Rhea Drysdale's SearchFest 2013 presentation on Social Media Analytics and how to marry business metrics and objectives with social media metrics.

1. Social Media Analytics:
The Peanut Butter to Business
Metrics’ Chocolate
SearchFest 2013
@Rhea | @outspokenmedia

2. Forgive the beer belly baby!
@Rhea | #searchfest

3. Get the links from the deck:
http://bitly.com/bundles/rhea/1
@Rhea | #searchfest

5. A world where peanut butter and
chocolate were segregated.
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6. http://www.youtube.com/watch?v=DJLDF6qZUX0
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7. What’s as perfectly paired as
peanut butter and chocolate?
BUSINESS
METRICS =
+
SOCIAL MEDIA
METRICS @Rhea | #searchfest

8. Social marketers often only report on:
Likes Referrals
Conversion Visits
s
Leads
Mentions
Retweets Shares
@Rhea | #searchfest

9. But, if this is the extent of your
social media reporting…
@Rhea | #searchfest

10. You don’t get paid to track tasteless metrics!
@Rhea | #searchfest

11. You do get paid to:
Think critically
Make informed recommendations
Drive business objectives
@Rhea | #searchfest

12. Unfortunately, social media metrics rarely
support business objectives because:
CEO
CMO CFO COO CTO
VP VP Public
Marketing Relations
Business
Marketing
Developmen
Director
t
Online
Brand
Marketing
Manager
Manager Social media often falls somewhere under here.
Little internal support or prioritization.
@Rhea | #searchfest

13. Awareness, Inc. State of Social Media Marketing Jan 2012
Social marketers face significant challenges:
Social Media Examiner, 5 Social Media Marketing Trends: New Research
http://bit.ly/YnBVyG

14. 77%
Lack of sufficient resources
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15. 58%
Measuring ROI
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16. 42%
Managing and growing social presence
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17. 37%
Integrating social media w/lead gen & sales
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18. 34%
Integrating social media w/rest of marketing
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19. 33%
Monitoring social media
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20. 31%
Management of publishing across platforms
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21. 22%
Social media training
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22. There is potential for greatness.
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23. Lack of sufficient resources
Cross-functional teams
Define Team Charter
• Mission Resources:
http://bit.ly/XpQrd7
• Business Objectives http://bit.ly/13t73Qx
• Composition and Roles
• Authority and Empowerment
• Resources and Support Available
• Operations
• Negotiation and Agreement
@Rhea | #searchfest

24. Measuring ROI
Multi-channel ROI reporting
@mikecp
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25. Managing and growing social presence
Community development
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26. Get your ripples on…
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27. Get your ripples on…
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28. Get your ripples on…
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29. Integrating social media w/lead gen & sales
Understanding the sales funnel
http://bit.ly/Zx721o @Rhea | #searchfest

30. Integrating social media w/rest of marketing
Integrated marketing campaigns
@Rhea | #searchfest

31. Monitoring social media
Monitoring for critical topics
GIGANTOR LIST OF SOCIAL MEDIA MONITORING TOOLS!
http://bit.ly/XpT0fd
@Rhea | #searchfest

32. Management of publishing across platforms
Process for reactive dialogue
Meet Andy White of M80
http://bit.ly/YrilkZ
@Rhea | #searchfest

33. Social media training
Brand guidelines, policies, company-wide
response strategies
http://bit.ly/Xu6YcV @Rhea | #searchfest

34. And yet, most of us would rather aim for
deliverables and random KPIs like:
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35. Top Areas of Corporate Social Marketing Investment for 2012
Increased presence across
social media platforms
Increased frequency of
content publishing
More robust social
marketing management
More robust social media
monitoring
More social media presence
Other
Social Media Examiner, 5 Social Media Marketing Trends: New Research
http://bit.ly/YnBVyG

36. While fighting to defend the very
existence of social media:
Social Media Examiner, 5 Social Media Marketing Trends: New Research
http://bit.ly/YnBVyG

37. Why is it so difficult to demonstrate the
value of social media?
@Rhea | #searchfest

38. Social metrics make everything
more delicious actionable…
PR Marketing Customer Service Usability
Sales IT Product Development
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39. Social metrics hold everyone
more accountable…
PR Marketing Customer Service Usability
Sales IT Product Development
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40. Being held accountable is uncomfortable.
Dysfunctional businesses hide from
accountability while functional
businesses embrace it.
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41. • Does your business care about the opinions of
your customer base?
• Do you conduct market research to strengthen
traditional ad campaigns?
• Do you know what influences customers at
different stages of the sales cycle?
• Do you work with customer service to segment,
track and reduce issues by type?
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42. When social media metrics reflect business
metrics, the entire business wins.
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43. Business Metrics Defined
“A unit of measurement that provides a
way to objectively quantify a process.”
McGraw-Hill: Setting Business Metrics
http://bit.ly/Y9uuPv
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44. Metrics vs. Business Metrics
http://slidesha.re/VMP9L4
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45. Common Business Metrics
• Cost per acquisition
• Lifetime value
• Churn rate
• Revenue percents
For further reading:
Inc, 4 Business Metrics You Can’t Afford to Ignore:
http://bit.ly/11W073w
Forbes, 10 Metrics Every Growing Business Must Keep An Eye On
http://onforb.es/Xq4jB1
@Rhea | #searchfest

