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How to Audit Your Social Media Performance - Social Media Audit

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Social Media Audit Example
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How to Audit Your Social Media Performance - Social Media Audit

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Learn how to audit your social media to determine what's working, what isn't and how to fix your social strategy by auditing your social media.

Learn how to audit your social media to determine what's working, what isn't and how to fix your social strategy by auditing your social media.

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How to Audit Your Social Media Performance - Social Media Audit

  1. 1. Social Media Audits B y A s h l e y S e g u r a To p H a t R a n k
  2. 2. We Did a Thing… @AshleyMadhatter
  3. 3. We Did a Thing… @AshleyMadhatter
  4. 4. We Did a Thing… @AshleyMadhatter
  5. 5. We Did a Thing… @AshleyMadhatter
  6. 6. !6 Step 1: Define Campaign Goals
  7. 7. Travel to National Parks in the United States and Canada for a year and document the journey via Instagram and YouTube. Our “Cute” Goal… @AshleyMadhatter Our First Attempt at a Goal… #socute
  8. 8. “Cute” Goal A goal that would be great to accomplish, but has little definition of what metrics or measurement needs to be met in order to achieve goal. @AshleyMadhatter Definition of a Cute Goal
  9. 9. Have 10k followers on Instagram and 1k followers on YouTube by the end of our year-long journey (May, 2020). S.M.A.R.T Goal @AshleyMadhatter Definition of a S.M.A.R.T Goal
  10. 10. !10 Step 2: Selling Point
  11. 11. What Defines Us As a Brand? What makes us different from all of the other travel Instagram couples? Selling Point @AshleyMadhatter
  12. 12. What Defines Us As a Brand? What makes us different from all of the other travel Instagram couples? - National Parks - Fulltime RVing - Newlyweds Selling Point @AshleyMadhatter
  13. 13. !13 Step 3: Social Research
  14. 14. Social Research: Where Will We Go? (content) @AshleyMadhatter
  15. 15. Social Research: Where Will We Go? (content) @AshleyMadhatter
  16. 16. Social Research: Are These OUR People? @AshleyMadhatter
  17. 17. Competitor Social Research How often they post What kind of content they post Instagram to YouTube variations @AshleyMadhatter
  18. 18. !18 Step 4: Define the Content Strategy
  19. 19. Excel Doc Time Campground type Date Cost Full hookups Contact Info @AshleyMadhatter
  20. 20. Location —> Content Where we chose to stay determined the backdrop for the content we create. @AshleyMadhatter
  21. 21. Timing —> Posting Schedule Type of content (image vs video) Video schedule Timing around weather Topic ideation @AshleyMadhatter
  22. 22. !22 Step 5: Schedule, Grow & Respond
  23. 23. Schedule the Content Hashtag research Regular engaging Following / unfollowing @AshleyMadhatter
  24. 24. We Haven’t Reached Our Goal Yet… @AshleyMadhatter
  25. 25. So… Repeat Steps Weekly to Respond, Share and Measure @AshleyMadhatter
  26. 26. !26 @TopHatArsen Do you have a similar process for strategizing your company’s social media? Or no process at all..
  27. 27. Whether You’re Building a Fun Brand Experiment @AshleyMadhatter
  28. 28. Or Measuring Your Company’s Social Efforts @AshleyMadhatter
  29. 29. Here’s the 10 Metrics You Need to Measure 
 For Any Social Strategy @AshleyMadhatter
  30. 30. @AshleyMadhatter Email Me ashley@TopHatRank.com
  31. 31. !31 Top Metrics + The Tools to Measure With
  32. 32. !32 Metric 1: Goals
  33. 33. !33 @TopHatArsen Every social media goal needs to have a WHAT and a HOW, not just a what.
