From a June 2013 presentation to small business owners in Raleigh

1. May29,2013
Tracking and Measuring
Social Media Marketing Campaigns

2. Overview
• About Me
• Getting Started
• Objectives
• Tools
• Next Steps
• Q&A

3. ABOUT ME

4. About Me
• I’m a storyteller
• Graduated from Elon University with
B.A. in Strategic Communications and
M.A. in Interactive Media
• Clients I’ve worked with: API, Cree,
Dow Jones, Duke Realty, New England
Patriots, SCVNGR, Coca-Cola,
Esurance, Sears, House of Raeford,
Swedish Match, West Village
• Connect on Twitter: @larsbredahl

5. About Me
• Eckel & Vaughan (@EckelVaughan)
– Founded in 2008
– Raleigh, NC
– “Conversation Agency”
– Full-service agency
• Marketing & Advertising
• Public Affairs
• Public Relations
• Digital Media

6. GETTING STARTED

7. Getting Started
• What is your business objective?
• What are your Key Performance Indicators
(KPIs)?
• What is your budget?
• How many people will monitor your accounts?
Source

8. OBJECTIVES

9. Reach
• Boost brand awareness
• Grow community, following
• KPIs: followers, subscribers, fans, Likes, shares

10. Reach
Example: Lars Bar and Grill
• Campaign: Facebook Ad Awareness Campaign
• Objective: Earn 200 Facebook “Likes” in June
2013 using paid promotions.
• Measurement: Use Facebook Insights to
analyze growth patterns. Optimize ads on
Facebook Ad platform.

11. Engagement
• Generate interactions with your content
• Experiment with different types of content and
monitor KPIs to see what works
• KPIs: Clicks, time on site, retweets, mentions,
comments, replies, emails sent, downloads,
video views, reviews, “Talking About This”

12. Engagement
Example: Lars Bar and Grill
• Campaign: Develop compelling content for
Facebook that generates interactions
• Objective: Create engaging content to earn
100 interactions in June 2013
• Measurement: Track the average amount of
post likes, comments, shares and then
optimize accordingly.

13. Conversions
• Drive traffic to your website and other
platforms
• Top of “Sales Funnel”
• KPIs: Product purchases, forms completed,
emails sent

14. Conversions
Example: Lars Bar and Grill
• Campaign: Build email list
• Objective: Earn 50 new email subscribers in
June 2013
• Measurement: Use Google Analytics to track
social media traffic to website and amount of
clicks on “Subscribe” button.

15. Other Objectives
• Competitive Data
– Share of Voice
– Share of mentions compared to competitors in
your space
• Sentiment
– How do followers react to your content?
– Positive, negative, or neutral

16. TOOLS

17. Free Tools
• Metric Tools: allow you to track basic statistics
from various platforms
– Google Analytics
– Facebook Insights
– TwitterCounter
– Followerwonk
– Pinterest Web Analytics
Source

18. Free Tools
• Link Shortening Tools: allow you to clip and
customize long URLs while tracking clicks
– Bit.ly
– BufferApp
– Su.pr
– Goo.gl
– TinyArrows
Source

19. Free Tools
• Monitoring Tools: allow you to keep tabs on
the conversation around your brand
– Google Alerts
– HootSuite
– TweetDeck
– Social Mention
– Icerocket
Source

20. Free Tools
• Influence Tools: allows you to determine how
engaging your content is and identify key
influencers
– Klout
– Kred
– Tweetreach
– Peerindex
– Pinpuff
Source

21. Paid Tools
• Radian6
• ViralHeat
• Spredfast
• Argyle Social
• Sysomos
• Sprout Social
• UberVU
Source

22. NEXT STEPS

23. Next Steps
• Set goals

24. Next Steps
• Plan specific measureable objectives

25. Next Steps
Facebook
Date Posts Page Likes Fan Posts Post Likes Shares Comments
6/1/13 2 100 1 21 2 1
6/2/13 1 100 0 10 1 0
6/3/13 1 101 0 8 1 0
6/4/13 2 102 1 24 2 2
6/5/13 2 102 1 16 2 0
6/6/13 2 103 0 18 0 1
• Create a social media tracking document

26. Next Steps
• Choose monitoring platforms based on
objectives, budget, team

27. Next Steps
• Monitor, measure, optimize

28. Q&A

29. Q&A
Questions?
@larsbredahl @EckelVaughan