the alternative board, april 2016
TRANSCRIPT
Things That Were Once OK
• Autoposting• #ff• Multiple hashtags
• Running your business from a Facebook profile
• Twitter as a broadcast tool
Things That Were Once OK
• Autoposting• #ff• Multiple hashtags
• Running your business from a Facebook profile
• Twitter as a broadcast tool
MEASURE IT
“92% of marketers say social media is important for their business... but only 2.3% allocate budget to measure it”The CMO Survey
Edelman Social Media Survey 2016
C-Level people always want to see sales metrics!
● For ecommerce - Google Analytics is great.● For non ecommerce - you need to integrate your marketing
with your CRM system so that you can track user behaviour throughout the sales cycle.
Sales Metrics
Retention metrics reveal the degree to which you’re able to earn loyal consumers of your content.
On website and blog: new & returning visitors, bounceOn social: follower counts
Retention Metrics
Not directly connected to Euro values, but they are helpful to see how and if people share your content.Problem is that they tend to be platform specific:
● PTAT (FB)● Number of RT’s (TW)● Number of hearts (IG) ● Don’t even mention Snapchat!!
Engagement Metrics
Consumption metrics are mostly measured with Google Analytics.
● Is your content being consumed? Where are they coming from?
● Traffic - total visits, unique visits, etc.● Referral traffic - sources from around the web● Page views● Time-on-site or on-page● Downloads
Consumption Metrics
https://support.google.com/analytics/answer/1033867?hl=en
Tip: Use Custom URL
What is a lead worth to your business? What is a conversion?
● Email opt-ins● Form completions - can be tracked using conversion goals in
Google Analytics● Can track leads by measuring where it originated, what
specific specific piece of content such as a blog post or video created it.
Lead Gen Metrics
Select a few.
Monitor them regularly.
Let your KPIs inform your strategy and execution.
Repeat.
Refine.
Keep at it.
Just Do It
Target AudiencesFinancial ProductsIndividualsBusinessesHigh net worthsOwners
Video Production:SMECorporatesTV companies
Whiskey Drinkers:TasteLifestyle Heritage
Thai Food:Thai travellerGourmetHealth conscious
Bars:MusicDrinkFoodCraic