May

29,

201

3 Tracking and MeasuringSocial Media Marketing Campaigns

Overview

• About Me• Getting Started• Objectives• Tools• Next Steps• Q&A

ABOUT ME

About Me• I’m a storyteller

• Graduated from Elon University with B.A. in Strategic Communications and M.A. in Interactive Media

• Clients I’ve worked with: API, Cree, Dow Jones, Duke Realty, New England Patriots, SCVNGR, Coca-Cola, Esurance, Sears, House of Raeford, Swedish Match, West Village

• Connect on Twitter: @larsbredahl

About Me

• Eckel & Vaughan (@EckelVaughan)– Founded in 2008– Raleigh, NC– “Conversation Agency”– Full-service agency• Marketing & Advertising• Public Affairs• Public Relations• Digital Media

GETTING STARTED

Getting Started

• What is your business objective?

• What are your Key Performance Indicators (KPIs)?

• What is your budget?

• How many people will monitor your accounts?

Source

OBJECTIVES

Reach

• Boost brand awareness• Grow community, following• KPIs: followers, subscribers, fans, Likes, shares

Reach

Example: Lars Bar and Grill• Campaign: Facebook Ad Awareness Campaign• Objective: Earn 200 Facebook “Likes” in June

2013 using paid promotions.• Measurement: Use Facebook Insights to

analyze growth patterns. Optimize ads on Facebook Ad platform.

Engagement

• Generate interactions with your content• Experiment with different types of content and

monitor KPIs to see what works• KPIs: Clicks, time on site, retweets, mentions,

comments, replies, emails sent, downloads, video views, reviews, “Talking About This”

Engagement

Example: Lars Bar and Grill• Campaign: Develop compelling content for

Facebook that generates interactions• Objective: Create engaging content to earn

100 interactions in June 2013• Measurement: Track the average amount of

post likes, comments, shares and then optimize accordingly.

Conversions

• Drive traffic to your website and other platforms

• Top of “Sales Funnel”• KPIs: Product purchases, forms completed,

emails sent

Conversions

Example: Lars Bar and Grill• Campaign: Build email list• Objective: Earn 50 new email subscribers in

June 2013• Measurement: Use Google Analytics to track

social media traffic to website and amount of clicks on “Subscribe” button.

Other Objectives

• Competitive Data– Share of Voice– Share of mentions compared to competitors in

your space• Sentiment– How do followers react to your content?– Positive, negative, or neutral

TOOLS

Free Tools

• Metric Tools: allow you to track basic statistics from various platforms– Google Analytics– Facebook Insights– TwitterCounter– Followerwonk– Pinterest Web Analytics

Source

Free Tools

• Link Shortening Tools: allow you to clip and customize long URLs while tracking clicks– Bit.ly– BufferApp– Su.pr– Goo.gl– TinyArrows

Source

Free Tools

• Monitoring Tools: allow you to keep tabs on the conversation around your brand– Google Alerts– HootSuite– TweetDeck– Social Mention– Icerocket

Source

Free Tools

• Influence Tools: allows you to determine how engaging your content is and identify key influencers– Klout– Kred– Tweetreach– Peerindex– Pinpuff

Source

Paid Tools

• Radian6• ViralHeat• Spredfast• Argyle Social• Sysomos• Sprout Social• UberVU

Source

NEXT STEPS

Next Steps

• Set goals

Next Steps

• Plan specific measureable objectives

Next Steps

Facebook

Date Posts Page Likes Fan Posts Post Likes Shares Comments

6/1/13 2 100 1 21 2 1

6/2/13 1 100 0 10 1 0

6/3/13 1 101 0 8 1 0

6/4/13 2 102 1 24 2 2

6/5/13 2 102 1 16 2 0

6/6/13 2 103 0 18 0 1

• Create a social media tracking document

Next Steps

• Choose monitoring platforms based on objectives, budget, team

Next Steps

• Monitor, measure, optimize

Q&A

Q&A

Questions?

@larsbredahl @EckelVaughan