Tyler BarnesDirector Of Searchtbarnes@emfluence.com

Likes, Tweets, & Mentions: Oh My!

@thetylerbarnes

A Quick About Me• Spend my days managing awesome

clients and great team members• Oversee SEO, Paid Media, Social Media,

and Analytics• Am not a “social media guy,” I am an

analytics guyA Quick About emfluence• Full-service digital marketing agency and

top-rated marketing automation platform• We believe in measurable results for all

tactics utilizing the one-to-one method

@thetylerbarnes

Follow Me on Twitter:Thetylerbarnes

Follow Me at emfluence:

emfluence.com/blog/

Clients We Work With• Proven Winners• Essense of Australia• Houlihans• Joe’s KC• MarksNelson CPA• Instore Design Display• BookDaily• The Roasterie• Bailey Lauerman• O’Keeffe O’Malley

• Forrest T. Jones• Arcamax• Centriq Training• Boulevard Brewery• YRC Freight• Warehouse1• Coleman Equipment• Ryan Lawn & Tree• Youth Baseball Gloves• Mitsubishi O’Connor

Group

@thetylerbarnes

LET’S GET STARTED

@thetylerbarnes

4 Keys to a Successful Social Media Strategy:

1.Research: Analyzing the competitive landscape and crafting a strategic content plan

2.Execution: Implementing the plan by publishing content across designated channels

3.Measure: Identifying progress, insights and it's impact on the business

4.Optimization: Ongoing measurement to aid in planning process for future executions

@thetylerbarnes

RESEARCH

EXECUTE

MEASURE

RESEARCH: Analyze the

landscape and craft a strategic

content plan.

EXECUTE: Implement the plan by simply

publishing content across

channels.

MEASURE: Identify your

plan’s progress toward success and its impact

on the business.

OPTIMIZE: Ongoing

measurement fuels the planning

process for future strategies.

@thetylerbarnes

RESEARCH

EXECUTE

MEASURE

PROBLEM #1 : Gain Insight into

new opportunities

PROBLEM #3: Increase workflow

efficiency

PROBLEM #4: Prove the Value of

Social

PROBLEM #2 :Optimize to

improve results

@thetylerbarnes

PROBLEM #1 : Gain Insight into

new opportunities

PROBLEM #3: Increase workflow

efficiencyPROBLEM #4:

Prove the Value of Social

PROBLEM #2 :Optimize to

improve results

@thetylerbarnes

Step 1: Defining the Goal

@thetylerbarnes

WHAT IS THE RIGHT GOAL?

@thetylerbarnes

WHAT ARE YOUR KPIs?• Branding • Engagement• Growth• Lead Generation• Reach• Sales

@thetylerbarnes

Defining the goal of your campaign should be the first, and highest, priority.

Keep It Obvious

Questions for your Organization:

Where does Social Best Contribute?

Where does Social reach Influencers + establish Brand

Awareness?

Where does your leadership team expect social to contribute?

BRAND AWARENESS

CONSIDERATION

DECISION

CUSTOMER SUCCESS

INFLUENCERS + ADVOCATES

New Business

Existing Business

MOST COMMON SOCIAL MEDIA KPIs: • Views• Email Sign-Ups• Sales• Likes/Shares/Comments for Facebook• Retweets, @connects and followers for

Twitter• Visits to your website• Number of questions answered or % (for

support)• Influencer outreach

@thetylerbarnes

WHAT’S THE POINT OF SOCIAL IF YOU DON’T SELL

SOMETHING?BUT,@thetylerbarnes

KPIs FOR GOVERNMENT ORGANIZATION’S SOCIAL MEDIA1. Response2. Engagement3. Website visits4. Website conversions

You can add value to metrics withoutadding sales numbers. How much is a happy constituent worth?

@thetylerbarnes

Step 2: Implementing the Plan

(the right way)

@thetylerbarnes

HOW TO ENSURE YOUR EFFORTS ARE TRACKABLE:• Begin with the end in mind• Ensure all links have UTM variables• Adjust strategy toward your KPI only• Connect the dots between platforms as you go

• What is happening with your social visitors after they see your post?

• Which post type is working best from your content calendar?• Likes, Engagement, Views, Traffic, Leads

• Which posts are working best for your KPI?• Collect data now for analysis later

@thetylerbarnes

UTM-a-what?

@thetylerbarnes

https://support.google.com/analytics/answer/1033867?hl=en

UTM VARIABLES PROVIDE:1. Custom campaign tracking2. Shortened URL tracking3. Email link tracking

@thetylerbarnes

http://www.emfluence.com/?utm_source=Twitter&utm_medium=Social&utm_term=March

%20Madness&utm_content=Favorite%20Teams&utm_campaign=March%20Madness

@thetylerbarnes

Nothing makes Tyler angrier than a lack of UTM variables

@thetylerbarnes

TOOLS YOU (MAY) NEED• Google Analytics• Facebook Insights• Twitter Analytics• Pinterest Analytics• LinkedIn Analytics• Social Media Suite • Digital Marketing Dashboard

@thetylerbarnes

Step 3: Gathering the Results

@thetylerbarnes

Measuring Cross Channel KPIs:

1. Which channels are working?2. Which post type(s) are working?3. What is your rockstar content?4. How are you leveraging your

content?5. What is our next move (test)?

@thetylerbarnes

A 2015 Trust Radius survey rated the Top 23 Social Media Management Software Platforms in the marketplace based on user ratings and over 400 client/agency end-user reviews of over 140 individual tools.

Average price was between $300-$2000 per month for social analytics software.

*The higher rated software services shown in the chart to the right are geared towards publishing AND analytics, or only focus on client side customer service optimization.

@thetylerbarnes

Channel March 2015 April 2015 May 2015 June 2015 July 2015 Aug 2015 Sept 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016

Facebook 68,818 69,809 70,716 71,747 72,566 73,062 73,476 74,405 76,013 77,568 79,077 81,248

Follower Increase 7,275 991 907 1,031 819 496 414 929 1608 1555 1509 1509

MoM%+/- 11.82% 1.44% 1.30% 1.46% 1.14% 0.68% 0.57% 1.26% 2.01% 2.00% 1.80% 1.80%

Twitter 10,186 10,567 10,872 11,250 11,464 11,625 11,770 11,949 12,254 12,403 12,555 12,754

Follower Increase 258 381 305 378 214 161 145 179 305 149 152 152

MoM%+/- 2.60% 3.74% 2.89% 3.48% 1.90% 1.40% 1.25% 1.52% 2.5% 1.21% 1.20% 1.20%

Email Contacts 302,656 306,574 308,312 315,911 319,846 212,441 216,290 227,203 227,839 228,997 231,105 232,928

Contact Increase 2,526 3,918 1,738 7,599 3,935 -107,405 3,849 10,913 636 1,158 2,108 2,108

MoM%+/- 0.84% 1.29% 0.57% 2.46% 1.25% -33.58% 1.81% 5.05% 0.2% 0.5% 0.92% 0.92%

Instagram 658 803 930 1,081 1,315 1,882 2,075 2,590 3,173 3,838 4,401 5,153

Follower Increase 87 145 127 151 234 567 193 515 583 665 563 563

MoM%+/- 15.24% 22.04% 15.82% 16.24% 21.65% 43.12% 10.26% 24.82% 22.5% 20.9% 14.6% 14.6%

Pinterest followers 10,027 10,473 11,457 12,277 13,260 13,763 13,923 14,123 14,079 14,332 14,667 15,965

Follower Increase 318 446 984 820 983 503 160 200 -44 253 335 335

MoM%+/- 3.28% 4.45% 9.40% 7.16% 8.01% 3.79% 1.16% 1.44% -.3% 1.79% 2.33% 2.33%

       

Pinterest repins 85,683 93,456 103,565 119,298 126,036 134,965 137,588 139,185 141,126 143,233 146,941 146,941

Monthly Re-Pins 6,300 7,773 10,109 15,733 6,738 8,929 2,623 1,756 1,941 2,107 3,708 3,708

MoM%+/- 7.94% 9.07% 10.82% 15.19% 5.65% 7.08% 1.94% 1.16% 10.5% 1.49% 2.58% 2.58%

YouTube View Totals 15,636 24,899 32,702 20,485 11,833 10,549 8,431 6,698 17,796 8,024 22,630 22,630

Number of Views 8,603 9,263 7,803 -12,217 -8,652 -1,284 -2,118 -1,733 11.098 -9772 14,606 14,606

MoM%+/- 122.32% 59.24% 31.34% -37.36% -42.24% -10.85% -20.08% 20.56% 165.6% -54.9% 182.02% 182.02%

       

Site Visits via Social 24,910 34,296 46,503 24,949 17,447 12,634 10,328 6,777 3,502 3,207 12,648 12,648

Number of Views 11,901 9,386 12,207 -21,554 -7,502 -4,813 -2,306 -3,551 -3275 -295 9,441 9,441

MoM%+/- 91% 38% 36% -46% -30% -28% -18% -34% -48.3% -8.42% 294.38% 294.38%

Total Social Conversions 1,504 374 300 171 162 179 205 52 84 81 590 590

Number of Conversions 1148 -1130 -74 -129 -9 17 26 -153 33 -3 509 509

MoM%+/- 322% -75% -20% -43% -5% 10% 15% -75% 61.5% -3.57% 628.3% 628.3%

If you are not looking for an enterprise tool, grab data directly from social media platforms and place into a monthly report.

