Date post: | 21-Jan-2015 |
Category: |
Social Media |
Upload: | lars-bredahl |
View: | 103 times |
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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
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