Social Media Measurements

Presented by:Adam Proehl

@adamproehl

The ones that matter

Why they matter

How to get at them

About Me• In Digital Marketing since 1998

• Specialize in complex & multi-channel sales

• Principle at NordicClick Interactive – a Minneapolis based Agency

• Instructor at the Online Marketing Institute, Instant E-Learning & University of San Francisco

• Hopeless MN Sports fan

@adamproehl

Topics for Today

• Measurements and Signals…… that actually matter

• What you can do with them

• The view from a “data guy”

• Useful Tools / Tricks

• Examples

@adamproehl

Four Sides to Measurements & Signals

@adamproehl

Can

’t R

eall

y M

easu

reUltimate Actionable Metrics

Mostly Useless

Sq

uis h

y

1. Can’t Really Measure ROI

• Bar Conversations

• Water cooler gossip

• Cocktail Party

• Business & Personal Relationships

@adamproehl

2. Ultimate Actionable Signals• Real Time Data

• Incredible Clues

• Leading Indicator Business Metrics

@adamproehl

Things you’ll learn:

• You’re loved• Why you’re loved• How to stay loved• How to get more

love

• You suck• Why you suck• How to not suck• How many think you

suck

• Who the brand ambassadors are• Who you have to win over• Who the trolls are

@adamproehl

Or…worst of all

No one cares

Token cat photo

@adamproehl

3. Mostly Useless Measurements

• Followers• Fans• Likes• Reach• Tweet volume• Posts• Mention volume• Impressions• Most cookie cutter “Scores algorithms”

@adamproehl

4. Squishy Measurements*

• Share of Voice

• Sentiment

@adamproehl

* There’s value, but be careful. Data reliability is a real issue

@adamproehl

What Social Media Managers Measure

Source: eMarketer 2014

Social Media – Why Engage?

2014 Study:

83% of brand marketers view SHARING as the primary benefit of social media

@adamproehl

Social Media & Brands – Four Uses

• Monitoring & research

• Responding to customers

• Amplifying messages

• Establishing thought leadership- Mark Schaefer

@adamproehl

IMHO

May be simpler than all that:

“Talk to people who may:

• Buy

OR

• Influence someone who may buy”

@adamproehl

Social Media & Brands – Four Uses

Monitoring &

Research

@adamproehl

Monitoring & Research

Is there an audience?

….who actually cares?

@adamproehl

Monitoring & Research

@adamproehlJust go to the actual platforms!

Monitoring & Research

Freemium to $20/mo

GEO Based Twitter Trends

@adamproehl

Monitoring & Research

@adamproehl

Responding to

Customers

@adamproehl

Responding to Customers

• Real Time Signals

• Do this part first

• Listen before anything else

@adamproehl

Nothing New

Consistency Matters

That “Ultimate Actionable” part

Responding to Customers

@adamproehl

Actionable signals at work:

Responding to Customers

@adamproehl

Loyalty & amplify opportunity for one brand

Responding to Customers

@adamproehl

Missed opportunity for another

Amplification

@adamproehl

• Twitter: Number of RTs or shares per Tweet

• Blogs: – Avg Number of comments/post– Avg number of shares/post

• Pinterest– Avg Number of comments/post– Avg number of shares/post

@adamproehl

Does anyone care? Simple Measurements:

Amplification

• Facebook: Likes, shares, and comments on a post

• Instagram: – Avg Number of comments/post– Avg number of likes/post

• FourSquare/Swarm/Yahoo (whatever)– Frequency of check ins– Comments & likes on check ins

@adamproehl

Amplification

Does anyone care? Simple Measurements:

Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz)

• Conversion Rate• Comments/Replies

• Applause Rate• Favs/Likes/+

• Amplification Rate• Shares/RT/Clicks

@adamproehl

TOOL: www.truesocialmetrics.com

“True Engagement Rate”Amplification

Tool Example:

Shared Count

www.sharedcount.com

Amplification

@adamproehl

Tool Example: Muckrack.com/whoshared

@adamproehl

Amplification

Topsy.com/linksTool Example:

@adamproehl

Amplification

Amplification

Ultimate actionable metrics

Once Again:

@adamproehl

Your Action (part 1)

Always drill deeper than the summary rollup:

@adamproehl

Your Action (part 2)

Find the emotional spark:

@adamproehl

Your Action (part 3)

Analyze:

• Lessons learned• Scalable?• Repeatable?• Frequency?

@adamproehl

@adamproehl

Common FAQ’s

Q1: Are people actually clicking and reading the link?

Photo Credit: Sodahead

You know, the reason you shared it to begin with?

@adamproehl

Free Tool: bitly

bit.ly

@adamproehl

• Realtime Analytics

• Key Metrics

bitly

@adamproehl

bitly

@adamproehl

Bitly - bonus

Custom URL Shortener capabilities:

@adamproehl

@adamproehl

Q2: The C-Level – What are some must have’s in a social media report?

“Treat the C-level the same as you would an 8 year old: Pretty pictures and simple numbers”

Q2: The C-Level – What do you report?

@adamproehl

- Alan K’necht frequent Pubcon speaker

C-Level Reporting:

Short Term: Volume, Mood, PR successes, customer satisfaction, & problems

Long Term: Social’s impact over sales – not easily attributable

Bonus: Success anecdotes

Q2: The C-Level – What do you report?

@adamproehl

Q3: The C-Level – What do you report?

ALWAYS tie back to a company goal

@adamproehl

• Customer Satisfaction Rating

• Brand visibility

• Reputation

• Etc.

Q3: What is the measurement/signal that brands forget to think about?

Impact on retail

(social awareness at a retail level)

@adamproehl

@adamproehl

Q3: What is the measurement/signal that brands forget to think about?

Branded Keyword Queries

Direct site traffic

………..unless you just get yours by magic

Q3: What is the measurement/signal that brands forget to think about?

@adamproehl

Q4: How can you use social for links?

“What about Links?

“Will social help me there?”

@adamproehl

YES!Great stuff to share

+The right audience

+Amplification-----------------------------------------

= Natural links (The best kind)

@adamproehl

And…..NO!

@adamproehl

Page likes & no-follow social referrals won’t help with the algorithm

And…..Maybe

@adamproehl

This just happened – too early to really guage

Screengrab Credit: Search Engine Land

If no one else cares about your stuff….

….then don’t expect the search engines to, either.

Food for Thought

@adamproehl

@adamproehl

Q5: What are some useful, AND reliable tools?

The Wonderbar

(Most valuable tool on the planet when you’re tearing apart a house!)

Nothing wrong with top tier tools

but...

@adamproehl

What are you doing with what you have?

@adamproehl

Token 80’s icon photo

What you already have:Example: Facebook Analytics

@adamproehl

Example: YouTube Analytics

• Segmented Stats

• Video Interactions

• Source Data

What you already have:

@adamproehl

Pinterest Source

www.pinterest.com/source/URL

Betty Crocker Example

What you already have:

@adamproehl

Check Ins

What you already have:

@adamproehl

What you already have:

Share Counts

@adamproehl

Twitter Apps

TweetdeckHootsuiteCrowdboaster

What you already have:

@adamproehl

Social Mention

www.socialmention.com

Tools: What’s Free

@adamproehl

Best Combination of Tools

@adamproehl

Bonus: Final Thought

Social Media Analytics:

Don’t wait for the reporting dashboard to take action………

@adamproehl

Thank You

Adam Proehl

adam@nordicclick.com@adamproehl