measuring social media campaign effectiveness - anna harper-hess - bizwatch search analytics
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Measuring Social Media
Anna Harper-Hess
Bizwatch Search Analytics
[email protected] ~ www.bizwatchsearchanalytics.com
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Anna Harper-Hess/Bizwatch MA in Liberal Studies with a focus on Sociology
– Digital Sociologist Got into social media because of the economic
downturn– Led to sales leads, a jump in retail sales, and brand
awareness Digital Marketing Specialist for Bizwatch
– Search Marketing Company specializes in PPC, SEO, Social Media.
– Metrics focus - what are you spending and what is it getting you?
[email protected] ~ www.bizwatchsearchanalytics.com
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[email protected] ~ www.bizwatchsearchanalytics.com 3
MYTH
Social Media Marketing
is Impossible to
Measure.
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[email protected] ~ www.bizwatchsearchanalytics.com 4
Measurable Objectives
What are your goals?– You must have a plan and have goals put
into place in order to begin measuring your social media campaigns
• Example: traditional marketing efforts like advertisements or mailers
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[email protected] ~ www.bizwatchsearchanalytics.com 5
Online Marketing Works in Multiple Parts
SEO PPC Social Media
Online Marketing
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Online Marketing
You can choose to only work in one area, to get the best ROI it helps to work simultaneously with all three– SEO, PPC, and Social Media feed one
another• Example: keyword optimization and research
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What Should You Measure? Engagement
– Are people listening and responding to your posts?
Brand Buzz– Who is talking about your brand?
Leads– Are you achieving leads via your website or
through other means? Can these be attributed to social media?
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[email protected] ~ www.bizwatchsearchanalytics.com 8
Engagement
Numerous ways to measure engagement – Shorten URLS– Tools like Hootsuite– Klout– Grader.com– Facebook Page Statistics
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[email protected] ~ www.bizwatchsearchanalytics.com 9
URL Shorteners Using URL shorteners in combination with a
desktop Twitter tool is a great way to measure your efforts– http://bit.ly
• Rename links, track clicks
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[email protected] ~ www.bizwatchsearchanalytics.com 10
Hootsuite Hootsuite provides insightful stats
– Region info, popular messages, top influencers, shortened URL tracking, individual message tracking
– Cost for some of the services
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[email protected] ~ www.bizwatchsearchanalytics.com 11
Klout Free service that shows you who you
influence and who influences you
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Grader.com Free service from Hub Spot
– See how influential your Twitter, Facebook, Blog, etc. is
– See where you need to enhance your efforts
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[email protected] ~ www.bizwatchsearchanalytics.com 13
Facebook Insights Facebook Insights provides
demographic data, pageview data, media consumption info
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The Old Fashion Way
When you post something do people comment, retweet, @ message you or direct message you?
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Brand Buzz
Who is talking about you or your brand? How is your brand message reaching the masses?– Google Search– Twitter search– Addictomatic– Social Mention
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[email protected] ~ www.bizwatchsearchanalytics.com 16
Google Search
Completing a Google Search every few weeks is a good way to see how your brand is populating through the internet. – Do you see your social media feeds when you
complete this search?– Did your latest blog post get indexed?
Combo of SEO, PPC, with Social Media increases your success rate
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Twitter Search
Search on your company or brand name and see what people are saying– Resolve customer issues
• Deli Example
Search on your industry topics– Are there people looking for your services?
• Network with these people
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Addictomatic Allows you to see the buzz around your brand
– Helps to see where you need to focus your efforts and where your marketing efforts are successful
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Social Mention
Four part measurement system– Strength of your brand - how likely is it that your
brand is being discussed in social media?– Sentiment - Ratio of positive comments to
negative– Passion - likelihood that people will continuously
talk about your brand to others– Reach - your level of influence
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Leads
Online marketing requires a measurable lead generation process– Contact us form– Website hits– Sale Confirmation
Know your sales process and how your sales people are processing leads– Example: phone number, bakery lead
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Google Analytics
Free software for your website that allows you to track visits, bounce rate, time on site, conversions, and much more
Google Analytics gives factual data to allow you to see where you need to enhance your website.
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[email protected] ~ www.bizwatchsearchanalytics.com 23
Google Analytics Through Google Analytics you can see where
people are coming from to get to your site.
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Google Analytics
You can also see how people are moving through your site once they arrive– Where do they exit your site?– What pages do they visit?– How long do they stay?– What keywords did they search on to arrive at
your site?
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Google Analytics
Allows you to track goals – Contact Us Form– Thank You Page
Allows you to track advertising efforts – PPC– Facebook Ads
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Google Analytics You can also track events
– Set up new campaigns
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Google Analytics Tips Make sure the Google Analytics code is on every
page of your website
Make sure you have your conversion tracking code set up properly– Contact confirmation page– Thank you page
Lunch and Learn December 29th on Google Analytics– Bizwatchsearchanalytics.com for more info
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Paid Industry Tools Radian 6 Omniture Trackur
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Bizwatch Search Analytics Our all in one tool that uses Google
Analytics to put together informative reports– Measure SEO– Measure PPC– Measure Social Media
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Bizwatch Social Media Our newest update - social media measurement
– Measure conversions, website visits, time on site, goals, and more.
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Recap To measure social media you must have goals and
a plan in place– Integrating SEO, PPC, and Social Media together will
help you achieve the best results The things to measure are
– Engagement– Brand Awareness– Leads
There are many tools to help you measure success– Google Analytics is one of the best ways– 12/29 Lunch and Learn
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Thank You!
Contact Info:
– Anna Harper-Hess• 1-877-609-7027• Twitter: @bizwatchsearch• www.bizwatchsearchanalytics.com• [email protected]