Measure your social media success

Toby Beresford

Spring Fair 2016Jewellery & Watch 2016

Including GERM – the four sta

ges of

social media mastery and The Top 10

Barriers to social media measurement

success

Toby BeresfordDigital media strategistSky News Social Media ExpertFounder Rise.globalKey experience includes:

Buzz the Friend Quiz 500,000 players on FB Rise.global 400,000 audience

toby@rise.globalTwitter: @tobyberesford http://blog.rise.global

What’s the problem?Social media is a bottomless time sink.

Which meansWe aren’t getting a return on our

social media investment.

We might be wastingour time…

The social ROI dream. What if…We knew our social

media Return On Investment.

We knew what content worked best.

We knew how to measure social media success.

TOP 10 BARRIERS TO SOCIAL MEDIA MEASUREMENT SUCCESS

10. No link from digital to physical metricsE.g. which tweet drove the most footfall to our

store last week?

9. We don’t measure as a teamOptimisation requires the application of more than

one mind

8. We try to measure too many channels simultaneouslyTrying to measure success on multiple channels

(twitter, facebook and pinterest) at the same time is hard.

7. We don’t know what stage of media maturity we are at

Getting goingEngagementReliable reachMonetisation

GERM!

6. Metric overloadWith so many metrics to measure we don’t know where to

startTweets, retweets, tweet likes, posts, post likes, pins, pin likes

er…”!?&?£@!

5. We’re seduced by vanity metricsVanity metrics are

seductively easy to track and understand but have little depth

Number of followers, number of fans etc.

4. Undisciplined AnalyticsWe don’t check our progress against objectives

regularly and methodically

3. Fuzzy marketing strategyWe haven’t defined exactly what we’re trying to

achieve

2. Hazy audience development planWe don’t know exactly who we are talking to

1. We don’t value our own timeWe see “social media” as “free” when we forget to

factor in labour costs.

A FOUR STEP APPROACH

1. Start with a single channel

2. Focus on metrics according to our stage of maturity

Stages ReminderGet Going

Are we active? Can we consistently create content?Engage

Engagement metrics – is my target audience interested

Reach is my audience reliable? Is content spreading virally?

Monetise am I driving business goals?

3. Only analyse what you plan to optimise

4. Form a measurement habit

WORKED EXAMPLE

Worked Example: Twitter*Get Going

Average Tweets per dayEngagement

Retweets & Mentions to Tweet ratio

Reach% gain in new followers each week

MonetisationReferral visits to website

* Don’t forget, you can apply the same principles to YouTube, Facebook, Pinterest, Snapchat, Instagram, Blog, Website etc.

Twitter Activity ClubAm I consistent?

This week

Last week

Week To Week% change

Choppy score =Inconsistency – I am still at the Getting Going Stage!

Weekly appointmentTo spend time looking atmetrics

#MyKeyTakeAways

1.

2.

Focus on the metrics appropriate to your current stage of social media maturity:

1. Getting going 2. Engagement3. Reliable Reach4. Monetisation

Get Going - Use the Rise Twitter Activity Club to prompt us to be more consistent in our content creation on Twitter each week.https://www.rise.global/twitter-activity-club

For more follow: @tobyberesford