Less Time Gathering = More Time Analyzing

@thetylerbarnes

more sources= more timeBUT,@thetylerbarnes

Channel March 2015

April 2015

May 2015

June 2015

July 2015

Aug 2015

Sept 2015 Oct 2015 Nov

2015Dec

2015 Jan 2016 Feb 2016

Facebook 68,818 69,809 70,716 71,747 72,566 73,062 73,476 74,405 76,013 77,568 79,077 81,248Follower Increase 7,275 991 907 1,031 819 496 414 929 1608 1555 1509 1509

MoM%+/- 11.82% 1.44% 1.30% 1.46% 1.14% 0.68% 0.57% 1.26% 2.01% 2.00% 1.80% 1.80%

Twitter 10,186 10,567 10,872 11,250 11,464 11,625 11,770 11,949 12,254 12,403 12,555 12,754Follower Increase 258 381 305 378 214 161 145 179 305 149 152 152

MoM%+/- 2.60% 3.74% 2.89% 3.48% 1.90% 1.40% 1.25% 1.52% 2.5% 1.21% 1.20% 1.20%Email

Contacts 302,656 306,574 308,312 315,911 319,846 212,441 216,290 227,203 227,839 228,997 231,105 232,928

Contact Increase 2,526 3,918 1,738 7,599 3,935 -107,405 3,849 10,913 636 1,158 2,108 2,108

MoM%+/- 0.84% 1.29% 0.57% 2.46% 1.25% -33.58% 1.81% 5.05% 0.2% 0.5% 0.92% 0.92%

Instagram 658 803 930 1,081 1,315 1,882 2,075 2,590 3,173 3,838 4,401 5,153Follower Increase 87 145 127 151 234 567 193 515 583 665 563 563

MoM%+/- 15.24% 22.04% 15.82% 16.24% 21.65% 43.12% 10.26% 24.82% 22.5% 20.9% 14.6% 14.6%Pinterest followers 10,027 10,473 11,457 12,277 13,260 13,763 13,923 14,123 14,079 14,332 14,667 15,965

Follower Increase 318 446 984 820 983 503 160 200 -44 253 335 335

MoM%+/- 3.28% 4.45% 9.40% 7.16% 8.01% 3.79% 1.16% 1.44% -.3% 1.79% 2.33% 2.33%

       

@thetylerbarnes

CYFE: AN EFFECTIVE DASHBOARD ON A BUDGETcyfe.com is a one-stop shop for all client analytics. We connect social media, SEO, PPC, E-Commerce, and Google Analytics.

@thetylerbarnes

REQUIREMENTS

1. Correct Google Analytics Setup2. Social media logins3. Defined KPIs4. Some practice

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Go From This:

@thetylerbarnes

To This:

@thetylerbarnes

@thetylerbarnes

For free…

Step 4: Presenting the Results

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Digital Marketing Dashboards + GA + Microsoft Word

Same great info, now in a smaller package!

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A SOCIAL REPORT YOUR BOSS WILL LOVE

1. KPI highlights. 2. Unified channel metrics 3. Individual channel breakdown4. Site improvements5. Post performance6. Action steps

@thetylerbarnes

1. KPI Highlights• LinkedIn is still our top referrer for the month with 43 sessions.• Apple Mail continues to be our #1 Desktop open source (3 months in a row).• Our Joe’s Kansas City Post on facebook was our top facebook post for the

month and the second best performing post was emfluencers trying the inspiralized menu at Houlihans.

• Top viewed Blog Posts:• Amazon Web Services: Integrating S3 and EC2 in a few Simple Steps

(1000 Pageviews, +1.63% from last month).• How often should you send email marketing campaigns (136

Pageviews, -11.11% from last month).• AWS Certified Solutions Architect Associate Zero Certified (106, -

12.40% from last month.• Top viewed pages (after home page):

• /blog/amazon-web-services (1,000 views, +1.63% from last month)• /About us/ (282 views, +28.18% from last month)• /about-us/digital-marketing-jobs (221, -40.43% from last month)

• Top Referral Sources Are:• Google (2,292, -2.45% from last month)• Direct (1,312, -2.45% from last month)• Emfluence Email (118, +40.48% from last month)

• Most popular 2nd page viewed (after about us) when looking at Behavior Flow• Services, Search engine marketing (83 sessions, +50% from last

month)

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2. Unified Channel Metrics

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3. Individual Channel Breakdown

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4. Site Improvements

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5. Post Performance

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6. Action Steps

ACTION ITEMS – 2016 SOCIAL + MEDIA PLANNING: Pinterest: Organize and rename boards You Tube - reorganization of videos and channels Instagram Content Strategy 2016 Channel Opportunities

o Review Paid Social Media channel opportunities/vendors for 2016 o Determine budget allocations for social spends o Develop messaging goals for each month in each channelo Set goals for each channel, demographics, growth, opportunitieso Plan anchor promotional message for Spring and when the contest should start

to tease the planting season and “seed” the theme of getting back to the garden.

o Evaluate influencers and influencer network relationships

CASE STUDY: emfluence

@thetylerbarnes

CASE STUDY: emfluence

Problems:• What is “social success?” • Why are we spending time on social media?• What is currently working?• Which analytics are important to the management team?• How to combine all data in a clear picture?

@thetylerbarnes

CASE STUDY: emfluence

Solution:• Re-evaluate the data • Double down on what works (longer posts, diversified content)• Make things easy & effective• Simplify the KPIs• Re-configure reporting

@thetylerbarnes

CASE STUDY: emfluence

Results:• 6 hours of reporting shortened to 1 hour• On-the-fly updates• Company restructuring of social strategy• Ability to test (and measure) new content

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Any questions?

@thetylerbarnes

Dashboard Example