measuring your social media effectiveness
DESCRIPTION
There are hundreds of tools (free and paid) to track social media campaigns. So why is it so hard to report on social media effectiveness? This presentation will give you practical tips for campaign reporting as well as an overview of the critical components of social media measurement - context, comparison and conversions.TRANSCRIPT
MEASURING SOCIAL MEDIA EFFECTIVENESS
Photo credit: Scott Beale | Laughing Squid
WHO
WHATWHEN
WHERE
WHY
HOW
WHO?
Key performance indicators
Depth of interactions
Share of brand
Key category phrases (buckets)
New key search phrases
Traffic by media mix
Digital reach
Opt in audience
WHAT?
Nurturing the sales funnel
Understanding the stages and influences involved in the buying process and targeting each contributing factor
Targeting the right people with the right message at the right time
Adapting to an opinion based buying process by educating and informing instead of pushing products
Facilitating two way communication to increase relevance, reputation and reach
Creating advocates to strengthen core messaging
Outcomes
Testimonials
Planning/Purchasing
Research
Measuring the sales funnel
Research:
Share of brand
New key search phrases
Digital reach
Opt in audience
Planning:
Depth of interactions
Share of brand
Traffic by media mix
Testimonials:
Depth of interactions
Share of brand
Digital reach
Lead capture/sales?
Outcomes
Testimonials
Planning/Purchasing
Research
WHERE?
WHEN?
Hyper targeting
Targeting
Maximum Exposure
Example data only
WHY?
HOW?
Network Score
Engaged followers who are highly influential
Amplification ScoreThe likelihood that your messages will
generate retweets or spark a conversation
True Reach
Engaged followers and friends vs. spam bots, dead accounts
KLOUT A FACTOR OF OVER
25 VARIABLES BROKEN INTO THREE
CATEGORIES
SOCIAL PULSE• Reach• Associated keywords• Reputation management
Tool: Social Radar by Infegy
Tool: SM2 by Alterian
Measure the impact of your campaigns
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Clarify your objectives and key performance indicators
Present the numbers
Write an analysis and add context to the numbers
Highlight the changes from previous reports
Include recommendations
Include anecdotal feedback
Ask for internal feedback
Writing your report
FREE TOOLS
Website Audit http://delicious.com/mab397/websiteaudit
Social Audit http://delicious.com/mab397/socialaudit
Platform Search http://delicious.com/mab397/platformsearch
Search Audit http://delicious.com/mab397/searchaudit
Alerts http://delicious.com/mab397/alerts
“Subscription tools can
be expensive to run on
your own. Use an agency
to benefit from multiple
user discounts”
Mandi Bateson | Digital Director | @mab397
e: [email protected]: http://mab397.wordpress.com
t: 02 9286 1277