social-media-analytics-how-can-you-measure-social-media?

Social Media AnalyticsHow Can You Measure Social Media?

Copyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

Remember the trees, please enjoy digitally.

Explanatory notes are in plain text.

Outline - Big PictureWhat’s your strategy?What’s in your Relationship Funnel?How can you measure meaningful events?How can you tie efforts to business objectives?Example of a Social Media Audit2 Common Challenges2 Illuminating Questions


First, Step Back!NO social media strategyNO tying back to business objectives

Your metrics won’t tell a storyif you don’t have one to tell.


Not having a comprehensive, cohesive strategy is the #1 problem for most brands.

Prospects

Customers


Your prospects follow a path on their way to becoming customers.By the time you know who these prospects are, they have already started to make a decision about doing business with your brand.Your marketing has to be planned to move them along to this point.


Online marketing is a link of events much like a chain. Each event in a sequence moves a prospect closer to becoming a customer. One weak link can threaten the results of your entire efforts. Your online marketing happens without you. It must be thought out and prepared in advance to meet the needs of what your prospects are looking for.

CONVERSION = DESIRED ACTIONCopyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

Each link in the chain is a desired action or a CONVERSION.


Any action can be a conversion, not just the obvious conversion of making a sale.In fact, sales are often many micro-conversions. Here are some common types of conversions you might have in your Relationship Funnel.

RELATIONSHIP FUNNEL


The traditional Sales Funnel is dead, because nobody wants to be sold. Today’s consumers want to be given the information to make their own decisions.

You must build a relationship with your prospects and move them deeper into your funnel. More meaningful conversions warm your relationship with prospects, with deeper conversions having increased value for your business.

MetricsNumbersActionsRelationships -or- Actions/NumbersConversion Steps: Click Through Rate (CTR) and Conversion Rate (CVR)• Like• Engage with content• Register for email newsletter• Inbound inquiry


Measure actions. Measuring impressions and other “softer” metrics are not as meaningful unless combined with a hard measurement, an action.

1 - Analytics is less math; more radiologist. 2 - Your metrics tell your story.3 - Your metrics will differ from other brands.4 - When #s small, they matter less.5 - Numbers with actions are more important.6 - Relationships between numbers is important. 7 - Trending of metrics is key.

Looking at Metrics - 30,000’ View



Page Admins can look at their page analytics by clicking on the Insights tab when they visit their page.

Only Page Admins will see the Insights and other buttons in the upper left.


What Facebook page analytics look like when an ad campaign ends. Even a modest budget of $10/day can bring your message to many more prospects! Without ad support, fewer than 10% of your fans see your content.


Notice the drop in both paid Likes (from ads) and organic Likes (free) when the campaign stops. More people seeing your content when you have a campaign running helps others find you!

Notice the boost the Reach of all content gets with an active, highly-targeted modest ad campaign. Never hit the boost button on a post! Targeting is poor.



Maximum Impact = (Great Content) x (Increased Exposure)Without ad support, your content is not getting seen by many.

Facebook is a mosh pit of competition for attention!

I call this “Content Amplification”


Conducting a Social Media Audit is a big task, but very helpful in establishing a baseline understanding of what is happening with your social media program, including in relationship to competitor programs and benchmarks.

Copyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution. Identification is redacted for client privacy purposes.


Following are two Common Challenges you’re likely facing and two Questions that will help you understand the interconnectedness of social media and your marketing success.

These include many gold nuggets of understanding.

AnswerPrime the pump: people + ads.Jump start content popularity.

Common Challenge 1 Nobody interacts with my content.


Even a modest ad campaign can help more people see your content to get the conversation started!

AnswerSocial media is an Influence Channel.Convert audience over to a Sales Channel.

Common Challenge 2 How can I get sales from social media?

Email is an excellent sales channel. On social media you’re interrupting your audience being social. Connect with them on social instead and earn their email for deeper communications!

How does this choiceaffect their analytics?

Question 1Client buys fans to increase audience size.


Effects of Unqualified Audience

Big Audience Zero Engagement

Action/Audience Very LowContent Reach Very Low

Very Low Score in the Popularity AlgorithmCopyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.


Both Search and Social are all about content popularity! You must earn eyeballs.

This formula determines who sees your content when.You can learn to share better content in a better way and reach more people.


How does this affectyour fan growth?

Question 2Website has links, not social plug-ins.



These are links.


These are social plug-ins.

Click on linkWait for Facebook pageLook at Facebook page contentClick LikeClick back button

Steps to LikeEach step has 15% drop off.

Click on social plug-in


4 extra steps mean you’re losing at least 60% of the Likes you could get with a Like button.

Summary•Your prospect is on a journey.•We must identify steps of the journey & what we can measure.•The relationships between metrics matter most.•Trends matter more than numbers.•Moving from Influence to Sales Channels is key.



Charlie ConardCo-Founder and Principal Social Go To245 W 29th Street, Suite #1202New York, NY 10001

[email protected]

socialgoto.comfacebook.com/socialgoto

We help businesses get more and better customers fromwhere their prospects are spending their time... on social media.

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