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Social Media Measurement for Sales & Marketing

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Brian Honigman
Brian Honigman

For my fifth class on Social Media Analytics taught at NYU, the focus was learning how to measure campaigns on social media centered on sales and marketing goals specifically.

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Social Media Measurement for Sales & Marketing Class 5: New York University Social Media Analytics I @BrianHonigman
@BrianHonigman Social Media Serves Different Purposes
*Drive Awareness *Increase Engagement *Attract Leads *Build Thought Leadership @BrianHonigman Marketing Goals on Social Media:
Driving Awareness @BrianHonigman
Measuring Awareness @BrianHonigman
Measuring Awareness @BrianHonigman
Measuring Awareness @BrianHonigman @SIGolfPlus Report 02/2/16 - 03/23/16
Example: Starbucks @BrianHonigman
Example: Starbucks @BrianHonigman @Starbucks Hashtag Report via Keyhole.co 03/20/16 - 03/29/16
Increased Engagement @BrianHonigman
Simple Formula for Measuring Engagement @BrianHonigman Engagement rate = Sum of Interactions / Post Reach x 100 (with in-depth data) Engagement rate = Sum of Interactions / Audience Size x 100 (without in-depth data)
Example: American Express @BrianHonigman
Attracting Leads @BrianHonigman
Attracting Leads @BrianHonigman
Attracting Leads @BrianHonigman
Measuring Leads @BrianHonigman
Example: Steamboat @BrianHonigman
Build Thought Leadership National Wildlife Federation Snapchat Campaign
Build Thought Leadership Sephora's Kik Campaign Everlane on Facebook Messenger
Example: HRC @BrianHonigman
Measure Thought Leadership @BrianHonigman Press Mentions
Measure Thought Leadership @BrianHonigman Influencer Engagement
Measure Thought Leadership @BrianHonigman Brand Endorsements
Measure Thought Leadership @BrianHonigman Political Support
Measure Thought Leadership @BrianHonigman UGC: Memes
Measure Thought Leadership @BrianHonigman Industry Awards
@BrianHonigman AWARENESS ENGAGEMENT CONVERSION RETENTION Organic + Paid Social Ads Audience Engagement, Retargeting Ads, Subscribers Social Exclusive Offers, Loyalty Program, Retargeting Build a Social Media Marketing Funnel Coordinate Other Channels, Optimize Landing Pages
*Nurture Leads *Foster Referral Network *Generate Sales @BrianHonigman Sales Goals on Social Media:
Nurture Leads @BrianHonigman
Measure Lead Nurturing @BrianHonigman
Example: College of William & Mary @BrianHonigman
Foster Referral Network @BrianHonigman
Foster Referral Network @BrianHonigman
Measuring Referrals @BrianHonigman
Generate Sales @BrianHonigman
@BrianHonigman Measuring Sales
Measuring Sales @BrianHonigman
Measuring Sales @BrianHonigman
Measuring Sales @BrianHonigman
Example: Munchery @BrianHonigman
Questions!? @BrianHonigman

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