1 It’s Not Bigfoot Yes, you can measure the impact and value of social media September 18, 2014
Jul 06, 2015
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It’s Not BigfootYes, you can measure the impact and value of social media
September 18, 2014
It’s a Very Old Story
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Once, we were in love with social media.
Flowers, candy, dinner, we took it to the airport…
And as always happens, love needed to get realistic.
“Where is this relationship going?”
“All we ever do is post memes!”
The bloom came off the rose as we were told that you can’t
measure social media effectively.
“You can’t just walk away! We have to talk this out!”
But we went with social media to a little couples therapy
and we got in touch with what we all needed.
“We understand what each other needs. “
“We don’t jump to conclusions. “
This webinar will cover what we learned in the process.
The Left Brain and the Right Brain
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James EllisDirector,
Inbound Marketing
@TheWarForTalent
Tim SodkoDirector, Analytics
It’s a Good News/
Bad News Situation
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Bad news: There is no single number that
confirms or denies your social media’s ROI
Good news: If you think strategically, you can
learn a lot about how well your social media is
performing
Why Social Media Is
DifferentOR
Why There Is No
Magic Number
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Where Does Social Media Fit?
The Consumer Decision Cycle:
Where Does Social Media Fit?
The Job Seeker Decision Cycle:
Setting the Expectation
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Social Posts
Social likely won’t be your top traffic
driver or be a leading source for
applications
Will likely see lower engagement on
career site
Will likely see lower conversion rates
Setting the Expectation
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x x xx x x x x x xx x x x x x xx x x x x x xx x x x
x x x x xx x x x x x xx x x x x x xx x x x x x xx x x x
x x x x xx x x x x x xx x x x x
85% of conversions from social posts do not happen within the same
day of interaction
And… 30% of those conversions happen after 60 days
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Data Overload
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By Campaign
• Across all channels, how many
people clicked a link
• Across all channels, how many
people who clicked converted
• Across all channels, how long did
people who clicked stay
• Across all channels, how many other
pages did people who clicked see,
and how does that compare to the
average
• Within the campaign, what were the
relative conversion rates for each
channel?
• Within the campaign, what channels
drove the most traffic?
• Within the campaign, what channels
drove the best traffic?
• Within the campaign, what messages
drove the most traffic?
• Within the campaign, what messages
drove the best traffic?
By Channel
• Size of the channel's audience
(followers)
• Estimates of locations and basic
demographics of that audience
• Number of times people have seen
something on this channel
• Number of times people have clicked
on something on this channel
• Number of people who clicked on
something who you paid to have click
on it
• What messages drove more and
better clicks?
By Post
• Number of people who saw it
• Number of people who shared it
• Number of people who clicked on it
• Number of people who converted
relative to number of clicks
By Landing Page
• What channels drove the most traffic
to the landing page?
• What channels drove the best traffic
to the landing page?
• What messages drove traffic most
inclined to click the CTA?
• What percentage of traffic to the
landing page clicked something
besides the CTA? Did they later click
the CTA? (Did they need more
information before converting?)
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21 Weight Blood Sugars Mile Speed
There is no shortage of data points.
Social metrics are everywhere.
The real question remains:
What Do You Want
Social To Do For You?22
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Social Media Doesn’t Need to “Compete” with Job Boards
This applicant didn’t need social
media. They were actively looking for
a job you posted in your ATS, career
site and on job boards. Now that
they’ve applied, what good does
social media do them?
This applicant is at least 3 months
away from thinking about looking for a
new job. She hasn’t seen a job board
or done a search. This is exactly when
social media can catch her attention
and do some good.
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Microconversions
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It’s not the application, it’s the process of
getting the candidate closer to applying
How Social Media Supports Microconversions
Sorta Like A Funnel
Engages with
your social
media
Click
s
links
Applie
sAware of your
company
Unaware of
your company
Each Step Is a Microconversion
Aware of your
company
Unaware of
your company
Engages with
your social
media
Click
s
links
Applie
s
Each Step Can Be Measured
Number of
followers
Number of
engagementsVisits from social
Apply clicks from
social
The Closer to the Center They Get
Engages with
your social
media
Click
s
links
Applie
sAware of your
company
Unaware of
your company
Targets Identified
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So what do you measure?
So What Should I Measure?
Microconversion One: From Unaware to Aware
Growth of followers
Microconversion Two: From Aware to Engaged
Number of likes, comments, favorites, re-tweets, etc
Microconversion Three: From Engaged to Visit
Number of clicks to your website
Clicks per thousand followers
Microconversion Four: From Visit to Click
Conversion rate of those who visited via social media
Click your Heels Three Times
None of these numbers are
probably new to you. You had
access to them all along.
The key is not in having them, but
understanding what you are trying
to measure and the context those
numbers exist in.
Or Look At It Sideways
Measure Your Channel Effectiveness
Number of Engagements per 1000 Followers (each channel)
Number of Clicks per 1000 Followers (each channel)
Measure Your Message
Number of Engagements per 1000 Followers (each message)
Across all channels/messages, which ones drove the most
clicks?
Measure Your Campaign
Across all channels, total number of engagements, clicks and
conversions for that campaign (requires tagging your URLs)
Measure Your Content
Conversion rate (resist the urge to compare social to non-social)
Bounce rate (resist the urge to compare social to non-social
The Future:
Attribution Modeling
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Even cooler than it sounds
Attribution Models
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Attribution Models
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Attribution Models
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Adding Content to the Mix
Measuring Web Content
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Categorize your content to make the data more manageable
Determine an expected time spent on each page
See if people engage with multiple pages
Have a clear call-to-action… and measure it!
Measuring Web Content
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5 min
3 min
1 min
Measuring Web Content
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5 min
3 min
1 min
Social Banners SEM
So Now What?
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Your clearest road to effectively using and
measuring social media is actually very simple:
• Know the role social media plays in your talent
acquisition strategy
• Establish useful microconversions
• Map out how a prospect might get injected into
the conversion funnel by social
• Build content that facilitates that funnel-injection
process.
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James EllisDirector,
Inbound Marketing
@TheWarForTalent
Tim SodkoDirector, Analytics
Thanks!
For more on metrics, social, content
and a host of other talent acquisition
subjects, visit:
Meshworking.com