analytics for social media
DESCRIPTION
Wondering how to track the effectiveness of your social media campaign? Find out how and what KPIs you should be focusing on.Learn more at http://raventools.com/TRANSCRIPT
Taylor Pratt Raven Internet Marketing Tools smx.raventools.com @RavenPratt
I used to be in the military. Used to do field work for the CIA. I’ve been to some horrible places. Seen some pretty terrible things. I don’t think I’ve ever been this scared in my life.
Start with a social media checklist
Identify your business objectives (qualitative metrics): Increase brand awareness Increase brand trust Increase interaction with customers Increase brand loyalty Sell more [your service/product] Better understanding of user behavior To facilitate customer support
What characteristics do you want associated with your brand? Great customer service Convenience Low prices Refreshing
How much time and resources are you willing to invest?
67% of Twitter users who become followers of a brand are more likely to buy that brands products1
60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend2
74% of consumers are influenced on buying decisions by fellow socializers aftter soliciting input via social media3
Understand this, Taylor – I don’t
work for you. You want my intel? Fine. But I’m doing this my
way.
Listening – your parents were onto something How are your customers using social media? Where are they participating? Are they currently interacting with companies via social media?
What are they already saying about you? What is their activity level on each social network?
Define KPIs specific to each business objective
Increase brand awareness KPIs Share of voice Audience engagement Conversation reach
The following equation is taken from a Social Marketing Analytics whitepaper published by Web Analytics Demystified and Altimeter Group
Download it at: http://bit.ly/pratt1
Number of people in a specific location who follow us on Twitter
Reduction in support costs
Number of product improvement suggestions from Facebook fans
Increase in product reviews & ratings
Reduction in sales cycles
Volume of consumer-‐created buzz
Seasonality of buzz
Rate of virality
Embeds/installs
Increases in searches
Ranking improvements
Demographics
Interaction/engagement rate
Number of interactions
Store locator views
Registrations by channel
User-‐initiated views
Attributes of tags
The key to successful social media measurement is asking questions
Example: Are people sharing your content? How many shared a link to your content? How many links have been shared? How many people clicked through to it in a given time span
What type of content is shared the most?
You tell me what you know or I promise you this will become very
unpleasant.
Scout Labs http://bit.ly/pratt2
Radian 6 http://bit.ly/pratt3
Alterian SM2 (formerly Techrigy) http://bit.ly/pratt4
Social Mention http://bit.ly/pratt5
Collective Intellect http://bit.ly/pratt6
BrandsEye http://bit.ly/pratt7
Raven Tools http://bit.ly/pratt8
Trendrr http://bit.ly/pratt9
Spiral16 http://bit.ly/pratt10
MAP by Sysomos http://bit.ly/pratt11
Attentio http://bit.ly/pratt12
DNA 13 http://bit.ly/pratt13
uberVU http://bit.ly/pratt14
Viralheat http://bit.ly/pratt15
RockDex http://bit.ly/pratt16
BlogPulse http://bit.ly/pratt17
PostRank http://bit.ly/pratt18
Setup separate searches for: Brand mentions Product mentions Events Promotions Competitors Product launches
If you’re lying to me, I’m going to make this the worst day of your life, you
understand me?
Taylor Pratt @RavenPratt smx.raventools.com http://facebook.com/raventools