Measuring What Matters
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Measuring What Matters Chris Tuttle, Tuttle Communications @ChrisTuttle #SM4NP
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17-Oct-2014 -
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Chris Tuttle, Principal Consultant, Tuttle Communications Twitter Handle: @ChrisTuttle We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Tuttle will review 3 simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.
Transcript of Measuring What Matters
Measuring What Matters
Chris Tuttle, Tuttle Communications
@ChrisTuttle#SM4NP
Why Should We Care About Metrics
Drive By Metrics
As we use social channels, drive by metrics help us spot
emerging trends and potential problems.
Why Should We Care About Metrics
Monthly Metrics
Tracking monthly metrics help us learn what content, and
types of content, our constituents most engage with
and how. They also help us forecast seasonal trends.
Why Should We Care About Metrics
Demographic Metrics
Learn who our constituents are in order to create more
engaging content, use in targeted campaigns, and find
areas to improve.
Why Should We Care About Metrics
Campaign Metrics
Learn how constituents engage with our social campaigns and
improve future campaigns.
Today’s Focus: Social Media Metrics
1. Facebook Insights
2. Twitter Analytics
3. Social Media Dashboard via Google Analytics
What Complicates Metrics Analysis
OverwhelmingAmount of Data
Time Consuming
Unsure what they mean
Unrelatedto Goals
Unsure how to react
Cost Prohibitive
KEY METRICS
Simplifying Social Media Metrics
1. Daily: Drive By Metrics
2. Monthly: Page & Post Metrics
3. Quarterly: Demographic Metrics
4. As Needed: Campaign Metrics
5. Automate Where Possible
Drive By (Daily)Page & Post Level (Monthly)
Demographic (Quarterly)Campaign (As Needed)
Facebook Insights
Page LikesPost Likes
Net LikesUnlikes
Paid LikesOrganic Likes
Likes from Page
Likes from Suggests
Likes from Mobile
Likes from Posts
Likes from Other
Post ReachPaid Reach
Organic ReachCommentsShares
Hides of PostHide All Posts
Page VisitsPhoto Tab VisitsTimeline VisitsCustom Tab Visits
Info Tab VisitsMentionsOthers Posts on PageExternal VisitsDay of Week Fans OnlinePost TypePost Time of DayPost Day of WeekPeopleGenderAge GroupFacebook vs FansCountryCityLanguage
Monthly - Posts
What type of posts are
most engaging?
Which posts are most engaging?
Monthly - Posts
Exclude Targeted Posts to see if
engagement by Post Type differ.
Quarterly: Demographics
Knowing where your fans are
helps to better engage them. Knowing who
your fans are helps to better engage them.
Campaign: Demographic Opps
Knowing where you have reach
can show opportunities to reach new fans.
Historic, Monthly - Page Level
Use spreadsheets to maintain most important monthly metrics from Page Level Facebook Insights.
(source = Facebook Insights export column label)
Drive By (Daily)Profile & Post Level (Monthly)
Demographic (Quarterly)
Twitter Analytics
Twitter Analytics
ads.twitter.com
Step 1: Provide a credit card in payment methods to gain access to free metrics. No ad purchases are necessary.
Twitter Analytics
ads.twitter.com
Step 2: View tweet activity under “Analytics”
Monthly: Profile & Post Analytics
Determine what content your
users most often engage with by
sorting tweets by “best” and review
reach and engagement.
Monthly: Profile & Post Analytics
Download tweets to quickly calculate historical data, such as total RTs, Faves & Replies
Quarterly: Demographics
Learn about your followers interests, locations, gender, and others they likely follow.
Historic, Monthly - Profile Level
Use spreadsheets to maintain most important monthly metrics from Profile Level Twitter Analytics.
(source = website and CSV calculation)
Social Metrics (Monthly)Automate
Google Analytics
Create a Social Media Dashboard
Create a New Dashboard and build your own, or choose from
shared templates by
clicking “Import from Gallery.”
Monthly: Social Metrics
Remove or add widgets to
customize the dashboard.
Learn whether social is driving new or returning traffic, from which social networks, and dive into key social mentions that drove high traffic.
Get advanced metrics with custom Goals and Funnels to track conversations.
Automate Monthly Metrics
Set frequency and make active for 12 months. Create calendar reminder to renew.
Quick Tips To Measure Better
1. Schedule 1 hour monthly to review analytics
2. Schedule 1 hour monthly to improve
measurements with Goals, Funnels, Social
Sharing, etc
3. Schedule 1 hour quarterly to review in-depth
analytics
4. Learn more:
http://www.google.com/analytics/learn/
Measuring What Matters
Download at tuttle.co/mwm
Chris Tuttle - Tuttle Communications
518-288-8853 [email protected] @ChrisTuttle
