social media measurement for sales & marketing

Social Media Measurement for Sales & Marketing

Class 5: New York University Social Media Analytics I

@BrianHonigman

@BrianHonigman

Social Media Serves Different Purposes

*Drive Awareness *Increase Engagement *Attract Leads *Build Thought Leadership

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Marketing Goals on Social Media:

Driving Awareness

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Measuring Awareness

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Measuring Awareness

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@SIGolfPlus Report 02/2/16 - 03/23/16

Example: Starbucks

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Example: Starbucks

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@Starbucks Hashtag Report via Keyhole.co 03/20/16 - 03/29/16

Increased Engagement

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Simple Formula for Measuring Engagement

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Engagement rate = Sum of Interactions / Post Reach x 100

(with in-depth data)

Engagement rate = Sum of Interactions / Audience Size x 100

(without in-depth data)

Example: American Express

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Attracting Leads

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Measuring Leads

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Example: Steamboat

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Build Thought Leadership

National Wildlife Federation Snapchat Campaign

Build Thought Leadership

Sephora's Kik Campaign

Everlane on Facebook Messenger

Example: HRC

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Measure Thought Leadership

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Press Mentions


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Influencer Engagement


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Brand Endorsements


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Political Support


@BrianHonigmanUGC: Memes


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Industry Awards

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AWARENESS

ENGAGEMENT

CONVERSION

RETENTION

Organic + Paid Social Ads

Audience Engagement, Retargeting Ads, Subscribers

Social Exclusive Offers, Loyalty Program, Retargeting

Build a Social Media Marketing Funnel

Coordinate Other Channels, Optimize Landing Pages

*Nurture Leads *Foster Referral Network *Generate Sales

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Sales Goals on Social Media:

Nurture Leads

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Measure Lead Nurturing

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Example: College of William & Mary

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Foster Referral Network

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Measuring Referrals

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Generate Sales

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Measuring Sales

Measuring Sales

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Example: Munchery

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Questions!?

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