Measuring and Monitoring Activities on

Social Media

Introduction

To show business value and return on investment (ROI) for social media marketing campaigns, effective measurement is key. This presentation will focus on how you can prove the merit of the time and resources you invest in social media. It will help you convince your TOP MENAGEMENT you’re not just wasting time playing on Facebook.

In addition to conducting demographic research to identify which social sites your audience is using, you should also set goals with clearly defined levels for success. This presentation will discuss both of those topics, as well as teach you the basics of analytics on- and off-site.

The New Media Sings the Old Media

• Social media analytics is built around many of the basic practices applied to traditional media—who’s talking, what are they saying—now applied to the (digital) conversations happening on the Social Web.

• ROI, KPI, and Intangible Value

When defining your metrics program, be clear about the difference in the types of end results you are seeking. In addition to ROI—which is nearly always measured in financial terms like increased revenue, cost savings, or cost avoided as a result of an investment—you should also define target KPIs—numerical “key performance indicators” like conversions or new registrations—as well as intangible values associated with simply having a presence in specific social channels.

Key points in this presentation?

MetricsOn siteOff siteSoftwareHow best to ensure accountability in SMSOCIAL MEDIA RISK MANAGEMENT

PRACTICESGoal SettingTakeaway Tips

Metrics

• Metric - standard element of measurement. I think about metrics for social media marketing in two categories: on-site and off-site. On-site metrics measure activity that takes place directly on your site, whereas off-site metrics measure activity that happens on other sites where you and your customers interact.

On-Site

ROI• The most important thing you can measure as a marketer is your return on

investment, or how much money your efforts are contributing to your business! • All decent analytics packages allow you to track certain actions on your site, whether

they are purchases or the completion of lead forms. By labeling visitors who’ve reached these goals, you’ll be able to trace them back to their referrers, the sites that sent those visitors to you, and evaluate the effectiveness of each source.

• Most software lets you configure their tracking mechanisms to include the actual price of a sale or this value per lead, so you can assign a monetary figure to each source of social media traffic.

• Some analytics systems allow integration with your sales systems to implement a concept called closed loop marketing. This means you can attribute closed business to specific leads, traffic sources, and campaigns!(SEE the example)

This section will

explore some of the

basic on-site metrics

you can use to

measure your social

media efforts.

Google Analytics’ engagement metrics indicate how engaged people are when they come to your site.

To calculate the actual ROI from your efforts, simply deduct the cost of your social media work (include monetary and time investments) from the income generated. If the result is a positive number, your investment has been profitable!

On - site

Engagement- The two easiest engagement metrics are: time on-site and page views per visit.

The longer a visitor spends on your site, or the more pages she reads, the deeper the relationship you’re building with her.

- Bounce rates - identify which pages or sources of traffic are totally not working for you

Eyeballs- Old-school marketers often come to the Web and start looking around for simple

“eyeball” numbers. - Typical measure: Hits, visits, and unique visitors.

Off-Site

• List of what you can measure:

*Fans *Followers *Friends *Likes *Comments *Shares *Downloads *Ratings*Interactions *Growth rate of fans, followers, and friends *Subscriptions *Interactions*Awareness *Retweets *Repins *Mention

*Reach

So many of your social media marketing activities occur in places other than your site, you

should also be measuring a class of metrics that can be found off-site.

Primary Social Media Analytics

Business and SM Analytics

• The business application of social media is—or should be—driven by its connection to business.

• The links between social media and web analytics aimed at finding the relationships (correlation) that drive results and then extracting the key practices (causation) that you can replicate to grow your business.

This Figure shows the relationship between social and web analytics, and the starting point of yourbusiness analytics, shown here with their related commerce pipeline metrics!

Facebook Insights (Example)

Facebook Insights - Metrics

ADMIN PANEL

Facebook Insights

Facebook Insights

Your most succeful post express through REACH and ENGAGMENT!

How many people SAW the post and how many people CLICK on it! You can MEASURE and Guide yourself for what your

fans/community want to see on your fan page!

Facebook Insights

Here you can see your fans structure express in the following metrics:

- Age group- Country

- City-Language

Facebook Insights

*Number of New Page Likes

Facebook Insights

*New Likes/Unlikes per day

Software Metrics Measurements

• Most popular and effective software tool for Social Media Measurements is

What is hootsuite?

• Hootsuite is a social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web based dashboard.

