Tracking, reporting and re-pivoting to guarantee success

1. Social Media
Monitoring & Measurement

2. Page 1
ChatterBlast Media is a digital voice agency
that focuses on social media and creative digital communications.
We help organizations reach their target customer communities.
We work with businesses, non-profit organizations,
institutions and government entities.

3. Page 2
“A brand is no longer what we tell the
consumer it is – it is what consumers tell
each other it is.”
- Scott Cook, Intuit Chairman & P&G Board Member

4. Page 3
Social media is here to stay…

5. Page 4
Storytelling

6. Page 5
Storytelling

7. Five Emerging Trends
1. Targeting and user segmentation
2. Social customer service
3. Image-centric networks
4. Pay to play (advertising)
5. Disruptive content!

8. Page 7
Information consumption is changing…

9. Page 8
MEDIA CONSUMPTION

10. The Backdrop

11. Page 10
PLATFORMS
Broad, visual,
most “human”
News, education,
influence
Young, visual
Professional, newsy
Visual, artistic
Second biggest
search engine
Peer to peer
SEO

12. Page 11
THE FUNNEL

13. Page 12
The Journey
Allister Frost (2012)

14. Page 13
Facebook EdgeRank

15. Goal Setting

17. Page 16
Why Measure?
• Data-Drive Decision Making
• Saves Time and Money
• Helps Allocate Budget and Staff
• Better Understanding of Competition
• Strategic Planning
• Gets Agreement on Desired Outcome
• Reveals Strengths and Weaknesses
• Gives You Reasons to Say No

18. Page 17
The Menu
• Sales / promotion / fundraising
• Brand awareness / reputation management
• Recruiting talent or volunteers
• Media outreach
• Community outreach & education
• Thought leadership
• Customer service

19. Page 18
Getting to “ROI”

20. Page 19
Getting to “ROI”
What is your ‘I’?
• Research, Salaries, Media Buy, Events, etc.
What is your ‘R’?
• Sales, Revenue
• Cost Savings
• Paid Versus Earned Search
• Cost Avoidance
• Social Capital

21. Page 20
What ROI is NOT
• # Fans / Followers
• # Re-Tweets
• # of Total Impressions
• # Post views, clicks, likes, comments or shares
These are key METRICS. But they are not ROI!

22. Page 21
Jargon
• Key Performance Indicators (KPIs) = what you’re
measuring (e.g. comments)
• Metrics = the actual numbers (e.g. 12)
• Markers = benchmarks to help you define progress

23. Page 22
Example

24. Tools & Tactics

25. Page 24
Toolbox
1. Google Analytics
2. Native insights (Facebook, Twitter, LinkedIn)
3. Link shorteners (bit.ly)
4. Publishing analytics (Hootsuite, Sprout Social, etc.)
5. Monitoring tools (Brandwatch, Radian6)
6. Facebook page apps (Short Stack, etc.)

26. Page 25
Re-Targeting / Conversion Tracking

27. Page 26
Google Analytics

28. Page 27
TECHNOLOGY

29. Examples

30. GROWTH: THE FLOWER SHOW (PHS)
Page 29

31. GROWTH: THE FLOWER SHOW (PHS)
Page 30

32. Page 31

34. Conversion Tracking

35. Page 34
CAL WATER

36. Page 35

37. Page 36
READING TERMINAL

38. Page 37
MONITORING: MAIN LINE HEALTH

39. Page 38
MONITORING: PHS

40. Page 39
MONITORING: PHS

41. Recommendations &
Takeaways

42. Page 41
10 Metrics to
Watch
1. Leads generated
2. Website bounce rate
3. Website behavior
4. Growth of active network / engaged base
5. Brand mentions across social platforms
6. Website visitors and sources of traffic
7. Conversion: subscriptions, email lists, etc.
8. Time spent engaging: apps, time on site, etc.
9. Engagement ratio: active network / total network
10.Viral engagement: sharing, “people talking”

43. Page 42
Tips
1. Define your organizational goals
2. Setup and track KPIs, metrics and results
3. Build custom reports tailored for you
4. Measure quantitative AND qualitative
5. A/B test
6. Experiment and adjust often

44. Page 43
Tips
Don’t ignore the quality of the content!
Don’t JUST SELL!

45. Questions?

46. Page 45
Thank You!
www.chatterblast.com
215-475-5480