managing, measuring, & monetizing social media

@argylesocial

Managing, Measuring, and Monetizing Social Media

Organizing your team’s efforts and uncovering the value of social media

Adam @CovatiCTO, Founder Argyle Social

@argylesocial

The problem

• Social is big, messy & pervasive

• Social Value isn’t obvious

• You can solve this problem, but…

@argylesocial

You’re doing it wrong

• You are too busy to waste time doing it right

• Focusing too much on day-to-day efforts

• Consistency is key to becoming efficient and tracking effectively

@argylesocial

Manage Expectations

• Internal and external expectations

• What is the purpose of any social property

• What is the expected outcome of any social action

• You need to tell a story

@argylesocial

Managing your content

• Build a Calendar– Organize team efforts

• Leverage your Blogs– RSS Automation

• Reuse your Evergreen content– Scheduling out over time

• Maintain an ongoing queue

@argylesocial

Scheduling Generates Traffic

<2min 2-30min 30min-3hrs

3-12hrs 12-24hrs

>24hrs $-

$50

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Timeliness vs. Influenced Revenue

Posting Delay

Infl

uen

ced

Rev

enu

e

Posted Immediately Scheduled for Later0

5

10

15

20

25

Timeliness vs. Traffic

Posting Timeframe

Cli

cks

@argylesocial

Blog RSS Automation works

RSS Manual0

5

10

15

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30

Clicks by Posting Method

Posting Method

Clic

ks

RSS Manual$0

$50

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Revenue by Posting Method

Posting MethodR

ev

en

ue

@argylesocial

Post timing

http://ar.gy/is11

@argylesocial

Measurement

• No single set of metrics or piece of advice will be perfect for your situation

• Get everyone measuring the same things• Get a baseline, measure to find improvements

@argylesocial

Consistent Simple Measurements

• Start simple: one bit.ly account

• Put GA parameters on links

• Use tracked links everywhere

• Begin marrying data sources

@argylesocial

Clicks bring insights

Metrics in Action

Clicks Posts Clicks per Post

Which is better?

Which is worse?

Increase in clicks is driven by increase posting frequency

Increase in clicks is driven by more engaging content

Decrease in clicks is driven by less engaging content

Decrease in posts is drive by fewer posts—easy to fix!

@argylesocial

You (Probably) Under-Report Social

• Day 0: Person follows your Co on Twitter.• Day 0 – 30: Person clicks, socializes, etc.• Day 30: Person makes buying decision,

Googles your Co, clicks an ad, converts.

• You chalk up a conversion to Google.• Your social media team gets the shaft.

@argylesocial

For example…

Google Analytics shows 178 SM “assisted conversions” fora time period…

…but we tracked over 1,100 socially Influenced conversions for the same chunk of time.

@argylesocial

Multi-touch Tracking

• Social’s impact is not surface level

• Few tools track this well

• In GA look for: “Assisted Conversions”

@argylesocial

Monetizing Social

• Measuring across the board leads to proof of monetization

• You can get hard ROI numbers, but software or integrations will be required

@argylesocial

For more details:http://ar.gy/is11

Adam @covati

http://argylesocial.com