Post on 16-Jan-2017
transcript
Establish Campaign Goals + Applying Metrics for Social Media
Class 2: New York University Social Media Analytics I
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Develop a Campaign
Social Media
Customer Service
Human Resources
Public Relations
Corporate Communications
Sales Marketing
Product Development
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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
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What is a Goal?
The aim or desired result of an action.
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Defining Your Goals with
Social Media
Key Questions to Ask.
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What’s Does Your Organization Stand For?
Define Your Purpose.
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Simon Sinek’s Golden Circle.
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What Organizational Goals Already Exist?
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Who’s Your Audience?
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What Action(s) Do You Want To Encourage?
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Have You Separated The Nice To Know From The Have to Know?
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Which Channels Will Your Business Be Using?
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Choose 2-3 goals to remained lazer focused.
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Example Social Goals Audience DevelopmentMore AwarenessIncreased EngagementSales GrowthThought Leadership
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JCrew’s Facebook Campaign
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CBRE’s Instagram Campaign
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CBRE’s Instagram Campaign
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Pairing the Right Metrics
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What is a Metric?
A qualitative measurement of statistic describing events or
trends on a website.
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Example Social Media Metrics
Net Promoter Score
Post Reach
Clicks
Pages Per Session Favorites, Retweets
Mentions
Likes, Comments
Repins
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What is a KPI?
A leading metric that helps you understand how you are doing against your objective.
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Pair 2-3 metrics per goal, ensures your not
measuring in a silo.
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+ + +
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
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Vanity Metrics vs. Actionable Metrics
via @EricRies
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Vanity Metrics are surface level metrics that can indicate
success, but don’t always.
@BrianHonigman@BrianHonigmanSource: Markerly
VANITY VS. ACTIONABLE METRICS
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Example: Vanity Metrics
- Pageviews -
- Likes -
- Followers -
- Video Views -
- Subscribers -
- Users -
- Downloads -
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Actionable Metrics give your business the full story.
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Example: Actionable Metrics
- Leads -
- Time on Site -
- Sales -
- Social Sharing -
- Conversions -
- Referral Traffic -
- Revenue -
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Vanity Metrics & Actionable Metrics Vary by Your Goals
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Types of Social Metrics
via @JayBaer
Consumption Metrics
Sharing Metrics
Lead Generation
Metrics
Sales Metrics
Metrics Worth Measuring
@BrianHonigmanvia @Avinash
Uncomplex
Relevant Timely
Instantly Useful
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ENGAGEMENT CONVERSION
++*Comments *Shares *Click Through Rate *Time on Site
*Downloads *Sales *Request for Info *Phone Call
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Metrics Per Channel Will Vary, Do Research
Example: Lucky Charms
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Example: Lucky Charms
ENGAGEMENT +*# of UGC Produced *Shares *Brand Mentions *Hashtag Use
Goal: Metrics:
Example: Humane Society Silicon Valley
Example: Humane Society Silicon Valley
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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
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Example: Sour Patch
AUDIENCEDEVELOPMENT +
*# of followers *Snaps received *Screenshots taken *Views on snaps
Goal: Metrics:
Questions!?
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