Measuring Success in Social Media
AGENDA • Overview of key principles for success • How to set measurable objectives for social media
– Align objectives with your client’s journey (aka “the sales funnel”)
– Align objectives with appropriate metrics
• The Homeland & Embassy model • Review platform-level metrics and tools
– Twitter – LinkedIn – Facebook – YouTube
• Questions
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KEY PRINCIPLES FOR SUCCESS • B2B = high stakes decisions
– Requires you provide more education – Provide more value up-front to encourage engagement – Recognize that multiple customer touches will likely be necessary
to convert a visitor to a prospect – Give specific demonstrations of customer success to reduce
anxiety, within boundaries of compliance
• Develop customer empathy – Develop relationships, not followers
• Don’t sell – People care about their problems, not your products
• More emphasis on service and solutions – Continually engage with customers outside of standard account
interactions
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SET YOUR OBJECTIVES • Awareness:
– Increase awareness of you / your company & the problems you solve – Engage community with content – Demonstrate thought leadership – Reputation management
• Consideration / Education: – Establish interest with:
• Compelling data • Analysis of breaking news • In-depth content
• Demand Generation: – New client inquiries
• Retention: – Establish more frequent client contact
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ALIGN OBJECTIVES WITH METRICS • Awareness:
– Twitter – Tweets, followers, #hashtag use – LinkedIn – LinkedIn shares, connections, appearances in search,
profile views – Facebook – Fans, likes
• YouTube – Views, comments, likes, favorites – Consideration / Education: – Twitter – Retweets, @replies, favorites, referral traffic to site – LinkedIn – Messages, recommendations, referral traffic – Facebook – Shares, comments, referral traffic – YouTube – Subscribers, referral traffic
• Demand Generation: – Data capture
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THE HOMELAND & EMBASSY MODEL Use social media platforms generate traffic to your blog: • Build a unified presence across platforms that amplifies your message • Use the right platform for each message • Drive back to your blog
– Deliver long-form content to satisfy user needs in Consideration / Education phase
– Deliver a clear, compelling call-to-action for Demand Generation
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TWITTER METRICS Awareness:
– Number of followers – #hashtag use
Consideration / Education: – Retweets – will sharing your tweet reflect positively on your
follower(s)? – @replies – your friends / fans are engaging and others will see
that engagement – Favorites – influences Twitter’s search results – Referral traffic back to your website / blog
• Engagement metrics: Visits, time on site, page views per visit, bounce rate
Demand Generation: – Website conversions where the referring traffic source was
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TWEETREACH.COM Useful for:
– Conversation volume – #hashtag tracking – Reach
• Unique accounts reached
– Exposure • Impressions
– Activity • Timeline of mentions
– Top Contributors – Most retweeted tweets – Contributors – Tweets timeline
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TOPSY.COM http://analytics.topsy.com Useful for :
– Identifying popular topics – Keywords – #hashtags – Identifying popular articles – Make sure you’re using hashtags appropriately
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LINKEDIN Basics: 1) Get your profile to 100% complete! 2) Pay for a PRO account Awareness:
– Connections – Appearances in search results – Profile views – Who’s viewed
Consideration / Education: – Messages – Recommendations – Referral traffic back to your website / blog
Demand Generation: – Messages – Website conversions where referral traffic source is LinkedIn.com
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LINKEDIN PROFILE STATS PRO
Useful for: – Who’s Viewed – Views – App. in search – Keywords
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FACEBOOK Basics: 1) Set up a Fan Page 2) Get 30 Fan Page likes 3) Activate Facebook Insights
Awareness: – Total post views – Likes
• Fan page likes • Individual post likes
Consideration / Education: – Shares
• If you’re getting lots of shares, it’s an indication that people really like what you’re saying, so consider posting more
– Comments – Referral traffic back to your website / blog
Demand Generation: – Website conversions where referral traffic source is Facebook
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FACEBOOK INSIGHTS Useful for:
– Total Likes • Fan Page likes
– Friends of Fans • Potential reach
– PTAT
– Weekly Total Reach
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YOUTUBE Awareness:
– Views – Comments – Likes / Dislikes
Consideration / Education: – Subscribers – Minutes watched – An important measure of engagement – Referral traffic back to your website / blog
Demand Generation: – Website conversions where referral source was youtube.com
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YOUTUBE STATS Useful for:
– Key discovery events • Which websites?
– Views – Subscriber count – Engagement
Tools: – YouTube Statistics
• For individual videos
– YouTube Analytics • Gives you info on:
– Engagement – Traffic sources – Playback locations – Views – Demographics
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THANKS!
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