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Managing, Measuring, & Monetizing Social Media
- 1. Managing, Measuring, and Monetizing Social Media Organizing your team’s efforts and uncovering the value of social media Adam @Covati CTO, Founder Argyle Social @argylesocial
- 2. The problem • Social is big, messy & pervasive • Social Value isn’t obvious • You can solve this problem, but… @argylesocial
- 3. You’re doing it wrong • You are too busy to waste time doing it right • Focusing too much on day-to-day efforts • Consistency is key to becoming efficient and tracking effectively @argylesocial
- 4. Manage Expectations • Internal and external expectations • What is the purpose of any social property • What is the expected outcome of any social action • You need to tell a story @argylesocial
- 5. Managing your content • Build a Calendar – Organize team efforts • Leverage your Blogs – RSS Automation • Reuse your Evergreen content – Scheduling out over time • Maintain an ongoing queue @argylesocial
- 6. Scheduling Generates Traffic Timeliness vs. Traffic Timeliness vs. Influenced Revenue 25 $400 $350 20 $300 Influenced Revenue $250 15 Clicks $200 10 $150 $100 5 $50 0 $- Posted Immediately Scheduled for Later Posting Timeframe Posting Delay @argylesocial
- 7. Blog RSS Automation works Clicks by Posting Method Revenue by Posting Method 30 $300 25 $250 20 $200 Revenue Clicks 15 $150 10 $100 5 $50 0 $0 RSS Manual RSS Manual Posting Method Posting Method @argylesocial
- 8. Post timing http://ar.gy/is11 @argylesocial
- 9. Measurement • No single set of metrics or piece of advice will be perfect for your situation • Get everyone measuring the same things • Get a baseline, measure to find improvements @argylesocial
- 10. Consistent Simple Measurements • Start simple: one bit.ly account • Put GA parameters on links • Use tracked links everywhere • Begin marrying data sources @argylesocial
- 11. Clicks bring insights Metrics in Action Clicks Posts Clicks per Post Increase in clicks is driven by increase posting frequency Which is better? Increase in clicks is driven by more engaging content Decrease in clicks is driven by less Which is engaging content worse? Decrease in posts is drive by fewer posts—easy to fix! @argylesocial
- 12. You (Probably) Under-Report Social • Day 0: Person follows your Co on Twitter. • Day 0 – 30: Person clicks, socializes, etc. • Day 30: Person makes buying decision, Googles your Co, clicks an ad, converts. • You chalk up a conversion to Google. • Your social media team gets the shaft. @argylesocial
- 13. For example… Google Analytics shows 178 SM “assisted conversions” for a time period… …but we tracked over 1,100 socially Influenced conversions for the same chunk of time. @argylesocial
- 14. Multi-touch Tracking • Social’s impact is not surface level • Few tools track this well • In GA look for: “Assisted Conversions” @argylesocial
- 15. Monetizing Social • Measuring across the board leads to proof of monetization • You can get hard ROI numbers, but software or integrations will be required @argylesocial
- 16. Adam @covati http://argylesocial.com For more details: http://ar.gy/is11 @argylesocial
Notas do Editor
- Social media is often tied in to many different parts of your company: marketing, support, sales, CEO, account management etcThe value that social creates often isn’t immediate and can easily be masked or attributed to other sources
- If you are working heads down then you probably aren’t working hard enough to get everything on trackGetting everyone working together is extremely importantAt the end of the day, having all the contributors working on a similar workflow, measuring things in the same way, you aren’t going to have good enough dataDid Mike’s efforts work better than John’s?Can we repeat Mary’s success?We can’t answer questions like this if we can’t compare their efforts in any way
- Expectations should be set within your company, people need to know what they can expectExternally, your audience needs to know what you are doing tooWhy are you maintaining a youtube page? Who is going to contribute to that new blog? You need to know the effort and outcome you expectIf you want to be truly effective, then you’ll need to weave this together into a storyThis can get you buy-in across the organization and helps to better illuminate your successes
- Building a calendar is key to being able to organize all your efforts and fill gapsBlogs are a huge source of content, don’t be afraid to push them out to multiple channelsEvergreen content can be continually posted, as long as it is positioned properlyIt’s also good to keep a queue of items that you think are relevant to your audience to fill in the gapsWe have a bit on data on effectiveness of some of these methods
- Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling
- explain context of the data.suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
- Using one Bit.ly account and consistent use of web parameters to indicate traffic sources will help to aggregate data consistently in your key data stores; your web analytics platform and now a bit.ly account.
- Tools can help you track ROI, but with or without specific ROI tracking tools, it’s consistent use of metrics across the board that will allow you to prove the VALUE that social creates
- Eric doing the intro.