Measuring Success in Social Media

AGENDA • Overview of key principles for success • How to set measurable objectives for social media

– Align objectives with your client’s journey (aka “the sales funnel”)

– Align objectives with appropriate metrics

• The Homeland & Embassy model • Review platform-level metrics and tools

– Twitter – LinkedIn – Facebook – YouTube

• Questions

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KEY PRINCIPLES FOR SUCCESS • B2B = high stakes decisions

– Requires you provide more education – Provide more value up-front to encourage engagement – Recognize that multiple customer touches will likely be necessary

to convert a visitor to a prospect – Give specific demonstrations of customer success to reduce

anxiety, within boundaries of compliance

• Develop customer empathy – Develop relationships, not followers

• Don’t sell – People care about their problems, not your products

• More emphasis on service and solutions – Continually engage with customers outside of standard account

interactions

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SET YOUR OBJECTIVES • Awareness:

– Increase awareness of you / your company & the problems you solve – Engage community with content – Demonstrate thought leadership – Reputation management

• Consideration / Education: – Establish interest with:

• Compelling data • Analysis of breaking news • In-depth content

• Demand Generation: – New client inquiries

• Retention: – Establish more frequent client contact

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ALIGN OBJECTIVES WITH METRICS • Awareness:

– Twitter – Tweets, followers, #hashtag use – LinkedIn – LinkedIn shares, connections, appearances in search,

profile views – Facebook – Fans, likes

• YouTube – Views, comments, likes, favorites – Consideration / Education: – Twitter – Retweets, @replies, favorites, referral traffic to site – LinkedIn – Messages, recommendations, referral traffic – Facebook – Shares, comments, referral traffic – YouTube – Subscribers, referral traffic

• Demand Generation: – Data capture

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THE HOMELAND & EMBASSY MODEL Use social media platforms generate traffic to your blog: • Build a unified presence across platforms that amplifies your message • Use the right platform for each message • Drive back to your blog

– Deliver long-form content to satisfy user needs in Consideration / Education phase

– Deliver a clear, compelling call-to-action for Demand Generation

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TWITTER METRICS Awareness:

– Number of followers – #hashtag use

Consideration / Education: – Retweets – will sharing your tweet reflect positively on your

follower(s)? – @replies – your friends / fans are engaging and others will see

that engagement – Favorites – influences Twitter’s search results – Referral traffic back to your website / blog

• Engagement metrics: Visits, time on site, page views per visit, bounce rate

Demand Generation: – Website conversions where the referring traffic source was

Twitter

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TWEETREACH.COM Useful for:

– Conversation volume – #hashtag tracking – Reach

• Unique accounts reached

– Exposure • Impressions

– Activity • Timeline of mentions

– Top Contributors – Most retweeted tweets – Contributors – Tweets timeline

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TOPSY.COM http://analytics.topsy.com Useful for :

– Identifying popular topics – Keywords – #hashtags – Identifying popular articles – Make sure you’re using hashtags appropriately

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LINKEDIN Basics: 1) Get your profile to 100% complete! 2) Pay for a PRO account Awareness:

– Connections – Appearances in search results – Profile views – Who’s viewed

Consideration / Education: – Messages – Recommendations – Referral traffic back to your website / blog

Demand Generation: – Messages – Website conversions where referral traffic source is LinkedIn.com

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LINKEDIN PROFILE STATS PRO

Useful for: – Who’s Viewed – Views – App. in search – Keywords

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FACEBOOK Basics: 1) Set up a Fan Page 2) Get 30 Fan Page likes 3) Activate Facebook Insights

Awareness: – Total post views – Likes

• Fan page likes • Individual post likes

Consideration / Education: – Shares

• If you’re getting lots of shares, it’s an indication that people really like what you’re saying, so consider posting more

– Comments – Referral traffic back to your website / blog

Demand Generation: – Website conversions where referral traffic source is Facebook

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FACEBOOK INSIGHTS Useful for:

– Total Likes • Fan Page likes

– Friends of Fans • Potential reach

– PTAT

– Weekly Total Reach

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YOUTUBE Awareness:

– Views – Comments – Likes / Dislikes

Consideration / Education: – Subscribers – Minutes watched – An important measure of engagement – Referral traffic back to your website / blog

Demand Generation: – Website conversions where referral source was youtube.com

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YOUTUBE STATS Useful for:

– Key discovery events • Which websites?

– Views – Subscriber count – Engagement

Tools: – YouTube Statistics

• For individual videos

– YouTube Analytics • Gives you info on:

– Engagement – Traffic sources – Playback locations – Views – Demographics

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THANKS!

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