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3 Critical Guidelines For Effectively Using Social Media Metrics

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3 Critical Guidelines For Effectively Using Social Media Metrics Travis Bernard #SMX #23B @travisbernard
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Page 1: 3 Critical Guidelines For Effectively Using Social Media Metrics

3 Critical Guidelines For Effectively Using Social Media Metrics

Travis Bernard

#SMX #23B @travisbernard

Page 2: 3 Critical Guidelines For Effectively Using Social Media Metrics

Who am I?

• Audience Development at AOL

• Drive traffic to AOL’s sites

using social media

• Work with brands like

TechCrunch, Engadget,

Autoblog, Daily Finance, and

The Huffington Post

• Previously worked on the ad

agency side, supporting clients like

• National Guard

• Walt Disney Studios

• NBC

• NFL Players Association

Travis Bernard

#SMX #23B @travisbernard

Page 3: 3 Critical Guidelines For Effectively Using Social Media Metrics

3 guidelines for using social media metrics

3

Page 4: 3 Critical Guidelines For Effectively Using Social Media Metrics

#1 – Figure out the goal first

• Don’t pick the metrics and

tactics first

• Decide on the goal first

• The goal will dictate the

metrics and tactics to use

#SMX #23B @travisbernard

Page 5: 3 Critical Guidelines For Effectively Using Social Media Metrics

#2 – Use “cause” metrics to test and refine strategies and tactics

#SMX #23B @travisbernard

Page 6: 3 Critical Guidelines For Effectively Using Social Media Metrics

#3 – Analyze “cause” metrics, but report on “effect” metrics

Effect metrics = Key performance

indicators (KPIs) or big picture goals

that allow you to track where you are

now vs. then

Examples of effect metrics

• Sale or purchase

• Site traffic

• Sign up or acquisition

• Brand education or awareness

• Sentiment

Cause metrics = data points or

indicators that help guide you

towards the goal

Examples of cause metrics

• Reach and impressions

• Engagement

• Clicks

• Fans or followers added

• Posts per day

• Mentions by hour

• Post type

• Audience demographics

• Usage by device

#SMX #23B @travisbernard

Page 7: 3 Critical Guidelines For Effectively Using Social Media Metrics

Recap

• Figure out the goal first

• Use “cause” metrics to test and refine strategies

and tactics

• Analyze “cause” metrics, but report on “effect”

metrics

#SMX #23B @travisbernard

Page 8: 3 Critical Guidelines For Effectively Using Social Media Metrics

3 examples of what we can do with social metrics

8

Page 9: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

• Problem:

• Traffic from Facebook has been

declining since the beginning of the

year

• Goal:

• Increase entries and page views

from Facebook

• Tactic:

• Analyze engaged users, link clicks,

and reach by post type

• Shift post type balance to improve

reach, engaged users, and link

clicks

• More link clicks means more traffic

#SMX #23B @travisbernard

Page 10: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

44%

1%

55%

% of Posts by Type

Links Text/Status Photos

51,921

162,322

59,831

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Average Reach

Which Post Type Reaches the Most

Users?

Links Text/Status Photos

Source: Simply Measured 1/1/13 – 5/25/13

#SMX #23B @travisbernard

Page 11: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

1,703

3,795

3,459

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Average Engaged Users

Which Post Type Engages the Most

Users?

Links Text/Status Photos

1,341

0

237

0

200

400

600

800

1,000

1,200

1,400

1,600

Average Link Clicks

Which Post Type Drives More Traffic?

Links Text/Status Photos

Source: Simply Measured 1/1/13 – 5/25/13

#SMX #23B @travisbernard

Page 12: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

What did we decide to change?

• Increase the use of links because they are driving the most traffic

• Increase the use of status/text posts to maximize reach and engaged users

• Add shortened links to the status/text posts to see if they can also drive traffic

• Decrease use of photos because they aren’t driving much traffic

Sources:

Simply Measured 1/1/13 – 10/5/13

52%

6%

42%

Posts by Type

Links Text/Status Photos

44%

1%

55%

% of Posts by Type

Links Text/Status Photos

Before After

#SMX #23B @travisbernard

Page 13: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

Source:

Simply Measured 3/1/13 – 9/30/13

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

March April May June July August September

How Many People Are Seeing Our Content?

Potential Impressions Potential Reach

Changes were made in

August, and the results

were impressive

• Potential impressions and

reach increased month

over month

#SMX #23B @travisbernard

Page 14: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

Source:

Simply Measured 3/1/13 – 9/30/13

0

50,000

100,000

150,000

200,000

250,000

March April May June July August September

How Engaged Are Our Fans?

Engagements Engaged Users

Changes were made in

August, and the results

were impressive

• Potential impressions and

reach increased month

over month

• Engagements and

engaged users increased

month over month

#SMX #23B @travisbernard

Page 15: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #1

Changes were made in

August, and the results

were impressive

• Potential impressions and

reach increased month

over month

• Engagements and

engaged users increased

month over month

• Entries and page views

from Facebook increased

month over month

Source:

Adobe Discover 3/1/13 – 9/30/13

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

March April May June July August September

How Many Entries Were Made Via Facebook?

