Social Media Metrics In Depth

Social Media Metrics In Depth

presented to eBoundFebruary 6, 2014

Monique [email protected]

#MktgQAMonday, 17 February, 14

Social Media Metrics In Depth

• Facebook Insights & Exports

• Finding Influences w/ Twitter API

• Custom alerts, dashboards & report

Monday, 17 February, 14

Master Facebook MarketingCovered on Feb 4

• #1 component most Pages get wrong

• How to make Facebook advertising worth it

• Ideas for getting more Likes, Clicks & Sales

• Selling via Facebook


Example: How to Use Graph Search

Let’s say Orca Books has a goal to build up its audience. i.e., Get More Likes: People who like children’s books.

1. Search on Facebook for “People who like Orca Book Publishers”Results give us a look at who those people are and can be used to build audience profile / personas based on avatar, key details or used when setting up targets for ads.

2. Refine by looking at more pages they like (what else do ppl who like Orca like)Search for “Pages liked by people who like Orca”

* other publishers* magazines (possible advertising opportunities)* lit organizations, bookstores (places to do co-op, online ads/promotions, * Canada Reads

3. Search in combination: “People who like Orca Book Publishers AND Annick Press”


Facebook Export


Total Reach and Organic Reach

582: This is Total ReachHover to see Organic/Paid

What you really want is Lifetime Post Reached by People Who Like Your Page


People Talking About This


Post Clicks vs Link Clicks


Where is it? http://youtu.be/KkK4oAIMUzw at 0:06


http://youtu.be/KkK4oAIMUzw


What metrics are important?

• Publishers: People seeing content on your website, blog, book detail pages

• Link Clicks (track consumption of content)

• Post-Level Fan Reach and Fan Engagement data

• Tag your links with Google’s URL builder (track FB traffic YOU send to your site) https://support.google.com/analytics/answer/1033867?hl=en

• Use conversion pixel (track FB revenue)


https://support.google.com/analytics/answer/1033867?hl=en

https://support.google.com/analytics/answer/1033867?hl=en

What to do with Facebook Data

• Export Post-Level Data quarterly (or at least bi-annually)• Analyze several months of data (try 150 days worth)• Look for trends

• Analyze by post type (link post, photo post)• Calculate ratios (Engaged Fans/Fans Reached)• Shares by post type• Negative feedback

• When Insights isn’t enough then add other tools: AgoraPulse Barometer, EdgeRank Checker, Quintly


Finding Influencers on Twitter


Twitter API: TAGS


Twitter API: Use TAGS to create an archivehttp://bit.ly/twitterarchiver


http://bit.ly/twitterarchiver

http://bit.ly/twitterarchiver

What to do with Twitter Data

• Track Reach vs Fans; monitor ratios• Quarterly (or at least annually) do some competitor research• Monthly (or quarterly) look at your influential followers• Use TAGS to monitor campaigns or general-press traffic• Sign up for an ad account to view Twitter Analytics http://ads.twitter.com • Use data exports to look for efficiencies

• Type of tweets (original content, status, link, photo, RT, reply)• Time of day/day of week


http://ads.twitter.com

http://ads.twitter.com

Custom Dashboards


Better Questions Lead to Better Metrics


What to Track

Micro ConversionsBook-Page Views Ratings & Reviews

Social Interactions

Add to Cart Search #Pages

# Pages Time on PageSign Ups Contest Entries Registrations

Sales


Digital Marketing & Measurement Model

Create Awareness Generate Leads Conversions

Goal: Reinforce offline/online marketing & advertising

Goal: Provide Detail-Pg InfoCapture Leads (Email/Contact)

Goal: Provide easy online access to signup; contests,

Buy Links, etc.KPI: Unique visitors; Branded

traffic, Search & Direct

Target: 33K unique visitors/month;10K during campaign weeks

KPI: # Pageviews eNews Signups

Target: 13K Detail-Pg pageviews/

month

KPI: Conversions, Visitor Loyalty

Target: 200 signups/month,

50 entries/week

Segments: Traffic Sources, Converted Visits

Segments: Page Type & Geography; Traffic Sources

Segments: Visitor personas, Converted Visits


Where are those reports? http://youtu.be/KkK4oAIMUzw at 0:36

Create Awareness

Goal: Reinforce offline/online marketing &

advertising

KPI: Unique visitors; Branded traffic, Search

& Direct

Target: 33K unique visitors/

month;10K during campaign

weeks

Segments: Traffic Sources, Converted

Visits




Where are those reports?

Create Awareness

Goal: Reinforce offline/online marketing &

advertising

KPI: Unique visitors; Branded traffic, Search

& Direct

Target: 33K unique visitors/

month;10K during campaign

weeks




Generate Leads

Goal: Provide Detail-Pg Info

Capture Leads (Email/Contact)


Target: 13K Detail-Pg

pageviews/month

Segments: Page Type &

Geography; Traffic Sources



Conversions

Goal: Provide easy online access to

signup; contests, Buy Links, etc.



50 entries/week



Custom Report + Audience Segment

Conversions

Goal: Provide easy online access to

signup; contests, Buy Links, etc.



50 entries/week



How to Set Average Goal Values

1. What is the value of someone clicking a Buy the Book link? If you use affiliate links then calculate (total revenue/# link clicks = avg goal value)

2. What is the value of a catalogue download? If you track micro-conversions in offline systems, i.e., someone requests a catalogue, you track downloads of the catalogue in a CRM and match that to seasonal orders, then calculate (total revenue/# web-requests)

If you allocate budgets and calculate ROI for related tactics, use that. i.e., “when we send 6,000 catalogues, typically we get ### orders, which yields $$$ revenue,” calculate the ROI of each catalogue and use that as the goal value.

3. What is the value of an email sign up, contest entry, etc.? Use relative goal values.

4. What if I have no clue what you’re talking about?Set $1 as the goal value for all outcomes.


Set a Goal Value http://youtu.be/KkK4oAIMUzw at 1:20




Custom Alerts


Set Custom Alerts Based on Benchmarks

Create Awareness Generate Leads Conversions

Goal: Reinforce offline/online marketing & advertising

Goal: Provide Detail-Pg InfoCapture Leads (Email/Contact)

Goal: Provide easy online access to signup; contests,

Buy Links, etc.KPI: Unique visitors; Branded

traffic, Search & Direct

Target: 33K unique visitors/month;10K during campaign weeks


Target: 13K Detail-Pg pageviews/

month



50 entries/week


Segments: Page Type & Geography; Traffic Sources



Custom Alerts http://youtu.be/KkK4oAIMUzw at 1:55




What to do with Google Data

• Set Benchmark Targets• Create Dashboards to see key metrics at a glance• Create audience segments (personas or cohorts) • Use Audience Segments with Standard & Custom Reports • Set up Custom Alerts for various thresholds of interest• Ask better questions of the data


We do X to know Y

• Export Facebook Insights to see Fan-Only Data

• Adv. Audience Research with Twitter Tools to Find Influencers Who Can Amplify Messages

• Google Analytics to determine benchmark metrics (and set Goal Values) to more efficiently dig into why significant changes happen


Marketing Metrics: Resource Page for Publishershttp://www.boxcarmarketing.com/marketing-metrics

How can I help?Monique [email protected]

If you LIKE this webinar, please consider recommending me for other workshops.

#MktgQAMonday, 17 February, 14

http://www.boxcarmarketing.com/marketing-metrics

http://www.boxcarmarketing.com/marketing-metrics

Social Media Metrics In Depth

Education

Transcript of Social Media Metrics In Depth