  34. 34. Examples of Cute Goals • Increase engagement on Instagram from March to April @AshleyMadhatter
  35. 35. Examples of Realistic Goals • Increase engagement on Instagram from March to April • Receive at least 150 engagements on each Instagram post, posting once a day for 30 days @AshleyMadhatter
  36. 36. Examples of Cute Goals • Facebook be the primary website traffic source in April @AshleyMadhatter
  37. 37. Examples of Realistic Goals • Facebook be the primary website traffic source in April • Increase website traffic from Facebook 25% by posting 2 posts with links a day for the month of April @AshleyMadhatter
  38. 38. @AshleyMadhatter • Social Media: 
 Count 2 posts a day Goal Tools
  39. 39. @AshleyMadhatter • Social Media: 
 Count 2 posts a day • Google Analytics:
 How much traffic Goal Tools
  40. 40. @AshleyMadhatter • Social Media: 
 Count 2 posts a day • Google Analytics:
 How much traffic • Conversion Math:
 Did you receive 25% increase? Goal Tools
  41. 41. !41 Metric 2: Branding
  42. 42. Is Your Brand Consistent on ALL Social? @AshleyMadhatter
  43. 43. @AshleyMadhatter Branding • Consistent profiles • Bios • Links • Cover images / Profile Images • Brand recognition
  44. 44. !44 @TopHatArsen The consistency of a brand will create a certain emotion for users.
  45. 45. @AshleyMadhatter Branding
 Tools • Company branding document includes: • Terminology / Avoid • Company naming • Mission statement • Visual marketing guides • PR
  46. 46. !46 Metric 3: Audience
  47. 47. Who is engaging with you most? Is it the right people? @AshleyMadhatter
  48. 48. @AshleyMadhatter Audience
 Tools • Social media insights • Followerwonk • Friends+Me • Tailwind 
 (Instagram + Pinterest) • GA -> Audience Report
  49. 49. !49 @TopHatArsen Your social media audience needs to match the people who visit and convert on your website.
  50. 50. 2 Any Alignment? Google Analytics: Demographics > Gender + Location Social Media:
 Audience insights > Gender + Location @AshleyMadhatter
  51. 51. !51 Metric 4: Content
  52. 52. Measure What Content Types You Share @AshleyMadhatter
  53. 53. See Which Posts Types Receive Engagement @AshleyMadhatter
  54. 54. @AshleyMadhatter Content 
 Tools • Insights • Visual: Social profiles • Buzzsumo • Agorapulse
  55. 55. !55 Metric 5: Timing
  56. 56. Are You Consistently Posting? @AshleyMadhatter
  57. 57. @AshleyMadhatter Timing 
 Tools • Manual count • Audience page insights • Industry studies for days / times —> https://sproutsocial.com/insights/best-times-to-post-on-social-media/
  58. 58. !58 Metric 6: Listening
  59. 59. @AshleyMadhatter Listening • What is being said? • Positive? • Negative? • Neutral?
  60. 60. @AshleyMadhatter Listening • Respond-worthy??
  61. 61. @AshleyMadhatter • Mention • SEMrush • Tweetdeck • Brandwatch Listening Tools
  62. 62. !62 Metric 7: Competitors
  63. 63. @AshleyMadhatter Competitor
 Tools • Likealyzer • Buzzsumo • Phlanx (Instagram) • SEMrush
  64. 64. !64 Metric 8: Engagement
  65. 65. The Social Engagement Metrics Overtime @AshleyMadhatter
  66. 66. @AshleyMadhatter Numbers
 Tools • SEMrush • Hootsuite • TweetReach • Google Analytics
  67. 67. !67 Metric 9: SEO
  68. 68. How is Social Helping Your Site? @AshleyMadhatter
  69. 69. @AshleyMadhatter Website 
 Tools • Social media pixels • Google Analytics • SEMrush • Ahrefs
  70. 70. !70 Metric 10: Management
  71. 71. @AshleyMadhatter Management Review • Do you have 24/7 response? • How often is reporting done? • How many ppl on the team?
  72. 72. !72 Reporting
  73. 73. The Social Media Audit Report @AshleyMadhatter Sales
  74. 74. @AshleyMadhatter Sales The Social Media Audit Report
