IABC Social Media Measurement Workshop
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Presentation by Kevin Hayes, Digital Strategist at Communicatto on social media measurement for IABC Calgary chapter.
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IABC Social Media Measurement Workshop
- 1. Prepared by: Kevin Hayes Communicatto Inc. How long is a piece of string IABC Digital Measurement Workshop
- 2. © 2014 communicatto, a social media agency
- 3. Your pilot Kevin Hayes Digital Media Strategist Communica?o @kevinhayesca © 2014 communicatto, a social media agency | @communica0o | #IABCyycEvents kevin@communica0o.com
- 4. The agenda Let’s tell stories © 2014 communicatto, a social media agency
- 5. The agenda • Digital © 2014 communicatto, a social media agency media review • Exercise • 5 quesHons analyHcs should answer • Q&A
- 6. The purpose of social
- 7. © 2014 communicatto, a social media agency
- 8. The purpose of digital © 2014 communicatto, a social media agency Website blog
- 9. Digital framework People ObjecHves Strategy Technology © 2014 communicatto, a social media agency
- 10. Digital framework • Situation • Objectives • Audience • Personas © 2014 communicatto, a social media agency • Strategy • Tactics • Actions • Creative • Crisis • Controls • Resources
- 11. © 2014 communicatto, a social media agency Credit: Preview Networks
- 12. What’s your score card? Pla;orm Media Achievement Website Owned Social media Social SEO Earned AdverHsing Paid Blogs/Public conversaHon Earned © 2014 communicatto, a social media agency
- 13. How do we know what is working?
- 14. What are the most important outcomes? Content consump@on • Are people engaging with our content? • Do they care what we have to say? • Is it making a difference? • Did we influence Hcket sales, change opinion, hire more people, <insert business problem here>? © 2014 communicatto, a social media agency
- 15. Conversions Digital Media AcHvity © 2014 communicatto, a social media agency
- 16. Conversions Digital Media AcHvity © 2014 communicatto, a social media agency Digital Media AcHvity
- 17. Your funnel of success © 2014 communicatto, a social media agency • Total website/blog traffic • Fan/Follower base • Impressions/Reach • Content read • Time on site • Bounce rate • Time on site • Content consumed, customer response • Move to website • Share content • View specific content • MenHon story in news • Buy widget • Apply for job
- 18. The readers Data nerd MarkeHng Manager © 2014 communicatto, a social media agency Directors CEO Image source: kaushik.net
- 19. Goals KPI’s KPI’s © 2014 communicatto, a social media agency The purpose for your existence Goals Goals Outcomes KPI’s Target’s Target’s Target’s
- 20. Build awareness of the posiHve economic impact that the Chimney Increase in social media conversaHon © 2014 communicatto, a social media agency Sweepers of Canada contribute Increase in website traffic Blog content consumed • Build community • Increase in engagement • Leverage influencers • Increase in blog readership • Increase traffic from search engines to product page producing page views • Conversion goals met • Time on site is above average • Low bounce rate • Page views are about average • Generate more inbound traffic • Increase awareness • Generate conversaHon with community • Increase fans by 7% • Increase shares by 12% • Get menHoned in 1 blog post • Acquire 15 new subscrib. • Increase inbound page views by 15% • Develop conversion path • Increase duraHon to 1:45 • Decrease bounce rate to 42% • Increase page views to 2.45
- 21. 5 W’s of a measurement plan Why measure: Your existence Where you stand: © 2014 communicatto, a social media agency Internally & Externally When to validate: Monthly | Quarterly | Annually What to measure: The framework Who needs to understand: the boss, you, funders, the board
- 22. What you see is the tip of the iceberg © 2014 communicatto, a social media agency
- 23. What do you look like?
- 24. © 2014 communicatto, a social media agency
- 25. Social Audience Company 1 Company 2 Company 3 © 2014 communicatto, a social media agency 38,951 18,896 8,110
- 26. Social AcHvity Company 3 Company 2 Company 1 © 2014 communicatto, a social media agency 123 93 48
- 27. Social Engagement Company 1 Company 2 Company 3 © 2014 communicatto, a social media agency 445 439 435
- 28. Exercise!
