“Are My Social Media Efforts Effective?”

Social Media Marketing Analytics

What Are My Goals?

What is Engagement and am I Doing it Right?

Am I Getting Quality Website Visitors?

Is My Content Any Good?

Am I Generating Leads & Sales?

“Show Me Data”

Let’s Offer Some Insight!

Agenda

• Twitter Metrics

• Facebook Metrics

• Google Analytics

• Shout Outs: Listening Platforms

Rules

• Success is Arbitrary; all businesses are different. Begin with benchmarks, then improve them

• Formulas and KPIs are just numbers; taking action to improve business is the goal of any “marketing”

• Track conversions. You’re in this to make money; prove to management social’s contribution

Gather the Following (Monthly) Number of Followers Active Followers Tweets Mentions Retweets Received Retweets Given @Replies Tweets Favorited Number of Clicks from Original Content

Is My Message Relevant to Followers?

• Active Followers/ Total Followers x 100 = Engaged Follower Rate

– Active Followers: Number of followers who retweeted you or mentioned you in a tweet

40/1000 x 100 = 4%

Am I Engaging with Followers?

• (Retweets Given + @replies) / Followers x 100 = Conversation Rate

(100+ 30)/1000 x 100 = 13%

Is My Content Relevant?

• Retweets Received / Tweets x 100 = Amplification Rate

60 / 1000 x 100 = 6%

Is My Content Influential?

• (Mentions + Retweets Received + Favorited Posts)/ Tweets = Content Influence Rate

(120 + 60 +10)/ 1000 x 100 = 19%

Did My Original Content Attract Website/Blog Visitors?

• Original Content Post Clicks / Total Original Content Posts = Clicks per Post

463 /2 = 232

Twitter Metric Dashboards

Have Fun With Twitilyzer

Gather the Following (Monthly) Number of Page Fans Lost Fans Organic Page Impressions Viral Page Impressions Posts Post Likes, Comments, Shares Consumptions (Post clicks, link clicks, video clicks, photo clicks)

Is My Page Growing?

• (New Fans-Lost Fans) / Previous Period New Fans = Fan Growth Rate (100-10)/80 = 12%

Are My Posts or Page Content Viral?

• PTAT (Likes, Shares, Comments- Activity that shows in newsfeeds, a k a Stories)/ Organic Reach) x 100 = Virality Rate

4,000 / 190,000 x 100 = 2.10%

– Organic reach: The number of unique people, fans or non-fans, who saw this post in their news feed, ticker or on your Page.

– Viral reach: The number of unique people who saw this post from a story published by a friend.

Is My Content Being Shared?

• # of Shares/ # of Posts= FB Amplification Rate

100 / 60 = 1.66, aka shares per post

Are My Fans Engaging with my Posts?

• PTAT + Consumptions (Clicks or Views of Links in Posts) / Fans x 100 = Fan Engagement Rate

2,000 + 500 / 7,500 x 100 = 33%

Socialbakers research

Is My Content Relevant • (Likes + Comments + Shares)/ Fans x 100 =

Post Engagement Rate

1,600 / 7,500 x 100 = 21%

Photo Video Text Link

Measure and Tag Posts with Page Lever

Have Your Conversion Goals Set Up

eCommerce-Purchase Lead Generation- Trials/Content

Create Advanced Segment

Is Social Media Generating Conversions?

Does Social Media Contribute to Other Channel Conversions? (Attribution)

Lead Gen Site

eCommerce Site

Which Channels Bring More Engaged Traffic to Your Site/Blog?

How Does Social Media Engagement Metrics Compare to Other Channels?

What is the Value of a Social Media Transaction?

What is the Conversion Rate of Social Media Versus Other Channels?

ROI: eCommerce

• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Revenue generated (Option- add LTV)

• (Revenue-Costs)/Costs = Return on Investment

• * Depending on philosophy, feel free to eliminate these items.

Lead Gen Sites: Cost Per Conversion

• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Conversions (Last)

• Costs/Conversions = Cost Per Conversion

Shout Out: Social Snap

“OK- Let’s Invest More Into Social”

Listening and Reputation

Shout Out:

Daily Monitoring Emails

Shout Out:

Have a Dashboard?

I’ll help you develop and manage a custom dashboard

Questions? Need Help? • Contact Paul Mosenson of NuSpark

Marketing • pmosenson@nusparkmarketing.com • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktg

Happy to Help! That’s my Job!