@eric3000

The!Tools!

Social Media!Analytics!

To Unlock!

@eric3000!

@eric3000

Where You Can Find Today’s Slides!

http://www.bit.ly/emetelka!

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☐ Name!

☐ What you’re working on!

☐ Goals for today!!!

Introductions!

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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

•  Understand the components of social media ROI!

•  Analyze your audience!•  Setup tracking of relevant metrics!•  Report progress to your team!

Goals for Today!

@eric3000

☐ Introduction & Review – 15 mins!☐ Why & ROI Framework – 10 mins!☐ Reach – 20 mins!☐ Resonance – 20 mins!☐ Reaction – 15 mins!☐ Conclusion & Questions – 10 mins!

✔

What We’re Going to Cover!

@eric3000

Review!

@eric3000 Go Where Your Customers Are!

@eric3000

Give Your Brand Personality!

@eric3000

Target Influencers!

@eric3000

•  Helpful!•  Useful!•  Timely!•  Informative!•  Relevant!•  Practical!•  Actionable!•  Generous!

•  Credible!•  Brief!•  Entertaining!•  Fun!•  Occasionally funny!

Posts  and  tweets  should  have  as  many  of  these  a2ributes  as  possible  

Communicate on Social Media!

@eric3000

1. Validate – Compliment genuinely!2. State – Show you understand them!3. React – Ask a question!

Create Relationships - Validate, State, React!

@eric3000

Why?!

@eric3000

WHY!

•  Social Media Analytics Show What You’re Doing Right!

@eric3000

WHY!

•  Social Media Analytics Show What You’re Doing Right!

•  Social Media Analytics Track Your Progress!

@eric3000

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

ROI Framework!

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Reach  

Reac'on  Resonance  

The Three R’s!

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Reach!

•  The exposure of your brand!

•  How large your distribution is!

•  Share of voice vs. competitors!

@eric3000

Resonance!

•  Brand Sentiment!

•  How you change perception!

•  Created content responses!

@eric3000

Reaction!

•  How people take action!

•  Link to your purchase funnel!

•  Conversions on your site!

@eric3000

Resonance  

Reac'on  

Reach  

Number  of  followers  

Ra'o  of  posts  to  comments  

Total  content  reach  

Content  Tone  

Customer  sen'ment  

Share  of  voice  

Ra'ng  of  sites  featuring  shared  assets  

CTR  on  shared  content  

Engagement  

Week  over  Week  growth  in  followers  

Number  of  visits  via  social  referral  

Share  of  Conversa'on  

Klout  score  of  fans/followers  

Volume  &  revenue  of  purchases  

Example Metrics!

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Social Analytics Tools!

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Reach!

@eric3000

Resonance  

Reac'on  

Reach  

Number  of  followers  

Ra'o  of  posts  to  comments  

Total  content  reach  

Content  Tone  

Customer  sen'ment  

Share  of  voice  

Ra'ng  of  sites  featuring  shared  assets  

CTR  on  shared  content  

Engagament  

Week  over  Week  growth  in  followers  

Number  of  visits  via  social  referral  

Share  of  Conversa'on  

Klout  score  of  fans/followers  

Volume  &  revenue  of  purchases  

Reach Example Metrics!

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Facebook Insights!

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LinkedIn Analytics!

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Pinterest Analytics!

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Twitter Analytics!

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Interests!

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Location!

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Gender!

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Free Report if < 10,000 Followers!

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Top Keywords!

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Time Zone!

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Followers with the Most Followers!

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Share of Voice = Your Mentions / (Total Mentions for Competitive

Companies)!

How Much of the Conversation Are Your Getting?!

@eric3000

@eric3000 Search for Yourself and Competitors!

@eric3000

Import Data Into Excel & Create Chart!

@eric3000

Resonance!

@eric3000

Resonance  

Reac'on  

Reach  

Number  of  followers  

Ra'o  of  posts  to  comments  

Total  content  reach  

Content  Tone  

Customer  sen'ment  

Share  of  voice  

Ra'ng  of  sites  featuring  shared  assets  

CTR  on  shared  content  

Engagement  

Week  over  Week  growth  in  followers  

Number  of  visits  via  social  referral  

Share  of  Conversa'on  

Klout  score  of  fans/followers  

Volume  &  revenue  of  purchases  

Resonance Example Metrics!

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@eric3000

Engagement!

@eric3000 Sentiment!

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Create Dashboards & Reports with Cyfe!

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Connect Social Media Accounts!

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Create Report!

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Highlight Top Posts!

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Reaction!

@eric3000

Resonance  

Reac'on  

Ra'o  of  posts  to  comments  

Content  Tone  

Customer  sen'ment  

Ra'ng  of  sites  featuring  shared  assets  

CTR  on  shared  content  

Engagement  

Number  of  visits  via  social  referral  

Share  of  Conversa'on  

Volume  &  revenue  of  purchases  

Reaction Example Metrics!

Reach  

Number  of  followers  

Total  content  reach  

Share  of  voice  

Week  over  Week  growth  in  followers  

Klout  score  of  fans/followers  

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Traffic!

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@eric3000

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Revenue!

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Connect Social to Revenue!

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Conclusion!

@eric3000

Analytics help us understand what we’re doing right and what needs to

be imporved!

@eric3000

The three components of ROI are Reach, Resonance, and Reaction!

@eric3000

Dashboards and reports communicate the value of social

media to your team!

@eric3000

Questions?!

@eric3000

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/!

Digital Marketing Reading List!

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Email: e.metelka@gmail.com!Twitter: @eric3000!

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www.fullstackmarketing.co!