Getting actionable insights from better social media measurement The presentation slides from the Social Media Insights event hosted by Fresh Egg as part of the Brighton Digital Festival. Presented by head of social media David Somerville and head of insight Dara Fitzgerald, the presentation includes tips for social media measurement and using Google Analytics to tag campaigns. David and Dara’s talk centred on practical tips for measuring social media activity, plus ideas on planning this measurement effectively. One of the most fundamental (and surprisingly, often overlooked) aspects of better measurement is setting out clear objectives from the outset.

2. Getting actionable insights from better social media
measurement.
Social Media Insight 2013.
#SocialMediaInsight
#FreshEgg

3. Dara Fitzgerald – Head of Insight for Fresh Egg
• Works with clients including: Eurostar, John Lewis
and Maplin
• Speaks at events such as BrightonSEO, JUMP and
MeasureFest
• Can juggle
David Somerville – Head of Social Media for Fresh Egg
• Works with clients including: Confused.com,
Adecco and Vodafone Australia
• Speaks at events such as BDMF, plus runs Brighton
Social Media
• Can also juggle!
Who are we?

4. • Fresh Egg - an integrated digital marketing agency
• We create awesome campaigns using a mix of:
• Paid and organic search
• Display advertising
• Analytics and insight
• Social media
• Web design and build
• Offices in London, Worthing and Sydney home to over 80 busy
Fresh Eggers
Who are we?

5. • Questions to consider
• Planning – objectives and KPIs
• Basic and better metrics
• Social media tools
• Tracking social media plugins
• Campaign tagging
• Dashboards
• Multi-channel funnels
• Key takeaways
Today we will cover…

6. 1. Before you start tweeting, posting, following, or friending, are
you clear on how you are going to be supporting business
objectives as a result of your efforts?
2. How do your customers and potential customers interact and
engage with you?
3. How are you integrating social media activity within your wider
marketing mix?
4. Have you moved beyond the like and follow? How are you
measuring success?
Key questions

7. Planning – objectives and KPIs.
Getting actionable insights from better social media
measurement.

8. Why are you doing this activity?
Setting clearly defined OBJECTIVES is vital to the planning and success
of a social media campaign or strategy
How are you going to measure the success of this activity?
Each social media campaign needs to have measureable KPIs to help
with reporting – these will help show if you have achieved your
OBJECTIVES
Planning – Objectives and KPIs

9. Basic and better metrics.
Getting actionable insights from better social media
measurement.

10. • To help measure the effect of your social media activity there are
several basic metrics you can use:
• Size of communities – Page likes/followers for Facebook, Twitter,
LinkedIn etc
• Engagement metrics – Likes, Comments, Shares, Retweets, Replies,
+1s etc
What can be measured? Basic metrics

11. • Better metrics should be used to give a deeper understanding of your
social media activity – here are 4 better metrics to use:
• Conversation rate – the level of conversations your posts generate
= # of audience comments (or replies) per post (and average # per post)
• Amplification rate – the rate at which your followers take your content
and share it through their network
= Twitter: # of retweets per tweet (and average # per tweet)
= Facebook: # of shares per post (and average # per post)
What can be measured? Better metrics

12. • Applause rate – the level of applause users give your posts
= Facebook: # of likes per post (and average # per post)
= Twitter: # of favourites per tweet (and average # per tweet)
= Google+: # of +1s per post (and average # per post)
• Economic value – the level of value each social media visitor brings to
your website (this will depend on the goals with values your site has)
= total value of completed macro and micro conversions / #
visits from social network
What can be measured? Better metrics

13. Social media measurement tools.
Getting actionable insights from better social media
measurement.

14. On platform tools

15. Third party platform tools

16. Social shares tracking tools

17. Brand monitoring tools

18. Tracking social media plugins.
Getting actionable insights from better social media
measurement.

19. Social media plugins
Custom social plugins
require individual tracking –
G+ tracks automatically
ShareThis & AddThis allow
easier GA integration

20. Campaign tagging.
Getting actionable insights from better social media
measurement.

21. • Tagging all of your social media activity helps to prove exactly how
this is performing in terms of resulting traffic to your website
• Tag all of your links with Google UTM parameters/tags – when
someone clicks on your link you will see the results in Google
Analytics
Campaign tagging

22. • Ensure that the SOURCE is ‘facebook, ‘twitter’, ‘linkedin’, etc. and
the MEDIUM is ‘social’
• This is important as in Google Analytics ‘Social’ with a capital ‘S’ is
different to ‘social’
• This is quick and easy to do – use the Chrome extension ‘Google
Analytics URL Builder’
• Tag the link and then use a link shortener (i.e. Bitly)
Social media traffic – tag your social media activity

23. Dashboards.
Getting actionable insights from better social media
measurement.

24. Dashboards

25. Multi-channel funnels.
Getting actionable insights from better social media
measurement.

26. • Assisted conversions have helped to prove that social media (and
other channels) DO help drive conversions (and revenue) as part
of the marketing process
• Multi Channel Funnels show the number of ‘last click’ conversions
and the number of ‘assisted’ conversions for each channel
Multi Channel Funnels – Assisted Conversions

27. Micro-conversions
Brochure download goalEcommerce transaction
• In this example, social media drives micro-conversions more effectively than
primary conversions.
• Custom variables could be used to tag users who complete micro-conversions
• Subsequent primary conversions can then be measured & segmented by CVar.

28. Summary.
Getting actionable insights from better social media
measurement.

29. 1. Before you start tweeting, posting, following, or friending, are
you clear on how you are going to be supporting business
objectives as a result of your efforts?
Embrace the power of planning
2. How do your customers and potential customers interact and
engage with you?
Learn about your audience and use these learnings
Key questions – the key takeaways

30. 3. How are you integrating social media activity within your wider
marketing mix?
Integrate social media intelligently into your overall digital
strategy
4. Have you moved beyond the like and follow? How are you
measuring success?
Use BETTER metrics
Key questions – the key takeaways

31. Social media tools:
Sprout Social
TweetReach
CircleCount
Pinalytics
Statigram
Social Crawlytics
Useful links
LinkTally
Shared Count
Hashtracking
Brandwatch
Social Mention
Sentiment140
Google Analytics tools:
GA Dashboard
GA URL builder
Chrome extension