the top 5 social media metrics your cmo wants to see
TRANSCRIPT
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The Top 5 Social Media Metrics Your CMO Wants to See
(& How to Track Them) Amelia Ibarra, Marketing Manager - Community &
Social, BrightFunnel
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Your Presenter:▪ Marketing Manager @
BrightFunnel ▪ Previously at EverString and
several B2C companies ▪Has a rescue Formosan
Mountain Dog named Nova 🐶▪ Tweet: @miadia▪ Email: [email protected]
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▪ Marketing Attribution Tracking▪ ABM Analytics▪ Web Tracking and Ad Network Integration▪ Independent Platform Solution
▪ Revenue Funnel Analysis▪ Forecasting and Prediction▪ Data Validation and Process Optimization▪ Sales Activity Analysis
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▪ 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly. (Social Media Examiner)
▪ 32% of Facebook users engage with a brand or business regularly▪ Every second 6000 tweets are sent▪ 94 percent of B2B marketers use LinkedIn to distribute content.▪ Half of LinkedIn users say they’d be more likely to buy from a company
they engage with on LinkedIn.
5 Reasons Social Matters
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75% of B2B buyers have been influenced by info they found on social media.
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Social Marketers are doing a lot!!
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STEP OUT OF THE SOCIAL ABYSS
IT’S TIME TO START TRACKING!
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5 Social Metrics Your CMO Wants to See
5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue?
CMO CAT
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#5 - Engagement
Are you connecting to the right audience?
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Why Engagement Matters
▪Are you reaching the right audience?▪Is your audience listening? ▪Does your message resonate? ▪In the buyer’s journey -- ▪determine awareness and interest
in your product ▪Identify potential customers
→ Find out who is listening
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How to Track Engagement
On Twitter: analytics.twitter.com
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How to Track Engagement
On Facebook: Page Insights
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How to Track Engagement
On LinkedIn: Business Page Analytics
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Another Way to Track Clicks
If you’re using a URL shortener → check owly or bitly CTR
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Track Mentions on Twitter▪ Set up a Twitter search stream for your
company’s name▪Search vs. mention▪Hack → use If This Then That
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▪Determine which posts are most engaging▪Maximize spend▪Increase CTR
Engage in A/B testing
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#4 - Acquisition
Is social helping bring in new customers?
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Why Acquisition Matters▪Find what % of your marketing traffic is
coming from social ▪Determine if clicks are converting into
leads for your biz ▪See which channels are impacting the
buyer’s journey▪Know where to optimize spend
→ Acquisition demonstrates your social media’s value to the business.
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UTMs are your BFF▪UTM stands for Urchin
Tracking Module▪ 5ys ago Google purchased
Urchin and rebranded it Google Analytics
▪ A UTM tag is a tracking marker appended to a URL
▪ https://ga-dev-tools.appspot.com/campaign-url-builder/
How to Track Acquisition
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How to Track Acquisition
Using Google Analytics + UTMs
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How to Track Acquisition
Using Marketo Forms + UTMs
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How to Track Acquisition
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How to Track Acquisition
But how do I track someone who saw our content on social but didn’t fill out a form immediately?
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Track anonymous leads with web cookie tracking
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How to Track Acquisition
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# 3 - Account Based Social Metrics
How is social impacting your account-based marketing?
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Why Account-Based Social Matters▪Gauge awareness of your target
accounts ▪Measure activity on social at the
account level▪Measure effectiveness of social
selling
→ Account based social helps you develop better relationships with your target accounts
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How to Track Account Based Social
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How to Track Account Based Social
Account AAccount BAccount CAccount D
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How to Track Account Based Social
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How to Track Account Based Social
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#2 - Which social campaigns are performing the best?
How can I optimize my campaigns?
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Why Campaign ROI Matters▪Understand what moves the needle▪Analyze channel / offer mix▪Which social channel brings in the
most leads ▪Which offer moves leads through
your funnel
→ Campaign ROI helps you make smarter decisions on the entire customer journey
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How to Track Campaign ROI
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How to Track Campaign ROI
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# 1 - How is this impacting my pipeline and revenue?
How does each marketing activity impact the bottom line?
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Why Pipeline + Revenue Impact Matters▪This is your $$$ report▪1st touch tracks what marketing has
sourced▪Multi-touch shows you how marketing is
impacting the entire customer journey
→ Multi-touch attribution with social media show marketing results in dollars and cents
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How to Track Social Impact
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How to Track Social Impact
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How to Track Social Impact
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5. Engagement 4. Acquisition 3. Account-Based Social Metrics 2. Which social campaigns are performing the best? 1. How is this impacting pipeline and revenue?
To recap:
