Social Media Metrics

Presented by

Rich Nadworny

@rnadworny

November 3, 2011

Digital Strategy and Marketing firm

Based in Burlington, since 2008

Virtual Agency

Started #BTVSMB in 2009

What Are Metrics?

(def) noun

1. the science of meter.

2. the art of metrical

composition.

What Are Metrics?

How about:

(def) noun

1. the distance between

points on a real line

What Are Metrics?

Metrics are a set of

measurements that

quantify results.

(from glossary of business management terms)

What Metrics really means:

How do I know if what I’m doing works?

What are you really trying to do?

What’s your social strategy?

Social Media:

The Plant and Vegetable Strategy

Establish & Grow

How Do You Measure That?

Establish & Grow

Quantitative Growth numbers

Followers Likes

Visits Views

Create Scorecards

Use Free or Paid Tools

Use Free or Paid Tools

Use Free or Paid Tools

What Are These Metrics Worth?

Numbers to consider:

Social media marketers reported that

48% of their budgets are used to attract

new members to their pages.

From e-Marketer study, September 2011

What Are These Metrics Worth?

Numbers to consider:

Social media marketers reported that

48% of their budgets are used to attract

new members to their pages.

52% said their fan or follower base

was not target-appropriate.

From e-Marketer study, September 2011

How have all of those METRICS

helped your BUSINESS?

Numbers to think about:

Increasing your customer satisfaction by 5%

can increase profits by as much as 95%

Social Strategy & Metrics: Sales

Use your social channels to increase sales

Strategy & Metrics: Sales

Measure

1. How many items sold

2. How many people clicked on your offer

(conversion rate)

3. How much the promotion cost

4. Increase in sales in general

Wait!! That’s social media ROI!

Strategy: Increase Customer Satisfaction

Measure: Increase Customer Satisfaction

1. Requests through social

2. # of resolved issues

3. How long does it take to resolve

4. Do customers tell others

5. Satisfaction (ask!)

Strategy: Active Intelligence

Mine Your Stream

Monitor Conversation

Monitor Influencers

Measure Listening

Listening Metrics

Gather the top 3-4 ideas per month from

your customers.

Identify the top 2-3 influencers each

month. Treat them specially.

Strategy: Drive Web Traffic

Use your social channels to increase

traffic to your Web site (where you do

business).

Integrate Social Apps

ABCNews.com, Washington Post and The

Huffington Post are said to have more than

doubled their referral traffic from Facebook

since adding social plugins.

Integrate Social Apps

American Eagle added the Like button next to

every product on their site and found

Facebook referred visitors spent an average

of 57% more money than non-Facebook

referred visitors

Use Free or Paid Tools

Integrate Your Metrics

Don’t let them stand alone.

Mash them up with biz data, like sales, brand

affinity.

Integrate Your Metrics

Numbers look better if you can make

inferences with real things.

Social Metrics

Figure out what you want to do –

then figure out how to measure it

Social Strategy

Create small strategies and learn from the results

Measure Meaning

Not Numbers

Thanks!!

Presented by

Rich Nadworny

@rnadworny

November 2, 2011