- 29. Components We need more Twi?er followers! Facebook: 855 fans Twi0er: 358 followers Blog: 600 visits per month © 2014 communicatto, a social media agency Twi0er • QuesHons about your farm • Where to buy • Complaints Facebook • Recipes • Cheese events • Behind the scenes • Digital wine and cheese • Wine pairing webcasts • How to throw a killer party • Cheesiest joke compeHHon Blog Exercise 1
- 30. Top 5 measurement questions
- 31. Your job © 2014 communicatto, a social media agency Image source: yourstory.com
- 32. What to measure Website • Visits and visitors • Bounce rate • Exit rate • Conversion © 2014 communicatto, a social media agency rate • DuraHon • Traffic Sources • Exit page Social media • Engagement • Comments • Shares • Clicks anywhere • Reach/Impressions • Content consumed • Click through rates • Frequency • Community building
- 33. 5 questions that translate digital into English 1. Are we reaching the right people? 2. Is our content useful? 3. Are they doing something we care about? 4. Is this affecHng our business posiHvely? 5. Are we setup for success? © 2014 communicatto, a social media agency
- 34. Are we reaching the right people?
- 35. Age, location, geography © 2014 communicatto, a social media agency
- 36. Are we reaching the right people? 43.66% 43.46% © 2014 communicatto, a social media agency 1.65% 1.37% 1.07% 0.13%
- 37. Are we reaching the right people? © 2014 communicatto, a social media agency
- 38. Are we talking to the right people? © 2014 communicatto, a social media agency Industry Seniority
- 39. © 2014 communicatto, a social media agency
- 40. © 2014 communicatto, a social media agency
- 41. Check the list © 2014 communicatto, a social media agency
- 42. © 2014 communicatto, a social media agency
- 43. Summary Are we talking to the right people? -‐ Age, gender, geography -‐ Demographic aligns with digital strategy personas -‐ Interest groups are in alignment -‐ No reporHng tool has the perfect informaHon © 2014 communicatto, a social media agency
- 44. Is your content useful
- 45. Useful content © 2014 communicatto, a social media agency
- 46. © 2014 communicatto, a social media agency
- 47. © 2014 communicatto, a social media agency
- 48. Not everyone on Facebook is a winner © 2014 communicatto, a social media agency
- 49. Facebook Type When Reach Impressions Engagement Join our team as a chimney sweep! Our Western Canadian division is hiring: http://bit.ly/1ARvDhv #TakinCareOfChimneys Link What abroad? How is your Experienced to next measure step? Grow your career close to home? Work hands, explore usefulness your options here: http:// bit.ly/1vEgSjo6 Link 8-6-14 3:00 PM 13,559 38,984 7.4% 7-30-14 10:00 AM 12,564 37,771 6.8% We're adding new Chimneys to houses, which means we're hiring! Check out the opportunities to sweep with us: http://bit.ly/ 1vEg4S5 #jobs Link 9-29-14 2:00 PM 8,900 17,323 4.2% New job posting: We're hiring Broom makers for various chimneys in NS, MB, ONT. Apply here: http://bit.ly/1AdaD Om #chimney #yeg Link 8-1-14 9:21 AM 5,719 15,648 6.8% Tell us: What made you choose a career in the #ChimneyInspection? Photo 9-30-14 10:00 AM 4,358 12,267 4.3% Twi0er Imp Eng RT’s RP Fav URL Cl Details Emb. Media. Click Who needs a corner office when you've got views like this? Send us a scenic picture of your broom! #Chimneylife h?p://t.co/ 1XtT7I0 © 2014 communicatto, a social media agency 75,183 687 75 12 38 55 17 48 Keep sending us your pics of #chimneys! Thanks @yvrchimneys for sharing this shot of this beauty Pot. h?p://t.co/QBQiXEDep4 68,172 389 50 15 23 22 2 55 Learn about the #technology that is going to make this chimney the warmest in town: h?p://t.co/3WLmOv3kvJ #Chimney 55,468 233 10 12 22 15 19 0 Grow your career with us! Here's where you can find opportuniHes to join our team: h?p://t.co/LWUbbH8PnF #careers 32,156 174 55 1 7 8 6 0 Working on a roof can sure beat working at a desk. RT if this is your high-‐rise office! #rooflife h?p://t.co/wnsXUHJAWF 23,953 85 22 23 7 23 6 12
- 50. Visitors © 2014 communicatto, a social media agency
