HOW TO MEASURE SOCIAL MEDIA SUCCESS

SocialMatica’s Social Media Workshop Series

Measuring Social Media Success

What You’re Going To Learn• Why is it important for marketers to get social

media measurement right? • Why do marketers believe effective

measurement is a challenge? • What metrics do marketers pay attention to

determine social media marketing success? • How can marketers focus on the metrics that

matter to their business?

Introduction

• Who is SocialMatica– What We’re About– Why We’re Doing This

• Who is Joshua Barnes – Director of Social Strategy

• Hash Tag #smtca Questions– This week or future workshop content

Measuring Social Media Success

• Marketing Structure Fundamentals

– Content Hub – The place where you want people to go

– Content Calendar – The stuff you’ll say to make that happen

– Content Strategy – The thing you’ll send out to facilitate that

– Engagement Strategy – Why they will respond

– Measurement Strategy – How we tracking what we did

– Closed Loop Efficacy Tracking – How we know it worked

One Rule – No Guessing

• Sometimes We Don’t Know That We’re Guessing

How Did You Rate?

A System Can Be Tuned

• You Cannot Measure What You’re Not Systematically Creating– Otherwise, you’re just guessing– Or Confirmation Bias

Why Is It Difficult?

• Time• Don’t Know What To Measure• People Are Disenchanted• The Available Tools Aren’t Strategic• Marketing Team Is On The Run, Leads, Leads,

Leads

What We Can Change Today

• Strategy• Tactics• Documentation • Reporting• But How…

Quantalyzing: kwan-tell-eye-zing

• The quantification, qualification, organization and analysis of contextual influence and social media performance

Free Desktop Tool

• Spreadsheet Download• Quick View Of What It Would Look Like

Graphically

The Data You Should Collect

Social & Digital Data: We’ll provide a sample to compare

AgencySnap is built on the self-help, manual data gathering process.

You can track:• Share of Traffic• Share of Mentions • Overall Social

Activity Volume&• Total Audience

• This is a free tool SocialMatica offers.

• The manual process will give you access to the live data.

What Should You Measure Strategically

• Competitive Data-Sets, Bloggers, Media Buys, Etc– Blogger A– Blogger B– Blogger C– My Company– Competitor A– Competitor B– Competitor C– Digital Publication A– Digital Publication B– Digital Publication C

What Should You Measure Strategically

• Competitive Data-Sets, Bloggers, Media Buys, Etc– Traffic– Brand/Content Mentions– Social Network Statistics

• Youtube• Twitter• Facebook• LinkedIn

– Trends of Major Social Networks– # of Social Conversions (likes, followers, bit.ly clicks,

etc)

What Should You Measure Tactically

• On a campaign by campaign basis, measure;• Social Interactions Connected To Specific Campaigns

– Not Generic RT’s, Likes, Followers

• Landing Page Traffic, Clicks, Impressions, Social Shares

Now You Know

• Released 3 PR Media Assets– Accumulated

• 200 mentions• 30 RT’s

• 3 New Sources of Traffic• Aggregate 100 Clicks from

Bit.ly Links• FB Likes Grew by 100

• Etc, Etc, Etc

– # of Conversions

How Can You Focus On The Best Metrics

• Content Hub• Content Calendar• Content Strategy• Engagement Strategy• Measurement Strategy• Closed Loop Efficacy

What Else?

• Organize Your Tools – Build a Systematic Workflow– Influence Tools– Content Aggregation– Content/Click Tracking– Social Media Integration/Chatter Tools

• Decide What Metrics Make The Most Sense For Your Campaigns– Anyone who wants specific advice or to talk about their

program can ask us, we’ll tell you what we think you should do

Questions

Contact

www.socialmatica.comtraining@socialmatica.com

If you’d like a fee account to AgencySnap, just send us a note to the email above and we’ll reply with login details.