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Tracking your Social Media Campaigns
            for Effectiveness
            Bruce Chapman
            iFinity Software




1   Company Confidential
Tracking your
                           Social Media Campaigns
                               for Effectiveness



2   Company Confidential
                                                      2
Social Media Statistics

     23% of online time is spent on social media sites
     40% of social media access is done through mobile
      devices
     Half of all Facebook users log in once a day
     Business brands that post once a day reach 22% of their
      fans in a week
     98% of 18-24 year olds access social media accounts at
      least once per month



     Sources: Nielsen 3Q 2011 / Facebook / Comscore



3   Company Confidential
Social Media Campaigns

     What is a social media campaign?

         “Series of online activities based around using
          social sites to engage people with your
          business”
         • The defining feature of social sites is links between users and user
           generated content.
         • More than just saying „I have a Facebook page‟.




4   Company Confidential
Example Social Media Campaigns

     Blendtec – Will it Blend?
         • CEO Blends everyday items
           with blender
         • Debuted in 2006
         • Total of 177,925,505 views on
           YouTube
         • 80,298 Likes on Facebook
         • 7,056 followers on Twitter
         • Receives suggestions on
           what to blend
         • 700% sales growth
         • CEO gets paid $5000/hour to
           appear in other brands ads



5   Company Confidential
Example Social Media Campaigns
    “Best Job in the World”
        • Tourism Queensland
          Promotion
        • $150k / year to
          house-sit a house on
          Hamilton Island
        • Job included writing a
          blog and doing PR
        • 34,000 applications
          from 200 countries
        • $200 million worth of
          publicity for $1.2
          million spent




6   Company Confidential
Breast Cancer Awareness Campaign

     Encouraged Facebook users to post a message starting
      with “I Like it On”
         •   Was supposed to be where the person liked to keep their handbag
         •   Obvious double-entendre meant viral campaign quickly spread
         •   Unofficial campaign not started by Breast Cancer Foundation
         •   Questioned by many, but did drive traffic to awareness sites
         •   Comes down to „is any publicity good publicity?‟




7   Company Confidential
Dell Outlet

     Started with @DellOutlet tweeting twitter-only discounts to
      followers
     Used to sell goods from the Dell Outlet store, which is
      refurbished products
     Strategy gained 15,000 followers and attributed $2m in
      revenue directly from the campaign
     Also partly contributed to a further $1m in sales through
      the regular Dell online store




8   Company Confidential
Outcomes of Social Media Campaigns

     Increased Followers / „Friends‟/ Connections
     Increased Company Website Traffic
     Reaching influential people
     Long Term Brand Building
     Long Term SEO Benefit
     Increased Customer interaction and Feedback

    Increased Sales

9   Company Confidential
Social Media Campaigns - Summary

      Growing Fast, but still in infancy compared to other
       marketing
      Can be extremely effective if done well
      Don‟t always have control over the outcome
      Can either flop, or have negative results if done badly
      Careful choice of desired outcomes and matching to
       market is the key


     Have a specific goal, and know how to measure
      that goal


10   Company Confidential
 Tracking  your
                            Social Media Campaigns
                               for Effectiveness



11   Company Confidential
                                                     11
Tracking Social Media Activity

      Tracking is the process of assessing the impact of a social
       media campaign
      Different and more difficult from traditional web traffic
       because activity can happen off-site
      Careful tracking is important to determine if a campaign
       meets its goals




12   Company Confidential
What to track

      Specific Campaign tracking or General Social Traffic
      Your specific goal(s):
          •   Traffic
          •   Sales
          •   Friends, Followers, Likes, Connections
          •   Mentions by specific individual or group of individuals
          •   Links for SEO
      Things that are difficult to track
          • “Buzz”
          • Opportunity cost – ie, sales that would have happened anyway
      Number of hours spent on Social Media by workers
      Cost of any Software for Social Media


13   Company Confidential
Tracking Social Media

                            Social Media Tracking Categories -
                                     By Importance




                            Activity
                                       Influence
                                                   Engagement
                                                                Conversion



14   Company Confidential
How to track Social Media Activity
      Activity
          •   Tweets, Likes, Followers, Friends, Connections, Clicks
          •   In-built statistics, aggregated data
          •   Url Shortener Analytics (ie bit.ly, ow.ly)
          •   Twitter Metrics (twittercounter, tweetstats, tweeteffect)
          •   Facebook Metrics
      Influence
          • Importance in specific topics and areas, degree of influence
          • Influence Metrics (Klout, Twitalyzer, SocialMention)
      Engagement
          • Retweets, Mentions, Recommendations, Comments, Replies
      Conversion
          • Web Analytics (ie, Google Analytics or similar)
          • Custom metrics / reports (roll your own)


