The document discusses how to measure social media effectiveness by developing a comprehensive strategy and understanding the customer journey. It emphasizes measuring meaningful actions and relationships rather than just impressions. Key metrics to track include engagement with content, newsletter signups, inquiries from social media. Developing a "relationship funnel" by moving prospects deeper into relationships with the brand is important. Common challenges include lack of interactions with content, which ads can help address, and not converting the social media audience to sales channels like email.

1. Social Media Analytics
How Can You Measure Social Media?
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Remember the trees, please enjoy digitally.
Explanatory notes are in plain text.

2. Outline - Big Picture
What’s your strategy?
What’s in your Relationship Funnel?
How can you measure meaningful events?
How can you tie efforts to business objectives?
Example of a Social Media Audit
2 Common Challenges
2 Illuminating Questions
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3. First, Step Back!
NO social media strategy
NO tying back to business objectives
Your metrics won’t tell a story
if you don’t have one to tell.
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Not having a comprehensive, cohesive strategy is the #1 problem for most brands.

4. Prospects
Customers
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Your prospects follow a path on their way to becoming customers.
By the time you know who these prospects are, they have already
started to make a decision about doing business with your brand.
Your marketing has to be planned to move them along to this point.

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Online marketing is a link of events much like a chain. Each event in a sequence
moves a prospect closer to becoming a customer. One weak link can threaten
the results of your entire efforts.Your online marketing happens without you.
It must be thought out and prepared in advance to meet the needs of what
your prospects are looking for.

6. CONVERSION = DESIRED ACTION
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Each link in the chain is a desired action or a CONVERSION.

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Any action can be a conversion, not just the obvious conversion of making a sale.
In fact, sales are often many micro-conversions. Here are some common types of
conversions you might have in your Relationship Funnel.

8. RELATIONSHIP
FUNNEL
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The traditional Sales Funnel is dead, because
nobody wants to be sold.Today’s consumers want
to be given the information to make their own
decisions.
You must build a relationship with your prospects
and move them deeper into your funnel. More
meaningful conversions warm your relationship
with prospects, with deeper conversions having
increased value for your business.

9. Metrics
Numbers
Actions
Relationships -or- Actions/Numbers
Conversion Steps: Click Through Rate (CTR) and Conversion Rate
(CVR)
• Like
• Engage with content
• Register for email newsletter
• Inbound inquiry
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Measure actions. Measuring impressions and
other “softer” metrics are not as meaningful unless
combined with a hard measurement, an action.

10. 1 - Analytics is less math; more radiologist.
2 - Your metrics tell your story.
3 - Your metrics will differ from other brands.
4 - When #s small, they matter less.
5 - Numbers with actions are more important.
6 - Relationships between numbers is important.
7 - Trending of metrics is key.
Looking at Metrics - 30,000’ View
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Page Admins can look at their page analytics by clicking on the Insights
tab when they visit their page.
Only Page Admins will see the Insights and other buttons in the upper left.

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What Facebook page analytics look like when an ad campaign ends. Even a modest budget of $10/day can bring
your message to many more prospects! Without ad support, fewer than 10% of your fans see your content.

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Notice the drop in both paid Likes (from ads) and organic Likes (free) when the campaign stops.
More people seeing your content when you have a campaign running helps others find you!

14. Notice the boost the Reach of all content gets with an active, highly-targeted modest ad campaign.
Never hit the boost button on a post!Targeting is poor.
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Maximum Impact = (Great Content) x (Increased Exposure)
Without ad support, your content is not getting seen by many.
Facebook is a mosh pit of competition for attention!
I call this “Content Amplification”

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Conducting a Social Media Audit is a big task, but very helpful in establishing a
baseline understanding of what is happening with your social media program,
including in relationship to competitor programs and benchmarks.

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Identification is redacted for client privacy purposes.

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Following are two Common Challenges you’re likely facing and two
Questions that will help you understand the interconnectedness of social
media and your marketing success.
These include many gold nuggets of understanding.

20. Answer
Prime the pump: people + ads.
Jump start content popularity.
Common Challenge 1
Nobody interacts with my content.
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Even a modest ad campaign can help more people
see your content to get the conversation started!

21. Answer
Social media is an Influence Channel.
Convert audience over to a
Sales Channel.
Common Challenge 2
How can I get sales from social media?
Email is an excellent sales channel. On social media you’re interrupting
your audience being social. Connect with them on social instead and earn
their email for deeper communications!

22. How does this choice
affect their analytics?
Question 1
Client buys fans to increase audience size.
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23. Effects of Unqualified Audience
Big Audience Zero Engagement
Action/Audience Very LowContent Reach Very Low
Very Low Score in the Popularity Algorithm
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Both Search and Social are all about content popularity! You must earn eyeballs.

25. This formula determines who sees your content when.
You can learn to share better content in a better way and reach more people.
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26. How does this affect
your fan growth?
Question 2
Website has links, not social plug-ins.
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These are links.

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These are social plug-ins.

29. Click on link
Wait for Facebook page
Look at Facebook page content
Click Like
Click back button
Steps to Like
Each step has 15% drop off.
Click on social plug-in
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4 extra steps mean you’re losing at least 60%
of the Likes you could get with a Like button.

30. Summary
•Your prospect is on a journey.
•We must identify steps of the journey & what we can measure.
•The relationships between metrics matter most.
•Trends matter more than numbers.
•Moving from Influence to Sales Channels is key.
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31. Copyright © 2014 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Charlie Conard
Co-Founder and Principal
Social Go To
245 W 29th Street, Suite #1202
New York, NY 10001
917-573-7275
charlie@socialgoto.com
socialgoto.com
facebook.com/socialgoto
We help businesses get more and better customers from
where their prospects are spending their time... on social media.