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
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
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.
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.
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?
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
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
Hinweis der Redaktion
Insights provided by analytics will help you make the most appropriate and intelligent decisions moving forward in a social media strategy.
I like measuring influence against engagement.
Also measure the your share of the conversation against competitors.
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.
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.
