social media marketing measurement: susan hallam
DESCRIPTION
Anything worth doing is worth doing well. But how can you know how well you are doing social media marketing if you aren't measuring the results. Susan Hallam introduces principles of social media analytics, some tools to use, and how to measure your success.TRANSCRIPT
@susanhallam
MeasureMeasuring Your Success:Social Analytics
Susan HallamHallam Internet Ltdwww.hallaminternet.com/blog
@susanhallam
Automagically....
http://hallam.co/LincUp360 http://www.hallaminternet.com/2012/lincup360
@susanhallam
• Leads generated
• Enquiries
• Revenue
• Sales
• Search visibility
• Cost savings
• Loyalty
• Task completion
@susanhallam
Number of FollowersNumber of Fans
Number of Tweets Number of Posts
@susanhallam
Social Media Measures
1. Conversation
2. Amplification
3. Applause
4. Economic value
http://www.kaushik.net/avinash/
1,769
153 17493 146 214
108 86
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
FOLLOWER PROFILE ANALYSIS: TOP KEYWORDS
Are your followers relevant?
Gap Analysis: these are missing keywords like sustainability, skills, training, healthcare eco, CO2, local government, etc. Action: build followers involved in these target activities.
1,782,538
75,336
65,823
52,702
29,954
29,704
19,278
18,285
17,166
16,887
16,203
14,853
10,349
9,653
9,257
7,883
7,815
6,990
6,906
6,533
0 500,000 1,000,000 1,500,000 2,000,000
hootsuite
solarfeeds
guardianeco
Windbaron
caelusconsult
CommunitiesUK
DECCgovuk
btviewpoint
TheEIU
GreenEnergyInfo
newsenergy
RICSnews
SuButcher
BDonline
edie
GreenHHome
UArainbow
FATArchitecture
UKGBC
TCIndex
Followers
FOLLOWERS BY # OF FOLLOWERS
Are your followers influential?
Action: identify even more influential potential followers, and engage to build quality followers
40%
38%
12%
7%
3%
USERS BY # OF FOLLOWERS
0 to 100
100 to 500
500 to 1000
1000 to 2500
> 2500
Are your followers influential?
40% of our followers have fewer than 100 followers of their own.
Only 3% have more than 2500 followersRecommendation: get more engaged with a more influential community
@susanhallam
How much is a (sale | lead | enquiry | newsletter signup)
worth to you?
@susanhallam
Key Points from today
1. Identify your business goals
2. Measure
1. Conversation
2. Amplification
3. Applause
4. Economic Value
3. And KISS (Keep it Simple, Stupid!)
@susanhallam
MeasureMeasuring Your Success:Social Analytics
Susan HallamHallam Internet Ltdwww.hallaminternet.com/blog