Social Media Metrics – Beyond Likes

Social Media Metrics

www.appaddictive.com

Email Questions to sasha@appaddictive.com

Agenda:

1.Social Media Benefits

2.Measurement Tools

3.Social Media Metrics of Success

4.Tips to Increase Fans and Followers

Social Media Means Digital

Connection

Opt-in: Create two-way channel with friends and businesses, gather email

Share: Social incentive to pass along valuable information or products

Publicity: Social media users give each other access to their networks

Social Media is Data

Listen: Tap into digital footprint to sense and respond

Learn: Gather actionable insights to reach business objectives

Segment: Create an identity for your users

Analytics Can be Simple

Metrics of Success: Reflect your long term business Objectives

Online Analytics are the most cost effective - market feedback tools

1. All about Benchmarks

2. Discipline: systematically improve product or business model overtime

Cost Subscription – starts $30

Tracking Conversion funnel, Drop-offs, Source of Traffic, Saas insights, Demographics, retention

Platforms Saas, Social Media Products

Best Use SaaS subscription analysis, conversion funnels, ROI, Demographics of buyers

KISSMetrics

Cost Free

Tracking Visits, Unique Visitors, Frequency, Source of Traffic, Traffic Sources, engagement, Bounce Rates, Demo’s

Platforms Websites, Social Plugins, Social Page Source

Best Use ROI and Economic Value Analysis, Conversion Funnel, Traffic Analysis, Demographics, Product Launches (Social Media Platforms), Cohort Analysis, SEO

Site Cost Channels Metrics

Social Mention Free All Social Channels Frequency, Reach, Sentiment , unique topic mentions

Crowdbooster Freemium Facebook, Twitter Growth, reach, engagement

Twitalyzer &TWiTTURLY

Free Twitter Activity, Klout, Influence

Youtube Insights

Free Youtube, Channel and other’s video

Engagement, Traffic Source, drop off on Videos

Facebook Insights

Free Facebook Pages Demographics, engagement, Fans

Free Social Listening Tools

Facebook Insights

Simple Metrics of Success:

1. Conversation 2. Amplification3. Applause4. Economic Value ROI

Conversation• Understand your audience/costumer base – What do

they respond to?• What is your value proposition? Do you costumers

care?• Ecosystem of your Social Channels

Simple Metric: Conversation Rate = # of Audience Comments (or Replies) Per Post

Tools: Social Listening: Facebook Insights, Twitalyzer, Crowdbooster, Radian 6

How to Grow: Acquire Followers, Post valuable content

Amplification/Reach• Can I make my product/brand go viral?• Does it bring value to the market?• Are there additional markets, channels I can target?• Do my costumers recommend, or care about the

incentive?

Simple Metric: # of shares or retweets per post, video shares

Tools: Social Listening: Facebook Insights, Twitalyzer, Crowdbooster, Youtube analytics, Radian 6

How to Grow: Increase value proposition, Engaging Content, Incentive, Referral Programs, Additional market targets - Advertise

Applause• Do I have enough exposure, should I advertise?• Does my audience care about my brand/product?• Is my product positively received by my followers?

Simple Metric: # of Likes, clicks, +1’s per page, post

Tools: Social Listening: Facebook Insights, Twitalyzer, Crowdbooster, Youtube analytics

How to Grow: Acquire Fans, possibly advertise, Incetivize, value add of information or product

Economic Value ROI

• Are my effort Effective, can I quantify?• Am I bring value to the market, how is my retention?• Can I optimize my conversion funnel?• Can I save on cost?

Simple Metric: ROI:(Economic Value= Revenue+Cost Savings)/Cost of Investment

Tools: Google Analytics, KISSmetrics

How to Grow: Acquire Fans and Emails, Optimize online programs, Optimize Conversion Funnel, Increase value proposition, Incentive (Referral), Decrease cost of effort/time spent

Evaluate Micro and Macro Conversions

• Measure multi-channel impact

• It will force you to understand the multiple paths on your website

• Segment visitors and visits and behavior and outcomes

How Do Your Channels Drive Conversion?

• Segment Micro Conversions

• Assign ROI weights – not every conversion is equal

• Analyze how each Channel drives conversion, Optimize

Tips on Increasing Fans

Build Pages

Create Incentives

Find Fans in the Real WorldSMS to Fan (32665)

Promote Incentive on Facebook

Check out AppAddictive.com Page-Building Tools – Free!

In-Facebook Drag’n’Drop Widget and Template Tool Coming Soon – March 2012

Thanks! Email Questions to sasha@appaddictive.com