Establish Campaign Goals + Applying Metrics for Social Media

Class 2: New York University Social Media Analytics I

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Develop a Campaign

Social Media

Customer Service

Human Resources

Public Relations

Corporate Communications

Sales Marketing

Product Development

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The Measurement Framework

1. Select Your Goals

2. Define an Audience

3. Choose a Timeline

4. Understand Channels

5. Pair Metrics

6. Invest in Select Tools

7. Monitor in Real-Time

8. Analyze & Report

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What is a Goal?

The aim or desired result of an action.

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Defining Your Goals with

Social Media

Key Questions to Ask.

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What’s Does Your Organization Stand For?

Define Your Purpose.

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Simon Sinek’s Golden Circle.

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What Organizational Goals Already Exist?

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Who’s Your Audience?

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What Action(s) Do You Want To Encourage?

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Have You Separated The Nice To Know From The Have to Know?

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Which Channels Will Your Business Be Using?

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Choose 2-3 goals to remained lazer focused.

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Example Social Goals Audience DevelopmentMore AwarenessIncreased EngagementSales GrowthThought Leadership

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JCrew’s Facebook Campaign

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CBRE’s Instagram Campaign

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CBRE’s Instagram Campaign

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Pairing the Right Metrics

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What is a Metric?

A qualitative measurement of statistic describing events or

trends on a website.

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Example Social Media Metrics

Net Promoter Score

Post Reach

Clicks

Pages Per Session Favorites, Retweets

Mentions

Likes, Comments

Repins

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What is a KPI?

A leading metric that helps you understand how you are doing against your objective.

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Pair 2-3 metrics per goal, ensures your not

measuring in a silo.

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+ + +

GOAL #1 CUSTOMER

ENGAGEMENT

GOAL #2 INCREASED REVENUE

GOAL #3 ESTABLISH THOUGHT

LEADERSHIP

Metrics: Sales Generated, Repeat Customer Rate

Metrics: Shares, Time on Site, Resource Downloads

Metrics: Share of Voice, Brand Recognition, Press Mentions

Examples of Potential Pairings

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Vanity Metrics vs. Actionable Metrics

via @EricRies

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Vanity Metrics are surface level metrics that can indicate

success, but don’t always.

@BrianHonigman@BrianHonigmanSource: Markerly

VANITY VS. ACTIONABLE METRICS

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Example: Vanity Metrics

- Pageviews -

- Likes -

- Followers -

- Video Views -

- Subscribers -

- Users -

- Downloads -

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Actionable Metrics give your business the full story.

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Example: Actionable Metrics

- Leads -

- Time on Site -

- Sales -

- Social Sharing -

- Conversions -

- Referral Traffic -

- Revenue -

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Vanity Metrics & Actionable Metrics Vary by Your Goals

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Types of Social Metrics

via @JayBaer

Consumption Metrics

Sharing Metrics

Lead Generation

Metrics

Sales Metrics

Metrics Worth Measuring

@BrianHonigmanvia @Avinash

Uncomplex

Relevant Timely

Instantly Useful

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ENGAGEMENT CONVERSION

++*Comments *Shares *Click Through Rate *Time on Site

*Downloads *Sales *Request for Info *Phone Call

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Metrics Per Channel Will Vary, Do Research

Example: Lucky Charms

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Example: Lucky Charms

ENGAGEMENT +*# of UGC Produced *Shares *Brand Mentions *Hashtag Use

Goal: Metrics:

Example: Humane Society Silicon Valley

Example: Humane Society Silicon Valley

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AWARENESS +*Media Mentions *Video Views *Brand Recognition *Social Impressions

One Goal: Metrics:

Example: Humane Society Silicon Valley

Example: Sour Patch Kids

Example: Sour Patch Kids

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Example: Sour Patch

AUDIENCEDEVELOPMENT +

*# of followers *Snaps received *Screenshots taken *Views on snaps

Goal: Metrics:

Questions!?

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