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Measuring social media effectiveness metrics

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Mandi Bateson
Mandi Bateson

There are hundreds of tools (free and paid) to track social media campaigns. So why is it so hard to report on social media effectiveness? This presentation will give you practical tips for campaign reporting as well as an overview of the critical components of social media measurement - context, comparison and conversions.

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Measuring social media effectiveness Photo credit: Scott Beale | Laughing Squid
HOW WHY WHEN WHAT WHERE WHO
WHO?
Photo credit: Oversocialized | Flickr
Key performance indicators Depth of interactions Share of brand Key category phrases (buckets) New key search phrases Traffic by media mix Digital reach Opt in audience WHAT?
Nurturing the sales funnel Understanding the stages and influences involved in the buying process and targeting each contributing factor Targeting the right people with the right message at the right time Adapting to an opinion based buying process by educating and informing instead of pushing products Facilitating two way communication to increase relevance, reputation and reach Creating advocates to strengthen core messaging
Measuring the sales funnel Research: Share of brand New key search phrases Digital reach Opt in audience Planning: Depth of interactions Share of brand Traffic by media mix Testimonials: Depth of interactions Share of brand Digital reach Lead capture/sales?
WHERE?
WHEN?
Example data only
WHY?
HOW?
Klout a factor of over 25 variables broken into three categories
Social pulse Reach Associated keywords Reputation management Tool: Social Radar by Infegy
Tool: SM2 by Alterian
Measure the impact of your campaigns Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Writing your report ,[object Object]
Present the numbers
Write an analysis and add context to the numbers
Highlight the changes from previous reports

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Measuring social media effectiveness metrics

Notas do Editor

  1. Scott Beale / Laughing Squid
  2. It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
  3. FB users share an average of 12 pieces of content per week
  4. http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/