managing, measuring, & monetizing social media
DESCRIPTION
Managing, Measuring, and Monetizing Social MediaOrganizing your team’s efforts and uncovering the value of social mediaTRANSCRIPT
@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
$100
$150
$200
$250
$300
$350
$400
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
20
25
30
Clicks by Posting Method
Posting Method
Clic
ks
RSS Manual$0
$50
$100
$150
$200
$250
$300
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
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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