Post on 12-Aug-2015
transcript
Social Metrics that Matter
The What, How and Why of Social Measurement
Introductions
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Sarah PeduzziDigital Marketing Strategist
Meg HuberDigital Marketing Specialist
BarkleyREI Background
Full service digital agency
Web design and development
Paid search, display, social, SEO
Platinum Adrian Award (Social Media Command Centers)
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Social Media Command Centers
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DICK’S Sporting Goods Marathon
Social Media Command Centers
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DICK’S Sporting Goods Marathon
Total Social Media Reach: 6,706,805Total Social Media Impressions: 28,076,891
#GameonPGH : 8,060#RunnerofSteel : 2,181#PghMarathon : 1,609
Social Media Command Centers
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Kansas City All Star Game
Why Measure Social?
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Listening & Monitoring
Direct Engagement
(CS)
Online Brand
Management Community Management
BrandStrategic
Passive
Trends & Sentiment
Competitive Monitoring
Opportunity Analysis
Push Marketing
Active
Metrics that Matter: Engagement
How to measure engagement? Depends on what engagement means to you.
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Impressions
Actions Taken
Reach Cost
Shares
Comments
LikesWebsite
Visits
Follows
Metrics that Matter: Engagement
MICRO – engagements
Engagements at the post level
Daily interactions
Content real-time (reactionary)
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Metrics that Matter: Engagement
MACRO – engagements
Engagement strategy as a whole (brand
playbook)
Collective engagement
Planned content (evergreen, flow)
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Metrics that Matter: Engagement
Who are we reaching?
Followers
Impressions
Unique People Reached
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Metrics that Matter: Engagement
How are they engaged?
Likes, Comments, Shares
CTR (Click-through Rate)
CPC (Cost per Click)
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Metrics that Matter: Engagement
Website Traffic Metrics
Clicks to Website
Ow.ly or Bit.ly link clicks
Post-click site analytics
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via Hootsuite
Metrics that Matter: Post-Click Engagement
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Website Visits Page Views Page Views Form Fill Social Share
How did this social visit engage with your site content?
Number of Page Views Time on Page, Time on Site Bounce Rate Goal Completions – Form Fill, Phone Call, Download
One social channel
Metrics that Matter: Post-Click Engagement
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Multiple social channels
How do different social channels engage with your site?
Each channel needs different nurturing Averages for one may be different from another Adjust expectations from a goal standpoint
Branding/messaging vs. leads/calls
Quick Reference
Engagement
Impressions
Reach
Cost
Clicks to Website
Click-through-rate
Shares, Comments, Likes, Follows
Cost-per-Click
Post-Click Engagement
Website Visits
Time on Page, Time on Site
Bounce Rate
Average Number of Page Views
Goal Completions
Form Fills
Phone Calls
Downloads
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How to Measure: Free Tools
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Facebook: Page and Audience Insights
How to Measure: Free Tools
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Twitter Analytics
How to Measure: Free Tools
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Hootsuite
How to Measure: Free Tools
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Google Analytics
How to Measure: Free Tools
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Google Analytics URL builder
Utm_source social channelUtm_medium paid or organicUtm_campaign campaign nameUtm_content name of promoUtm_keyword type (image, format, etc.)
These URL parameters feed into GA so you can track clicks and attribute directly to campaign
Use a shortener to make the link smaller, such as:bit.ly, goo.gl or ow.ly
How to Measure: Paid Tools
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Hootsuite Pro or Enterprise
How to Measure: Paid Tools
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Simply Measured
How to Measure: Paid Tools
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Radian6
How to Measure: Paid Tools
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Nuvi
Scorecard: Goals
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Brand Awareness
Measure:
Scorecard: Goals
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Brand Awareness
Impressions
Total Reach
Frequency
Reach per Post
Measure:
Inbound Referral Lift
Scorecard: Goals
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Engagement
Measure:
Scorecard: Goals
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Engagement
Follower Growth
Likes, Comments, Shares
Clicks and CTR
CPC (if applicable)
Measure:
Scorecard: Goals
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Website Traffic
Measure:
Scorecard: Goals
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Website Traffic
Website Clicks
Bit.ly or ow.ly link clicks
GA Sessions
Page Views, Unique Page Views
Measure:
Time on Site or Time on Page
Scorecard: Goals
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Conversions or Website Actions
Measure:
Scorecard: Goals
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Conversions or Website Actions
Total or Unique Goal Conversions
Events
Conversion Rate
Cost per Conversion
Measure:
GA Sessions
Scorecard: Validate
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Month over Month – how does your audience, engagement and goals differ by month?
Year over year – how have you improved the social brand as a whole and has it helped the
bottom line?
Competitive – how do you compare with others in your space?
BONUS: Advanced Metrics
Frequency – how many times, on
average, one person saw your ad or
post before taking an action.
Time and Day Parting – Test what day
of the week and what time of the day
perform the best per your goal.
People taking action – the actual
number of people who took at least one
action on your ad or post.
Mobile and Cross-Device measurement
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BONUS: Advanced Metrics
Brand sentiment – is it positive, negative, neutral?
Branded searches – are they on the rise? Are they on the decline?
Inbound link volume – referral increase that isn’t directly at attributable to something else.
Share of voice – do you drive the conversation or are you just taking part of it? Mentions,
direct use of branded handles/pages, hashtags
Paid vs. Organic – breaking this out can help show the value of each and how one might
feed into the other
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Closing
How does your social brand add to the conversation?
What impact are you having on consumer decisions?
Is your messaging aligned with your goals?
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