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Social Media Measurement
- 1. Measuring social media impact SOCIAL MEDIA
- 2. 2 Finding your audience What are your goals? Social media voice Don’t measure for the sake of it Ongoing vs. Campaign analytics Examples of measurement Four social media myths Five things to remember Social Media: Unicorn or Horse? Social Media Strategy & Measurement WHAT WE WILL COVER TODAY
- 3. 3 Twitter Youtube Instragram Whatsapp** Connect with your colleagues LinkedIn Snapchat ** Where are your audience? SOCIAL LANDSCAPE Pinterest Facebook ** Dark Social
- 4. 4 Example goals: • Increase social community engagement with our innovation and research content by 25% by the end of 2017 • Increase traffic to website research stories by 15% • Increase Oxford brand mentions by key industry influencers to enhance brand position as leaders in innovation and research • Develop long-term action plan to include at least one major diversity campaign per term. SMART XX% Twitter Users XX% Facebook Users XX% Google Users What are your goals? SOCIAL MEDIA STRATEGY
- 5. 5 How should your social media sound? SOCIAL MEDIA VOICE
- 6. 6 Started in Oxford Mindgrowing OXFORD SOCIAL MEDIA CAMPAIGNS
- 7. 7 Started in Oxford Mindgrowing OXFORD SOCIAL MEDIA CAMPAIGNS
- 8. 8 Started in Oxford Mindgrowing OXFORD SOCIAL MEDIA CAMPAIGNS
- 9. 9 OXFORD SOCIAL MEDIA CAMPAIGNS How do we plan?
- 10. Why does measurement matter? It lets us know what we are doing, what works and what we can do better.
- 11. 11 www.yourcompanyname.com Don’t measure for the sake of it SOCIAL MEDIA MEASUREMENT The metric that you should be looking at is based on what you are trying to achieve!
- 12. 12 Don’t measure for the sake of it SOCIAL MEDIA MEASUREMENT
- 13. 13 2013 2014 2015 2016 2017 2018 Ongoing analytics: pulse of general conversation – an overview of your brand Campaign focused metrics: targeted marketing initiatives and will vary from campaign to campaign, depending on your goals for each. XX% Twitter Users XX% Facebook Users Ongoing and campaign focused analytics SOCIAL MEDIA MEASUREMENT
- 14. 14 Measuring awareness? Use metrics like volume, reach, exposure, amplification. How far is your message spreading? Examples of measurement MEASUREMENT Driving traffic to a website? Track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site? Measuring engagement? Look for metrics around retweets, comments, replies, and participants. How many people are participating, how often are they participating, and in what forms are they participating? Find advocates and fans? track contributors and influence. Who is participating and what kind of impact do they have? Share of Voice? Track your volume relative to your closest competitors. How much of the overall conversation around your industry or product category is about your brand?
- 15. 15 1. I Need to Be On Every Social Media Platform 2. I Can Publish the Same Post On All My Social Media Platforms 3. I Am Successful If I Have a Large Number of Followers 4. I Will See Big Results from My Social Media Activities in 30 to 60 Days SOCIAL MEDIA MYTHS
- 16. Find your voice Be flexible Listen and learn Content is everything Remember your objectives 5 things to remember SOCIAL MEDIA
- 17. 17