Jay Goldman - Measuring your Social Media Success
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Transcript of Jay Goldman - Measuring your Social Media Success
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Measuring Your Social Media Success
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http://bit.ly/klickpharma
http://klickpharma.com
http://bit.ly/klickpharma A Note on Links
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What is Social Media?
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“Social media is information content created by people using highly accessible
and scalable publishing technologies. At its most basic sense, social media is a shift in
how people discover, read and share news, information and content.”
What is social media?
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All Media will be Social.
In the future…
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Sharing.
Social =
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http://bit.ly/klick-conversation Conversation Prism
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Why use social media?
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Awareness Membership Fundraising
The ‘charity’ perspective
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Acquisition
Engagement
Retention
Conversion funnel
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Endorse
Conversion Funnel
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http://amzn.to/klick-cluetrain The Cluetrain Manifesto
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95 Thesis
Markets are conversations Hyperlinks subvert hierarchy
Connection between markets & orgs Orgs entering marketplace Marketing & org response
Intranets and impact on control/structure Connecting marketplace and intranets
New market expectations
The Cluetrain Manifesto
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Who uses social media?
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http://amzn.to/klick-groundswell Groundswell
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Creators
Critics
Collectors
Joiners
Speculators
Inactives
Publish blogs, upload videos and photos, etc.
Post ratings, reviews, and comments, use forums
Use RSS feeds, add tags, vote
Maintain profiles, visit social nets
Read blogs, watch, view
None of the above
http://slidesha.re/klick-technographics
18%
29%
17%
57%
64%
21%
Social Technographics
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Strategy vs. Tactic
Vision > Mission > Strategy > Tactics
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http://slidesha.re/klick-50 • http://slidesha.re/klick-50more Beth Kanter
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Measuring Social Media
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Define your KPIs
• What are you measured on?
• What do you consider to be success?
• How do you translate between them?
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Conversation & Engagement
It’s all about…
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Practical KPIs: Engagement & Volume
• Like
• Facebook Like, Twitter Followers, Email subscriptions, bookmarks, marking favourites, etc.
• Interact
• Register (new/total/active), print page, key page activities (custom tracking), star/number ratings, wishlist, downloads, report posts, tagging, typical GA metrics
• Share
• Send to friend (invite, refer, etc.), social share, install widget
• Create
• Comments, posts, UGC, profile, uploads, etc.
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Practical KPIs: Engagement & Volume
Reach x Frequency Time Spent
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Practical KPIs: Conversation
• Who is talking about us?
• What are they saying?
• When are they doing it?
• Where are they doing it?
• How are we engaging?
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Practical KPIs: Conversation
Sentiment & Ecosystem Size
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Practical KPIs: Conversion
• Conversion between steps
• Total conversion
• Customer Acquisition Cost
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Measurement Challenges
• Translating their stats to your KPIs
• Measuring across the funnel
• Measuring engagement vs. followers
• Drowning in data (a.k.a. what to track and when)
• Crossing the physical digital divide
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Measurement: Twitter
• Tag all inbound links before you shorten
• utm_source
• utm_medium
• utm_campaign
• utm_content
• Use a URL shortener with analytics
• Klout and listening to find key influencers
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Measurement: Facebook
• Facebook Insights
• Facebook Ads (if you can)
• Tag inbound links if possible
• Google Analytics on custom tabs
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Measurement: Your Site
• Google Analytics
• Custom tagging (trackPageview)
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Keep it Personal
It’s about more than lies, damned lies, and statistics.
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Your Challenges
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THANK YOU @jaygoldman • facebook.com/jaygoldman • [email protected]