Social Media Metrics In Depth

presented to eBoundFebruary 6, 2014

Monique Sherrettmonique@boxcarmarketing.com604-732-6467

#MktgQAMonday, 17 February, 14

• Facebook Insights & Exports

• Finding Influences w/ Twitter API

• Custom alerts, dashboards & report

Monday, 17 February, 14

Master Facebook MarketingCovered on Feb 4

• #1 component most Pages get wrong

• How to make Facebook advertising worth it

• Ideas for getting more Likes, Clicks & Sales

• Selling via Facebook

Example: How to Use Graph Search

Let’s say Orca Books has a goal to build up its audience. i.e., Get More Likes: People who like children’s books.

1. Search on Facebook for “People who like Orca Book Publishers”Results give us a look at who those people are and can be used to build audience profile / personas based on avatar, key details or used when setting up targets for ads.

2. Refine by looking at more pages they like (what else do ppl who like Orca like)Search for “Pages liked by people who like Orca”

* other publishers* magazines (possible advertising opportunities)* lit organizations, bookstores (places to do co-op, online ads/promotions, * Canada Reads

3. Search in combination: “People who like Orca Book Publishers AND Annick Press”

Facebook Export

Total Reach and Organic Reach

582: This is Total ReachHover to see Organic/Paid

What you really want is Lifetime Post Reached by People Who Like Your Page

People Talking About This

Post Clicks vs Link Clicks

Where is it? http://youtu.be/KkK4oAIMUzw at 0:06

What metrics are important?

• Publishers: People seeing content on your website, blog, book detail pages

• Link Clicks (track consumption of content)

• Post-Level Fan Reach and Fan Engagement data

• Tag your links with Google’s URL builder (track FB traffic YOU send to your site) https://support.google.com/analytics/answer/1033867?hl=en

• Use conversion pixel (track FB revenue)

What to do with Facebook Data

• Export Post-Level Data quarterly (or at least bi-annually)• Analyze several months of data (try 150 days worth)• Look for trends

• Analyze by post type (link post, photo post)• Calculate ratios (Engaged Fans/Fans Reached)• Shares by post type• Negative feedback

• When Insights isn’t enough then add other tools: AgoraPulse Barometer, EdgeRank Checker, Quintly

Finding Influencers on Twitter

Twitter API: TAGS

Twitter API: Use TAGS to create an archivehttp://bit.ly/twitterarchiver

What to do with Twitter Data

• Track Reach vs Fans; monitor ratios• Quarterly (or at least annually) do some competitor research• Monthly (or quarterly) look at your influential followers• Use TAGS to monitor campaigns or general-press traffic• Sign up for an ad account to view Twitter Analytics http://ads.twitter.com • Use data exports to look for efficiencies

• Type of tweets (original content, status, link, photo, RT, reply)• Time of day/day of week

Custom Dashboards

Better Questions Lead to Better Metrics

What to Track

Micro ConversionsBook-Page Views Ratings & Reviews

Social Interactions

Add to Cart Search #Pages

# Pages Time on PageSign Ups Contest Entries Registrations

Digital Marketing & Measurement Model

Create Awareness Generate Leads Conversions

Goal: Reinforce offline/online marketing & advertising

Goal: Provide Detail-Pg InfoCapture Leads (Email/Contact)

Goal: Provide easy online access to signup; contests,

Buy Links, etc.KPI: Unique visitors; Branded

traffic, Search & Direct

Target: 33K unique visitors/month;10K during campaign weeks

KPI: # Pageviews eNews Signups

Target: 13K Detail-Pg pageviews/

KPI: Conversions, Visitor Loyalty

Target: 200 signups/month,

50 entries/week

Segments: Traffic Sources, Converted Visits

Segments: Page Type & Geography; Traffic Sources

Segments: Visitor personas, Converted Visits

Where are those reports? http://youtu.be/KkK4oAIMUzw at 0:36

Create Awareness

Goal: Reinforce offline/online marketing &

advertising

KPI: Unique visitors; Branded traffic, Search

& Direct

Target: 33K unique visitors/

month;10K during campaign

Segments: Traffic Sources, Converted

Visits

Where are those reports?

