PROVE YOUR WORTH: SOCIAL MEDIA MEASUREMENT

Zontee Hou for

ABOUT YOU•Social media manager•Marketing director or management•Agency or consulting

•B2B•B2C

ABOUT ZONTEE• Strategist for leading consulting firm Convince & Convert, founded by Jay Baer• Digital marketing expert & founder of her own consultancy, Media Volery, in NYC• Adjunct professor of communications at the City College of New York• Advise brands from Indiana University to Allstate Insurance

MAKING THE BUSINESS CASE

What tactics are worth doing? What channels are worth exploring?

DEFINE YOUR CUSTOMERS’ JOURNEY See. Think. Do. Care.

THE ACTION DEPENDS ON THE JOURNEY STAGE

SEE: BUILD AWARENESS• Changes in brand

awareness/recognition• Percent of new

visits/visitors to the website

• Volume of social chatter and enagement/interaction

• Clicks on Youtility-driven content

THINK: MAKE THEM CONSIDER• Repeat visits within a

specific period• Pages viewed per visit• Behavior/flow• Click-through rates from

product-specific content• Leads generated from

social channels or content

DO: CONVERT THEM• Conversion rate• Abandonment rate• Accounts/logins created• Time spent on customer-

specific pages• Customer loyalty/churn

CARE: ENGAGE WITH THEM• Customer loyalty• Repeat purchases• Net promoter scores/

likelihood to recommend• Participation in customer

communities• Number of reviews• Volume of social chatter

YOUR TURN!

• Identify one type of social content you’re creating currently for your business at each stage: See, Think, Do, Care

• Define the key metric for that execution

• Is there more than one audience stage that this content might impact/reach?

DEFINING SUCCESS AND MEASURING IT Know what your business

needs to achieve.

SEE: HOW ARE THEY ENGAGING?• Establish benchmarks for

success• Measure results for each

target group• Track each individual

version of your content

THINK: WHAT ARE THEY DOING?• Track behavior flow• Look at efficacy of

retargeting ads• Measure behavior within

automations/series

DO: WHY HAVE THEY COMMITTED?• Test and optimize

shopping cart flow/conversion flow

• Send follow-up surveys• Measure activity levels

within the first 30, 60, 90, 180 days

CARE: WHAT DO THEY VALUE?• Survey regularly• Listen for community

participation and monitor user-generated content

• Benchmark tone, sentiment, and volume of social chatter

TRACKING YOUR METRICS Go beyond the basics.

MEASURING MULTIMEDIA

Tracking is about thinking end-to-end. You have to build action-worthy content in the first place.

• Ebooks• Slideshows• Video• Podcasts

EBOOKS & SLIDESHOWS• Interactive content• Share buttons• Click-to-tweet• Cross-promotion

VIDEOS & PODCASTS• Uniquely searchable

titles• Calls-to-action (hashtags,

search terms on-site) • On-screen/spoken short

URLs• Special codes• Post-credit content

IN ADDITION TO NATIVE TOOLS & DASHBOARDS…

Social Media Metrics

Competitive Benchmarking

Social Listening & Sentiment Analysis

Website Tracking

TOOLS FOR EACH STAGESee Think Do Care

• Conversation Score

• Wolphram Alpha • Facebook Report• LikeAlyzer• Social Bakers• Sysomos• Talkwalker• Zignal Labs

*free/freemium/low cost

• Hotjar• Google Analytics• CrazyEgg• KISSmetrics

• Segment• Usability Tools

• Peek• Optimizely• User Testing

• Survey Monkey• Google Consumer

Surveys

• Survey Monkey• Google Consumer

Surveys

• Conversation Score

• Agora Pulse Facebook Barometer

• Talkwalker• Brandwatch

USE ATTRIBUTION MODELING

Graphic: Google Adwords

KEY TAKEAWAYS• Set content goals based

on the stage of the customer journey addressed by that content

• Define success so you’re measuring apples to apples

• Look at the right metrics for each stage of the customer journey

• Measure against your competition, listen actively, track specifically

• Attribute each touchpoint in a way that acknowledges its value

• Keep adjusting what you’re measuring to reflect your business goals

Q&A Let’s discuss.

CONNECT WITH ME• Twitter: @zontee_hou• LinkedIn:

linkedin.com/in/zonteehou

• ConvinceandConvert.com• MediaVolery.com