measure and analyze social media goals

Confidential. Property of Noble Studios

Measure and Analyze Social Media Goals

NCET Expo:

Confidential. Property of Noble Studios 2

Confidential. Property of Noble Studios 3

Approach

Research

Strategic Planning

Persona Development

THINK

Information Architecture

Design

Development

MAKE

Marketing

Analytics

Optimization

MEASURE


Why is

Social Media

Important?

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Image source: Graphic Design Inspiration


1. Build your brand

2. Drive sales

3. Attract links

Importance of Social Media Outreach

5

Image source: Connect Social Media


You should be

everywhere on

social media,

right?

6

Image source: Florida State University


Blog

Forums

Social

Networks

Video

Sites

Review

Sites

Local

Search

Conversations are Taking Place Everywhere

7

First focus your efforts on creating a social

media “home base” and then using your social

media efforts to support that base.

Integration is key for a great social media

strategy.


1. An investment (of time and money)

2. About planning and keeping track of

what works

3. Realism (must have concrete goals)

Social Media is…

8

Image source: Flickr


What are your

business goals?

(and how is social media supporting your goals?)

9


Business

Goals

Business

Metrics

Social Media

Metrics

Align Social Media Efforts with Biz Goals

10

BE REALISTIC!Focus on 2-3 business goals.


Goals, Strategy, Time = ROI

11

GOALS + TACTICS = SUCCESS

TIME + EXPOSURE = CONVERSIONS

But remember, results take time. Continue to measure and optimize

your social media strategy until there is an optimal ROI.


What Numbers

Should You Measure

for Success?

12

Image source: Sprinklr


What Are You Counting?

13

Image source: Fellow Creative


Are Your Efforts Effective?

14

…and so many more


Learn to Measure Your Goals Effectively

15

• Tip to Tail Analytics

• Whole View Reporting

• Understand if your goals are

being met

• If it’s not being measured it

can’t be improved

*From Twitter Analytics

*From Google Analytics


ACTIVITY

Reach

Engagement

Acquisition

Conversion

Metrics That Matter

16


Post Metrics

• Post Rate

• Post Type Percentage

• Post Topic Percentage

Response Metrics

• Response Rate

• Average Response Time

Activity

17

Be sure to record all your efforts

associated with inbound marketing so

that you’re able to correlate it with

what you’re tracking. Even better –

annotate in Google Analytics.


Activity

REACH

Engagement

Acquisition

Conversion

Metrics That Matter

18


Facebook

Weekly total reach or “saw this post”

Twitter

Total followers + total followers of those who

retweeted your posts

Google+

Total number of those you have your circle

+ total of circles of those shared your post

LinkedIn

Total Impressions

Pinterest

Daily average reach

Reach

19


Reach: Audience Growth Rate

20

Facebook

New fans / total fans

Twitter

New followers / total followers

Google+

Newly added to circles / already in circles

LinkedIn

New followers of company page / total followers

of company page

Pinterest

New followers / total followers


Activity

Reach

ENGAGEMENT

Acquisition

Conversion

Metrics That Matter

21


Engagement: Applause Rate

22

Facebook

Total number of likes / total posts

Twitter

Total number of favorites / total posts

Google+

Total number of +1s / total posts

LinkedIn

Total number of likes / total posts

Pinterest

Total number of favorites / total pins


Engagement: Amplification Rate

23

Facebook

Total number of shares / total posts

Twitter

Total number of retweets / total posts

Google+


LinkedIn


Pinterest

Total number of repins / total pins


Engagement: Conversation Rate

24

Facebook

Total number of comments / total posts

Twitter

Total number of mentions / total posts

Google+


LinkedIn


Pinterest

Total number of comments / total pins


Engagement: Engagement Rate

25

Facebook

People talking about this / total fans

Twitter

Favorites + mentions + retweets / total followers

Google+

+1s + comments + shares / total followers

LinkedIn

Likes + comments + shares / total followers

Pinterest

Favorites + comments + repins / total followers

Key Motivators

Knowledge

Ego

Reward

Passion


Activity

Reach

Engagement

ACQUISITION

CONVERSION

Metrics That Matter

26


• What is the percentage of total visits

from social media?

• How many people are converting?

• What are they up to?

• Average session duration

• Pageviews

• Pages per session

Acquisition and Conversions

27


Acquisition and Conversions

28


Case Studies On How

to Evaluate Social

Media Efforts

29


Case Study

Client Type:

Local restaurant.

Question:

I’m spending $XXX per

month for an ad on Yelp.

Is it worth it?

30


Case Study

Findings:

Yelp traffic is much

more engaged.

31


Case Study

Findings:

And converts at a higher

rate.

Is it worth it?

Do the math.

$XXX / 41 Conversions

= $CPA

32


Twitter Analytics

33


The Big Takeaway

34

Image source: Abami


Research

Launch

Efforts

Measure

and Analyze

Data

Determine

Value

Revaluate

Goals

Craft New

Campaigns

Measure and Optimize

35


One Final Thought…

36

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http://youtu.be/2__bvdwJgaM

http://youtu.be/2__bvdwJgaM


50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com

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Questions?