October Wine & Web: How To Think About Your Social Media Metrics
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Transcript of October Wine & Web: How To Think About Your Social Media Metrics
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It’s Not Bigfoot Yes, you can measure the impact and value of social media
October 21, 2014
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It’s a Very Old Story
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Once, we were in love with social media. Flowers, candy, dinner, we took it to the airport…
And as always happens, love needed to get realistic. “Where is this relationship going?” “All we ever do is post memes!”
The bloom came off the rose as we were told that you can’t measure social media effectively.
“You can’t just walk away! We have to talk this out!” But we went with social media to a little couples therapy and we got in touch with what we all needed.
“We understand what each other needs. “ “We don’t jump to conclusions. “
This webinar will cover what we learned in the process.
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It’s a Good News/���Bad News Situation
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Bad news: There is no single number that confirms or denies your social media’s ROI���
Good news: If you think strategically, you can learn a lot about how well your social media is performing
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Why Social Media Is Different���
OR ���
Why There Is No ���Magic Number
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Where Does Social Media Fit?
The Consumer Decision Cycle:
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Where Does Social Media Fit?
The Job Seeker Decision Cycle:
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Setting the Expectation
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Social Posts
Social likely won’t be your top traffic driver or be a leading source for applications Will likely see lower engagement on career site Will likely see lower conversion rates
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Setting the Expectation
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x x x x x x x x x x x x x x x x x x x x x x x x
x x x x
x x x x x x x x x x x x x x x x x x x x x x x x x x
x x x x
x x x x x x x x x x x x
x x x x x
85% of conversions from social posts do not happen within the same day of interaction
And… 30% of those conversions happen after 60 days
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Data Overload
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By Campaign • Across all channels, how many people
clicked a link
• Across all channels, how many people who clicked converted
• Across all channels, how long did people who clicked stay
• Across all channels, how many other pages did people who clicked see, and how does that compare to the average
• Within the campaign, what were the relative conversion rates for each channel?
• Within the campaign, what channels drove the most traffic?
• Within the campaign, what channels drove the best traffic?
• Within the campaign, what messages drove the most traffic?
• Within the campaign, what messages drove the best traffic?
By Channel • Size of the channel's audience (followers)
• Estimates of locations and basic demographics of that audience
• Number of times people have seen something on this channel
• Number of times people have clicked on something on this channel
• Number of people who clicked on something who you paid to have click on it
• What messages drove more and better clicks?
By Post • Number of people who saw it
• Number of people who shared it
• Number of people who clicked on it
• Number of people who converted relative to number of clicks
By Landing Page • What channels drove the most traffic to
the landing page?
• What channels drove the best traffic to the landing page?
• What messages drove traffic most inclined to click the CTA?
• What percentage of traffic to the landing page clicked something besides the CTA? Did they later click the CTA? (Did they need more information before converting?)
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20 Weight Blood Sugars Mile Speed
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There is no shortage of data points. ���Social metrics are everywhere. ���
���The real question remains: ���
���
What Do You Want ���Social To Do For You?
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Social Media Doesn’t Need to “Compete” with Job Boards
This applicant didn’t need social media. They were actively looking for a job you
posted in your ATS, career site and on job boards. Now that they’ve applied,
what good does social media do them?
This applicant is at least 3 months away from thinking about looking for a new job. She hasn’t seen a job board or done a search. This is exactly when social media can catch her attention and do some good.
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The honest truth about Twitter ���(and social media in general) is:���
You can’t convince ���anyone of anything ���
in 140 characters
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Microconversions
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It’s not the application, it’s the process of getting the candidate closer to applying
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How Social Media Supports Microconversions
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Sorta Like A Funnel
Engages with your social media
Clicks links Applies
Aware of your company
Unaware of your company
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Each Step Is a Microconversion
Aware of your company
Unaware of your company
Engages with your social media
Clicks links Applies
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Each Step Can Be Measured
Number of followers
Number of engagements
Visits from social
Apply clicks from social
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The Closer to the Center They Get
Engages with your social media
Clicks links Applies
Aware of your company
Unaware of your company
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Targets Identified
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So what do you measure?
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So What Should I Measure?
Microconversion One: From Unaware to Aware Growth of followers
Microconversion Two: From Aware to Engaged Number of likes, comments, favorites, re-tweets, etc Microconversion Three: From Engaged to Visit Number of clicks to your website
Clicks per thousand followers Microconversion Four: From Visit to Click Conversion rate of those who visited via social media
Click your Heels Three Times None of these numbers are probably new to you. You had access to them all along. The key is not in having them, but understanding what you are trying to measure and the context those numbers exist in.
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Or Look At It Sideways
Measure Your Channel Effectiveness Number of Engagements per 1000 Followers (each channel) Number of Clicks per 1000 Followers (each channel)
Measure Your Message Number of Engagements per 1000 Followers (each message) Across all channels/messages, which ones drove the most clicks?
Measure Your Campaign Across all channels, total number of engagements, clicks and conversions for that campaign (requires tagging your URLs) Measure Your Content Conversion rate (resist the urge to compare social to non-social) Bounce rate (resist the urge to compare social to non-social
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So Now What?
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Your clearest road to effectively using and measuring social media is actually very simple: • Know the role social media plays in your talent
acquisition strategy • Establish useful microconversions • Map out how a prospect might get injected into the
conversion funnel by social • Build content that facilitates that funnel-injection
process.
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James Ellis Director, Inbound Marketing
TMP Worldwide
@TheWarForTalent @saltlab
Thanks!
For more on metrics, social, content and a host of other talent acquisition
subjects, visit:
Meshworking.com