15   Company Confidential
Twitter Counter
     Basic Twitter Counts
             • Followers
             • Tweets
             • Graphs over time




16   Company Confidential
bit.ly Statistics
     •Url Shortener with
     built-in metrics
     •Clicks from shared
     links across platforms
     and devices




17   Company Confidential
TweetStats
     •Provides free statistics
     •Useful for input into
     analysis
     •How much you tweet
     •When you tweet the
     most
     •Who re-tweets you the
     most
     •Who replies the most



18   Company Confidential
Klout

     •Influence
     Measurement
     •Shows key listeners
     •Provides a
     proprietary score




19   Company Confidential
SocialMention

     •Searches across
     social networks for
     mentions, sentiment,
     keywords
     •Provides metrics for
     measurement




20   Company Confidential
Tracking Links via AddThis




21   Company Confidential
Tracking Time

      Provide Estimate or use tool.
      RescueTime provides an easy way of tracking Social
       Media Use




22   Company Confidential
Google Analytics
      Imperative to setup Goals
       (conversions, registrations, downloads)
      Apply filters to extract social data and measure goals
      Use | to separate sources ie twitter|facebook|linkedin




23   Company Confidential
Google Analytics – Tracking
     Conversions

      Use Goals to track conversions
      Make Goals as specific as possible
          • Need to separate out sales/registrations/downloads accurately
      Group Goals together in Goal Sets that are related
          • Sales => per product
          • Registrations/Enquiries => across website
          • Downloads => per product
      Set up website goals, then introduce social media filtering
       to break out tracking of social media campaigns




24   Company Confidential
Google Analytics – Creating Segments
     •Segments allow you to apply
     a high-level filter to reports
     •Create a Social Media
     Segment based on the social
     media sites you are targeting
     •Quickly Filter out Social
     Media traffic to monitor
     impact on your goals
     •Suggested sites:
     •twitter.com / facebook.com /
     t.co / bit.ly / linkedin.com




25   Company Confidential
Google Analytics – Using Segments




          Segments are created and applied to reports in the title bar




26    Company Confidential
Google Analytics – Using Url Data to
     track links shared in Social Media

      Links shared in Social Media may not show correct referer
      This can mean incomplete data, which may mislead
      Solve problem by using a Url Shortener to shorten a link
       with campaign and source information embedded
      Google „Analytics Url Builder‟
      Creates a Url such as:
          http://www.ifinity.com.au/Product/Url_Master_DNN_SEO_Urls?utm_source=twitter&utm_medium=tw
             eet&utm_campaign=url%2Bmaster

      Shorten Url using Shortener:
          http://bit.ly/urlmstr

      Traffic from this Url can be filtered using the campaign and
       medium filters in Analytics, effectively isolating the tweeted
       url

27   Company Confidential
Google Analytics – Using Url Data to
     track links shared in Social Media




28   Company Confidential
Google Analytics – Tracking Social
       Media

        You don‟t always get to choose what Urls, so be sure to
         figure out how to capture all referred traffic:




     Direct link to
     site shared by
     Someone else




29     Company Confidential
Google Analytics – Social Analytics

      Built-in function of asynchronous Google Analytics script
      Use the _trackSocial() method to track a social action from
       embedded buttons on your own site
          • Facebook Like, Unlike, Share
          • Twitter Tweet
      Must be coded to work with Google Analytics Javascript
      Can be added into a DotNetNuke module as plain
       javascript with embedded Like/Tweet button
      Appears in Analytics under Visitors->Social
          • Engagement, Action and Pages reports
      Google „_trackSocial integration‟ for more information


30   Company Confidential
Tracking Analysis

      Roll your own into spreadsheet
      Collate the data you want on a periodic basis (per
       week, per month)
      Create your own analysis statistics, measures and graphs
      Concentrate on identifying trends, and measuring
       improvements from changing inputs




31   Company Confidential
Tracking Analysis cont..

      Collect data like:
          • Total Visitors / Pageviews / Goals in Social Media Segment (Google
            Analytics)
          • Total Time spent on Social Media sites (RescueTime)
          • Tweets / Status Updates / Posts (TweetStats, Facebook)
      Focus on inputs (tweets, time spent) and outputs (Visitors,
       Goals)
      „Vanity‟ statistics (influence, retweets, likes) can be useful
       but don‟t confuse vanity with value.




