Social Media Marketing: Part 3: Measurement

@Rob Bertholf Social Media Marketing: Measurement Marketing for Humans: Part
3 of 3 w/ @Rob Bertholf

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@Rob Bertholf Overview Part 3: Measurement Reporting Action Part 2:
Metrics Install & Config

@Rob Bertholf • Know your KPIs • Know how to
measure • Know what to do with data Desired Takeaways

@Rob Bertholf Takeaway: Update your KPI’s Refer to your Social
Marketing Continuity Document

Worksheet #2: Objectives { Goal } achieved by { Tactics
} measured by { KPI } assigned to { POC} completed by { Date }

@Rob Bertholf Social Measurement

@Rob Bertholf Definition

@Rob Bertholf The Process • Identify Relevant Metrics • Set
Baseline • Gather Data • Refine & Filter Data • Interpret & Analyze • Take Action

@Rob Bertholf Opportunities • More immediate information • Better business
decisions • More targeted marketing

@Rob Bertholf Challenges & Limitations • Volume of Available Data
• Inconsistent Approaches • Data Fragmentation • Limited Resources/Analytics

@Rob Bertholf Correlation ≠ Causation

@Rob Bertholf Term: Key Performance Indicator A KPI is a
type of performance measurement used to evaluate the success of a particular activity in which it is engaged. It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.

@Rob Bertholf Social Media & Business Goals

@Rob Bertholf How they are measuring

@Rob Bertholf Creating & Setting Baselines • Set KPI’s based
on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s

@Rob Bertholf Funnel Authority Acquisition Engagement Conversion Reach

@Rob Bertholf Reach • Website Visits / Pages viewed/ Unique
Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects)

@Rob Bertholf Engagement • Post Likes/+1’s/Favorites • Shares/Retweets • Post
Comments • Social Reviews • Forum threads • Mentions • Comments

@Rob Bertholf Authority • Share of Voice • Search Ranking
• Social Influence Metrics • Aggregated Metrics

@Rob Bertholf Acquisition • Sessions • Time Spent on Site
• Geography • Time of Day

@Rob Bertholf Conversion • Event Tracking (Key Clicks/Downloads/Read Brochure) •
Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions

@Rob Bertholf Bonus: Advocacy • Positive WOM • Generating Content
(Blog Posts/Media Content) • Customer Satisfaction • Testimonials

@Rob Bertholf Data Based Decisions Using the data to advance
to next stage of customer engagement

@Rob Bertholf Decision Making • Marketing - Customer Insights •
Product - Which products are not and which not • Web Designer - Creating a site based on who is visiting • Sales - Which referral sources are bringing value • HR - Applicant quality • Social Marker - Which content rocks (platform/ topic/ media)

@Rob Bertholf Visualize your users engagement path

@Rob Bertholf Path to Conversion: Facebook Reach Engagement Authority Acquisition
Conversion Likes Talking About, Comments Shares Website Traffic Event, Goal or eCommerce Action

@Rob Bertholf Path to Conversion: Twitter Reach Engagement Authority Acquisition
Conversion Followers @Mentions, Favorites Lists, Retweets Website Traffic Event, Goal or eCommerce Action

@Rob Bertholf

@Rob Bertholf Getting Ready

@Rob Bertholf Typical link: http://robbertholf.com/some-page/ • Long • Untrackable Shortened
link: http://Bit.ly/aeiou • Short • Trackable URL shortener

@Rob Bertholf Shortened Link Target Destination Bit.ly

@Rob Bertholf Collecting Data

@Rob Bertholf Native Analytics

@Rob Bertholf • Facebook Insights https://www.facebook.com/{PAGE}/insights Facebook

@Rob Bertholf Twitter • Hootsuite/SproutSocial/SManalyzed

@Rob Bertholf • IconoSquare.com Instagram

@Rob Bertholf Offline

@Rob Bertholf • How did you hear about us? •
Online Specials Offline

@Rob Bertholf Web Analytics

@Rob Bertholf Progression of Metrics Hits Page Views Visits /
Session Unique Visit Unique User

@Rob Bertholf Hits • Each request from the browser to
the web server is an individual hit. • Multiple hits generated each time the page loads.

@Rob Bertholf • Number of times a web page has
been displayed. Page Views

@Rob Bertholf Visit (Session) • Could be the same person
in different sessions • Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)

@Rob Bertholf Unique Visit • The uniquely identified client that
is generating page views or hits within a defined time period.

@Rob Bertholf Unique User • Identified from logging into a
site with a username and password or other method • Can track user despite the computer they use to access the site

@Rob Bertholf Progression of Conversion Events Goals eCommerce

@Rob Bertholf Event • Event tracking is a simple way
to track how users are interacting with your site. • You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]);

@Rob Bertholf Goal • This should be a wide range
of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. • Associate monetary value with these goals if possible.

@Rob Bertholf eCommerce • Ecommerce tracking will allow you to
understand not only how much revenue you're making but what channels are responsible for driving revenue

@Rob Bertholf Google Analytics

@Rob Bertholf Google Analytics Go to Presentation

@Rob Bertholf Attribution Models Go to Google Analytics

@Rob Bertholf Social Influence

@Rob Bertholf What are social influence metrics? Social Media Influence
may be tracked by a series of metrics which determine the likelihood of triggering action from another user. Someone who has been identified with high influence will typically have an increased amplification and engagement of their social messages. Go to Presentation

@Rob Bertholf Read the post on how to increase your
social influence score See full Social Influence post at: http://RobBertholf.com

@Rob Bertholf Questions? @Rob [email protected]

@Rob Bertholf What were your thoughts? Please tweet: “Just finished
#SocialMedia #Measurement course with @Rob. It was _________”

@Rob Bertholf Aloha! @Rob http://robbertholf.com [email protected]

Social Media Marketing: Part 3: Measurement

Social Media Marketing: Part 3: Measurement

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