Visit Philly Social Media Summit - Advertising

Social Media

Monitoring & Measurement

that focuses on social media and creative digital communications.

We help organizations reach their target customer communities.

We work with businesses, non-profit organizations,

institutions and government entities.

ChatterBlast Media is a digital voice agency

“A brand is no longer what we tell the

consumer it is – it is what consumers tell

each other it is.”

- Scott Cook, Intuit Chairman & P&G Board Member

Social media is here to stay…

Storytelling

Five Emerging Trends

1. Targeting and user segmentation

2. Social customer service

3. Image-centric networks

4. Pay to play (advertising)

5. Disruptive content!

Information consumption is changing…

MEDIA CONSUMPTION

The Backdrop

PLATFORMS

Broad, visual,

most “human”

News, education,

influence

Young, visual

Professional, newsy

Visual, artistic

Second biggest

search engine

Peer to peer

SEO

THE FUNNEL

The Journey

Allister Frost (2012)

Facebook EdgeRank

Goal Setting

Why Measure?

• Data-Drive Decision Making

• Saves Time and Money

• Helps Allocate Budget and Staff

• Better Understanding of Competition

• Strategic Planning

• Gets Agreement on Desired Outcome

• Reveals Strengths and Weaknesses

• Gives You Reasons to Say No

The Menu

• Sales / promotion / fundraising

• Brand awareness / reputation management

• Recruiting talent or volunteers

• Media outreach

• Community outreach & education

• Thought leadership

• Customer service

Getting to “ROI”

Getting to “ROI”

What is your ‘I’?

• Research, Salaries, Media Buy, Events, etc.

What is your ‘R’?

• Sales, Revenue

• Cost Savings

• Paid Versus Earned Search

• Cost Avoidance

• Social Capital

What ROI is NOT

• # Fans / Followers

• # Re-Tweets

• # of Total Impressions

• # Post views, clicks, likes, comments or shares

These are key METRICS. But they are not ROI!

Jargon

• Key Performance Indicators (KPIs) = what you’re

measuring (e.g. comments)

• Metrics = the actual numbers (e.g. 12)

• Markers = benchmarks to help you define progress

Example

Tools & Tactics

Toolbox

1. Google Analytics

2. Native insights (Facebook, Twitter, LinkedIn)

3. Link shorteners (bit.ly)

4. Publishing analytics (Hootsuite, Sprout Social, etc.)

5. Monitoring tools (Brandwatch, Radian6)

6. Facebook page apps (Short Stack, etc.)

Re-Targeting / Conversion Tracking

Google Analytics

TECHNOLOGY

Examples

GROWTH: THE FLOWER SHOW (PHS)

Conversion Tracking

CAL WATER

READING TERMINAL

MONITORING: MAIN LINE HEALTH

MONITORING: PHS

Recommendations &

Takeaways

10 Metrics to

Watch

1. Leads generated

2. Website bounce rate

3. Website behavior

4. Growth of active network / engaged base

5. Brand mentions across social platforms

6. Website visitors and sources of traffic

7. Conversion: subscriptions, email lists, etc.

8. Time spent engaging: apps, time on site, etc.

9. Engagement ratio: active network / total network

10.Viral engagement: sharing, “people talking”

Tips

1. Define your organizational goals

2. Setup and track KPIs, metrics and results

3. Build custom reports tailored for you

4. Measure quantitative AND qualitative

5. A/B test

6. Experiment and adjust often

Tips

Don’t ignore the quality of the content!

Don’t JUST SELL!

Questions?

www.chatterblast.com

215-475-5480

Thank You!

Visit Philly Social Media Summit - Advertising

Social Media

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