Session13 measurement
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This document discusses measuring social media marketing performance. It identifies key metrics to track, including audience growth and reach, engagement, visibility and brand perception, traffic pull, and conversion rate. These metrics help identify what social media tactics are working and not working in order to improve marketing performance. The document also recommends tools for measurement and discusses how to create a feedback loop to continuously measure, plan goals, create and engage with content, and listen and monitor social media analytics.
Session13 measurement
- 2. You you need marketing analytics • Identifying what’s working • Identifying what’s not working • Identifying ways to improve • Implementing more of the tactics that work to improve marketing performance The Four benefits of measuring is knowing the following:
- 3. Purpose The idea is about quantitative growth and qualitative perception of brand.
- 4. Much of your analytics monitoring will or should be in the form of a feedback loop: Create Content & Engage Listen & Monitor Measure & Engage Plan & Set Goals
- 5. Your Social Media Metrics • Audience Growth & Reach • Engagement • Visibility & Brand Perception • Traffic Pull • Conversion Rate
- 6. Audience Growth & Reach
- 7. Audience Growth & Reach Definition: The total number of people engaging with your brand in social media channels. #People + #Reach / Time = Growth I like to call this, Influence in the Groundswell
- 8. Engagement
- 9. Engagement Definition: The number of interactions generated as measured by specific metrics: FB Likes, Twitter RTs and Replies, Comments, Shares, etc. I like to think of this as quality of content, measuring the relevance, interest of content and conversations.
- 10. Visibility & Brand Perception
- 11. Visibility & Brand Perception Definition: All the mentions of your brand throughout social media channels and qualitative analysis of whether the mentions are positive, negative or neutral. Requires the use of monitoring tools and listening to the groundswell. Know where you are being talked about and respond appropriately, whether customers have a problem, need something, engage with new prospects and more.
- 12. Traffic Pull
- 13. Traffic Pull Definition: The percentage of unique visitors to your website that comes from social media channels. If your traffic from social media isn’t growing, then you should examine your social media strategy. Do your tweets or Facebook posts include relevant links back to your website, where readers can get more information on a particular topic or take advantage of a special offer on a landing page?
- 14. Conversion Rate
- 15. Conversion Rate Definition: The percentage of visitors from social media that convert into lead or customers This metric is critical for measuring the value of your social media reach. Comparing the percentage of leads or customers you generate through social media vs. other channels will help you determine the ROI of your social media outreach.
- 16. Tools for Measurement • Tweetdeck • Hootsuite • SproutSocial • Radian6 • PeopleBrowsr • Spredfast • Google Analytics
- 17. Career Narratives The old industrial, nuclear family narrative The new dynamic, networked narrative
- 18. Career Paths Social Media: • Social Media Manager, Coordinator, Community Manager • Professional Blogger, Personality • Strategist, Analyst, Communications expert • Content Auditor, Specialist, Content Writer for the Web • SEO Marketer, SEO Specialist
Editor's Notes
- #3: Insights provided by analytics will help you make the most appropriate and intelligent decisions moving forward in a social media strategy.
- #10: I like measuring influence against engagement.
- #12: Also measure the your share of the conversation against competitors.
- #14: You can track this metric by monitoring the referring sources in your web analytics platform. Ultimately, you want to see traffic from social media sources rising over time, especially as your social media reach grows. After all, a major goal of social media outreach is to attract visitors to your website where they can convert into leads or customers.
- #16: You may discover that social media visitors convert into leads and customers at a higher rate than visitors from other channels, thanks to the level of engagement you’ve been able to generate before a social follower even visits your website. Or, you may find that social media followers convert at a lower rate than visitors who find you through a specific search or who are on your email list. That situation may be okay, though, if your social media strategy is more focused on building brand awareness or fostering closer connections with existing customers.