Measuring Social Media: Measuring Up The Down Escalator

@aknecht
Social Media Analytics
Models
Measuring Success
Up The Down Escalator
Alan K’necht

@aknecht
About Me
• 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

@aknecht
About DAM
• Providing SEO, Social & Analytics
Services, Consulting & Training

@aknecht
Social Analytics in Perspective
• Followers/Fans are to social media what
Hits were to web analytics

@aknecht
Social Analytics in Perspective
• Brands that only focus on
Twitter/Pinterest/Instragram follower
counts & Facebook fans are missing the
point of social marketing
• They’re measuring the
wrong thing and wasting
money!

@aknecht
State of Social Analytics
• Similar spot as web analytics circa 1999
– Measuring followers, fans, etc.
– Counting likes, shares, etc.

@aknecht
Time to Say Good-Bye
to the Funnel

@aknecht
Why No Funnel
• Funnel assumes:
– There’s something there to pull people
– Relies on gravity
– Short time period
– Easy trackable steps

@aknecht
Social On The Other Hand
• The reality of social is:
– There’s nothing to pull people
– Must motivated against gravity
• Desire to do nothing
– Long time period
– Hard to track steps

@aknecht
Embrace
Up The Down Escalator

@aknecht
Why
Up The Down Escalator?
• Takes longer
• Not an easy trip for your audience
• The moment you do something wrong
– They take the easy ride to the bottom
• Initially nothing to motivate the climb

@aknecht
Need to Motivated The Climb

@aknecht
The End of the Journey
• Your perspective
– Fully engaged audience
– Unpaid brand advocates
– Increases in sales/leads/etc. $$$$
• Their perspective
– A responsive organization
– An organization that respects their customers
– Easy access to information/help

@aknecht
4 Key Steps to Measure
• Getting them to the escalator
• Encouraging the first step
• Motivating the climb
• Reaching the top

@aknecht
Step 1:
Get Them to the Escalator

@aknecht
Ways to Get Them There
• Engaging with Strangers
– Participating in social environments
– Introducing yourself to your audience
– Typical efforts:
• Participate in TwitterChats/Hangouts
• Write blog posts/Leave comments
• Join a community or discussion group
• Pinning images

@aknecht
Measure Step 1 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
Step2:
Encouraging the First Step

@aknecht
Getting Them to Take That
First Step
• Encouraging people to become Fans
• Asking audience to “Like” Something
• Encouraging people to follow/circle you
• Etc.

@aknecht
Measuring The First Step
• Lowest level of commitment
– Follower/Fan/Circle Growth
– Facebook Brand page like
– Joining your communities/groups

@aknecht
Measure Step 2 Success
• Always use a ratio
– Fans Growth per spend/interaction
• Follower grow per tweet
• Use what is appropriate for you!

@aknecht
From Feb 5 to Feb 12, 2013
+30 Followers
0.71% Growth

@aknecht
From Nov 11 to Dec 16, 2012
+92 Followers
2.29% Growth

@aknecht
From Feb 13,2012 to Feb 12, 2013
+922 Followers
27.87% Growth

@aknecht
Step 3:
Motivate the Climb

@aknecht
Motivating the Climb
• Engage & provide help
– Monitor your brand & industry
• Respond to questions
• Provide Links
• Show you care

@aknecht
Example:
Motivating The Climb

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Measuring The Climb
• Are people asking questions?
• Count the number of Interactions
– What percentage were successful?
• Are they clicking on provided links?

@aknecht
Step 4:
Reaching the top

@aknecht
Keeping Them From Going
Back Down
• Monitor & engage your audience
– Keeping customers happy is critical
– You now have an unpaid brand advocate
• Reward them
– Deals
– Advice
– Etc.

@aknecht
Example:
Engage & Show Personality

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Example:
Be Helpful & Encouraging

@aknecht
Example:
Success: Loyal Customer

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Example: Show you care

@aknecht
How Do You Measure This?
• Monitor the social space
– Look for key phrases
• Do Sentiment Analysis
– Number of positive vs. Negative comments
– CRM (record customer IDs)

@aknecht
Final Thoughts
• You reap what you sow - 10 fold
• If you don’t invest in Social Analytics
you get nothing back
• With investment comes knowledge
• What you do with that knowledge….?

@aknecht
Final Thoughts
One enthusiastic unpaid brand advocate
is worth more than 1 million
unengaged followers who never see
your posts

@aknecht
Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google

Measuring Social Media: Measuring Up The Down Escalator

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