This document contains a presentation on social media metrics in depth. It discusses analyzing Facebook Insights data, finding influencers on Twitter using the Twitter API, and creating custom alerts, dashboards and reports. It provides examples of metrics that are important to track for publishers, and ways to analyze Facebook, Twitter and Google data to improve marketing strategies. The presentation recommends exporting Facebook data quarterly, tracking key metrics over time to find trends, and setting benchmark targets and custom alerts in Google Analytics.

1. Social Media Metrics In Depth
presented to eBound
February 6, 2014
Monique Sherrett
monique@boxcarmarketing.com
604-732-6467
#MktgQA
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2. Social Media Metrics In Depth
• Facebook Insights & Exports
• Finding Influences w/ Twitter API
• Custom alerts, dashboards & report
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3. Master Facebook Marketing
Covered on Feb 4
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#1 component most Pages get wrong
How to make Facebook advertising worth it
Ideas for getting more Likes, Clicks & Sales
Selling via Facebook

4. Example: How to Use Graph Search
Let’s say Orca Books has a goal to build up its audience.
i.e., Get More Likes: People who like children’s books.
1. Search on Facebook for “People who like Orca Book Publishers”
Results give us a look at who those people are and can be used to build audience
profile / personas based on avatar, key details or used when setting up targets for ads.
2. Refine by looking at more pages they like (what else do ppl who like Orca like)
Search for “Pages liked by people who like Orca”
* other publishers
* magazines (possible advertising opportunities)
* lit organizations, bookstores (places to do co-op, online ads/promotions,
* Canada Reads
3. Search in combination: “People who like Orca Book Publishers AND Annick Press”
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5. Facebook Export
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6. Total Reach and Organic Reach
582: This is Total Reach
Hover to see Organic/Paid
What you really want is
Lifetime Post Reached by People Who Like Your Page
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7. People Talking About This
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8. Post Clicks vs Link Clicks
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9. Where is it? http://youtu.be/KkK4oAIMUzw at 0:06
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10. What metrics are important?
• Publishers: People seeing content on your website, blog, book detail pages
• Link Clicks (track consumption of content)
• Post-Level Fan Reach and Fan Engagement data
• Tag your links with Google’s URL builder (track FB traffic YOU send to
your site) https://support.google.com/analytics/answer/1033867?hl=en
• Use conversion pixel (track FB revenue)
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11. What to do with Facebook Data
• Export Post-Level Data quarterly (or at least bi-annually)
• Analyze several months of data (try 150 days worth)
• Look for trends
• Analyze by post type (link post, photo post)
• Calculate ratios (Engaged Fans/Fans Reached)
• Shares by post type
• Negative feedback
• When Insights isn’t enough then add other tools: AgoraPulse Barometer,
EdgeRank Checker, Quintly
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12. Finding Influencers on Twitter
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13. Finding Influencers on Twitter
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14. Twitter API: TAGS
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15. Twitter API: Use TAGS to create an archive
http://bit.ly/twitterarchiver
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16. What to do with Twitter Data
• Track Reach vs Fans; monitor ratios
• Quarterly (or at least annually) do some competitor research
• Monthly (or quarterly) look at your influential followers
• Use TAGS to monitor campaigns or general-press traffic
• Sign up for an ad account to view Twitter Analytics http://ads.twitter.com
• Use data exports to look for efficiencies
• Type of tweets (original content, status, link, photo, RT, reply)
• Time of day/day of week
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17. Custom Dashboards
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18. Better Questions Lead to Better Metrics
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19. What to Track
Micro Conversions
Book-Page Views
Ratings & Reviews
Social Interactions
Add to Cart
Search
#Pages
# Pages
Time on Page
Sign Ups Contest Entries Registrations
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Sales

20. Digital Marketing & Measurement Model
Create Awareness
Generate Leads
Conversions
Goal: Reinforce offline/online
marketing & advertising
Goal: Provide Detail-Pg Info
Capture Leads (Email/Contact)
Goal: Provide easy online
access to signup; contests,
Buy Links, etc.
KPI: Unique visitors; Branded
traffic, Search & Direct
KPI: # Pageviews
eNews Signups
KPI: Conversions, Visitor
Loyalty
Target:
33K unique visitors/month;
10K during campaign weeks
Target:
13K Detail-Pg pageviews/
month
Target:
200 signups/month,
50 entries/week
Segments: Traffic Sources,
Converted Visits
Segments: Page Type &
Geography; Traffic Sources
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Segments: Visitor personas,
Converted Visits

