Wondering how to track the effectiveness of your social media campaign? Find out how and what KPIs you should be focusing on. Learn more at http://raventools.com/

1. Taylor
Pratt
Raven
Internet
Marketing
Tools
smx.raventools.com
@RavenPratt

5. I
used
to
be
in
the
military.
Used
to
do
field
work
for
the
CIA.
I’ve
been
to
some
horrible
places.
Seen
some
pretty
terrible
things.
I
don’t
think
I’ve
ever
been
this
scared
in
my
life.

6. Start
with
a
social
media
checklist

7.  Identify
your
business
objectives
(qualitative
metrics):
 Increase
brand
awareness
 Increase
brand
trust
 Increase
interaction
with
customers
 Increase
brand
loyalty
 Sell
more
[your
service/product]
 Better
understanding
of
user
behavior
 To
facilitate
customer
support

8.  What
characteristics
do
you
want
associated
with
your
brand?
 Great
customer
service
 Convenience
 Low
prices
 Refreshing
 How
much
time
and
resources
are
you
willing
to
invest?

9.  67%
of
Twitter
users
who
become
followers
of
a
brand
are
more
likely
to
buy
that
brands
products1
 60%
of
Facebook
users
who
become
a
fan
of
a
brand
are
more
likely
to
recommend
that
brand
to
a
friend2
 74%
of
consumers
are
influenced
on
buying
decisions
by
fellow
socializers
aftter
soliciting
input
via
social
media3

10. Understand
this,
Taylor
–
I
don’t
work
for
you.
You
want
my
intel?
Fine.
But
I’m
doing
this
my
way.

11.  Listening
–
your
parents
were
onto
something
 How
are
your
customers
using
social
media?
 Where
are
they
participating?
 Are
they
currently
interacting
with
companies
via
social
media?
 What
are
they
already
saying
about
you?
 What
is
their
activity
level
on
each
social
network?

12.  Define
KPIs
specific
to
each
business
objective
 Increase
brand
awareness
KPIs
 Share
of
voice
 Audience
engagement
 Conversation
reach

14.  The
following
equation
is
taken
from
a
Social
Marketing
Analytics
whitepaper
published
by
Web
Analytics
Demystified
and
Altimeter
Group
 Download
it
at:
http://bit.ly/pratt1

16.  Number
of
people
in
a
specific
location
who
follow
us
on
Twitter
 Reduction
in
support
costs
 Number
of
product
improvement
suggestions
from
Facebook
fans
 Increase
in
product
reviews
&
ratings
 Reduction
in
sales
cycles

17.  Volume
of
consumer-­‐  Interaction/
created
buzz
engagement
rate
 Seasonality
of
buzz
 Number
of
interactions
 Rate
of
virality
 Store
locator
views
 Embeds/installs
 Registrations
by
 Increases
in
searches
channel
 Ranking
improvements
 User-­‐initiated
views
 Demographics
 Attributes
of
tags

18.  The
key
to
successful
social
media
measurement
is
asking
questions
 Example:
Are
people
sharing
your
content?
 How
many
shared
a
link
to
your
content?
 How
many
links
have
been
shared?
 How
many
people
clicked
through
to
it
in
a
given
time
span
 What
type
of
content
is
shared
the
most?

19. You
tell
me
what
you
know
or
I
promise
you
this
will
become
very
unpleasant.

20.  Scout
Labs
 http://bit.ly/pratt2
 Radian
6
 http://bit.ly/pratt3
 Alterian
SM2
(formerly
Techrigy)
 http://bit.ly/pratt4
 Social
Mention
 http://bit.ly/pratt5

21.  Collective
Intellect
 http://bit.ly/pratt6
 BrandsEye
 http://bit.ly/pratt7
 Raven
Tools
 http://bit.ly/pratt8
 Trendrr
 http://bit.ly/pratt9

22.  Spiral16
 http://bit.ly/pratt10
 MAP
by
Sysomos
 http://bit.ly/pratt11
 Attentio
 http://bit.ly/pratt12
 DNA
13
 http://bit.ly/pratt13

23.  uberVU
 http://bit.ly/pratt14
 Viralheat
 http://bit.ly/pratt15
 RockDex
 http://bit.ly/pratt16
 BlogPulse
 http://bit.ly/pratt17
 PostRank
 http://bit.ly/pratt18

24.  Setup
separate
searches
for:
 Brand
mentions
 Product
mentions
 Events
 Promotions
 Competitors
 Product
launches

25. If
you’re
lying
to
me,
I’m
going
to
make
this
the
worst
day
of
your
life,
you
understand
me?

26. Taylor
Pratt
@RavenPratt
smx.raventools.com
http://facebook.com/raventools