how to measure the success of your social media campaigns
DESCRIPTION
My presentation on measuring social media campaigns from Be Wizard 2012TRANSCRIPT
Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
What do you want your Social Media Campaign to do?
• Get people talking about you – Brand awareness / engagement / PR
• Shift consumer opinion– Reposition your brand
• Consumer research• Manage your reputation online• Customer Service
Reactive vs Proactive Campaigns
Reactive Campaigns: • Manage your reputation online• Customer Service
Proactive Campaigns:• Get people talking about you • Shift consumer opinion• Consumer research
Reactive Campaigns
• Think PR / Customer Service • Put processes in place to listen and respond.
People are probably already talking about you online ignorance might be bliss, but it could be bad for business.
http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-you-monitor-your-brand
Measuring Reactive Campaigns
• What might a PR disaster cost you?– Might be better not to find out!
Measuring Reactive Campaigns
• What is the ROI of customer service?– Hard to quantify
• Consider using Customer Service metrics instead– Time to resolution– Frequency of escalation– Is it quicker (and therefore cheaper) to resolve a
complaint via social media than traditional channels?
Wait! What about Sales?
• Sales / Conversions are symptomatic of a good proactive social media campaign
• But you may struggle if you’re only ‘selling’ via social media
Because you need the community to amplify your messages…
They decide whether or not to allow your message to spread.
You no longer have control – this is not about buying reach, it’s about earning it.
Want to do a Proactive Campaign?
• Get people talking about you • Shift consumer opinion• Consumer research
You’ll need a content strategy…
What Should you Measure?
Gauge your audience’s reaction to different types of content…
Do more of what’s worked well & look to either improve or remove the stuff that hasn’t worked.
Good things to Measure
• Conversation• Amplification• Applause• Economic Value
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Amplification
• On Twitter:– Amplification = # of Retweets Per Tweet
• On Facebook, Google Plus:– Amplification = # of Shares Per Post
• On a blog, YouTube:– Amplification = # of Share Clicks Per Post (or
Video)
Applause
• On Twitter:– Applause Rate = # of Favorite Clicks Per Post
• On Facebook:– Applause Rate = # of Likes Per Post
• On Google Plus:– Applause Rate = # of +1s Per Post
• On a Blog, YouTube:– Applause Rate = # of +1s and Likes Per Post (or
video)
Remember…
• These metrics are often platform centric AND content centric– What works well on Twitter might not work on
Facebook• Figure out which content works best on each
platform
Economic ValueThis is platform-centric - you’ll need to compare channels e.g. Twitter versus Facebook to see which are sending...
• Sales• Enquiries• Sign up to newsletters / offers• RSS subscribers• Take free trial• Download a coupon
When calculating ROI incorporate both initial and lifetime value.
Multi-Channel FunnelsLast click attribution doesn’t tell the whole story…
http://www.distilled.net/blog/web-analytics/google-analytics-multi-channel-funnel-tips-from-my-searchfest-presentation/
Fans / Followers etcYou should still track followers / fans BUT…
“Companies over-value followership and under-value participation. Yes, you can go out and buy 1000 followers. But if they all ignore you from that point on, they’re worthless.”
Ian Lurie: www.portent.com @portent
Visits
• Traffic is great but most sites are unable to monetise traffic alone
• By all means measure this – but it probably won’t be a core metric for you
Key Takeaways
• Proactive– Measure via
• Conversations, Amplifications, Applause & Economic Value• Evaluate different types of content & the platforms
• Reactive– ROI is tricky here.
• Consider using Customer Service metrics e.g. time to resolution, frequency of escalation, cost of service etc.
Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
Useful Tools
• Facebook Insights– http://ads.ak.facebook.com/ads/creative/in
sights/page-insights-guide.pdf• Wildfire
– http://monitor.wildfireapp.com/• Simply Measured
– http://simplymeasured.com/
Useful Tools
• Social Mention– http://www.socialmention.com/
• Topsy- http://topsy.com/
• Crowdbooster- http://crowdbooster.com/
Further ReadingProactive• http://www.kaushik.net/avinash/best-social-media-metrics-conversation-a
mplification-applause-economic-value/• http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Reactive• http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-yo
u-monitor-your-brand• http://www.salesforce.com/uk/socialsuccess/social-media/expert-intervie
w-brad-cleveland-social-customer-support.jsp
Image credits• Leaping straight in - http://www.flickr.com/photos/billward/5756463308/sizes/z/in/photostream/• Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/• Proactive - http://www.flickr.com/photos/kwl/4435490471/sizes/z/in/photostream/• Cheerleaders - http://www.flickr.com/photos/kwl/4764667152/sizes/z/in/set-72157623544311963/