How to measure success of Social Media - Social Media in Utilities Conference
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How to Measure the Success of a Social Media Campaign Conor Barron Bord Gáis Energy 11.04.2016
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Transcript of How to measure success of Social Media - Social Media in Utilities Conference
How to Measure the Success of a Social Media CampaignConor Barron Bord Gáis Energy
11.04.2016
Digital Communications Manager Bord Gáis Energy
Working in Digital since 2008
Held roles in Bord Bia (Irish Food Board) and Dublin City University
MSc. eCommerce from Dublin City University
Training for the Ironman 70.3 in Dublin in August
Conor Barron @Cbarron15
About me
Agenda What is social media success?
A framework for achieving SM success
Reaching & engaging with the right customer
How to choose the right KPIs
Questions
What is social media success?
Awesome content that adds value to your users and helps
to achieve your business goals
How to achieve success
SOSTAC Model
A Framework for Success
Situation Analysis
Internal Analysis
External Analysis
Competitor Monitoring
Wider Cultural Environment
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Objective Setting
S
M
A
R
T
Specific
Measurable
Achievable
Realistic
Time-bound
STRATEGY DEVELOPMENT
We will increase our market share X% in 2016 by growing our customer
acquisition by Y% and reducing our customer losses by Z%
Strategy Development
Grow Acquisition
Reduce Loss
Tactics
Set targets
Be SMART
Bench- mark
Send your content out into the world
Implement your tactics
Create your content, share it, and promote it
Actions
Control
Review the results
Develop insights
Optimise your content
How to reach the right people on social media
Chasing perfect the storm
Social Media Sweet Spot
Customer
Messaging
Medium
Timing
Customer
Develop a detailed pen portrait of your customer
Look at where they spend time online
Your content plan should reflect your target users online usage habits
Messaging
Be Entertaining Provide Utility Give Information Away
Medium
Timing
How to pick the right KPIs
How to pick the right KPIs?Set Targets
Conversation rateAmplification rate
Economic ValueApplause rate
# of comments (replies) per post On Twitter - # of Retweets Per Tweet
On Facebook, Google Plus - # of Shares Per Post
# of Likes, Favourites, +1s per post Value of Macro and Micro Conversions
Avinash Kaushik
Courtney Seiter – Buffer
Activity
Reach
Engagement
Acquisition
Conversion
Retention & Advocacy
The output of your social team
Your audience and potential audience
Creating a relationship
Interactions and interest in your brand
Actions, sales and results
Happy customers and brand evangelists
The Purchase Funnel
Awareness
Advocacy
Consideration
Transaction
Loyalty
Awareness
Advocacy
Consideration
Transaction
Loyalty
YouTube - Video Views
Facebook - Landing Page
Arrivals
Twitter - Online Sign Ups
Measurement tools
Facebook Insights Twitter Analytics Google Analytics Google URL Builder LinkedIn Insights YouTube Analytics Snapchat Instagram Cloud90 Union Metrics Hootsuite Bitly iConSquare BuzzSumo Moz – Follower Wonk Buffer Klear
And finally…
Social is just another marketing channel
The right message to the right person at the right time
Provide actionable insights to improve your marketing efforts
THANK YOU
@Cbarron15
https://ie.linkedin.com/in/conorbarron
Conor Barron @Cbarron15
