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Measurements & Metrics (Module 11) presentation for the Advanced Social Media Strategies class at the University of Memphis. To learn more about the course and social media business strategy, visit ProfessorBrey.com.
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Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
MODULE 11: MEASUREMENT, METRICS & ROI
Finding Value in Social Media Initiatives
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Stephanie Brown
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Kevin Carter
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Craig Cerrito
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Alanna Rolli
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Madison Sites
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Eric Wardlaw
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Bryant Warren
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Assessment
Alignment
Culture
Technology
Metrics
Policies & Procedures
Action Plan
Alignment• Current goal applications•Potential points of integration•Financial aspects
Assessment• Understand the landscape•Company & competitive standing•Social Media Audit
Culture• Who are our people•Profile of our customers•Cultural barriers to integration
Technology• Solidify integration needs•Technology evaluations•Culture comfort
Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators
Policies• Component importance•Asset allocation •Procedural development
Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Assessment
Assessment• Understand the landscape•Company & competitive standing•Social Media Audit
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Assessment
• Social Media Metric Audit
• Perceptions on the data
• Industry benchmarks
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Alignment
Alignment• Current goal applications•Potential points of integration•Financial aspects
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Alignment
• Align organizational goals with measurements
• What do we want/can we measure
• Explore measurement options with
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Culture
Culture• Who are our people•Profile of our customers•Cultural barriers to integration
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Culture
• Belief in the data
• Data usages outside ‘good to know’
• Customer learning vs. operational input
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Technology
Technology• Solidify integration needs•Technology evaluations•Culture comfort
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Technology
• What technologies provide the needed data?
• What data/technologies do we understand?
• A cry for help (assistance)
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Metrics
Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Metrics
• Search engine optimization
• Social media measurement
• Integrated, nonline programs
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Policies & Procedures
Policies• Component importance•Asset allocation •Procedural development
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Policies & Procedures
• Handling the data
• Procedures in implementing change– Data driven decisions
• Trigger mechanisms for investment
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Action Plan
Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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Key Measurements
• Gross views• Connections• Audience engagements (comments)• Social media referrals• Social media conversations
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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• Refer company to friends
• Buy into your brand• Buy your products
• Making noise• Store and share things• Love your website• Visit more frequently
Metrics are only important components if you understand why you are measuring what you’re measuring and if you can use the data to make decisions
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
KEY PERFORMANCE INDICATORS
• Task completion rate• Share of search• Visitor loyalty and recency• Feed subscribers• % of valuable exits• Days and visit comparison
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Visitor Loyalty
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
User Recency
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Length of Visit
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Depth of Visit
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Keyword Report
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Share of Search
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Blog Analytics
• Audience growth (visits vs. unique visits)
• Conversion rates (visitor comments vs. posts)
• Cost (Technology*Time*Opportunity Cost)
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Sample KPI’s
• Traffic origination– % of visits from search engines– % of conversions from search engines
• Sell more products– % of visits that add to shopping cart– % that complete the shopping cart– % where cart is abandoned
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
Sample KPI’s
• Website engagement– % that leave a comment or download something– % complete a Contact Us form - click a link– Ave. time spent per visit– Ave. page depth per person
• Customer experience– % that bounce (single-page views)– % internal site search that provides no response– % that interact with specific content
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
SEO Success
• Total traffic from organic search• Same: branded vs. non-branded terms– 20-40% should include your brand name
• Head vs. long-tail terms– 40-60% should come from head terms
• Unique keywords referring traffic– More optimization = more keyword combinations
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
SEO Success
• Home page vs. deep-content page– Most clicks are specific not homepage
• Bounce rate of organic search– High bounce rate, low search relevancy
• New vs. returning guests– A good mix of both (that return more than once or
twice)
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
So which are the most important?
It depends upon what goals and current
initiatives YOU are conducting.
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
/user/TheProfessorBrey/in/professorbrey/Professorbrey@professorbrey
Advanced Social Media Strategies | University of Memphis ProfessorBrey.com
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NEXT WEEK
• Final Quiz