How to Measure the Success of your Social Media Campaigns
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My presentation on measuring social media campaigns from Be Wizard 2012
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How to Measure the Success of your Social Media Campaigns
- 1. How to Measure the Success of your Social Media Efforts Hannah Smith - Distilled @hannah_bo_banna hannah.smith@distilled.net
- 2. Hannah Smith Distilled hannah.smith@distilled.net www..distilled.net www.seo-chicks.com http://twitter.com/#!/hannah_bo_banna @hannah_bo_banna hannah.smith@distilled.net
- 3. Many Leap Straight in... @hannah_bo_banna hannah.smith@distilled.net
- 4. But let’s take a step back… @hannah_bo_banna hannah.smith@distilled.net
- 5. What do you want your Social Media Campaign to do? • Get people talking about you – Brand awareness / engagement / PR • Shift consumer opinion – Reposition your brand • Consumer research • Manage your reputation online • Customer Service @hannah_bo_banna hannah.smith@distilled.net
- 6. Reactive vs Proactive Campaigns Reactive Campaigns: • Manage your reputation online • Customer Service Proactive Campaigns: • Get people talking about you • Shift consumer opinion • Consumer research @hannah_bo_banna hannah.smith@distilled.net
- 7. Dell Hell @hannah_bo_banna hannah.smith@distilled.net
- 8. Reactive Campaigns • Think PR / Customer Service • Put processes in place to listen and respond. People are probably already talking about you online ignorance might be bliss, but it could be bad for business. http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-you-monitor-your-brand @hannah_bo_banna hannah.smith@distilled.net
- 9. Measuring Reactive Campaigns • What might a PR disaster cost you? – Might be better not to find out! @hannah_bo_banna hannah.smith@distilled.net
- 10. Measuring Reactive Campaigns • What is the ROI of customer service? – Hard to quantify • Consider using Customer Service metrics instead – Time to resolution – Frequency of escalation – Is it quicker (and therefore cheaper) to resolve a complaint via social media than traditional channels? @hannah_bo_banna hannah.smith@distilled.net
- 11. Let’s get proactive… @hannah_bo_banna hannah.smith@distilled.net
- 12. Proactive Campaigns @hannah_bo_banna hannah.smith@distilled.net
- 13. Wait! What about Sales? • Sales / Conversions are symptomatic of a good proactive social media campaign • But you may struggle if you’re only ‘selling’ via social media @hannah_bo_banna hannah.smith@distilled.net
- 14. Social Media is about conversation… Not broadcast. @hannah_bo_banna hannah.smith@distilled.net
- 15. Why? @hannah_bo_banna hannah.smith@distilled.net
- 16. Because you need the community to amplify your messages… They decide whether or not to allow your message to spread. You no longer have control – this is not about buying reach, it’s about earning it. @hannah_bo_banna hannah.smith@distilled.net
- 17. Want to do a Proactive Campaign? • Get people talking about you • Shift consumer opinion • Consumer research You’ll need a content strategy… @hannah_bo_banna hannah.smith@distilled.net
- 18. What Should you Measure? Gauge your audience’s reaction to different types of content… Do more of what’s worked well & look to either improve or remove the stuff that hasn’t worked. @hannah_bo_banna hannah.smith@distilled.net
- 19. Good things to Measure • Conversation • Amplification • Applause • Economic Value http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ @hannah_bo_banna hannah.smith@distilled.net
- 20. Conversation Conversation Rate = # of Audience Comments (or Replies) Per Post @hannah_bo_banna hannah.smith@distilled.net
- 21. Amplification • On Twitter: – Amplification = # of Retweets Per Tweet • On Facebook, Google Plus: – Amplification = # of Shares Per Post • On a blog, YouTube: – Amplification = # of Share Clicks Per Post (or Video) @hannah_bo_banna hannah.smith@distilled.net
- 22. Applause • On Twitter: – Applause Rate = # of Favorite Clicks Per Post • On Facebook: – Applause Rate = # of Likes Per Post • On Google Plus: – Applause Rate = # of +1s Per Post • On a Blog, YouTube: – Applause Rate = # of +1s and Likes Per Post (or video) @hannah_bo_banna hannah.smith@distilled.net
- 23. Remember… • These metrics are often platform centric AND content centric – What works well on Twitter might not work on Facebook • Figure out which content works best on each platform @hannah_bo_banna hannah.smith@distilled.net
- 24. Economic Value This is platform-centric - you’ll need to compare channels e.g. Twitter versus Facebook to see which are sending... • Sales • Enquiries • Sign up to newsletters / offers • RSS subscribers • Take free trial • Download a coupon When calculating ROI incorporate both initial and lifetime value. @hannah_bo_banna hannah.smith@distilled.net
- 25. Multi-Channel Funnels Last click attribution doesn’t tell the whole story… http://www.distilled.net/blog/web-analytics/google-analytics-multi-channel-funnel-tips-from-my-searchfest-presentation/ @hannah_bo_banna hannah.smith@distilled.net
- 26. data you can ignore… We <3 Avinash @hannah_bo_banna hannah.smith@distilled.net
- 27. Fans / Followers etc You should still track followers / fans BUT… “Companies over-value followership and under-value participation. Yes, you can go out and buy 1000 followers. But if they all ignore you from that point on, they’re worthless.” Ian Lurie: www.portent.com @portent @hannah_bo_banna hannah.smith@distilled.net
- 28. Visits • Traffic is great but most sites are unable to monetise traffic alone • By all means measure this – but it probably won’t be a core metric for you @hannah_bo_banna hannah.smith@distilled.net
- 29. Key Takeaways • Proactive – Measure via • Conversations, Amplifications, Applause & Economic Value • Evaluate different types of content & the platforms • Reactive – ROI is tricky here. • Consider using Customer Service metrics e.g. time to resolution, frequency of escalation, cost of service etc. @hannah_bo_banna hannah.smith@distilled.net
- 30. Thank you! @hannah_bo_banna hannah.smith@distilled.net
- 31. Hannah Smith Distilled hannah.smith@distilled.net www..distilled.net www.seo-chicks.com http://twitter.com/#!/hannah_bo_banna @hannah_bo_banna hannah.smith@distilled.net
- 32. Useful Tools • Facebook Insights – http://ads.ak.facebook.com/ads/creative/in sights/page-insights-guide.pdf • Wildfire – http://monitor.wildfireapp.com/ • Simply Measured – http://simplymeasured.com/ @hannah_bo_banna hannah.smith@distilled.net
- 33. Useful Tools • Social Mention – http://www.socialmention.com/ • Topsy - http://topsy.com/ • Crowdbooster - http://crowdbooster.com/ @hannah_bo_banna hannah.smith@distilled.net
- 34. Further Reading Proactive • http://www.kaushik.net/avinash/best-social-media-metrics-conversation- amplification-applause-economic-value/ • http://www.seomoz.org/blog/tracking-the-roi-of-social-media Reactive • http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help- you-monitor-your-brand • http://www.salesforce.com/uk/socialsuccess/social-media/expert- interview-brad-cleveland-social-customer-support.jsp @hannah_bo_banna hannah.smith@distilled.net
- 35. Image credits • Leaping straight in - http://www.flickr.com/photos/billward/5756463308/sizes/z/in/photostream/ • Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/ • Proactive - http://www.flickr.com/photos/kwl/4435490471/sizes/z/in/photostream/ • Cheerleaders - http://www.flickr.com/photos/kwl/4764667152/sizes/z/in/set-72157623544311963/ @hannah_bo_banna hannah.smith@distilled.net
Notes de l'éditeur
- Tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.