Social Media Measurements
•
0 likes•908 views
Adam Proehl and Alan K'necht presented on the topic of Social Media Measurement during Pubcon New Orleans. Learn about the social media measurements that matter, why they matter and the best way to measure them.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Social Media Measurements
Similar to Social Media Measurements (20)
More from NordicClick Interactive
More from NordicClick Interactive (10)
Recently uploaded
Recently uploaded (20)
Social Media Measurements
- 1. Social Media Measurements Presented by: Alan K’necht & Adam Proehl @aknecht @adamproehl • The ones that matter • Why they matter • How to get at them
- 2. About Us Alan K’necht • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 • Founding Partner at Digital Always Media @aknecht
- 3. About Us Adam Proehl • In Digital Marketing since 1998 • Specialize in complex & multi-channel sales • Principle at NordicClick Interactive – a Digital Marketing Agency based in Minneapolis • Instructor at the Online Marketing Institute & University of San Francisco @adamproehl
- 4. @aknecht @adamproehl 10 Most Frequently Asked Questions about Measuring Social Media
- 5. Why Top 10? @aknecht @adamproehl
- 6. Works for Blogs @aknecht @adamproehl
- 7. Works for Letterman @aknecht @adamproehl
- 8. Got 10 Fingers @aknecht @adamproehl
- 9. And……We’re kinda Lazy @aknecht @adamproehl
- 10. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? ……….And Why @adamproehl Image Credit: 12160.info
- 11. Q1: What Social Measurement figure do you see being reported that is TOTAL BS? • Number of Followers • Number of Likes • Number of Comments • Number of Posts • Reach • Sentiment @aknecht
- 12. Social Analytics in Perspective • Followers/Fans/Likes are to social media what Hits were to web analytics @aknecht
- 13. Social Analytics in Perspective • Brands that only focus on Twitter/Pinterest/Instragram follower counts & Facebook likes are missing the point of social marketing • They’re measuring the wrong thing and wasting money! @aknecht
- 14. State of Social Analytics • Similar spot as web analytics circa 1999 – Measuring followers, fans, etc. – Counting likes, shares, etc. @aknecht
- 15. @adamproehl Q2: How can I tell if people actually give a crap about our stuff? Photo Credit: sodahead.com Token cat photo
- 16. Consult Journalism 101 @adamproehl Measurements that Matter
- 20. Example: @adamproehl • Reviews • Tips • Suggestions Fried gator!
- 21. Are people actually clicking and reading the link? Photo Credit: Sodahead You know, the reason you shared it to begin with? @adamproehl
- 23. • Realtime Analytics • Key Metrics @aknecht bitly
- 24. @aknecht bitly
- 25. Q2 – Who Cares? Measuring Success • Twitter/G+: Number of RTs or shares per Tweet/Post • Blogs: – Avg Number of comments/post – Avg number of shares/post • Pinterest – Avg Number of comments/post – Avg number of shares/post @aknecht
- 26. Q2 – Who Cares? Measuring Success • Facebook: Likes, shares, and comments on a post • Instagram: – Avg Number of comments/post – Avg number of likes/post • FourSquare – Frequency of check ins – Comments & likes on check ins @aknecht
- 27. Q2 – Who Cares? True Engagement Metrics Image & Methodology Credit: Avinash Kaushik & Jennifer Lopez (Moz) • Conversion Rate • Comments/Replies • Applause Rate • Favs/Likes/+ • Amplification Rate • Shares/RT/Clicks @adamproehlbit.ly/1hfdfbr
- 28. @adamproehl Q3: The C-Level – What are some must have’s in a social media report?
- 29. “Treat the C-level the same as you would an 8 year old: Pretty pictures and simple numbers” - Alan K’necht Q3: The C-Level – What do you report? @aknecht
- 30. The C-Suite just like kids: • They Talk in TLAs @aknecht
- 31. The C-Suite just like kids: • They Talk in TLAs • CFO • CMO • CTO • ROI • CPA • MBO • Don’t use your SEO acronyms or jargon! @aknecht
- 32. C-Level Reporting: Short Term: Volume, Mood, PR successes & problems Long Term: Social’s impact over sales – not easily attributable Q3: The C-Level – What do you report? @aknecht
- 33. Draw Them A Treasure Map @aknecht
- 35. Q3: The C-Level – What do you report? ALWAYS tie back to a company goal @adamproehl • What’s public? • Semi public? • How is the C-level measured?