- 51. Activity © 2014 communicatto, a social media agency
- 52. © 2014 communicatto, a social media agency
- 53. Pageviews © 2014 communicatto, a social media agency
- 54. The spike © 2014 communicatto, a social media agency
- 55. The spike © 2014 communicatto, a social media agency
- 56. On Facebook Post Message © 2014 communicatto, a social media agency Posted Reach labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 8:15 AM 59,776 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 3:38 PM 26,768 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 1:02 PM 17,720 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 10:07 AM 15,832 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 12:30 PM 24,056 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 7:00 AM 31,936 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 12:30 PM 20,232 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 7:00 AM 23,960 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 1:57 PM 37,120 labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo 7:00 AM 5,640
- 57. Is our content useful? Is our content useful? Are they doing something with the content • Engaging • Sharing • Viewing • Findable © 2014 communicatto, a social media agency
- 58. Are they doing something we care about?
- 59. © 2014 communicatto, a social media agency • Shares • Likes • Comments • Website clicks • Video play
- 60. © 2014 communicatto, a social media agency • Video play • Comments
- 61. © 2014 communicatto, a social media agency • Video play • Comments • Page views • Calls to acHon • Content sale
- 62. `` © 2014 communicatto, a social media agency
- 63. © 2014 communicatto, a social media agency
- 64. © 2014 communicatto, a social media agency
- 65. © 2014 communicatto, a social media agency
- 66. © 2014 communicatto, a social media agency
- 67. Is this affecting our business positively?
- 68. © 2014 communicatto, a social media agency Image credit: moz.com
- 69. Is this affecting our business positively? ü Is the content being consumed? ü Are the users moving around your social plauorms? ü Are people coming back to your website? ü Are you providing value in the selling process? ü Are they converHng? • Views • Forms • Inquiries • Watching content © 2014 communicatto, a social media agency
- 70. Exercise! © 2014 communicatto, a social media agency
- 71. Components This Provide counters to these arguments © 2014 communicatto, a social media agency isn’t working! Facebook: 855 fans Twi0er: 358 followers Blog: 600 visits per month 1. We need more website traffic! 2. We aren’t selling cheese from our Twi?er page! 3. The Pink Cow has more Facebook fans than us! 4. Let’s buy some fans, I know a guy in India.
- 72. Are we setup for success?
- 73. The 4 essentials 1. Digital strategy 2. Editorial calendar 3. Publishing plauorm 4. Measurement plan © 2014 communicatto, a social media agency
- 74. Strategy People ObjecHves Strategy Technology © 2014 communicatto, a social media agency
- 75. Editorial © 2014 communicatto, a social media agency Quarterly Theme Month 1 Month 2 Month 3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
- 76. Publishing © 2014 communicatto, a social media agency
- 77. Measurement Repor@ng: $$ Listening: $$ -‐ $$$$ Analysis: $$$$ • Sprout Social • NaHve analyHcs • Google analyHcs • Social Bakers Simply Measured RivalIQ • Zuum • Radian6 • Heartbeat © 2014 communicatto, a social media agency
- 78. How does everyone play together? Social Media © 2014 communicatto, a social media agency Blog Website Blog Specific landing page Facebook Twi?er Linkedin Website
- 79. Key element!! © 2014 communicatto, a social media agency
- 80. The questions we are always answering 1. Are we reaching the right people? 2. Is our content useful? 3. Are they doing something we care about? 4. Is this affecHng our business posiHvely? 5. Are we setup for success? © 2014 communicatto, a social media agency
- 81. Q&A Measuring Digital Media Kevin Hayes, Digital Media Strategist kevin@communicatto.com @kevinhayesca | @communicatto Communicatto 403 771 5229