This session will focus on defining and measuring success for social media campaigns. Join us for an exploration of the various common Key Performance Indicators (KPIs) and the best practice methods for measuring them. Make sure to bring your campaign ideas and challenges as we'll be analyzing some of your examples! Takeaways: - Real metrics for success (hint: it's not about the followers!) - Practical and cost effective ways to measure them - A good understanding of how to use the data to improve

1. Measuring Your Social Media
Success

2. A Note on Links http://bit.ly/klickpharma
http://bit.ly/klickpharma
http://klickpharma.com

3. What is Social Media?

4. What is social media?
“Social media is information content
created by people using highly accessible
and scalable publishing technologies. At its
most basic sense, social media is a shift in
how people discover, read and share news,
information and content.”

5. In the future…
All Media will be Social.

6. Social =
Sharing.

7. Conversation Prism http://bit.ly/klick-conversation

8. Why use social media?

9. The ‘charity’ perspective
Fundraising Membership Awareness

10. Conversion funnel
Acquisition
Engagement
Retention

11. Conversion Funnel
Endorse

12. The Cluetrain Manifesto http://amzn.to/klick-cluetrain

13. The Cluetrain Manifesto
Markets are conversations
95Thesis
Hyperlinks subvert hierarchy
Connection between markets & orgs
Orgs entering marketplace
Marketing & org response
Intranets and impact on control/structure
Connecting marketplace and intranets
New market expectations

14. Who uses social media?

15. Groundswell http://amzn.to/klick-groundswell

16. Social Technographics http://slidesha.re/klick-technographics
18%
Creators Publish blogs, upload videos and photos, etc.
Critics Post ratings, reviews, and comments, use forums 29%
Collectors Use RSS feeds, add tags, vote 17%
Joiners Maintain profiles, visit social nets 57%
Speculators Read blogs, watch, view 64%
Inactives None of the above 21%

17. Strategy vs. Tactic
Vision > Mission > Strategy > Tactics

18. Beth Kanter http://slidesha.re/klick-50 • http://slidesha.re/klick-50more

19. Measuring Social Media

20. Define your KPIs
• What are you measured on?
• What do you consider to be
success?
• How do you translate
between them?

21. It’s all about…
Conversation &
Engagement

22. Practical KPIs: Engagement & Volume
• Like
• Facebook Like, Twitter Followers, Email subscriptions,
bookmarks, marking favourites, etc.
• Interact
• Register (new/total/active), print page, key page activities
(custom tracking), star/number ratings, wishlist,
downloads, report posts, tagging, typical GA metrics
• Share
• Send to friend (invite, refer, etc.), social share, install
widget
• Create
• Comments, posts, UGC, profile, uploads, etc.

23. Practical KPIs: Engagement & Volume
Reach x Frequency
Time Spent

24. Practical KPIs: Conversation
• Who is talking about us?
• What are they saying?
• When are they doing it?
• Where are they doing it?
• How are we engaging?

25. Practical KPIs: Conversation
Sentiment & Ecosystem Size

26. Practical KPIs: Conversion
• Conversion between steps
• Total conversion
• Customer Acquisition Cost

27. Measurement Challenges
• Translating their stats to your KPIs
• Measuring across the funnel
• Measuring engagement vs. followers
• Drowning in data (a.k.a. what to track and when)
• Crossing the physical digital divide

28. Measurement: Twitter
• Tag all inbound links before you shorten
• utm_source
• utm_medium
• utm_campaign
• utm_content
• Use a URL shortener with analytics
• Klout and listening to find key influencers

29. Measurement: Facebook
• Facebook Insights
• Facebook Ads (if you can)
• Tag inbound links if possible
• Google Analytics on custom tabs

30. Measurement: Your Site
• Google Analytics
• Custom tagging (trackPageview)

31. Keep it Personal
It’s about more than lies,
damned lies, and statistics.

32. Your Challenges

33. @jaygoldman • facebook.com/jaygoldman • jgoldman@klick.com
THANK YOU