Social Media Summer School - Session 7 (measuring social media success and google analytics)

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#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Rare CommunicationsSocial Media Summer School

Wifi: Wurst-Guest Password: 123Wurst

Live Tweeting!Ask your Social Media Questions to:

@rareresults or #SMSummerSchool

slideshare.net/rareresults

#SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC

• A Digital Measurement Approach

• Functions of Social Media

• Measuring Social Media Success

• Google Analytics

• Questions

Today’s session will cover:

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

A Digital Measurement Approach

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

A Digital Measurement ApproachYou can’t measure everything, choose wisely.

• Audience

• Function

• Business Goals

AudienceALL marketing measurement is driven by audience.

• Discard every metric that isn’t audience specific

• Traffic to our website is up 5%

• Who are those visitors?

FunctionOnce you’ve established the audience, think about the function.

• If the extra traffic to your website is returning

customers, why are they there?

• Support vs. Purchase

• Customer Intent

Business GoalsDetermine your most important business goal first.

• Engage existing customers

• Drive sales

• Grow awareness of offerings

Functions of Social Media

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Not a Single FunctionSocial media should never be narrowed down to a single function.

• PR

• Marketing Campaigns

• Customer CRM

• Customer Community

• Customer Support

• Evangelism

• Research

• Sales Campaigns

Which Function is Most Important?Dependent on the size of your following and industry.

• Retail

• Services

• B2B

Measuring Social Media Success

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Working vs. NotBased on retweets, likes, favourites, clicks & comments.

• Top 5 most engaged posts

• What topics?

• What did people say?

Adapt & BuildBased on your most effective posts.

• Adapt new posts to be similar to effective topics

• Expand on most engaged topics

• Build a list of most engaged topics over time

OptimizeUtilizing hashtags, keywords & other @names

• Use industry specific hashtags or trending

hashtags (Facebook, Twitter & Instagram)

• Use keywords and phrases that resonated with

your audience in previous posts

• Tagging and mentioning supporters/customers

Potential MetricsDepending on your goals, you may choose one or many metrics.

• Likes per post

• Comments/replies per post

• Brand mentions (based on sentiment)

• Outgoing likes/favourites

• In-store mentions of social media

• Discount codes

• Retweets incoming/outgoing

• Followers

Google Analytics

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Google AnalyticsFree tool from Google that allows you to monitor your website and

marketing performance

• Monitor the effectiveness of your website

how many unique visitors?

how long do they spend on my site?

how many people bounce off my page?

• Monitor marketing campaigns

how many visitors from ‘x’ campaign?

GoalsYou can’t manage what you don’t measure

• Setting up goals in your analytics is relatively easy…it

then allows you to measure multiple marketing channels

at once to determine your most effective practices, and

make them more effective.

Key Stats

• Unique Visitors

• Time on Site

• Bounce Rate

• Goals Completed

Live Demo

Key Learnings

• Need to add more product links to campaign

• Encourage people to visit site

• Use more @brandx tags

• Tell our story more

Thank you for attending!

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

Questions?

#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary