Download - Social Media Analytics and ROI tracking
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Social Media Analytics and ROI Tracking
Brianna Smith | Digital Marketing Specialist
Social Media Analytics and ROI Tracking Agenda
S Social Media Metrics
S Social Media Measurement Tools
S Measuring ROI of Social Media Efforts
S Questions
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Social Media Metrics Determining what to measure
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Social Media Marketing Metrics
Increase in Community Membership
S Facebook page likes
S Twitter followers
S LinkedIn followers
S Google+ likes
S YouTube channel subscribers
S Pinterest followers
Content Mobility & Engagement
S Facebook post likes and shares
S Tweets directly from content
S Retweets
S YouTube video likes, shares, and embeds
S Pinterest repins
S LinkedIn post likes and shares
Market Perception
S Sentiment of social media mentions
S Number of people who hid Facebook post or mentioned a post in a negative way (can be found in Facebook Insights)
S Keep a monthly total of positive, negative, and neutral mentions to view trends S Increase in positive mentions
S Decrease in negative mentions
Social Conversions
S Total number of click-throughs to website from each social media source S Twitter
S Facebook
S LinkedIn
S Pinterest
S YouTube
Social Media Follower
Website Visitor Lead
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Social Media Measurement Tools
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Social Media Tools
Hootsuite • Social Network Management
• Google Analytics
• Twitter Profile Statistics report
• Ow.ly Click Statistics
• Google+ Pages Analytics
• Custom Reports
• Team Features
• Monitoring: search by • Streams
• Mentions
• Hashtag
• Geo-location
• Klout
• Keyword
• Language
• Google+
• Foursquare
• Myspace
• Wordpress
SocialBro • Real time analytics • Best time to tweet report • Discover Twitter users and insights
• What your followers talk about
• What your followers influential Followers
• Very active friends
• Your influencers
• Who you influence
• Analyze your competitors • Analyze your lists • Twitter DM Campaigns
• Accounts comparison • Benchmark
• Compare accounts of similar size & age
• Geolocated search
Google Analytics • Create conversion reports
• See how many social media visitors complete a goal, such as a specific page view or complete a purchase
• Visualize how visitors flow from social networks through your site
• See which social networks are sending traffic to your site
• Social plugins report shows on-site engagement
ShareThis Plugin • Analytics that shows
• Which social networks drive the most sharing
• Which content was shared the most
• Measures SQI score – Social Quality Index or the social quality of your website
• Integrates with Google Analytics
SproutSocial • Engagement report to
measure response rate and average response time
• View best time and day for increased engagement
• Evaluate your engagement and influence against your competition
• Track brand mentions
• Geotargeting
• Monitor competitors
• Mobile app for on-the-go social media management
Gremlin • Schedule, distribute, and analyze
posts on Twitter, Facebook, and LinkedIn and make side-by-side network comparisons
• Quickly translates social media messages for international businesses
• Uses Brev.is and Bit.ly link shortners to track URLs
• Set-up and track up to 15 different types of goals
• Search for brand mentions across all three social networks at once
• Social media compliance enforcement for businesses in regulated industries
• Coming Soon: Sentiment analysis
SimplyMeasured
SocialMention • Searches blogs, microblogs,
networks, bookmarks, comments, events, images, news videos, audio, and questions all across the internet
• Measures social media strength – the likelihood that your brand will be mentioned on social media
• Determines sentiment – the ratio of generally positive mentions to those that are negative
• Analyzes passion – the likelihood that those talking about your brand will do so repeatedly
• Other measurements • Top users
• Top hashtags
• Sources
• Realtime buzz widget • Set up alerts for brand mentions
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Measuring ROI of Social Media Efforts
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Determining Social Media ROI
Google Analytics Ecommerce Sales Funnel
S Track ecommerce sales and visitors by adding the Google Analytics ecommerce tracking code to your site
S Set up goals to determine when a visitor has converted into a customer or lead
S Within the Google Analytics Conversion Report, segment visitors to view the number of transactions completed by social media visitors or by a specific network (i.e. Twitter, Facebook, Pinterest, etc.)
Savings: Social vs. Paid Media
S Are your social efforts generating more results than what you would see with paid media?
S This can be answered by calculating how much it would cost to buy the same number of social impressions and actions with paid media as you do organically
S To determine actual savings, use the Facebook ads, Twitter promoted tweets, YouTube promoted videos, and Google AdWords PPC advertising prices
Savings: Social vs. Paid Media
Value of SMM efforts Cost of SMM
ROI
Calculating Value of Social Media Efforts
S Organic (non-paid) Facebook Impressions x $10.00 CPM
S Clicks from Facebook posts x average cost of PPC clicks
S ((Tweets x # of followers) + (retweets + @mentions) x .25*) x $10.00 CPM
S Clicks from Twitter x average cost of PPC clicks
S Organic YouTube video views x $0.20 per view
S Blog pageviews x average cost of PPC clicks
S Online brand mentions x average cost of PPC clicks
View rate or impressions of a single tweet, as estimated by Twitter
Revenue from Social Media
S Formula for non-ecommerce sites to determine social media ROI
S Determined by analyzing how views of goal pages, social media visits to goal pages, and average sale are connected
S Examples of Goal Pages:
S Store Location pages
S Individual Product pages
S Contact Us pages
Revenue from Social Media
S Visitors to Goal Pages / Total Products Sold = Goal Pages per Sale
S Social Traffic to Goal Pages / Goal Pages per Sale = Social Sales
S Revenue from set period / Total Transactions = Average Transaction Value
S Social Sales X Average Transaction Value = Social Revenue
S (Social Revenue – SMM Cost) / SMM Cost = ROI
For a given period of time
Social Revenue – SMM Cost Cost of SMM
ROI
Questions?
Brianna Smith Digital Marketing Specialist and Social Media Blogger
S Follow me on Twitter: S @Brianna5mith
S Email me at: S [email protected]
S Connect with me on LinkedIn: S www.linkedin.com/brianna5mith
S Find more social media resources at: S www.Beingyourbrand.com