social media metrics & analytics guide - nuspark marketing · does social media contribute to...
TRANSCRIPT
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“Are My Social Media Efforts Effective?”
Social Media Marketing Analytics
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What Are My Goals?
What is Engagement and am I Doing it Right?
Am I Getting Quality Website Visitors?
Is My Content Any Good?
Am I Generating Leads & Sales?
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“Show Me Data”
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Let’s Offer Some Insight!
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Agenda
• Twitter Metrics
• Facebook Metrics
• Google Analytics
• Shout Outs: Listening Platforms
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Rules
• Success is Arbitrary; all businesses are different. Begin with benchmarks, then improve them
• Formulas and KPIs are just numbers; taking action to improve business is the goal of any “marketing”
• Track conversions. You’re in this to make money; prove to management social’s contribution
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Gather the Following (Monthly) Number of Followers Active Followers Tweets Mentions Retweets Received Retweets Given @Replies Tweets Favorited Number of Clicks from Original Content
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Is My Message Relevant to Followers?
• Active Followers/ Total Followers x 100 = Engaged Follower Rate
– Active Followers: Number of followers who retweeted you or mentioned you in a tweet
40/1000 x 100 = 4%
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Am I Engaging with Followers?
• (Retweets Given + @replies) / Followers x 100 = Conversation Rate
(100+ 30)/1000 x 100 = 13%
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Is My Content Relevant?
• Retweets Received / Tweets x 100 = Amplification Rate
60 / 1000 x 100 = 6%
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Is My Content Influential?
• (Mentions + Retweets Received + Favorited Posts)/ Tweets = Content Influence Rate
(120 + 60 +10)/ 1000 x 100 = 19%
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Did My Original Content Attract Website/Blog Visitors?
• Original Content Post Clicks / Total Original Content Posts = Clicks per Post
463 /2 = 232
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Twitter Metric Dashboards
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Have Fun With Twitilyzer
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Gather the Following (Monthly) Number of Page Fans Lost Fans Organic Page Impressions Viral Page Impressions Posts Post Likes, Comments, Shares Consumptions (Post clicks, link clicks, video clicks, photo clicks)
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Is My Page Growing?
• (New Fans-Lost Fans) / Previous Period New Fans = Fan Growth Rate (100-10)/80 = 12%
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Are My Posts or Page Content Viral?
• PTAT (Likes, Shares, Comments- Activity that shows in newsfeeds, a k a Stories)/ Organic Reach) x 100 = Virality Rate
4,000 / 190,000 x 100 = 2.10%
– Organic reach: The number of unique people, fans or non-fans, who saw this post in their news feed, ticker or on your Page.
– Viral reach: The number of unique people who saw this post from a story published by a friend.
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Is My Content Being Shared?
• # of Shares/ # of Posts= FB Amplification Rate
100 / 60 = 1.66, aka shares per post
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Are My Fans Engaging with my Posts?
• PTAT + Consumptions (Clicks or Views of Links in Posts) / Fans x 100 = Fan Engagement Rate
2,000 + 500 / 7,500 x 100 = 33%
Socialbakers research
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Is My Content Relevant • (Likes + Comments + Shares)/ Fans x 100 =
Post Engagement Rate
1,600 / 7,500 x 100 = 21%
Photo Video Text Link
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Measure and Tag Posts with Page Lever
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Have Your Conversion Goals Set Up
eCommerce-Purchase Lead Generation- Trials/Content
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Create Advanced Segment
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Is Social Media Generating Conversions?
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Does Social Media Contribute to Other Channel Conversions? (Attribution)
Lead Gen Site
eCommerce Site
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Which Channels Bring More Engaged Traffic to Your Site/Blog?
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How Does Social Media Engagement Metrics Compare to Other Channels?
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What is the Value of a Social Media Transaction?
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What is the Conversion Rate of Social Media Versus Other Channels?
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ROI: eCommerce
• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Revenue generated (Option- add LTV)
• (Revenue-Costs)/Costs = Return on Investment
• * Depending on philosophy, feel free to eliminate these items.
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Lead Gen Sites: Cost Per Conversion
• Gather: Platform Costs, Ad Costs, Content Costs, Time Costs*, Consultant Costs*, Conversions (Last)
• Costs/Conversions = Cost Per Conversion
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Shout Out: Social Snap
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“OK- Let’s Invest More Into Social”
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Listening and Reputation
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Shout Out:
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Daily Monitoring Emails
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Shout Out:
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Have a Dashboard?
I’ll help you develop and manage a custom dashboard
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Questions? Need Help? • Contact Paul Mosenson of NuSpark
Marketing • [email protected] • 610-604-0639 • www.nusparkmarketing.com • @nusparkmktg
Happy to Help! That’s my Job!