Post on 20-Nov-2014
description
Lion Brand Social MediaMeasurement and Analysis
Ilana RabinowitzVP of Marketing@Ilana221
Lion Brand Social Media
Lion Brand Yarn
Ilana Rabinowitz
Measuring and tracking the Social media influence
Visitors (trends, loyalty)
Goals (conversions)
E-commerce tracking (orders, revenue, product performance)
Lion Brand Yarn
Ilana Rabinowitz
Page/Visits
Social Media TrafficReferring Traffic
(+11%)
Bounce Rate
Social Media TrafficReferring Traffic
(+6%)
Visitors Loyalty
Returning Visitors
Social Media TrafficReferring Traffic
(+7%)
Lion Brand Yarn
Ilana Rabinowitz
Goals Conversion Rate
Newsletter SubscriptionSocial Media TrafficReferring Traffic
(+200%)
Catalog Request
Social Media TrafficReferring Traffic
(+80%)
Submit Order
Social Media TrafficReferring Traffic
(+13%)
Lion Brand Yarn
Ilana Rabinowitz
Social Media Analysis
Measurement Content Analysis
Lion Brand Yarn
Ilana Rabinowitz
Twitter Measurements
1. Bit.ly links – measuring click throughs with special branded URL (lby.co)
2. New followers – tracking our influence
3. TweetDeck – staying in touch with what’s happening now
4. TwitPic – posting photos and videos
Lion Brand Yarn
Ilana Rabinowitz
Twitter Measurements
5. Twitatyzer (http://www.twitalyzer.com) – your and competitors’ impact analysis.
Lion Brand Yarn
Ilana Rabinowitz
Twitter Measurements
6. Twitter Grader (http://twittergrader.com) – measures the power and authority of your twitter profile.
Lion Brand Yarn
Ilana Rabinowitz
Twitter Measurements
7. Klout (http://klout.com/) – determines your twitter influence level
Lion Brand Yarn
Ilana Rabinowitz
Facebook Measurements
1. Engagement
2. Daily new Likes
Lion Brand Yarn
Ilana Rabinowitz
Facebook Content Analysis
Lion Brand Yarn
Ilana Rabinowitz
We asked our fans to tell us their favorite material for hooks and needles.
Here’s a visual representation of the top 25 most used words in the post:
1. Views
2. “Hot” spots
3. Demographics (compare to Facebook and website)
4. Community engagement (how many times have viewers rated, favorited or commented on video)
5. Subscribers
Youtube Measurements
Lion Brand Yarn
Ilana Rabinowitz
Lion Brand Blog
Lion Brand Yarn
Ilana Rabinowitz
Top content analysis
1. Perfect Sweaters for Your Body
2. Fall Fashion Trends
3. Did You Know…? Vanna’s Choice Colors Are Meant to Mix and Match
4. How to Crochet a Basic Beanie
5. What’s in Your Project Bag?
6. …
Interest in how to better use our productsPreference for heavy use of photosInterest in how to select clothing to fit body typeInterest in our take on fashion trends for our consumersPrefer opportunities to give an opinion in the comments
Conclusions
Lion Brand Yarn
Ilana Rabinowitz
– for generating Word Clouds http://www.wordle.net
Helpful Free Tools
– feedburner stats to track the numbers of subscribers http://feedburner.google.com
– mentions of your brand in blogosphere http://www.blogpulse.com/
Lion Brand Yarn
Ilana Rabinowitz
Take-aways
Social media does not operate in a vacuum. It is effected by your website and newsletter and visa versa Consider this when evaluating success.
Measurement should be made against goals. How
well you are doing depends on what you are trying to accomplish.
Not everything about social media is measurable. Measurement is part quantitative (analytics) and part
qualitative (analysis). Social media can help you grow revenue, members
and subscribers but should also help improve your all marketing efforts.
Thank you.
Ilana RabinowitzVP of Marketing@Ilana221