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Mia Vallo - How to Prove the Value of Your Social Media Campaigns
- 1. Five Steps to Measure Social Media Effectively MIA VALLO VP, Digital Analytics and Optimization, National Geographic Partners Adjunct Instructor, Georgetown University @miavallo | #DSDC
- 3. Let’s admit our mistakes
- 7. WHAT TO DO?
- 8. #1: Mind Your Business (Objective)
- 9. Develop Your Framework Social Objectives KPIs Secondary Metrics Business Objectives Evergreen Campaign specific Platform specific
- 11. Example 2 Social Objectives KPIs Secondary Metrics Business Objectives Generate advertising revenue on website Drive qualified traffic to the website Clickthrough rate by qualified traffic Reach Engagements
- 12. #2: Focus on What Matters
- 13. Sample Metrics REACH ENGAGEMENTS ACTIONS AUDIENCE People Reached Impressions Reactions Comments Shares Video views Link clicks Email sign ups Orders (Pixel) Demographics Locations Interests Other page likes Clusters Impressions Likes Replies Retweets Video views Link clicks Demographics Locations Interests Impressions Likes Comments Video views Demographics Locations
- 19. Create Goals Set Your Goals
- 20. #3: Find the Right Tool(s) Image by Blogtrepreneur, Flickr.com, howtostartablogonline.net
- 21. Which Social Media Tracking Tools to Use? Support business needs • Key metrics for your business are available • Aggregate info from multiple accounts and platforms • Competitive information Usage • Ease-of-use • Tag or add labels for types, topics, or campaigns • Export raw data • Connect to social media publishing tool Cost • Licensing fee • Consulting or custom reporting fee Security • Data security (private metrics) • Access restrictions for different levels of users
- 22. TOOLS ≠ INSIGHTS
- 23. #4: Look Beyond the Numbers
- 24. To Gain Insights ... Ask the right questions: What is the business problem that I’m trying to solve? What are the outliers (good and bad)? What makes them outliers? What are the trends (overall and by audience segments)?
- 25. #5: Listen to Your Audience
- 27. More Than Sentiments General attitude by segment Feedback on your company, products, and service Mentions of competitors Identify trends Find influencers and super fans Promotional opportunities Feedback loop to your fans and customers
- 30. Ready to jump in?
- 31. Key Takeaways 1. Develop a measurements framework based on your business objectives 2. Focus on the metrics that matter for you 3. Find the right tool(s) to track the right metrics 4. Look beyond the numbers and draw insights 5. Listen to your audience beyond positive vs. negative sentiments
- 32. Thank You @miavallo | #DSDC
Hinweis der Redaktion
- There’s really no one-size-fits-all approach in social media. You may find that if a specific platform performs differently for let’s say reach vs. engagements, then focus on the key metric for that platform. For example, perhaps you have a lot more followers on Instagram, but they’re not very engaged. In that case, yes, capitalize that high reach and find ways to improve your engagement rate. So perhaps your key metric for that platform is your engagement rate. And on Facebook, let’s say that you have a smaller community, but they’re super engaged with your content. So perhaps your key metrics are both engagements among your community, specifically shares, so that they can share what they love with their Facebook friends. You may
- As you’re going through the metrics and measuring performance, do get excited about the information available about your account and about your content. But don’t forget about your audience. In order to improve the performance of your social media campaign or account or specific posts, you’ll need to know your audience. Not just knowing their demographics and interests, although they will help, but also about how they respond to your content. Here’s an example of a Nat Geo post from when Finding Dory was released …
- Here’s another example where our social media producers call out the 14-lb lobster that was caught and then released.