dollars and data: social media advertising and metrics
TRANSCRIPT
Dollars and Data: Social Media
Advertising and Metrics August 2016
KATE MALONEY Assistant Director, Communications & Marketing, University Recreation & Wellness
DANIELLE TARR Social Media Manager, University Communications
SOCIAL MEDIA METRICS Which Ones Matter and How to Learn from Them
Metrics Monitoring
• Identify key metrics • Establish tracking and
benchmarking protocols • Leverage analytics tools • Report data regularly • Learn from performance
Tools for Success
• Free tools – Facebook Insights – Twitter Analytics – TweetReach (limited)
• Hootsuite Enterprise – Account management, team
management, account analytics • Hootsuite Insights
– Hashtag or keyword data
Key Facebook Metrics
• How many people like your page and who are they? – Total Page Likes
• How are your posts performing? – Post Reach – Post Engagement
• Post clicks • Reactions (like, love, wow, etc…) • Comments • Shares
What else can Facebook Insights tell you?
• How your page and posts are
performing compared to similar pages on Facebook
• When your fans are online • Rate of success based on post
type
Key Twitter Metrics
• Total Followers • New Followers • Impressions • Engagements
– Retweets – Likes (formerly favorites) – Link Clicks – Media Clicks
• Mentions • Top Tweets
Measuring Success
SOCIAL MEDIA ADVERTISING When to Use It, Why to Use It, How to Use It
Why Social Media Advertising?
• Directly reach
interested people
• Increase engagement
• Expand your impact
• Relatively inexpensive
What You Can Do With Social Media Advertising
• Find new followers • Encourage followers to take action • Increase event registrations • Encourage donations • Find volunteers • Raise awareness • Increase newsletter signups • Reach your specific audience
Where To Advertise
Choosing Your Targets
• Demographics – Location – country, state, city, zip – Age, gender, languages, ethnicity – Relationship status, home ownership – Education, occupation – Income or net north – Political affiliation
• Interests – Nearly anything you can think of
• Behaviors – Purchase history – Donation history – Operating system, gaming habits, mobile devices – Travel history
• Website visitors or email subscribers • Lookalike audiences
The Newsfeed Ad Appears in users’ main feeds on desktop devices
The Right Column Ad Appears in the right-hand column of users’ newsfeeds on desktop devices
The Mobile Newsfeed Ad Appears in users’ main feeds on mobile devices
The Promoted Post Appears in users’ main feeds on both mobile and desktop
The Instagram Ad Appears in users’ feeds within the Instagram app
Choosing Your Targets
• Demographics – Location – Gender – Languages – Devices, platforms, cellular carriers
• Behaviors – Purchase history – Propensities (e.g. sports, hobbies, activities) – Car or home ownership – Travel history
• Followers: Users with similar interests to followers of selected account
• Interests: Users interested in selected keywords
• Website visitors or email subscribers • Lookalike audiences
Promoted Account Encourages new followers
Promoted Tweet Encourages engagements
Promoted Trend Encourages tweets on a brand’s hashtag
Maryland Day Ad Campaign
Platform Spent Clicks Impressions Cost Per Result
Facebook/ Instagram
$3,000 3,576 1,165,329 $0.01-$0.69
Twitter $1,000 493 143,889 $2.03
Totals $4,000 4,069 1,309,218 $0.71
Other Social Media Ads
Are they worth it?
Questions?