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Measurement & Monitoring Best Practices

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Mayo Clinic Social Media Network - Residency
May, 2017

Publié dans : Données & analyses
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Measurement & Monitoring Best Practices

  1. 1. ©2016 MFMER | 3507910- Measurement & Monitoring Best Practices/Q&A @StacyTheobald & @MakalaArce
  2. 2. ©2016 MFMER | 3507910- Monitoring @StacyTheobald
  3. 3. Comment monitoring is: • Listening to conversations on your social channels • Reviewing incoming comments, replies and private messages on all platforms • 24/7* monitoring – day, evening, weekend
  4. 4. How do we do it? • We use Sprinklr as our Social Media Management System: • Allows us to monitor multiple platforms in one system • Used across all sites, departments and specialty areas for consistency and governance • Provides enhanced security, individual permissions and approval workflows
  5. 5. • Allows us to create standard template replies
  6. 6. Consultations and Training
  7. 7. Negative Comment Example Complaint Direct offline to Office of Patient Experience Positive testimony shared by another
  8. 8. How we handle issues (positive or negative) • Collaborate with Issues Management team • Obtain preapproved messaging • Prepare for influx of comments
  9. 9. Sprinklr Listening • Looks across digital mentions* of topic keywords
  10. 10. ©2016 MFMER | 3507910- Measurement @MakalaArce
  11. 11. Avoid aimless analytics adventures.
  12. 12. • Align metrics to your goals • Identify where to improve efforts • Apply findings to other initiatives • Report out successes • Develop an understanding of the social media journey Be intentional.
  13. 13. Measurement Framework The standard still applies...
  14. 14. Tactics to measure: • Ad performance • Organic post performance • Views/impressions Come, check it out! Social media activity designed to expand your reach (and follower base).
  15. 15. Mayo Ex: Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
  16. 16. • Metrics: • Comments, Likes, Reactions, Shares, Retweets • Video views • Click-throughs... • Tactics: A/B Testing, ... Social media activity designed to build engagement.
  17. 17. Mayo Ex: Reposting Top Tweets – Q1, 17 • Average engagements per initial proactive tweet: 51 • Cream of the crop outliers • Average engagements per reposted proactive tweet: 141 (90 more) 189, 10% 1684, 90% Posts Distribution 26649, 32% 57636, 68% Engagements Distribution Blue = Initial Tweets Red = Reposted Tweets
  18. 18. Mayo Ex: Looking beneath the metrics surface
  19. 19. Mayo Ex: Looking beneath the metrics surface 2
  20. 20. Mayo Ex: Text Variations • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
  21. 21. Mayo Ex: Best Performing Post Types • We want to publish more videos on both Twitter and Facebook. • If we publish a post with a link, the article’s auto-generated thumbnail performs best on Facebook and an image file upload on Twitter... Account Post Type Total Engagements Average Per Post Facebook Video 1.9K Link 681 Photo 181 Text 92 Twitter Video 91 Photo 80 Text 41
  22. 22. Social media activity designed to have people act or do something (aka the CTA). Tactics to measure: • Webinar attendance/registration • Appointments scheduled • (all financially-related metrics)
  23. 23. Mayo Ex: Appointment Requests Snapshot
  24. 24. Mayo Ex: Social Ads for 2015 #MayoInOz • Native CPC (Cost-per-click) Metrics • Facebook: $1.36 • LinkedIn: $3.71 • Twitter: $1.79 • Google Analytics – via UTM Parameters – Registration & CPR (Cost-per-registration) Metrics • Facebook: 7; $500 • LinkedIn: 9; $250 • Twitter: 2; $725 • $880 revenue per registration; ROI = 113%
  25. 25. Remember: Make metrics actionable.
  26. 26. ©2016 MFMER | 3507910-

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