Download - Tweet, Like & Be Social -- Social Metrics that Matter

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Page 1: Tweet, Like & Be Social -- Social Metrics that Matter

Social Metrics that Matter

The What, How and Why of Social Measurement

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Introductions

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Sarah PeduzziDigital Marketing Strategist

Meg HuberDigital Marketing Specialist

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BarkleyREI Background

Full service digital agency

Web design and development

Paid search, display, social, SEO

Platinum Adrian Award (Social Media Command Centers)

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Social Media Command Centers

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DICK’S Sporting Goods Marathon

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Social Media Command Centers

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DICK’S Sporting Goods Marathon

Total Social Media Reach: 6,706,805Total Social Media Impressions: 28,076,891

#GameonPGH : 8,060#RunnerofSteel : 2,181#PghMarathon : 1,609

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Social Media Command Centers

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Kansas City All Star Game

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Metrics that Matter: Engagement

How to measure engagement? Depends on what engagement means to you.

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Impressions

Actions Taken

Reach Cost

Shares

Comments

LikesWebsite

Visits

Follows

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Metrics that Matter: Engagement

MICRO – engagements

Engagements at the post level

Daily interactions

Content real-time (reactionary)

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Page 10: Tweet, Like & Be Social -- Social Metrics that Matter

Metrics that Matter: Engagement

MACRO – engagements

Engagement strategy as a whole (brand

playbook)

Collective engagement

Planned content (evergreen, flow)

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Metrics that Matter: Engagement

Who are we reaching?

Followers

Impressions

Unique People Reached

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Metrics that Matter: Engagement

How are they engaged?

Likes, Comments, Shares

CTR (Click-through Rate)

CPC (Cost per Click)

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Metrics that Matter: Engagement

Website Traffic Metrics

Clicks to Website

Ow.ly or Bit.ly link clicks

Post-click site analytics

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via Hootsuite

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Metrics that Matter: Post-Click Engagement

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Website Visits Page Views Page Views Form Fill Social Share

How did this social visit engage with your site content?

Number of Page Views Time on Page, Time on Site Bounce Rate Goal Completions – Form Fill, Phone Call, Download

One social channel

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Metrics that Matter: Post-Click Engagement

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Facebook

Twitter

Instagram

Pinterest

Multiple social channels

How do different social channels engage with your site?

Each channel needs different nurturing Averages for one may be different from another Adjust expectations from a goal standpoint

Branding/messaging vs. leads/calls

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Quick Reference

Engagement

Impressions

Reach

Cost

Clicks to Website

Click-through-rate

Shares, Comments, Likes, Follows

Cost-per-Click

Post-Click Engagement

Website Visits

Time on Page, Time on Site

Bounce Rate

Average Number of Page Views

Goal Completions

Form Fills

Phone Calls

Downloads

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How to Measure: Free Tools

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Facebook: Page and Audience Insights

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How to Measure: Free Tools

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Twitter Analytics

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How to Measure: Free Tools

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Hootsuite

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How to Measure: Free Tools

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Google Analytics

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How to Measure: Free Tools

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Google Analytics URL builder

Utm_source social channelUtm_medium paid or organicUtm_campaign campaign nameUtm_content name of promoUtm_keyword type (image, format, etc.)

These URL parameters feed into GA so you can track clicks and attribute directly to campaign

Use a shortener to make the link smaller, such as:bit.ly, goo.gl or ow.ly

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How to Measure: Paid Tools

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Hootsuite Pro or Enterprise

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How to Measure: Paid Tools

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Simply Measured

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How to Measure: Paid Tools

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Radian6

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How to Measure: Paid Tools

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Nuvi

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Scorecard: Goals

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Brand Awareness

Measure:

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Scorecard: Goals

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Brand Awareness

Impressions

Total Reach

Frequency

Reach per Post

Measure:

Inbound Referral Lift

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Scorecard: Goals

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Engagement

Measure:

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Scorecard: Goals

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Engagement

Follower Growth

Likes, Comments, Shares

Clicks and CTR

CPC (if applicable)

Measure:

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Scorecard: Goals

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Website Traffic

Measure:

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Scorecard: Goals

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Website Traffic

Website Clicks

Bit.ly or ow.ly link clicks

GA Sessions

Page Views, Unique Page Views

Measure:

Time on Site or Time on Page

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Scorecard: Goals

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Conversions or Website Actions

Measure:

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Scorecard: Goals

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Conversions or Website Actions

Total or Unique Goal Conversions

Events

Conversion Rate

Cost per Conversion

Measure:

GA Sessions

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Scorecard: Validate

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Month over Month – how does your audience, engagement and goals differ by month?

Year over year – how have you improved the social brand as a whole and has it helped the

bottom line?

Competitive – how do you compare with others in your space?

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BONUS: Advanced Metrics

Frequency – how many times, on

average, one person saw your ad or

post before taking an action.

Time and Day Parting – Test what day

of the week and what time of the day

perform the best per your goal.

People taking action – the actual

number of people who took at least one

action on your ad or post.

Mobile and Cross-Device measurement

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BONUS: Advanced Metrics

Brand sentiment – is it positive, negative, neutral?

Branded searches – are they on the rise? Are they on the decline?

Inbound link volume – referral increase that isn’t directly at attributable to something else.

Share of voice – do you drive the conversation or are you just taking part of it? Mentions,

direct use of branded handles/pages, hashtags

Paid vs. Organic – breaking this out can help show the value of each and how one might

feed into the other

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Closing

How does your social brand add to the conversation?

What impact are you having on consumer decisions?

Is your messaging aligned with your goals?

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