Presented to the Ottawa TiE Institute: Social Media 201 Social Media - Tools and Tracking for Social Media Marketing Attendees will learn about tools to help automate elements of their social media marketing, manage their campaigns more efficiently and effectively and the difference between vanity metrics and business metrics and how to drive certain business metrics.

1. Tools & Tracking
for Social Media
Marketing
Shawna Tregunna, President - ReSoMe Inc.

2. “Social media is like a digital
handshake when used by a
professional advisor.”
- Peter Bowman

3. Recap
During 101 we covered:
- Audience
- Business Objectives
- Content / Company Stories

4. If you fail to plan, plan to fail.
Set up a schedule or an ‘editorial calendar’, make it a priority,
make someone accountable for it and follow through.
What gets measured gets managed.

5. Automation
There are some things in social media that you can
automate – and some things you can’t.
What you can’t automate:
- Relationships
- Engagement
- Customer Service
- Crisis Management

6. Automation
There are a few things you can set and forget that
will make your life easier!
 RSS feeds
 IFTTT
 Wordpress Plugins
 Syndication
 Triberr

7. Management
There are a few elements you need to actively “manage” in
social media - responding to mentions or relevant chatter and
getting your new messaging out. The time you spend selecting
and learning your tools WILL pay off.

8. Scheduling & Listening
Some tools and why they are awesome:
 Hootsuite:
- Free for one user, upgrade for teams
- Bulk scheduling with Pro
- Hootlet
- All major social media networks
- Analytics are expensive
 Sprout Social
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Starts at $39/month/user
No bulk upload (but scheduled export)
Fantastic analytics and integrated reporting
Great maintenance tools
Has Sprout Social Bookmarklet for live sharing

9. Scheduling & Listening
 Social Mention
 Free
 Short term
 Not account specific
 Google Alerts – for everything!
 Tweetdeck
- Free, no teams
- Twitter only but great searching, filtering, view
- Fell out of favour when was acquired by Twitter
 Many Others!

10. Measuring Success
How do you know if your social media campaign is working?
Ensure you have targets that are tied to your business goals,
track them and hold someone accountable for their
performance.

11. Choose Your Measurement
Don’t get caught up in JUST vanity metrics – put the
focus on metrics that feed the business goals.
Vanity Metrics
Business Metrics
Followers/fans
Likes/+1
Shares/RTs
Klout/Kred
Reach/Influence
Mentions/#FFs
Subscribers
Website traffic
Purchases
Reviews/Ratings
Inbound links
Google searches
^Stuff that BY ITSELF only matters in social media
Stuff that moves people down the funnel^

12. Subscribers
 A very common soft conversion to target is the
subscription which means you gain permission to
contact the user at your convenience with your
messaging.
 Blog Subscribers
 These people want to consume your content, make
sure you make it easy for them to follow AND to
share
 Have a clear call to action specific to their needs
 Email Subscribers
 This should be very high on the priority list!

13. Email Subscribers
 Even if you don’t have a newsletter strategy now,
start collecting those emails!
 MailChimp
 Free for small (just getting started) campaigns and
scalable with a fee later
 Easy to set up, easy to customize
 Lots of plugins to make integration easy anywhere
 Analytics for everything!
 Also see Constant Contact, GetResponse and
more..

14. Website Traffic
- Google Analytics
 Set up Google Analytics on your website
 Set up goals for your social media campaigns
 Set up conversion goals tied to social media
traffic

15. Facebook is Your Friend
 Set up Power Editor
 Watch some videos, read about it and use it
 NEVER boost a post from your page again!
 Only spend money on ads feeding into a business
goal
 Use custom audiences – the money is in the list!
 Set up pixel tracking for your Facebook ads

16. Facebook Insights
Most of the analytics you will see on social media specific
analytic reports will be vanity metrics so be sure to focus on
what is important!
 What is the audience mix? Are you on the right platform,
reaching the right audience?
 What posts get the most organic and viral engagement?
Do more of this!
 What posts cause people to unfollow or not engage? Do
less of this!
 When is the best time to post – and other optimization info
is great to help you tweak your messaging!
 …but don’t get hung up on fans!

17. Purchases
It is not always easy to tie direct purchases to social
media marketing influence but there are some
tactics you can use when you are targeting
people you know are ready to buy.
 Facebook has built in coupons with tracking
 Trackable promo codes
 Dedicated landing pages
 Ask during checkout or as follow up what
influenced their buying decision to track the
impact of peripheral social media exposure

18. Reviews & Ratings
A part of your online, email and follow up customer
service efforts should go to drawing reviews and
ratings our of your happy clients on relevant
platforms.
- Google Places / Google Plus
- Yelp
- FourSquare
- LinkedIn
- Yahoo!
- Facebook

19. Inbound Links
 Inbound links help you from an awareness
standpoint, a direct traffic perspective (people
can get to you from more places) and from an
SEO perspective
 Many blogger outreach campaigns, giveaways,
press releases, and social publicity stunts are
done to generate this type of online traction
 Make sure to track the behavior of the traffic
from your inbound links and that your landing
pages meet their needs!

20. Funnel
Follow
Subscribe
Research
Purchase

21. Don’t Under
Estimate The
Pass or Handoff
Social Media is often the first
contact or the first personal
contact someone has with a
brand, the job of social media
is to pass that lead on to the
next step to help reach the
goal.
Not every sale is going to
come directly from your social
media campaign so design
the play accordingly!

22. Thank You
Shawna Tregunna
ReSoMe
www.ReSoMe.com | @ReSoMe | Shawna@ReSoMe.com