32   Company Confidential
Tracking Analysis - Trends

                    Social Media Campaign Trends

                                                                                                     Tweets Trend
                                                                                                     Visitors Trend
                                                                                                     Goal Trend
                                                                                                     Time Trend




                    Jan-11   Feb-11   Mar-11   Apr-11   May-11   Jun-11   Jul-11   Aug-11   Sep-11



      •Track Trends by working from a base starting month, then
      calculate percentage move since starting month
               •This removes numbers and leaves the trend behind
      •Graph Trends to see relationships and improvements


33   Company Confidential
Tracking your
                            Social Media Campaigns
                             for  Effectiveness 



34   Company Confidential
                                                     34
Measuring Effectiveness

      Effective => Obtaining results that would not otherwise be
       achieved, or obtaining results at a lower cost than
       otherwise.
      For Example:
          • Reaching people you wouldn‟t normally reach
          • Acquiring traffic at lower cost than SEO or PPC
      Building a model of ROI and tracking it over time
      Achieving same outputs for a smaller number of inputs
          • Less time spent on sites
          • Higher quality interactions




35   Company Confidential
Using Analysis to Improve Effectiveness

      Employ 80/20 analysis. 80% of success will come from
       20% of activity. Find 20% and concentrate on that.
      Essentially : Look for good results and repeat
          • Successful tweets
          • Widely shared Facebook posts
          • More contribution to blog post commenting
      Look for bad results and discard
          • Loss in followers/friends from particular tweet/post
          • Topics that aren‟t related to your core image
      Try and find better tools and information continually




36   Company Confidential
Ideas for Social Media Campaigns and
     Tracking

      E-commerce site : Tweet followers special discount and
       track with specific analytics campaign code
      Community Site : Send out daily updates – thought for the
       day, weather, community happenings to increase
       awareness and engagement. Measure number of
       followers/friends.
      Blog site : Post/tweet links for each new post with unique
       tracking code, track retweets/shares and correlate with
       traffic
      Membership Site : Share teaser content on Facebook
       posts, track conversions from the linked content.



37   Company Confidential
Conclusions

      Social Media can be a very effective business tool
      Social Media can be a very distracting waste of time
      Learn what makes a difference through careful
       measurement and tracking of activity
      Use results to refine your activities and increase
       effectiveness
      Use the medium to connect better with
       customers/suppliers/competitors/anyone.
      Have fun while you‟re at it, nobody likes a grumpy poster




38   Company Confidential
 Questions 
                             Feedback Forms 




39   Company Confidential
                                                 39

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Tracking your Social Media campaigns for effectiveness