21. Where are those reports? http://youtu.be/KkK4oAIMUzw at 0:36
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Branded traffic, Search
& Direct
Target:
33K unique visitors/
month;
10K during campaign
weeks
Segments: Traffic
Sources, Converted
Visits
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22. Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Branded traffic, Search
& Direct
Target:
33K unique visitors/
month;
10K during campaign
weeks
Segments:
Traffic Sources,
Converted Visits
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23. Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Branded traffic, Search
& Direct
Target:
33K unique visitors/
month;
10K during campaign
weeks
Segments:
Traffic Sources,
Converted Visits
Monday, 17 February, 14

24. Where are those reports?
Create Awareness
Goal: Reinforce offline/
online marketing &
advertising
KPI: Unique visitors;
Branded traffic, Search
& Direct
Target:
33K unique visitors/
month;
10K during campaign
weeks
Segments:
Traffic Sources,
Converted Visits
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25. Where are those reports?
Generate Leads
Goal: Provide DetailPg Info
Capture Leads (Email/
Contact)
KPI: # Pageviews
eNews Signups
Target:
13K Detail-Pg
pageviews/month
Segments:
Page Type &
Geography; Traffic
Sources
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26. Where are those reports?
Conversions
Goal: Provide easy
online access to
signup; contests, Buy
Links, etc.
KPI: Conversions,
Visitor Loyalty
Target:
200 signups/month,
50 entries/week
Segments:
Visitor personas,
Converted Visits
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27. Custom Report + Audience Segment
Conversions
Goal: Provide easy
online access to
signup; contests, Buy
Links, etc.
KPI: Conversions,
Visitor Loyalty
Target:
200 signups/month,
50 entries/week
Segments:
Visitor personas,
Converted Visits
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28. How to Set Average Goal Values
1. What is the value of someone clicking a Buy the Book link?
If you use affiliate links then calculate (total revenue/# link clicks = avg goal value)
2. What is the value of a catalogue download?
If you track micro-conversions in offline systems, i.e., someone requests a catalogue, you track downloads of
the catalogue in a CRM and match that to seasonal orders, then calculate (total revenue/# web-requests)
If you allocate budgets and calculate ROI for related tactics, use that. i.e., “when we send 6,000 catalogues,
typically we get ### orders, which yields $$$ revenue,” calculate the ROI of each catalogue and use that as the
goal value.
3. What is the value of an email sign up, contest entry, etc.?
Use relative goal values.
4. What if I have no clue what you’re talking about?
Set $1 as the goal value for all outcomes.
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29. Set a Goal Value http://youtu.be/KkK4oAIMUzw at 1:20
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30. Custom Alerts
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31. Set Custom Alerts Based on Benchmarks
Create Awareness
Generate Leads
Conversions
Goal: Reinforce offline/online
marketing & advertising
Goal: Provide Detail-Pg Info
Capture Leads (Email/Contact)
Goal: Provide easy online
access to signup; contests,
Buy Links, etc.
KPI: Unique visitors; Branded
traffic, Search & Direct
KPI: # Pageviews
eNews Signups
KPI: Conversions, Visitor
Loyalty
Target:
33K unique visitors/month;
10K during campaign weeks
Target:
13K Detail-Pg pageviews/
month
Target:
200 signups/month,
50 entries/week
Segments: Traffic Sources,
Converted Visits
Segments: Page Type &
Geography; Traffic Sources
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Segments: Visitor personas,
Converted Visits

32. Custom Alerts http://youtu.be/KkK4oAIMUzw at 1:55
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33. What to do with Google Data
• Set Benchmark Targets
• Create Dashboards to see key metrics at a glance
• Create audience segments (personas or cohorts)
• Use Audience Segments with Standard & Custom Reports
• Set up Custom Alerts for various thresholds of interest
• Ask better questions of the data
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34. We do X to know Y
•
•
•
Export Facebook Insights to see Fan-Only Data
Adv. Audience Research with Twitter Tools to Find Influencers
Who Can Amplify Messages
Google Analytics to determine benchmark metrics (and set
Goal Values) to more efficiently dig into why significant
changes happen
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35. Marketing Metrics: Resource Page for Publishers
http://www.boxcarmarketing.com/marketing-metrics
How can I help?
Monique Sherrett
monique@boxcarmarketing.com
604-732-6467
If you LIKE this webinar, please consider
recommending me for other workshops.
#MktgQA
Monday, 17 February, 14