Beyond Engagement: The True Measure of Social Media

Beyond Engagement: The True Measure of Social MediaOctober 2012

“Who knows what it could mean?!” Stephen Colbert

All Rights Reserved. Copyright of R2integrated, 2012.

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Vanity Metrics

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A Full-On Monet

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Metrics Are Not Meaningful In And Of Themselves


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A Fan Is Not A Business Metric


Plan With The End

Goal In Mind



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Business Metrics Give You Focus

Connect The Dots


Convey The Significance Of Numbers With Visuals


Cut Through The Noise


Registration Dashboard October 1-31, 2012

Registration Analysis

IMPACT OF DIGITAL MARKETING ON REGISTRATIONS

FINANCIALS

Report On What Matters

Social postsEmailPPCRegistrations

KEY TRENDS AND INSIGHTS

• EMAIL: Highest conversion rates driven by emails that provide specific value

• SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering-focused

• PPC: Retargeting is the campaign with the highest rates of conversion

• REGISTRATION: Most attendees encounter 5 touch points before converting

RECOMMENDED ACTIONSCONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT

• Optimize editorial calendar with conversion-driving content

• Redouble Twitter efforts focusing on Partnering-centric content

• Move an additional 20% of PPC budget into retargeting

• Continue coordination of messaging


Use Business Goals to Drive All Aspects of Social Media


Engineer Social In Reverse

Step 1: Identify your essential business objectives

Step 2: Architect a social strategy engineered to meet those objectives

Step 3: Make sure that everything in market supports your business goals

Step 4: Measure every tactic based on how well it meets business objectives


Leigh George, PhDDirector, Digital Strategy

R2integrated- Digital Marketing & Technology [P] 410.369.3744 [E][email protected]

Twitter: @leighgeorge

www.r2integrated.com

Contact Info

http://www.r2integrated.com/

• http://www.digiday.com/brands/please-stop-with-the-useless-social-media-metrics/

• http://thebrandbuilder.wordpress.com/

• http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/

• http://www.digiday.com/brands/the-metric-that-matters-in-social-media/

References

http://www.digiday.com/brands/please-stop-with-the-useless-social-media-metrics/



http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/



Beyond Engagement: The True Measure of Social Media

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