Social Media Marketing: Part 3: Measurement

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

@Rob Bertholf WiFi Login Login: pnmlab Password: pnmlab808 Check in on Swarm! (Pacific New Media) Follow on Twitter: @PacificNewMedia Use Hashtag: #UHPNM

Slide 3

Slide 3 text

@Rob Bertholf Lets get social! • Check in on Foursquare at “Pacific New Media” • Follow @PacificNewMedia on Twitter • Send a tweet to @Rob using hashtag #UHPNM • Text “Like PacificNewMedia” to 32665

Slide 4

Slide 4 text

@Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199

Slide 5

Slide 5 text

@Rob Bertholf @Rob’s Marketing Courses HUMANS DOLLARS ROBOTS

Slide 6

Slide 6 text

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

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

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

Slide 10

Slide 10 text

@Rob Bertholf Social Measurement

Slide 11

Slide 11 text

@Rob Bertholf Definition

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

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

Slide 14

Slide 14 text

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

Slide 15

Slide 15 text

@Rob Bertholf Correlation ≠ Causation

Slide 16

Slide 16 text

@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.

Slide 17

Slide 17 text

@Rob Bertholf Social Media & Business Goals

Slide 18

Slide 18 text

@Rob Bertholf How they are measuring

Slide 19

Slide 19 text

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

Slide 20

Slide 20 text

@Rob Bertholf Funnel Authority Acquisition Engagement Conversion Reach

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

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

Slide 28

Slide 28 text

@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)

Slide 29

Slide 29 text

@Rob Bertholf Visualize your users engagement path

Slide 30

Slide 30 text

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

Slide 31

Slide 31 text

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

Slide 32

Slide 32 text

@Rob Bertholf

Slide 33

Slide 33 text

@Rob Bertholf Getting Ready

Slide 34

Slide 34 text

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

Slide 35

Slide 35 text

@Rob Bertholf Shortened Link Target Destination Bit.ly

Slide 36

Slide 36 text

@Rob Bertholf Collecting Data

Slide 37

Slide 37 text

@Rob Bertholf Native Analytics

Slide 38

Slide 38 text

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

Slide 39

Slide 39 text

@Rob Bertholf Twitter ● Hootsuite/SproutSocial/SManalyzed

Slide 40

Slide 40 text

@Rob Bertholf ● IconoSquare.com Instagram

Slide 41

Slide 41 text

@Rob Bertholf Offline

Slide 42

Slide 42 text

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

Slide 43

Slide 43 text

@Rob Bertholf Web Analytics

Slide 44

Slide 44 text

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

Slide 45

Slide 45 text

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

Slide 46

Slide 46 text

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

Slide 47

Slide 47 text

@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.)

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

@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

Slide 50

Slide 50 text

@Rob Bertholf Progression of Conversion Events Goals eCommerce

Slide 51

Slide 51 text

@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’]);

Slide 52

Slide 52 text

@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.

Slide 53

Slide 53 text

@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

Slide 54

Slide 54 text

@Rob Bertholf Google Analytics

Slide 55

Slide 55 text

@Rob Bertholf Google Analytics Go to Presentation

Slide 56

Slide 56 text

@Rob Bertholf Attribution Models Go to Google Analytics

Slide 57

Slide 57 text

@Rob Bertholf Social Influence

Slide 58

Slide 58 text

@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

Slide 59

Slide 59 text

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

Slide 60

Slide 60 text

@Rob Bertholf Questions? @Rob Rob@Bertholf.com

Slide 61

Slide 61 text

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

Slide 62

Slide 62 text

@Rob Bertholf Aloha! @Rob http://robbertholf.com rob@bertholf.com