#hbasummit 2014 - metrics that matter
DESCRIPTION
Mike Street's presentation from the 2014 Harlem Business Alliance Summit.TRANSCRIPT
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@MrMikeStreet -#HBASummit
Countdown
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Who isMike Street?
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Digital Strategist
Data
Brand XAudience
Strategy
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Mike is Awesome
Clients
OWNTV
Oprah Winfrey
TV Show
Breaking Bad
TV Metrics
Nielsen
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http://Meetup.com/BlacksInTech
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REAL TALK
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INSIGHTSREQUIRE
WORK
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SOCIAL MEDIAWILL NOT
SAVE YOURBUSINESS
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JUICING
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GOAL
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Develop MetricsThat Matter
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2014Mike Street
Metrics Roadmap
Make things happen How to achieve goals What's the next step?
Write down your goalsCreate steps in order toachieve your goalsHow your goals willimpact your life?
What platforms helpmy business the most?What will help me makemoney?What do I need to winbig?
Measurement toolsRelevant DataCycle Insights back intomy business
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5 METRICSTHAT MATTERT RACKING, L E A R N I N G , AND OPTIMIZING
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Are your customers happy or are they pissed?What platforms are they using to give you feedback?What can you do to make your business experiencebetter for your customers?
01Sentiment RatiosPositive, Negative, or Neutral
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SPENDMONEY
Happy Customers
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Invest in a sociallistening tool
Social Listening tools allow youto monitor your brand acrossthe social web.
Get Started:
Social MentionHootsuiteHowSociable
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Is your content working and resonating with yourcustomers?Is your content marketing bringing you new traffic andhelping lift your business?
02EngagementSharing, Comments, Retweets, Re-Pins
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Monitor Metricson the Surface
If your followers are notengaging then you need to shiftstrategy quickly
Get Started:
Facebook InsightsTwitter AnalyticsSprout Social
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In a world where 80% ofconsumers search for a
product or service beforepurchasing it, invisibility is afate much worse than failure.
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What is my Referral Traffic from Social Media?How Long are people spending on your site?Are they becoming customers?
03TrafficAre People Visiting Your Website?
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Google Analytics isyour BEST FRIEND
Track everything with GoogleAnalytics and master yourbusiness domain
Get Started:
Google AnalyticsCyfe.com - Social Dashboard
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Metrics Dashboard
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How many eyeballs are seeing your content?How far is your content traveling?Is the content converting new customers?
04REACHImpressions, Unique Views
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It's important toknow how far you go
Leverage reach measurement tools inorder to see how far your content travelsamongst your target demographic
Get Started:
Tweet ReachTwitonomySimply Measured
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How many fans am I acquiring per day?What content brings in the most fans/followers?Are they active and valuable for my brand?
05GrowthIs my following growing?
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Is your brand interestingenough to follow?
Growth in social is not a sign ofsuccess but its a good startingpoint.
Get Started:
Wildfire MonitorTwitter Counter
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Don't be overwhelmed bydata. Start small and knowwhat matters most for your
business.Mike Street