Confidential. Property of Noble Studios Measure and Analyze Social Media Goals NCET Expo:
Dec 05, 2014
Confidential. Property of Noble Studios
Measure and Analyze Social Media Goals
NCET Expo:
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Approach
Research
Strategic Planning
Persona Development
THINK
Information Architecture
Design
Development
MAKE
Marketing
Analytics
Optimization
MEASURE
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Why is
Social Media
Important?
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1. Build your brand
2. Drive sales
3. Attract links
Importance of Social Media Outreach
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You should be
everywhere on
social media,
right?
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Blog
Forums
Social
Networks
Video
Sites
Review
Sites
Local
Search
Conversations are Taking Place Everywhere
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First focus your efforts on creating a social
media “home base” and then using your social
media efforts to support that base.
Integration is key for a great social media
strategy.
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1. An investment (of time and money)
2. About planning and keeping track of
what works
3. Realism (must have concrete goals)
Social Media is…
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What are your
business goals?
(and how is social media supporting your goals?)
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Business
Goals
Business
Metrics
Social Media
Metrics
Align Social Media Efforts with Biz Goals
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BE REALISTIC!Focus on 2-3 business goals.
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Goals, Strategy, Time = ROI
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GOALS + TACTICS = SUCCESS
TIME + EXPOSURE = CONVERSIONS
But remember, results take time. Continue to measure and optimize
your social media strategy until there is an optimal ROI.
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What Numbers
Should You Measure
for Success?
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What Are You Counting?
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Are Your Efforts Effective?
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…and so many more
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Learn to Measure Your Goals Effectively
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• Tip to Tail Analytics
• Whole View Reporting
• Understand if your goals are
being met
• If it’s not being measured it
can’t be improved
*From Twitter Analytics
*From Google Analytics
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ACTIVITY
Reach
Engagement
Acquisition
Conversion
Metrics That Matter
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Post Metrics
• Post Rate
• Post Type Percentage
• Post Topic Percentage
Response Metrics
• Response Rate
• Average Response Time
Activity
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Be sure to record all your efforts
associated with inbound marketing so
that you’re able to correlate it with
what you’re tracking. Even better –
annotate in Google Analytics.
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Activity
REACH
Engagement
Acquisition
Conversion
Metrics That Matter
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Weekly total reach or “saw this post”
Total followers + total followers of those who
retweeted your posts
Google+
Total number of those you have your circle
+ total of circles of those shared your post
Total Impressions
Daily average reach
Reach
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Reach: Audience Growth Rate
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New fans / total fans
New followers / total followers
Google+
Newly added to circles / already in circles
New followers of company page / total followers
of company page
New followers / total followers
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Activity
Reach
ENGAGEMENT
Acquisition
Conversion
Metrics That Matter
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Engagement: Applause Rate
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Total number of likes / total posts
Total number of favorites / total posts
Google+
Total number of +1s / total posts
Total number of likes / total posts
Total number of favorites / total pins
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Engagement: Amplification Rate
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Total number of shares / total posts
Total number of retweets / total posts
Google+
Total number of shares / total posts
Total number of shares / total posts
Total number of repins / total pins
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Engagement: Conversation Rate
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Total number of comments / total posts
Total number of mentions / total posts
Google+
Total number of comments / total posts
Total number of comments / total posts
Total number of comments / total pins
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Engagement: Engagement Rate
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People talking about this / total fans
Favorites + mentions + retweets / total followers
Google+
+1s + comments + shares / total followers
Likes + comments + shares / total followers
Favorites + comments + repins / total followers
Key Motivators
Knowledge
Ego
Reward
Passion
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Activity
Reach
Engagement
ACQUISITION
CONVERSION
Metrics That Matter
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• What is the percentage of total visits
from social media?
• How many people are converting?
• What are they up to?
• Average session duration
• Pageviews
• Pages per session
Acquisition and Conversions
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Acquisition and Conversions
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Case Studies On How
to Evaluate Social
Media Efforts
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Case Study
Client Type:
Local restaurant.
Question:
I’m spending $XXX per
month for an ad on Yelp.
Is it worth it?
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Case Study
Findings:
Yelp traffic is much
more engaged.
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Case Study
Findings:
And converts at a higher
rate.
Is it worth it?
Do the math.
$XXX / 41 Conversions
= $CPA
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Twitter Analytics
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The Big Takeaway
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Research
Launch
Efforts
Measure
and Analyze
Data
Determine
Value
Revaluate
Goals
Craft New
Campaigns
Measure and Optimize
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One Final Thought…
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50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com
Thank you.
Questions?