46. 2012: Google Analytics releases social reports
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47. Client case studies:
Pinterest
Yahoo! Answers
reddit
StumbleUpon
Facebook
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48. Seasonal Product Page
Valentine’s
Day
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49. Social Media Metrics
• 2,111 visits • 81 likes on original poster’s pin
• 1.5% of social referrals • 309 repins
• 5th most socially shared URL
SOCIAL MEDIA SUCCESS!
@Rhea | #searchfest

50. Business Metrics
0 conversions
Business objective:
• Grow customer base and revenue
Outcome: FAIL!
@Rhea | #searchfest

51. Business Metrics Clarified
Don’t expect social media to drive ROI
entirely.
Was this a failure on the part of social
media? Their metrics look great!
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52. We’ve reached the moment when we
bring everything together.
Delicious metrics = business + social
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53. Analysis:
Yes, you must now THINK. What caused the
timely, engaged product page not to convert?
Did anyone visit the page?!
WTF(udge)
They forgot the
chocolate!
@Rhea | #searchfest

54. TIME OUT!
We need an after action review with
all responsible teams present. Not to
place blame—to develop a
checklist/process for future success
and accountability.
@Rhea | #searchfest

55. Potential AAR
Social Media:
 Daily social media reporting of most shared content.
Marketing/Content:
 Develop plan for seasonal product promotion and related
products.
Development:
 Link to “other recommendations” mentioned in the second line of
content to a landing page.
Design:
 Place “related products” in an area that isn’t consistent with ads.
 Integrate “related products” with the product layout/design.
@Rhea | #searchfest

56. Seasonal Linkbait
Back to school
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57. Social Media Metrics
• 7,065 visits • 5,304 likes
• 2.3% of all social referrals • 38 lists
• 4th most socially shared URL • 79,000+ views
SOCIAL MEDIA & SEO SUCCESS!
@Rhea | #searchfest

58. Business Metrics
0 conversions… AGAIN!
Business objective:
• Grow customer base and revenue
Outcome: FAIL!
@Rhea | #searchfest

59. What happened to our chocolate?
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60. Where is the call-to-action?

61. Here it is!
Two “related
searches” text
links.

62. TIME OUT! TAKE TWO.
We need an another after action review.
Marketing and/or SEO:
 Linkbait needs a content strategy informed by
business objectives and metrics.
All departments:
 Develop compelling calls-to-action that integrate
with the linkbait and align with our promotional
strategy.
@Rhea | #searchfest

63. Let’s talk about a perceived social
media failure that’s actually a
success.
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64. Social Referrals 2012 vs 2013
SOCIAL MEDIA FAIL!
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65. FAIL!
EPIC FAIL!
SUPER FAIL!
STILL A FAIL!
Whew, success?

66. What were the business metrics?
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67. Conversions
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68. Expense
Revenue s
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69. Organic Search Traffic
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70. What drove these results if social media
metrics were all down?
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71. PHARTS
Passion
Honesty
Accountability
Results-Driven
Tenacity
Social Responsibility
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72. @Rhea | #searchfest

73. Strategic Posts
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74. Community Involvement
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75. Speaking & Partnerships
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76. Training & Mentorship
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77. Client Retention & Growth
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78. We got social with the people who
mattered to us (not everyone!).
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79. Direct social media ROI doesn’t matter if
we use social media to meet exceed
business objectives.
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80. Want to grow SEO’s % of revenue?
GET CREATIVE! You can use social media
metrics to qualify link prospects and as a
performance metric for campaign success.
Relevance
Engageme
Backlinks
nt
@Rhea | #searchfest

81. Blogger Outreach Quality Matrix
Developed a combination of:
1. Backlinks – Citation Flow from Majestic SEO
2. Engagement – Avg of Engagement Per Post (EPP) w/3 posts
3. Relevance – 3 tiers affect minimum thresholds for CF and EPP
@Rhea | #searchfest

82. Without this approach:
SEO Social Media
• Backlinks regardless of • Focused on outreach without
industry relevance knowledge of risks, e.g.
sponsored posts or mommy
• Riskier methods of link blogger outreach
acquisition to hit link quantity
vs. quality metrics • Placing backlinks in
questionable neighborhoods
• Referral traffic isn’t a
consideration • Not tied to content strategy
• Not supporting social media • Not supporting SEO efforts
efforts
@Rhea | #searchfest

83. Together, we achieve individual
social media and SEO metrics as
well as business metrics.
In 20 years we won’t remember a world where we
didn’t base business decisions in social media metrics.
@Rhea | #searchfest

84. Get the deck:
http://www.slideshare.net/rdrysdale
Say hello!
rhea@outspokenmedia.com
t: @Rhea | @outspokenmedia