Create Awareness

advertising

& Direct

Create Awareness

advertising

& Direct

Create Awareness

advertising

& Direct

Generate Leads

Goal: Provide Detail-Pg Info

Capture Leads (Email/Contact)

Target: 13K Detail-Pg

pageviews/month

Segments: Page Type &

Geography; Traffic Sources

Conversions

Goal: Provide easy online access to

signup; contests, Buy Links, etc.

50 entries/week

Custom Report + Audience Segment

Conversions

Goal: Provide easy online access to

signup; contests, Buy Links, etc.

50 entries/week

How to Set Average Goal Values

1. What is the value of someone clicking a Buy the Book link? If you use affiliate links then calculate (total revenue/# link clicks = avg goal value)

2. What is the value of a catalogue download? If you track micro-conversions in offline systems, i.e., someone requests a catalogue, you track downloads of the catalogue in a CRM and match that to seasonal orders, then calculate (total revenue/# web-requests)

If you allocate budgets and calculate ROI for related tactics, use that. i.e., “when we send 6,000 catalogues, typically we get ### orders, which yields $$$ revenue,” calculate the ROI of each catalogue and use that as the goal value.

3. What is the value of an email sign up, contest entry, etc.? Use relative goal values.

4. What if I have no clue what you’re talking about?Set $1 as the goal value for all outcomes.

Set a Goal Value http://youtu.be/KkK4oAIMUzw at 1:20

Custom Alerts

Set Custom Alerts Based on Benchmarks

Create Awareness Generate Leads Conversions

Goal: Reinforce offline/online marketing & advertising

Goal: Provide Detail-Pg InfoCapture Leads (Email/Contact)

Goal: Provide easy online access to signup; contests,

Buy Links, etc.KPI: Unique visitors; Branded

traffic, Search & Direct

Target: 33K unique visitors/month;10K during campaign weeks

Target: 13K Detail-Pg pageviews/

50 entries/week

Segments: Page Type & Geography; Traffic Sources

Custom Alerts http://youtu.be/KkK4oAIMUzw at 1:55

What to do with Google Data

• Set Benchmark Targets• Create Dashboards to see key metrics at a glance• Create audience segments (personas or cohorts) • Use Audience Segments with Standard & Custom Reports • Set up Custom Alerts for various thresholds of interest• Ask better questions of the data

We do X to know Y

• Export Facebook Insights to see Fan-Only Data

• Adv. Audience Research with Twitter Tools to Find Influencers Who Can Amplify Messages

• Google Analytics to determine benchmark metrics (and set Goal Values) to more efficiently dig into why significant changes happen

Marketing Metrics: Resource Page for Publishershttp://www.boxcarmarketing.com/marketing-metrics

How can I help?Monique Sherrettmonique@boxcarmarketing.com604-732-6467

If you LIKE this webinar, please consider recommending me for other workshops.

#MktgQAMonday, 17 February, 14

Social Media Metrics In Depth

Education

Transcript of Social Media Metrics In Depth

A TOOL FOR COMPLIANCE AND DEPTH OF DEFENSE METRICS · a tool for compliance and depth of defense metrics . university of illinois at urbana-champaign . june 2014 . final technical

Social Media Metrics – Beyond Likes

Social media metrics for nonprofits

Advanced Metrics in Social Media MMC6936 · generation metrics, search data (SEO metrics), social media optimization, social listening using actionable tools, social media ROI, and

Managing media with metrics

Social Media Metrics Made Easy

Media Metrics

Social Media Metrics (#smc036)

Social Media Metrics for Business

Online Metrics Social Media KPIs

Social media metrics 2015.04.14

Harvest Digital | Social Media Metrics

Social Media Metrics & Analytics

Storytelling, social media and metrics

Social Media ROI Sample Metrics - Results 2Day€¦ · Social Media ROI Sample Metrics . BRANDAWARENESS& Business’Metrics ...

Social media metrics and measurement

Metrics and social media roi

In-Depth Healthcare Analysis of mHealth Trends & Metrics Q2, 2014

Social Media Global Metrics

ADMSP Social Media Metrics Tutorial