  • 1. Tracking your Social Media Campaigns for Effectiveness Bruce Chapman iFinity Software 1 Company Confidential
  • 2. Tracking your Social Media Campaigns for Effectiveness 2 Company Confidential 2
  • 3. Social Media Statistics  23% of online time is spent on social media sites  40% of social media access is done through mobile devices  Half of all Facebook users log in once a day  Business brands that post once a day reach 22% of their fans in a week  98% of 18-24 year olds access social media accounts at least once per month  Sources: Nielsen 3Q 2011 / Facebook / Comscore 3 Company Confidential
  • 4. Social Media Campaigns  What is a social media campaign? “Series of online activities based around using social sites to engage people with your business” • The defining feature of social sites is links between users and user generated content. • More than just saying „I have a Facebook page‟. 4 Company Confidential
  • 5. Example Social Media Campaigns  Blendtec – Will it Blend? • CEO Blends everyday items with blender • Debuted in 2006 • Total of 177,925,505 views on YouTube • 80,298 Likes on Facebook • 7,056 followers on Twitter • Receives suggestions on what to blend • 700% sales growth • CEO gets paid $5000/hour to appear in other brands ads 5 Company Confidential
  • 6. Example Social Media Campaigns “Best Job in the World” • Tourism Queensland Promotion • $150k / year to house-sit a house on Hamilton Island • Job included writing a blog and doing PR • 34,000 applications from 200 countries • $200 million worth of publicity for $1.2 million spent 6 Company Confidential
  • 7. Breast Cancer Awareness Campaign  Encouraged Facebook users to post a message starting with “I Like it On” • Was supposed to be where the person liked to keep their handbag • Obvious double-entendre meant viral campaign quickly spread • Unofficial campaign not started by Breast Cancer Foundation • Questioned by many, but did drive traffic to awareness sites • Comes down to „is any publicity good publicity?‟ 7 Company Confidential
  • 8. Dell Outlet  Started with @DellOutlet tweeting twitter-only discounts to followers  Used to sell goods from the Dell Outlet store, which is refurbished products  Strategy gained 15,000 followers and attributed $2m in revenue directly from the campaign  Also partly contributed to a further $1m in sales through the regular Dell online store 8 Company Confidential
  • 9. Outcomes of Social Media Campaigns  Increased Followers / „Friends‟/ Connections  Increased Company Website Traffic  Reaching influential people  Long Term Brand Building  Long Term SEO Benefit  Increased Customer interaction and Feedback Increased Sales 9 Company Confidential
  • 10. Social Media Campaigns - Summary  Growing Fast, but still in infancy compared to other marketing  Can be extremely effective if done well  Don‟t always have control over the outcome  Can either flop, or have negative results if done badly  Careful choice of desired outcomes and matching to market is the key Have a specific goal, and know how to measure that goal 10 Company Confidential
  • 11.  Tracking  your Social Media Campaigns for Effectiveness 11 Company Confidential 11
  • 12. Tracking Social Media Activity  Tracking is the process of assessing the impact of a social media campaign  Different and more difficult from traditional web traffic because activity can happen off-site  Careful tracking is important to determine if a campaign meets its goals 12 Company Confidential
  • 13. What to track  Specific Campaign tracking or General Social Traffic  Your specific goal(s): • Traffic • Sales • Friends, Followers, Likes, Connections • Mentions by specific individual or group of individuals • Links for SEO  Things that are difficult to track • “Buzz” • Opportunity cost – ie, sales that would have happened anyway  Number of hours spent on Social Media by workers  Cost of any Software for Social Media 13 Company Confidential
  • 14. Tracking Social Media Social Media Tracking Categories - By Importance Activity Influence Engagement Conversion 14 Company Confidential
  • 15. How to track Social Media Activity  Activity • Tweets, Likes, Followers, Friends, Connections, Clicks • In-built statistics, aggregated data • Url Shortener Analytics (ie bit.ly, ow.ly) • Twitter Metrics (twittercounter, tweetstats, tweeteffect) • Facebook Metrics  Influence • Importance in specific topics and areas, degree of influence • Influence Metrics (Klout, Twitalyzer, SocialMention)  Engagement • Retweets, Mentions, Recommendations, Comments, Replies  Conversion • Web Analytics (ie, Google Analytics or similar) • Custom metrics / reports (roll your own) 15 Company Confidential
  • 16. Twitter Counter Basic Twitter Counts • Followers • Tweets • Graphs over time 16 Company Confidential
  • 17. bit.ly Statistics •Url Shortener with built-in metrics •Clicks from shared links across platforms and devices 17 Company Confidential
  • 18. TweetStats •Provides free statistics •Useful for input into analysis •How much you tweet •When you tweet the most •Who re-tweets you the most •Who replies the most 18 Company Confidential
  • 19. Klout •Influence Measurement •Shows key listeners •Provides a proprietary score 19 Company Confidential
  • 20. SocialMention •Searches across social networks for mentions, sentiment, keywords •Provides metrics for measurement 20 Company Confidential
  • 21. Tracking Links via AddThis 21 Company Confidential
  • 22. Tracking Time  Provide Estimate or use tool.  RescueTime provides an easy way of tracking Social Media Use 22 Company Confidential
  • 23. Google Analytics  Imperative to setup Goals (conversions, registrations, downloads)  Apply filters to extract social data and measure goals  Use | to separate sources ie twitter|facebook|linkedin 23 Company Confidential