  75. 75. @AshleyMadhatter Sales The Social Media Audit Report
  76. 76. @AshleyMadhatter Sales The Social Media Audit Report
  77. 77. @AshleyMadhatter Sales The Social Media Audit Report
  78. 78. @AshleyMadhatter Sales The Social Media Audit Report
  79. 79. @AshleyMadhatter Sales The Social Media Audit Report
  80. 80. @AshleyMadhatter Sales The Social Media Audit Report
  81. 81. @AshleyMadhatter Sales The Social Media Audit Report
  82. 82. @AshleyMadhatter Sales The Social Media Audit Report
  83. 83. @AshleyMadhatter Sales The Social Media Audit Report
  84. 84. @AshleyMadhatter Sales The Social Media Audit Report
  85. 85. @AshleyMadhatter Sales The Social Media Audit Report
  86. 86. @AshleyMadhatter Sales The Social Media Audit Report
  87. 87. @AshleyMadhatter Sales The Social Media Audit Report
  88. 88. @AshleyMadhatter Sales The Social Media Audit Report
  89. 89. @AshleyMadhatter Sales The Social Media Audit Report
  90. 90. @AshleyMadhatter Sales The Social Media Audit Report
  91. 91. @AshleyMadhatter Sales The Social Media Audit Report
  92. 92. @AshleyMadhatter Sales The Social Media Audit Report
  93. 93. !93 Warnings: Things to Watch For During 
 a Social Audit
  94. 94. #Pubcon | @AshleyMadhatter DON’T PROCRASTINATE… AUDIT YOU SOCIAL MEDIA QUARTERLY @AshleyMadhatter
  95. 95. #Pubcon | @AshleyMadhatter DON’T ASSUME ANYTHING… ALWAYS LOOK UP THE EXACT METRICS AND DATA @AshleyMadhatter
  96. 96. #Pubcon | @AshleyMadhatter DON’T FORGET SOCIAL MEDIA POLICIES… RULES CHANGE AND CAN AFFECT ENGAGEMENT @AshleyMadhatter
  97. 97. #Pubcon | @AshleyMadhatter DON’T FORGET YOUR GOAL… MATCH THE AUDIT W/ YOUR OG GOALS @AshleyMadhatter
  98. 98. !98 Key Takeaways: All the Top Secret Goodies
  99. 99. Create Goals in GA: Analytics > Social > Conversions @AshleyMadhatter hootsuite.com/tracking-social-media-in-google-analytics/
  100. 100. But, Keep an Eye on Social + Bounce Rate @AshleyMadhatter
  101. 101. Let Everyone In on the Data Helps make better business decisions and new campaign ideas with the WHOLE team. Share Audit Findings w/ALL Teams @AshleyMadhatter Social Content SEOProduct Sales Client
  102. 102. How Often Are You Blocked? - G-PG Rated posts - Sweepstakes following sweepstake rules - Blocked from making actions - how often? - Special industry rules: firearms, marijuana, gambling, etc. Audit How Your Following the Rules @AshleyMadhatter Social Content Product Sales Client
  103. 103. Is the Network Still Effective? Stop putting efforts on social networks that don’t bring you results. Audit How Effective the Social Network Is @AshleyMadhatter Social Content Product Sales Client
  104. 104. Don’t Just Talk About You… Share content varieties that are earned, owned, and influenced. What’s Your Content Like? @AshleyMadhatter Product Sales Client Earned:
 testimonials, reviews, guest posts Shared:
 industry content,
 publications Owned:
 original created content Influencer:
 audience and influencer
  105. 105. Follow Them, Watch Them Just because they received 500 more likes than you did doesn’t mean more in sales. Audit your competition to see which metrics are actually helping them reach their goals. Audit Your Competitors - Regularly @AshleyMadhatter Sales
  106. 106. The ROI on Social Media @AshleyMadhatter Sales Avinash Kaushik • Conversion Rate:
 # of Audience Comments (or Replies) Per Post • Amplification Rate:
 Average # of shares/retweets per post • Applause Rate:
 # of Likes • Economic Value:
 Sum of short and long term revenue and cost savings
  107. 107. E - M A I L W E B S I T E CONTACT US ashley@tophatrank.com www.TopHatRank.com @AshleyMadhatter

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