Learn which measurements and signals actually matter to your social media reporting and what you can do with them, insights from a "data guy", useful tips and tricks as well as helpful real-life examples!
2. About Me
• In Digital Marketing since 1998
• Specialize in complex & multi-channel sales
• Principle at NordicClick Interactive – a
Minneapolis based Agency
• Instructor at the Online Marketing Institute,
Instant E-Learning & University of San Francisco
• Hopeless MN Sports fan
@adamproehl
3. Topics for Today
• Measurements and Signals…… that
actually matter
• What you can do with them
• The view from a “data guy”
• Useful Tools / Tricks
• Examples
@adamproehl
4. Four Sides to Measurements & Signals
@adamproehl
Can’tReallyMeasure Ultimate Actionable Metrics
Mostly Useless
Squishy
5. 1. Can’t Really Measure ROI
• Bar Conversations
• Water cooler gossip
• Cocktail Party
• Business & Personal Relationships
@adamproehl
6. 2. Ultimate Actionable Signals
• Real Time Data
• Incredible Clues
• Leading Indicator Business Metrics
@adamproehl
7. Things you’ll learn:
• You’re loved
• Why you’re loved
• How to stay loved
• How to get more
love
• You suck
• Why you suck
• How to not suck
• How many think you
suck
• Who the brand ambassadors are
• Who you have to win over
• Who the trolls are
@adamproehl
12. Social Media – Why Engage?
2014 Study:
83% of brand marketers view
SHARING as the primary
benefit of social media
@adamproehl
13. Social Media & Brands – Four Uses
• Monitoring & research
• Responding to customers
• Amplifying messages
• Establishing thought leadership
- Mark Schaefer
@adamproehl
14. IMHO
May be simpler than all that:
“Talk to people who may:
• Buy
OR
• Influence someone who may buy”
@adamproehl
27. • Twitter: Number of RTs or shares per
Tweet
• Blogs:
– Avg Number of comments/post
– Avg number of shares/post
• Pinterest
– Avg Number of comments/post
– Avg number of shares/post
@adamproehl
Does anyone care? Simple Measurements:
Amplification
28. • Facebook: Likes, shares, and comments
on a post
• Instagram:
– Avg Number of comments/post
– Avg number of likes/post
• FourSquare/Swarm/Yahoo (whatever)
– Frequency of check ins
– Comments & likes on check ins
@adamproehl
Amplification
Does anyone care? Simple Measurements:
44. “Treat the C-level the same as you
would an 8 year old: Pretty pictures and
simple numbers”
Q2: The C-Level – What do you report?
@adamproehl
- Alan K’necht
frequent Pubcon speaker
45. C-Level Reporting:
Short Term: Volume, Mood, PR successes,
customer satisfaction, & problems
Long Term: Social’s impact over sales – not
easily attributable
Bonus: Success anecdotes
Q2: The C-Level – What do you report?
@adamproehl
46. Q3: The C-Level – What do you report?
ALWAYS tie back to a company goal
@adamproehl
• Customer Satisfaction Rating
• Brand visibility
• Reputation
• Etc.
47. Q3: What is the measurement/signal that
brands forget to think about?
Impact on retail
(social awareness
at a retail level)
@adamproehl
48. @adamproehl
Q3: What is the measurement/signal that
brands forget to think about?
Branded
Keyword
Queries
49. Direct site traffic
………..unless you just get yours by magic
Q3: What is the measurement/signal that
brands forget to think about?
@adamproehl
50. Q4: How can you use social for links?
“What about Links?
“Will social help me there?”
@adamproehl
51. YES!Great stuff to share
+
The right audience
+
Amplification
-----------------------------------------
= Natural links (The best kind)
@adamproehl