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Social Media Marketing: Part 3: Measurement

Social Media Marketing: Part 3: Measurement

Rob Bertholf

October 16, 2014
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  1. @Rob Bertholf WiFi Login Login: pnmlab Password: pnmlab808 Check in

    on Swarm! (Pacific New Media) Follow on Twitter: @PacificNewMedia Use Hashtag: #UHPNM
  2. @Rob Bertholf Lets get social! • Check in on Foursquare

    at “Pacific New Media” • Follow @PacificNewMedia on Twitter • Send a tweet to @Rob using hashtag #UHPNM • Text “Like PacificNewMedia” to 32665
  3. @Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert

    Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199
  4. @Rob Bertholf • Know your KPIs • Know how to

    measure • Know what to do with data Desired Takeaways
  5. Worksheet #2: Objectives { Goal } achieved by { Tactics

    } measured by { KPI } assigned to { POC} completed by { Date }
  6. @Rob Bertholf The Process • Identify Relevant Metrics • Set

    Baseline • Gather Data • Refine & Filter Data • Interpret & Analyze • Take Action
  7. @Rob Bertholf Challenges & Limitations • Volume of Available Data

    • Inconsistent Approaches • Data Fragmentation • Limited Resources/Analytics
  8. @Rob Bertholf Term: Key Performance Indicator A KPI is a

    type of performance measurement used to evaluate the success of a particular activity in which it is engaged. It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.
  9. @Rob Bertholf Creating & Setting Baselines • Set KPI’s based

    on customer relationship & business goals/communication objectives • Determine which methods will track these KPI’s
  10. @Rob Bertholf Reach • Website Visits / Pages viewed/ Unique

    Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects)
  11. @Rob Bertholf Engagement • Post Likes/+1’s/Favorites • Shares/Retweets • Post

    Comments • Social Reviews • Forum threads • Mentions • Comments
  12. @Rob Bertholf Authority • Share of Voice • Search Ranking

    • Social Influence Metrics • Aggregated Metrics
  13. @Rob Bertholf Conversion • Event Tracking (Key Clicks/Downloads/Read Brochure) •

    Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Offline Actions
  14. @Rob Bertholf Bonus: Advocacy • Positive WOM • Generating Content

    (Blog Posts/Media Content) • Customer Satisfaction • Testimonials
  15. @Rob Bertholf Decision Making • Marketing - Customer Insights •

    Product - Which products are not and which not • Web Designer - Creating a site based on who is visiting • Sales - Which referral sources are bringing value • HR - Applicant quality • Social Marker - Which content rocks (platform/ topic/ media)
  16. @Rob Bertholf Path to Conversion: Facebook Reach Engagement Authority Acquisition

    Conversion Likes Talking About, Comments Shares Website Traffic Event, Goal or eCommerce Action
  17. @Rob Bertholf Path to Conversion: Twitter Reach Engagement Authority Acquisition

    Conversion Followers @Mentions, Favorites Lists, Retweets Website Traffic Event, Goal or eCommerce Action
  18. @Rob Bertholf Typical link: http://robbertholf.com/some-page/ • Long • Untrackable Shortened

    link: http://Bit.ly/aeiou • Short • Trackable URL shortener
  19. @Rob Bertholf Hits • Each request from the browser to

    the web server is an individual hit. • Multiple hits generated each time the page loads.
  20. @Rob Bertholf Visit (Session) • Could be the same person

    in different sessions • Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)
  21. @Rob Bertholf Unique Visit • The uniquely identified client that

    is generating page views or hits within a defined time period.
  22. @Rob Bertholf Unique User • Identified from logging into a

    site with a username and password or other method • Can track user despite the computer they use to access the site
  23. @Rob Bertholf Event • Event tracking is a simple way

    to track how users are interacting with your site. • You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]);
  24. @Rob Bertholf Goal • This should be a wide range

    of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. • Associate monetary value with these goals if possible.
  25. @Rob Bertholf eCommerce • Ecommerce tracking will allow you to

    understand not only how much revenue you're making but what channels are responsible for driving revenue
  26. @Rob Bertholf What are social influence metrics? Social Media Influence

    may be tracked by a series of metrics which determine the likelihood of triggering action from another user. Someone who has been identified with high influence will typically have an increased amplification and engagement of their social messages. Go to Presentation
  27. @Rob Bertholf Read the post on how to increase your

    social influence score See full Social Influence post at: http://RobBertholf.com
  28. @Rob Bertholf What were your thoughts? Please tweet: “Just finished

    #SocialMedia #Measurement course with @Rob. It was _________”