Measuring and Tracking Your Social

Media Efforts

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Who We Are

Amanda O'BrienVP Marketingamanda@hallme.com

Hall Web Serviceswww.hallme.com

• 12 Years in Business@Hall_Web

@amanda_pants

Got Questions?

• Use GoToWebinar “Ask a Question”• Twitter with @hall_web

• Corporate Transparency• Build Trust with Customers• Generate Inbound Links• Reputation Management• Promote your blog and website• Inexpensive• Build relationships before purchasing point• Be a part of the conversation that is already going on• Extend your events, seminars, webcasts and conventions

Benefits of Social Networking

Your Social Media Success depends...• Your commitment and passion towards it and keeping up with it• Knowing your buyer personas and speaking TO them in their language, where they are• Your willingness to not only contribute but listen and respond as well• Everything…

No one size fits all here!Photo credit: http://www.flickr.com/photos/jeffhester/2434283985/

Why Measure Social Media• Qualify your social media efforts• It's not about how many eyeballs. It is about which eyeballs.• You are what you measure – decide what is important to track• Conquer your fears

• Afraid measuring will show it's not working? Why waste your time?

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Where to start?• Measurable Objectives• What actions do you want people to take?• Know what you want before you start monitoring• What you need

• Analytics and analytics understanding• Historical Metrics• CRM tools

“You’ve got to be very careful if you don’t know where you are going, because you may never get there.”

Sales

• Get new leads

• New customer conversions

• Increase in average order size

Branding

• PR (mainstream media mentions)

• SEO (search engine rank changes)

• Customer service (customer reviews posted)

Objectives first, tactics second

What are you using social media for?

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Getting startedSetting objectives

• Where are you now?• What do you want to achieve? And by when?• How does this fit in with your business?• Who is your audience and what do they want to hear?• What measurement tools are you going to use?• What is your strategy? And company policies?• What works for you is different• What are you going to measure?• Check back and start over

Popularity – Reach - Volume

• Number of friends on Facebook• Number of followers on Twitter• Number of fans on your fan page• Number of blog subscribers• Number of people subscribed to your FriendFeed• LinkedIn Connections• YouTube Subscribers

Engaging• Number of retweets, replies, lists• Number of blog comments• Brand Mentions• Industry mentions• Comments to LinkedIn discussion• Sentiment• Time spent with brand• Facebook Insights

Strategy to Engage• Listen actively• Produce and distribute quality content• Participate in online communities correctly

Conversion• Click throughs (bit.ly)• Website traffic• Leads generated• Sales or relationship• What do you want people to do?• Make it very obvious

• Join our mailing list• Contact us• Download whitepaper• Purchase

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Determine Key Metrics• Obvious numbers

• Number of posts

• Audience growth

• Conversions

• Email subscribers

• Inbound Links

• SEO Improvements

• Set timelines

• Customer satisfaction scores

• InteractionDiagnostics vs. Objective Metrics

– Christopher S. Pennhttp://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-

metrics/

Measurable Goals• Google Analytics! Get it! Traffic Sources?

• Specific landing pages• User conversion on those landing pages (convert)• Actions taken? Downloads, purchases, forms• Customer Service calls lower?• Finding trends and finding their origin• Memberships• enewsletter signups• Dang math!

Measuring Analytics• Unique visitors (% each month +\-)

• Returning visitors• Content – most popular pages• Links from other sites• Time spent on the site. Bounce rate. (per website?)• Ratio of blog comments to blog posts• Dang math!

( + ) x

ROI is EasyReturn on Investment

Ratio of value received to the actual cost over a base period of time

Resources x Rate

Return= ROI

Time spent (track it)

Talent & Technology

Rate

Money in the bank

Outcome• Did relationships improve?

• Did your message get out there?• Did you get exposure? • Did sales or profits increase?

• Did the right people show up to your event?• Did audience behavior change?

Job opening

Twitter campaign # Tweets

# RT, @sLanding pg

views

# applicants&

New hire

Free Measurement Tools1. Google Analytics

2. Facebook Insights

3. Feedburner

4. Flickr

5. YouTube analytics

6. Twitter Search

7. Hootsuite

8. Blog/Wordpress analytics

9. Social Mention

Free Measurement Tools

Free Measurement Tools10. URL Shorteners with tracking and 301 directs

bit.ly

Paid Measurement Tools • Radian6• TrackUr• Crimson Hexagon• Scout Labs

Don't• Waste your time• Spend time in communities that don't matter or show return• Go into social media blindly• Forget to have a plan, strategy and goals• Get lost in the data

Recap• No Magic Bullet• Part of your business communication plan• Have a plan• Measurable Goals• Company policies• Decide what's important – popular, engaging, relationships• Analyze the outcome• Pick the right tools for you• Be prepared to start measuring process over again

Get Started!

• SEO Vision Blog - http://www.hallme.com/blog

• Webinars – http://www.hallme.com/webinars

• Next week 11 Quick Things You Can Do To Update Your CMS Website

• Call us! 1-877-425-5932 (HALL-WEB)

• amanda@hallme.com

Follow Hall: Hall_WebFollow Amanda: amanda_pants

KD Paine: http://kdpaine.blogs.com/Brian Solis - Engage

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