beyond likes, fans and followers: the new social measurement | ben cathers | #somet15us new orleans,...

The New Social MeasurementBeyond Likes, Fans and Followers

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Ben Cathers Senior Strategic Solutions Consultant@bencathers

Ben CathersSenior Strategic Solutions Consultant

@bencathers | ben.cathers@hootsuite.com

Join the conversation using #SoMeT15US

Speaker

1. The State of Social Business2. Aligning Social to Business Goals: On Network & Off Network3. Measuring Social Across Departments4. Measuring the Impact and ROI of Social

Today’s Webinar Summary

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The State of Social

AN EXPLOSION OF:

• Networks• Participants• Content

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From Social Marketing to Social Business

Social Advocate Social Teams Social Organization

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The Challenges of Alignment

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Alignment of Social Media Strategy

Completely Aligned

Very Aligned

Fairly Aligned

Somewhat Aligned

Not Aligned At All

Total

Among the 86% of organizations at least “somewhat aligned” 64% say the process was somewhat or extremely difficult.

Challenges*

Designing an overall social media strategy

Education our staff on how to use social

mediaAligning social media strategies

throughout different departments within the

company

41% of organizations say multiple departments are involved in creating their social media strategy. Among

those, 65% cite aligning strategies throughout different departments as a challenge.

62%

9%20%

20%

31%

13%

58%

54%

Social is Overtaking Search in Driving Web Traffic

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First Impressions on Social

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● More social networks used for business

● Use of mobile increasing● Social makes it easier to

consume and share content ● Social connections /

influencers are more credible than search

Social is the leading source of referral traffic to

the web

Marketers are Facing new Challenges

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How do I reach my target audience?

How do I effectively engage the right stakeholders?

How do I drive value from programs?

How do I measure the business impact of social activity?

How can I do all of this efficiently across teams?

How can Social Drive Business Objectives?

Marketing

Aligning Social to Goals

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Goals

Brand Awareness

Thought Leadership

Word of Mouth

Leads

Sales

In Social

Reach

Consumption

Shares

Actions

Conversion

Two Types of Measures

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• Twitter• Facebook• Google +• Pinterest

On Network

• Website• Forums• Downloads• Events

Off Network

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ConversationComments & Replies

AmplificationShares & Re-tweets

ApplauseLikes, +1s, Favorites, etc

On Network

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Content: What types of content work for my audience?

Audience: Who am I reaching and how are they reacting?

Activity:Are my social activities impacting my goals?

Why They Matter

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On WebsiteVisits, engagement, depth, etc.In Marketing AutomationLeads, campaigns, content, etc.

In CRMContacts, Leads, Opportunities

In Real LifeSales

Off Network

Making It Real

Social PlatformListeningPublishingEngagement

Web AnalyticsCRMMarketing Automation

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Beyond Marketing

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Beyond leads social has an impact on sales:

Before, during and after the “sale”

Individuals

RegionsTeams Activities

Measure activities across:

Two dimensions of social customer service:• Resolution• Word of mouthMeasure by:• Volume, speed and cost• NPS

Customer Service

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Advocacy and enablement top of mind

Measure by repeating the cycle:

Goals

On Network

OffNetwor

k

Employees

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Leveraging Employees to Boost Reach

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Employee Networks are Valuable

By content shared by employees vs owned

channels

8xMore

Engagement

Of an employee’s

followers are new to the brand

92%By messages shared

by employees vs owned channels

24xMore Re-Shares

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1. Find your top 2 business goals and align social to them2. Build a framework for measurement and check in on

results...or lack of results3. Share findings with your organization4. Empower teams across the organization to amplify social

messaging on their personal channels to increase social reach and connect with new audiences

4 Ways to Get Started

How Can I Measure the Impact and ROI of Social?

Dark SocialUnattributable traffic to your website when links that originated from social, are shared through email, mobile apps, online chat as opposed to sharing directly through a social channel. 20-80% of your traffic is dark.

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Social Attribution

individual messages

social accounts / users

social networks

Track conversions back to social

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3 Ways to Get Started

1. Leverage a web analytics solution like Google Analytics2. Use link shorteners like Ow.ly and UTM parameters to track

conversions back to specific social activities and campaigns3. Look into an analytics service that compares the paid cost of

clicks to the clicks of an organic post (giving $ value to social metrics)

Ben CathersSenior Strategic Solutions Consultant

@bencathers | ben.cathers@hootsuite.com

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Questions?

Thank You

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Ben Cathers Senior Strategic Solutions Consultant@bencathers