• Launch marketing campaigns, identify and grow audience and distribute targeted messages using Hootsuite’s unique social media dashboard. Streamline team workflow with scheduling and assignment tools and reach audiences with geo-targeting functionality. Invite multiple collaborators to manage social profiles securely, plus provide custom reports using the comprehensive social analytics tools for measurement.

• Key social network integrations include Facebook, Twitter, LinkedIn and Google+ Pages, plus a suite of social content apps for YouTube, Instagram, Tumblr and more.

Let’s go INSIGHT!

It’s simple DASHBOARD!When you will click on ADD A STREAM, you will see another column (depends on your choice).

You can monitor your followers, mentions, retweets, Favorites, Likes, Comments….

AND EVERYTHING FROM ONE PLACE!

Let’s go INSIGHT!

This is the best Social Media Metrics software for measure your success and ROI! User Friendly, Specific, Precise…

Analytics!

From your left side, you will find ANALYTICS, after that click on CREATE ONE NOW!

Analytics!

Here you can select your TEMPLATE for:- Twitter Report- Facebook Report- LinkedIn Report- Google Analytics

Analytics!

Step 1: Insert your company logoStep 2: Type your user nameStep 3: Customize the reportStep 4: Choose period of observationStep 5: Insert your emailStep 6: Create the report

Core Influencer Analytics

HubSpot –Another Metrics Software!

• HubSpot is an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers.

• The ultimate resource for free marketing tools, ebooks, webinars, templates, and marketing statistics.

How best to ensure accountability in SM

• Check off the social media tools you use:• __ text messaging• __ comment-enabled blog or website• ✓ micro-blog service (e.g. Twitter, Tumblr)• __ instant messaging or online chat service• __ online discussion forum• ✓ social networks (e.g. Facebook, Google+)• __ video or photo sharing service (e.g. YouTube, Flickr)

SOCIAL MEDIA RISK MANAGEMENT PRACTICES 

• Assign accountability for oversight of social media activities, clearly documenting employee roles and responsibilities.

• Define and align social media objectives with enterprise wide strategy.

• Establish clear, enterprise wide policies and procedures that effectively implement the institution’s strategic goals and establish clear parameters for acceptable use, including employee use of social media in and outside of the workplace.

• Inventory social media activities across the enterprise.• Consult with legal counsel and compliance personnel to inventory

and assess the applicability of state, federal, and local laws and regulations.

SOCIAL MEDIA RISK MANAGEMENT PRACTICES

• Periodically assess the risks of social media activities across the enterprise.

• Identify and administer customized training to personnel with operational responsibilities for, and compliance oversight of, social media activities.

• Monitor and report to senior management and the board of directors' social media activities, related risks, and qualitative and quantitative metrics.

• Provide oversight of third-party vendors employed for social media activities.

Compliance with Laws and Regulations

• Discuss with legal and compliance personnel how legal and regulatory requirements are assessed for applicability to social media activities

• Assess the completeness of the institution's inventory of laws and regulations applicable to social media activities.

• Evaluate how legal and compliance are involved in the use of new social media technologies that may impact compliance with legal and regulatory requirements.

Reputational Risk Management

• Evaluate whether management distinguishes consumer complaints received through social media platforms from social media incidents.

• Determine if management has identified complaint and incident scenarios that require escalation to legal, compliance, senior management, or other parties.

• Assess how social media exchanges are monitored for integrity and fairness to consumers.

Operational Risk Management

• Determine if technological tools have been used to monitor and restrict social media usage, and consider opportunities to automate new and existing preventative and detective controls.

• Evaluate how the institution provides and rescinds access to social media platforms, including standards for reviewing and approving access as appropriate.

• Discuss with management the types of training provided to employees with access to the institution's social media platforms.

• Determine if third-party social media tools and software solutions are evaluated for operational and compliance impacts in accordance with the institution's documented vendor management program, if applicable.

Goal Setting!

• Before you start a new marketing initiative, you should set goals for your work:

• What you will measure

• How you will measure

• Which tools you re going to use

• Time period

• Relevant metrics

Takeaway Tips!

• Measure ROI as best you can; actual sales amounts or closed leads are best.

• Focus on engagement metrics over pure eyeball metrics.

• Don’t forget to measure your performance on external social sites.

• Set achievable goals, and know how you’re going to measure your progress.

• Select an easy-to-use web analytics package.