Social Media Analytics: Defining Business Goals in an Engagement-Driven World
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This presentation will take a deep dive into how you balance your social media engagement goals with the increasing pressure to show big business results from social media. Kendall discussed KPIs such as acquisition, engagement and outcomes using social media diagnostic metrics. You should feel prepared to take your social media strategies to the next level — from conversations to conversions.
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Social Media Analytics: Defining Business Goals in an Engagement-Driven World
- 1. #pubcon | @simplymeK | @CollegisEdu Super-Charged Social Media Analytics: Defining Business Goals in an Engagement-Driven World #pubcon @simplymeK @CollegisEdu
- 2. #pubcon | @simplymeK | @CollegisEdu Social Media is about expression and connections
- 3. #pubcon | @simplymeK | @CollegisEdu Social Media has value beyond fun and games
- 4. #pubcon | @simplymeK | @CollegisEdu All platforms have diagnostic measurements we can use
- 5. #pubcon | @simplymeK | @CollegisEdu I want to advance my career. How will I pay for school? How will your institution support my Turning diagnostics into KPIs
- 6. #pubcon | @simplymeK | @CollegisEdu Cheat Sheet: Diagnostics to KPIs Applause Amplification Conversation Facebook • Post likes • Shares • Comments Twitter • Favorites • RTs • Mentions YouTube • Favorites • Shares • Comments Google+ • +1s • Shares • Comments Pinterest • Favorites • Repins • Comments
- 7. #pubcon | @simplymeK | @CollegisEdu Everyone loves me. Now what?
- 8. #pubcon | @simplymeK | @CollegisEdu How do I get to that pot of gold?
- 9. #pubcon | @simplymeK | @CollegisEdu Economic value is found in web traffic from social media
- 10. #pubcon | @simplymeK | @CollegisEdu Learn to love Google Analytics
- 11. #pubcon | @simplymeK | @CollegisEdu Build a dashboard that highlights your KPIs
- 12. #pubcon | @simplymeK | @CollegisEdu Metric tools: Work smarter, not harder
- 13. #pubcon | @simplymeK | @CollegisEdu Tools I LOVE!
- 14. #pubcon | @simplymeK | @CollegisEdu Cute ducks! Questions? Let’s Chat!
- 15. #pubcon | @simplymeK | @CollegisEdu THANK YOU! #pubcon @simplymeK @CollegisEdu
Editor's Notes
- We’re liking, commenting, and sharing everything, everyday, but social media is SO much more than that!
- We know that social media is a powerful tool for sharing what is happening in our lives and connecting with others. We also know that it is a weapon for brands to create economic value. So how do you fit engagement and economic value into the puzzle?
- You can’t tell a story with only numbers, so how do you tell the story? We are tracking all of these social engagement metrics through analytics tools such as True Social Metrics, Hootsuite and native social dashboards. How many of you are tracking these likes, comments and shares? Now how many of you are sharing that information with your teams and those on your leadership team? We all know there are diagnostics we can track, but how do we tell the story of the value of the work we do and how can we bring it to life?
- I believe Avinash Kaushik was the first to talk about these diagnostics as KPIs. It’s an interesting thing to think about, right? We want to tie all of these engagement metrics (conversation, amplification, and applause) to an economic value!
- THIS IS YOUR CHEAT SHEET-Your take home slide! Take a picture! With all of these measurements, you’re able to bundle them up to show the economic value to your superiors. Each of these platforms has a native analytics page. Like I stated before, you can also use third party vendors to find and document these numbers. There are dozens of tools out there that you can use depending on your budget and sophistication needs.
- Everyone needs a cute animal slide – so this is mine. Raise your hand – how many of you would “like” this photo if you saw it in one of your newsfeeds? [everyone raises there hand]. EXACTLY.
- So now that people love my photo, how do I get to that pot of gold I have been talking so much about?
- In order to prove the economic value you have to SHOW web traffic from social media. I’m sure several of you are content creators in this room – show of hands please! Now the question is, do you have Google Analytics setup?
- If you do, or if you don’t – you need to LOVE Google Analytics. I mean, deeply, fall in love with this analytics tool. It will be your best friend!! GA, as I affectionately call it, has a whole section dedicated to social media –amazing, right? If you have social plugins on your site – track these in GA! Your conversion value must also be setup so you can find the economic value in your social accounts. If you don’t have this setup, you better have your analyst on speed dial!
- Building a dashboard to highlight those KPIs is key to showing stakeholders the value of social at your company. Dashboards like mine above, break down each metric into sections so you can highlight each metric and tell the story of them to your key leaders – it’s what’s most important. Did your web traffic go down? WHY? Tell the story! It will uncover things and help you to make a tighter strategy for the future. TEXAS professor story about 55 shares, nursing article.
- So how do I work smarter and not harder?
- Save time and consolidate your efforts with these amazing tools! Again, you probably want to take a picture!