  • 24. Google Analytics – Tracking Conversions  Use Goals to track conversions  Make Goals as specific as possible • Need to separate out sales/registrations/downloads accurately  Group Goals together in Goal Sets that are related • Sales => per product • Registrations/Enquiries => across website • Downloads => per product  Set up website goals, then introduce social media filtering to break out tracking of social media campaigns 24 Company Confidential
  • 25. Google Analytics – Creating Segments •Segments allow you to apply a high-level filter to reports •Create a Social Media Segment based on the social media sites you are targeting •Quickly Filter out Social Media traffic to monitor impact on your goals •Suggested sites: •twitter.com / facebook.com / t.co / bit.ly / linkedin.com 25 Company Confidential
  • 26. Google Analytics – Using Segments Segments are created and applied to reports in the title bar 26 Company Confidential
  • 27. Google Analytics – Using Url Data to track links shared in Social Media  Links shared in Social Media may not show correct referer  This can mean incomplete data, which may mislead  Solve problem by using a Url Shortener to shorten a link with campaign and source information embedded  Google „Analytics Url Builder‟  Creates a Url such as: http://www.ifinity.com.au/Product/Url_Master_DNN_SEO_Urls?utm_source=twitter&utm_medium=tw eet&utm_campaign=url%2Bmaster  Shorten Url using Shortener: http://bit.ly/urlmstr  Traffic from this Url can be filtered using the campaign and medium filters in Analytics, effectively isolating the tweeted url 27 Company Confidential
  • 28. Google Analytics – Using Url Data to track links shared in Social Media 28 Company Confidential
  • 29. Google Analytics – Tracking Social Media  You don‟t always get to choose what Urls, so be sure to figure out how to capture all referred traffic: Direct link to site shared by Someone else 29 Company Confidential
  • 30. Google Analytics – Social Analytics  Built-in function of asynchronous Google Analytics script  Use the _trackSocial() method to track a social action from embedded buttons on your own site • Facebook Like, Unlike, Share • Twitter Tweet  Must be coded to work with Google Analytics Javascript  Can be added into a DotNetNuke module as plain javascript with embedded Like/Tweet button  Appears in Analytics under Visitors->Social • Engagement, Action and Pages reports  Google „_trackSocial integration‟ for more information 30 Company Confidential
  • 31. Tracking Analysis  Roll your own into spreadsheet  Collate the data you want on a periodic basis (per week, per month)  Create your own analysis statistics, measures and graphs  Concentrate on identifying trends, and measuring improvements from changing inputs 31 Company Confidential
  • 32. Tracking Analysis cont..  Collect data like: • Total Visitors / Pageviews / Goals in Social Media Segment (Google Analytics) • Total Time spent on Social Media sites (RescueTime) • Tweets / Status Updates / Posts (TweetStats, Facebook)  Focus on inputs (tweets, time spent) and outputs (Visitors, Goals)  „Vanity‟ statistics (influence, retweets, likes) can be useful but don‟t confuse vanity with value. 32 Company Confidential
  • 33. Tracking Analysis - Trends Social Media Campaign Trends Tweets Trend Visitors Trend Goal Trend Time Trend Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 •Track Trends by working from a base starting month, then calculate percentage move since starting month •This removes numbers and leaves the trend behind •Graph Trends to see relationships and improvements 33 Company Confidential
  • 34. Tracking your Social Media Campaigns for  Effectiveness  34 Company Confidential 34
  • 35. Measuring Effectiveness  Effective => Obtaining results that would not otherwise be achieved, or obtaining results at a lower cost than otherwise.  For Example: • Reaching people you wouldn‟t normally reach • Acquiring traffic at lower cost than SEO or PPC  Building a model of ROI and tracking it over time  Achieving same outputs for a smaller number of inputs • Less time spent on sites • Higher quality interactions 35 Company Confidential
  • 36. Using Analysis to Improve Effectiveness  Employ 80/20 analysis. 80% of success will come from 20% of activity. Find 20% and concentrate on that.  Essentially : Look for good results and repeat • Successful tweets • Widely shared Facebook posts • More contribution to blog post commenting  Look for bad results and discard • Loss in followers/friends from particular tweet/post • Topics that aren‟t related to your core image  Try and find better tools and information continually 36 Company Confidential
  • 37. Ideas for Social Media Campaigns and Tracking  E-commerce site : Tweet followers special discount and track with specific analytics campaign code  Community Site : Send out daily updates – thought for the day, weather, community happenings to increase awareness and engagement. Measure number of followers/friends.  Blog site : Post/tweet links for each new post with unique tracking code, track retweets/shares and correlate with traffic  Membership Site : Share teaser content on Facebook posts, track conversions from the linked content. 37 Company Confidential
  • 38. Conclusions  Social Media can be a very effective business tool  Social Media can be a very distracting waste of time  Learn what makes a difference through careful measurement and tracking of activity  Use results to refine your activities and increase effectiveness  Use the medium to connect better with customers/suppliers/competitors/anyone.  Have fun while you‟re at it, nobody likes a grumpy poster 38 Company Confidential
  • 39.  Questions   Feedback Forms  39 Company Confidential 39

Hinweis der Redaktion

  1. Q of the crowd : who has run a social media campaign? Want to have a two-way discusson on this one, so if you have a comment or question, please interrupt and bring in the discussion your examples or thoughts
  2. Being Effective.