterian
SM2
• Scout
Labs
• Jive
Sohware
• eCairn
Conversa8on
14

15. EXAMPLE
OF
FACEBOOK
POST
ANALYSIS
DONE
USING
FREE
FACEBOOK
DATA
• Posts
for
past
6
months
vary
but
have
dropped
off
this
year
– Primarily
photos
– Mix
of
links
and
text
posts
– Photos
are
driving
virality
–
not
quan8ty
15
0%
1%
1%
2%
2%
3%
3%
4%
0
20
40
60
80
100
Photo
Link
Status
Update
Share
Posts
Virality

16. Most
Engagement
Tuesday/Wednesday
at
the
10am
hour
16

17. EXAMPLE
OF
HOW
CHANNEL
METRICS
CAN
HELP
YOU
DETERMINE
USEFULNESS
FOR
ENGAGEMENT
• Unusually
high
traffic
from
within
You
Tube
(based
on
experience
at
other
wineries)
showing
that
you’re
not
doing
a
lot
of
merchandising
with
the
videos
outside
this
channel
17

18. AT
THE
VERY
LEAST…
• Monthly
dashboard,
highligh8ng
key
movement
• Quarterly
adjustment
to
pos8ng
strategies,
frequency
and
content
18

19. EXAMPLES
OF
USEFUL
STATISTICS
• #
of
posi8ve
brand
men8ons
per
week
• #
of
comments
on
blog
posts
• #
of
retweets
• #
of
clicks
on
links
posted
on
TwiHer
• #
of
visitors
to
the
website
• #
of
followers
on
TwiHer
• #
of
coupon
downloads
• #
of
video
views
Focus
on
Engagement
Everyone
on
the
team
has
to
agree
on
what
goals
you’re
aiming
for,
and
how
you’ll
know
when
you
hit
them…
or
not!
19

20. THANK
YOU
Susan
DeMatei
WineGlass
Marke-ng
@sdematei
susan@wineglassmarke8ng.com
July
10-­‐11,
2012
Napa
Valley
MarrioH