- 36. @aknecht Q4: What is the measurement/signal that brands forget to think about? Impact on retail (social awareness at a retail level)
- 37. @adamproehl Q4: What is the measurement/signal that brands forget to think about? Branded Keyword Queries
- 38. Direct site traffic ………..unless you just get yours by magic Q4: What is the measurement/signal that brands forget to think about? @adamproehl
- 39. @adamproehl Q5: What are some useful, AND reliable tools for measurement?
- 40. Best Combination of Tools @adamproehl
- 41. First, Ask Yourself: • What am I trying to learn? • How will this tool help my business? @adamproehl
- 42. Also……. • Where do you need to go with it? • How fast do you need to get there? • Do you care how it looks? @adamproehl
- 43. @adamproehl What do you really need?
- 44. Nothing wrong with top tier tools but... @adamproehl
- 45. What are you doing with what you have? @adamproehl Token 80’s icon photo
- 46. What you already have: Example: Facebook Analytics @adamproehl
- 47. Example: YouTube Analytics • Segmented Stats • Video Interactions • Source Data What you already have: @adamproehl
- 48. Pinterest Source www.pinterest.com/source/URL Betty Crocker Example What you already have: @adamproehl
- 49. Check Ins (Foursquare & Facebook) What you already have: @adamproehl
- 50. What you already have: Share Counts @aknecht
- 51. Twitter Apps Tweetdeck Hootsuite Crowdboaster What you already have: @aknecht
- 52. Social Mention www.socialmention.com Tools: What’s Free @aknecht
- 53. Tool: Tweriod, Followerwonk Simple: When is the best time to tweet to your followers? @aknecht Tools: What’s Free
- 54. @aknecht Q6: How can you use social to influence search?
- 55. @aknecht Q6: How can you use social to influence search? 6a: (answered with a question) “Search is highly dependent on one over riding component, which is __________________?”
- 56. Q6: How can you use social to influence search? …..Some level of awareness @adamproehl
- 57. @adamproehl Q6: How can you use social to influence search? Example: What is this?
- 59. Example: Toyota Q6: How can you use social to influence search? @aknecht
- 60. @aknecht Q6: How can you use social to influence search? 6b: “What about Links? Will social help me there?”
- 61. YES!Great stuff to share + The right audience ----------------------------------------- = Natural links (The best kind) @aknecht
- 62. And…..NO! @adamproehl Page likes won’t help with the algorithm
- 63. If no one else cares about your stuff…. ….then don’t expect the search engines to, either. Food for Thought @adamproehl
- 64. @adamproehl Understand Causation vs. Correlation If it rains, you use an umbrella
- 65. @adamproehl Understand Causation vs. Correlation Using an umbrella doesn’t mean it’s raining
- 66. @aknecht Q7: Example of a big brand doing it right?
- 67. @aknecht Q7: Example of a big brand doing it right?
- 68. @aknecht Q7: Example of a big brand doing it right?
- 69. Their most important tools @aknecht
- 70. @aknecht Q8: Example of a small brand doing it right?
- 71. @aknecht Q8: Example of a small brand doing it right?
- 72. @adamproehl Q8: Example of a small(er) brand doing it right? • Pinterest Promotion • Measured pins • Crowdsourced a new blend inspiration • “Real Life Board” at Mall Credit: Colle+McVoy Agency
- 73. @adamproehl Q9: How do I tie sales & revenue back to social activity? • How do you value a cocktail party?
- 74. @adamproehl Q9: How do I tie sales & revenue back to social activity? Sales/Revenue: Low instant gratification signals (usually) Customer Service High instant gratification signals
- 75. @adamproehl Q10: Why can’t I use junior interns to manage my social media? …..Seriously
- 76. • They might have 5K friends on FB @adamproehl
- 77. • But haven’t used it for: – Business Marketing – Promoting others – Customer Service @aknecht
- 79. A10: Alan’s Mayor: Was it the crack smoking? Drunken stupor? or The intern? You decide… @aknecht @adamproehl
- 80. Bonus: Final Thought ONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts @aknecht @adamproehl Success measurement might equal no more than one of these
- 81. Bonus: Final Thought #2 Social Analytics = The ultimate actionable data @aknecht @adamproehl
- 82. Bonus: Final Thought #3 Social Analytics: Don’t wait for the dashboard to take action – you may be too late! @aknecht @adamproehl
- 83. Thank You Adam Proehl adam@nordicclick.com @adamproehl Alan K’necht alan@digitalalwaysmedia.com @aknecht