Entries from Facebook Page Views from Facebook

#SMX #23B @travisbernard

Page 16: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #2

• Problem:

• Traffic from Twitter has been declining the last few months

• Goal:

• Increase entries and page views from Twitter

• Tactic:

• Host a tweet chat in August to see if it will have an impact on traffic

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

March April May June July

How Much Traffic is Twitter Driving?

Entries from Twitter Page Views from Twitter

#SMX #23B @travisbernard

Page 17: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #2

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

March April May June July August September

How Much Traffic is Twitter Driving?

Entries from Twitter Page Views from Twitter

Source:

Adobe Discover 3/1/13 – 9/30/13

Simply Measured 3/1/13 – 9/30/13

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

March April May June July August September

How Engaged Are Our Twitter Followers?

Engagements Engaged Users

Engagement:

• Engagement increased

50% month over month

• Unique engaged users

increased 14% month

over month

Traffic:

• Entries from Twitter

increased 15% month

over month

• Page views from Twitter

increased 26% month

over month

#SMX #23B @travisbernard

Page 18: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #3

• Problem:

• Traffic from Twitter has been

declining the last few months

• Goal:

• Increase entries and page views

from Twitter

• Tactic:

• Analyze the time of day were are

posting and compare it to when

our audience is talking about us

the most to see if we are missing

opportunities

#SMX #23B @travisbernard

Page 19: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #3Source:

Simply Measured 8/1/13 – 9/30/13

• We are getting a

moderate amount of

mentions at 10 and 11

PM EST, but we aren’t

tweeting much at that

time

• We are still getting a

number of mentions from

12-7 AM EST

0

20

40

60

80

100

120

140

160

0:0

0

1:0

0

2:0

0

3:0

0

4:0

0

5:0

0

6:0

0

7:0

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8:0

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9:0

0

10

:00

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19

:00

20

:00

21

:00

22

:00

23

:00

Tota

l Bra

nd

Po

sts

Time of Day (EST)

Brand Posts by Time of Day (EST)

0

200

400

600

800

1,000

0:0

0

1:0

0

2:0

0

3:0

0

4:0

0

5:0

0

6:0

0

7:0

0

8:0

0

9:0

0

10

:00

11

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20

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21

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22

:00

23

:00

Tota

l Co

mm

en

ts

Time of Day (EST)

Mentions by Time of Day (EST)

#SMX #23B @travisbernard

Page 20: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #3Source:

Simply Measured 8/1/13 – 9/30/13

What opportunities exist?

• Increase tweet frequency

from 10:00-11:59 PM

EST

• Increase tweet frequency

at 12 AM, 3 AM, and 7

AM

0

20

40

60

80

100

120

140

160

0:0

0

1:0

0

2:0

0

3:0

0

4:0

0

5:0

0

6:0

0

7:0

0

8:0

0

9:0

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:00

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:00

18

:00

19

:00

20

:00

21

:00

22

:00

23

:00

Tota

l Bra

nd

Po

sts

Time of Day (EST)

Brand Posts by Time of Day (EST)

0

200

400

600

800

1,000

0:0

0

1:0

0

2:0

0

3:0

0

4:0

0

5:0

0

6:0

0

7:0

0

8:0

0

9:0

0

10

:00

11

:00

12

:00

13

:00

14

:00

15

:00

16

:00

17

:00

18

:00

19

:00

20

:00

21

:00

22

:00

23

:00

Tota

l Co

mm

en

ts

Time of Day (EST)

Mentions by Time of Day (EST)

#SMX #23B @travisbernard

Page 21: 3 Critical Guidelines For Effectively Using Social Media Metrics

Example #3

Source:

Simply Measured 8/1/13 – 9/30/13

• We have a following around the globe

• Most of our followers are in Eastern Time (-5 GMT) and Central Time (-6 GMT)

• We have a large following on the west coast (-8 GMT) and England (GMT and GMT +1)

What opportunities exist?

• Our west coast and international following gives us a good reason to tweet more around

the clock

#SMX #23B @travisbernard

Page 22: 3 Critical Guidelines For Effectively Using Social Media Metrics

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

March April May June July August September October

How Much Traffic is Twitter Driving?

Entries from Twitter Page Views from Twitter

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

March April May June July August September October

How Engaged Are Our Twitter Followers?

Engagements Engaged Users

Example #3

Source:

Adobe Discover 3/1/13 – 10/31/13

Simply Measured 3/1/13 – 10/31/13

Engagement:

• Engagement increased 45%

month over month

• Unique engaged users

increased 35% month over

month

• Greater impact on

engagement than the tweet

chat

Traffic:

• Entries from Twitter

increased 14% month over

month

• Page views from Twitter

increased 5% month over

month

• Less of an impact of traffic

than the tweet chat

#SMX #23B @travisbernard

Page 23: 3 Critical Guidelines For Effectively Using Social Media Metrics

Follow me for updates on social media strategy and analytics@travisbernard

#SMX #23B @travisbernard


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