Measuring Up: Fantastic Analytics and Where to Find Them
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Transcript of Measuring Up: Fantastic Analytics and Where to Find Them
Measuring Up: Fantastic Analytics and Where to Find Them @SteveRetka, Emerging Media Manager - Bolin
Hi, I’m Steve. I do social media things.
2009 2012
2010 2013
What are we here to talk about?
@steveretka
Making sense of metrics
4 buckets of social goals
How do you find it all?
Reporting: A necessary evil
The times they are a-changin’
Where do you go from
here?
Why should you care?
Someone will always want to know about performance
Helps you be a better you
Another tool in your
professional utility belt (like Batman, but less
intimidating)
@steveretka
Making Sense of Metrics
Focus on the “why” and don’t get bogged down with the
numbers
Not all metrics will matter the same to all brands
Know what goals you want
to achieve with social media, because that will be your
ROI
@steveretka
4 Buckets of Social Goals
Growth shows audience size Engagement reflects audience interests Reach measures audience quality Conversion shows what you can do with your audience
@steveretka
4 Buckets of Social Goals
@steveretka
Facebook likes, fans, People Saw This, clicks Twitter followers, mentions, referral traffic, retweet reach Pinterest followers, repins, comments, sales traffic YouTube subscribers, views, shares, traffic Instagram followers, likes
4 Buckets of Social Goals
Facebook likes, fans, People Saw This, clicks Twitter followers, mentions, referral traffic, retweet reach Pinterest followers, repins, comments, sales traffic YouTube subscribers, views, shares, traffic Instagram followers, likes
@steveretka
Growth
@steveretka
Is your presence expanding or stagnant? Simplest goal to track, focusing on account-level growth by channel Account size matters because that is your potential market For better or worse, this is what marketers are judged on
Engagement
@steveretka
Does your audience like what you’re doing? Tracking how individual posts perform A good barometer for what your audience likes and responds to Not all engagement is created equal. Shares & retweets have better reach, but comments show more initiative
Reach
@steveretka
Is your content going anywhere? Reach can show if you’re rising above the noise of others Impressions are important because so many brands understand them “Viral” is a dirty word
Conversions
@steveretka
What are you getting out of social? Referral traffic, email subscribers, coupon downloads Social media can’t drive sales, but can drive sales opportunities
How Do You Find It All?
@steveretka
Dive into each channel’s internal analytics first
Understand the significance
of any metric before tracking and reporting it
Not sure where to start?
Keep the 4 buckets in mind
Facebook Insights
@steveretka
Facebook offers tons of valuable data for free
Great starting point for
trying to understand social media analytics
Seems confusing until you
focus on the 4 buckets
This is how much your audience has grown
This is how many people saw your posts
This is how they’re responding to the posts
This is what they’re doing with your content
Monitoring Tools
@steveretka
There are hundreds of social media monitoring tools out
there
Which one you have to learn varies by company
Getting one? Start by
knowing what you need to track and report on
Understand your price
range going in
Not having one is okay
SO MANY
SOCIAL
MEDIA
TOOLS
Reporting: A Necessary Evil
@steveretka
How do you convey all of this info to the client? There is no one right way to report on social media Every company/agency has their own way of reporting
Reporting: A Necessary Evil
@steveretka
Best to combine quantitative and qualitative components Anyone can throw out numbers, marketers add context and meaning Follow the What-Why-How chain Always ask “why did this happen?” and follow up with “how can we use this?”
Reporting: A Necessary Evil
@steveretka
Start with What – Understanding the raw data Post 1 has most clicks, meaning it might be driving the most traffic/conversions Post 2 has the most shares meaning it has the highest reach Post 3 has the most likes and comments, meaning it has the highest engagement
x1,000 Likes
x1,000 Clicks
x10 Comments
x10 Shares
x2,000 Likes
x200 Clicks
x10 Comments
x100 Shares
x2,000 Likes
x100 Clicks
x30 Comments
x20 Shares
1
2
3
Reporting: A Necessary Evil
@steveretka
Next step is Why – Finding out why Post 1 is driving so much traffic
Look at all the different post variables and try to find what’s different Compare the data against previous 30/60/90 days Understand that it may be an anomaly, and not everything means something
x1,000 Likes
x1,000 Clicks
x10 Comments
x10 Shares
1
Status Photo Link Video
http://www.awesomelink.com/stuffyouare
postingtofacebook
http://bit.ly/ur2ez
vs
Time Date
Reporting: A Necessary Evil
@steveretka
Finish with How – Figure out how leverage the success of Post 1
Think you might be on to something? Try it out and monitor the results A/B testing is key, and know that it’s okay to be wrong The greatest role marketers play is bringing new ideas and insights to the table
x1,000 Likes
x1,000 Clicks
x10 Comments
x10 Shares
1
Photo Link
Time
Photos with links get more clicks than just
links? Make sure all links have photos
Posts between 6pm and 9pm getting
more clicks? Schedule out more content
The Times They Are A-Changin’
@steveretka
Changes to Facebook’s algorithm has gutted organic
reach for brands
Social media strategy must move beyond Facebook
However, understanding the
meaning of metrics is transferable
4 buckets of social media
goals apply to all marketing efforts, not just social media
Where do you go from here?
@steveretka
Always look for the meaning in a spike or drop Remember that your audience is unique to your brand This industry changes fast, so stay up to date on the latest news and updates
Find this deck on SlideShare.net/steveretka Any questions?