Social Media Marketing Executive Presentation

Social Media- Back to Basics• It all comes down to one thing: does the metric help you

make decisions? 

• When you see the metric, do you know what you need to do?

• For my team, the answer is YES.

• We will add comments to our dashboard to note what we will do to improve a particular metric and any relevant insights.

Why Daily KPI’s Don’t Make Sense for Social Media

• A single post has longer than a single day lifespan.

• It may take a week or more for something to go viral or pick up in popularity… sometimes never .

• Additionally, our content is hosted on our profiles forever or until we take it down.

• A post may continue being engaged with for as long as it is hosted on our profile.

• Day to day just doesn’t make sense for us.

Barrier to Understanding • There are lots of different social media websites.

• Each website has their own name for metrics.

• We know that is confusing and frustrating.

• Don’t despair… we are here to help.

• We are proposing a new, easier way to understand social media metrics.

Types of Metrics• Consumption metrics: How many people viewed,

downloaded, or listened to this piece of content?

• Sharing metrics: How resonant is this content, and how often is it shared with others?

• Audience metrics: a comparison of your audience last week to your audience last month, last year, etc.

Conversation rate

This is simply the number of conversations per social media post. On Facebook, Google+, and LinkedIn, this would be comments. On Twitter, it’s replies.

Applause Rate

This accounts for the various ways a user can promote a post on different networks—Favorites, Likes, +1s, etc.

Engagement VS Reach• Unpaid reach is declining for everyone

• Discouraging since it is the #1 stat that Facebook most prominently displays in its Insights reports.

• What does reach tell us anyway?

• The number of people who see your post in their timeline

• Reach is calculated by a Facebook algorithm that seeks to show Facebook users the content they most want to see.

Why Engagement is Better• Instead of chasing reach, engagement is a better

alternative.

• That’s 1 of the theories we’re planning to testing out.

• Are we better off with a post that reaches far and wide or a post that is incredibly meaningful to a smaller number of people?

Social Experiment• In some ways, it’s a paradoxical question.

• Engagement is part of the reach algorithm.

• When someone clicks, shares, or comments on an update, Facebook takes that as a hint that the user wants more content from that page.

• In this sense, focusing on engagement may very well lead to a larger reach organically.

• It’s an experiment we’re excited to try

Amplification Rate

This measures the number of reshares or retweets on average for each post.

Pick: Clicks VS Shares• Clicks tell us that the headline is interesting and helpful

on an individual level. Someone reads the headlines and wants to know more about the story. In general, this is our No. 1 metric to determine the headline winner.

• Shares tell us that the headline is interesting enough to share with all of someone’s followers. This is a substantial compliment and one that speaks to the virality of the headline.

• So in some ways, clicks vs. shares comes down to individual appeal vs. mass appeal.

Audience Growth Rate

A comparison of your audience last week to your audience last month, last year, etc.

Summary• Each Brand (Dr. Amen, Tana, BFL, MindWorks, Amen

Clinics)

• Each Profile (Facebook, Twitter, Pinterest, Instagram, YouTube, Tumblr, & PodCasts)

Will each have the same 4 KPI metrics:

• Conversation• Amplification• Applause• Audience Growth (WOW, MOM, YOY)

Questions So Far?

There are no stupid questions.

Blog Metrics• We value email subscribers so highly because these folks

have given us permission to contact them directly.

• It’s a huge privilege to be invited into the inbox and a great opportunity to share content and announcements that we know they’ll love.

• That’s why unsubscribes are so damaging and indicate that we need to change our strategy ASAP

• Open rates indicate how appealing our content is and how engaged our users that stay subscribed are.

Blog Metrics Continued• We value unique visits, too, for the awareness they

provide in regards to our products, our culture, and our social media influence.

• We trust it’s a good first impression that these new visitors make and that they’ll return, eventually, as customers.

Summary• Each Blog (Dr. Amen, Tana, BFL, MindWorks, Amen

Clinics)

Will each have the same 3 KPI Metrics

• New Subscribers• Unsubscribes• Unique Visits • Open Rates

Questions?

There are still no stupid questions.

Executive Decision• Do these metrics tell you what you need to know about

our company’s social media marketing efforts?

• If so, we will start reporting on these, effective immediately.

• If not, what is lacking?

Presentation of KPI’s Check Yes or NO

Do you want charts? YES OR NO

• Week Over Week?

• Month Over Month?

• Year Over Year?

• How do you want team notes? YES OR NO• Only on Google Spreadsheets

• A printed word doc from Mark each week?

• Alternative Suggestions?

Presentation of KPI’s Continued• We host our dashboard on Google Spreadsheets so

several team members can add in their own KPI’s from different locations

• Does every executive team member want/ need access to this dashboard?

Should I export and submit a weekly file via:

• E-Mail?• Basecamp?• Print and give it to Mark to give to you?• Alternative Suggestions?

Thank You

If you have any ongoing questions please feel free to reach out to our social team.

•Bianca Cirimele (bcirimele@amenclinic.com)

•Sarah Reynolds (Sreynolds@amenclinic.com)

•Matt Collaco (MCollaco@amenclinic.com)