how to use metrics to improve your social media marketing
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How To Use Metrics To Improve Your Social Media Marketing
Presented to:Direct Marketing Association of Detroit
AIMS 2016
Prepared by:Chad Wiebesick
Director of Social Media and Interactive MarketingTwitter: @Wiebesick
April 13, 2016
Does Social Media Work?
@Wiebesick #DMADAIMS
Measurement can overwhelm. Don’t measure every social media metric you can.
• Define your goals– Once you know how social media marketing fits into your
business’s overall objectives, you can work out what results you’re looking for. This gets you one step closer to choosing useful metrics to measure.
• Choose a good metric– The difference between a ‘good’ and ‘bad’ metric really
comes down to how useful it is to you. If you pick a metric that is hard to understand, or one that seems disconnected from the goals you’ve chosen, this can make it difficult to take action on the results you get.
@Wiebesick #DMADAIMS
Use tools, but focus on the results you’re aiming for and not the tools.
• Free – Simply Measured– Hootsuite– Tweet Reach
• Paid– Radian6– Sprout Social– Digital Roots
@Wiebesick #DMADAIMS
@Wiebesick #DMADAIMS
Align Your Social Strategy To Your Business Objectives
Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.
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Pure Michigan Ranks Among Top 10 Travel Destinations Worldwide for Its Social Media
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Pure Michigan’s Social Engagement Ranks #1
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Move beyond ‘likes’ and ‘follows’ to look at real business metrics.
Our social media ROI is tied to business metrics:•Social media makes a “head in bed” more likely. 95% of fans of the Pure Michigan Facebook page say they’re likely to visit Michigan in the next 6 months. The main Michigan.org website does well too (90% of visitors to it say they’re likely to visit Michigan in the next 6 months) but a social platform does even better.
•Social media creates more informed visitors. 70% of fans say that Facebook posts have made them aware of places to go or things to do that they did not know existed in Michigan.
@Wiebesick #DMADAIMS Source: Foresee survey of Pure Michigan social media community
Does Pure Michigan Work?
@Wiebesick #DMADAIMS
@Wiebesick #DMADAIMS
@Wiebesick #DMADAIMS
@Wiebesick #DMADAIMS
Pure Michigan Results• The state made $6.87 for each dollar spent on Pure
Michigan advertising in 2014• $12.4 million in out-of-state advertising• Motivated 4.1 million trips to Michigan• 2.2 million from the region (IL, IN, OH, WI, MO, Ontario) • 1.9 million from outside the region• Those visitors spent $1.2 billion at Michigan businesses • Those visitors paid $85.4 million in Michigan sales tax
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Michigan Hotel Data 2014• Occupancy: 58.9%-Up 2.3% • Average Daily Rate (ADR): $91.72-Up 5.1%• Revenue Per Available Room (RevPAR): $54.00-Up 7.5%
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3 Common Business Objectives and The Social Metrics To Look At
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Goal #1: Sales and Lead Generation
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Goal #1: Sales and Lead Generation
Social media metric to measure: Traffic from social media to your website.
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Facebook is Top 10 source of traffic to michigan.org, but it wasn’t always that way. • Out of 3,000 sources of traffic to michigan.org, Facebook
is among the Top 10.• In every post we include a link back to a key page on
michigan.org that highlights the city or activity in the post.
@Wiebesick #DMADAIMS
One simple thing we did increased our social traffic by 183%. Here’s how.
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Most Popular Blog Story in 2014This blog story received four times more traffic than the homepage of michigan.org.
Michigan.org had its biggest one-day spike in traffic in three months.
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Story Went Viral On Social Media• 48% of traffic is “direct” vs 33% of traffic is “social”• Really? It can’t be direct traffic because the story is too
new for people to bookmark, and the URL too long for people to remember.
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Google Is Under Reporting Facebook Traffic by 40%
By default, Google erroneously and automatically attributes traffic from mobile apps like Facebook and Twitter as being “direct”.
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Use Google Analytics URL Builder To Track Social Traffic
Create unique tracking URL’s to properly credit social media mobile app traffic arriving at your website.
http://www.michigan.orgBecomes
http://www.michigan.org?utm_source=facebook&utm_medium=social&utm_campaign=post
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TIP: Use Vanity URL Shortener to Reinforce Your Brand
Thishttp://www.michigan.org?utm_source=facebook&utm_medium=social&utm_campaign=postBecomeshttp://www.puremi.ch/1kLHW4U
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Now, Our Social Traffic Is Properly Attributed
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If you use social media to sell, remember to follow the 80-20 rule.
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And be timely. This tweet went over about as well as you'd expect.
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Really?! Kenneth Cole jokes about tragic international event to sell shoes again.
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And another example
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Epicurious sends individual apologies, though half-hearted copy-and-pasting is disingenuous.
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Lesson Learned: Don’t make light of serious situations to sell your products or services. If you make a mistake, apologize authentically, not as lip service.
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Goal #2: Generate Awareness
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Goal #2: Generate Awareness
Social media metric to measure: Follower growth, brand mentions.
• Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.
• Generated 15,000 retweets and 8,000 new Twitter followers.
@Wiebesick #DMADAIMS
“Here’s how by reacting quickly to an obscure tweet, Pure Michigan
generated $17 million in PR buzz.”
@Wiebesick
Dec 6, 11:49 am
@Wiebesick
TravelWisconsin.com
@Wiebesick
Dec 6, 2:45 pm
@Wiebesick
Dec 6, 7:17 pm
@Wiebesick
What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette
@Wiebesick
Dec 7, 11:45 am WhoIsTheRealMittenState.com
@Wiebesick
@Wiebesick
@Wiebesick
Dec 7, 4:43 pmStatewide News
@Wiebesick
Dec 7, 7:23 pmWisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.@Wiebesick
“Is Michigan or Wisconsin the Mitten State?”Google AdWords
@Wiebesick
Dec 7, 10:20 pmNational News
@Wiebesick
Dec 8, 9:03 am
@Wiebesick
Dec 8, 9:46 am
@Wiebesick
@Wiebesick
@Wiebesick
Dec 13
@Wiebesick
The Mitten Drive Prompted More Conversations
@Wiebesick
Dec 14, 2:20 International News
@Wiebesick
Results• Over 300 news stories from state, national and international
radio, newspaper and TV • 396 million media impressions• $17.7 million in earned media value
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Cost to Promote• ZERO costs other than staff time
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Winner of U.S. Travel Association Mercury Award
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“It’s quality, not mere quantity of fans that’s important.”
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New York State Has The Largest Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.
@Wiebesick #DMADAIMS
State of Florida Has Far Fewer Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
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Another Reason to Not Focus on Number of Fans
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Goal #3: Customer Engagement
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• Social media metrics to measure: likes, shares, comments, retweets.
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Be careful how you try to engage. The Internet is littered with brand
fails on social media.
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What does this tweet mean?
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He’s probably the first person fired for poor emoji use.
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Lesson learned: In the heat of a moment, take time to think how others might view your tweet.
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Know your audience when seeking engagement.
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What Single Post Caused People To Unlike the Pure Michigan Facebook Page?
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What Should We Do?
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Let Your Advocates Support You
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Thank You!
Chad Wiebesick Director of Social Media and Interactive Marketing
Email: wiebesickc@michigan.orgTwitter: @Wiebesick
@Wiebesick #DMADAIMS
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