Learn the what and how when it comes to measuring social media success and a basic overview of the bennefits and uses of Google analytics.

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Rare Communications
Social Media Summer School
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
Wifi: Wurst-Guest Password: 123Wurst

2. Live Tweeting!
Ask your Social Media Questions to:
@rareresults or #SMSummerSchool
slideshare.net/rareresults

3. Today’s session will cover:
• A Digital Measurement Approach
• Functions of Social Media
• Measuring Social Media Success
• Google Analytics
• Questions
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary
#SMSummerSchool @rareresults @WurstCalgary @AcceleratorYYC

4. A Digital Measurement Approach
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

5. A Digital Measurement Approach
You can’t measure everything, choose wisely.
• Audience
• Function
• Business Goals

6. Audience
ALL marketing measurement is driven by audience.
• Discard every metric that isn’t audience specific
• Traffic to our website is up 5%
• Who are those visitors?

7. Function
Once you’ve established the audience, think about the function.
• If the extra traffic to your website is returning
customers, why are they there?
• Support vs. Purchase
• Customer Intent

8. Business Goals
Determine your most important business goal first.
• Engage existing customers
• Drive sales
• Grow awareness of offerings

9. Functions of Social Media
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

10. Not a Single Function
Social media should never be narrowed down to a single function.
• PR
• Marketing Campaigns
• Customer CRM
• Customer Community
• Customer Support
• Evangelism
• Research
• Sales Campaigns

11. Which Function is Most Important?
Dependent on the size of your following and industry.
• Retail
• Services
• B2B

12. Measuring Social Media Success
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

13. Working vs. Not
Based on retweets, likes, favourites, clicks & comments.
• Top 5 most engaged posts
• What topics?
• What did people say?

14. Adapt & Build
Based on your most effective posts.
• Adapt new posts to be similar to effective topics
• Expand on most engaged topics
• Build a list of most engaged topics over time

15. Optimize
Utilizing hashtags, keywords & other @names
• Use industry specific hashtags or trending
hashtags (Facebook, Twitter & Instagram)
• Use keywords and phrases that resonated with
your audience in previous posts
• Tagging and mentioning supporters/customers

16. Potential Metrics
Depending on your goals, you may choose one or many metrics.
• Likes per post
• Comments/replies per post
• Brand mentions (based on sentiment)
• Outgoing likes/favourites
• In-store mentions of social media
• Discount codes
• Retweets incoming/outgoing
• Followers

17. Google Analytics
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

18. Google Analytics
Free tool from Google that allows you to monitor your website and
marketing performance
• Monitor the effectiveness of your website
how many unique visitors?
how long do they spend on my site?
how many people bounce off my page?
• Monitor marketing campaigns
how many visitors from ‘x’ campaign?

19. Goals
You can’t manage what you don’t measure
• Setting up goals in your analytics is relatively easy…it
then allows you to measure multiple marketing channels
at once to determine your most effective practices, and
make them more effective.

20. Key Stats
• Unique Visitors
• Time on Site
• Bounce Rate
• Goals Completed

21. Live Demo

22. Key Learnings
• Need to add more product links to campaign
• Encourage people to visit site
• Use more @brandx tags
• Tell our story more

23. Thank you for attending!
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary

25. Questions?
#SMSummerSchool | @rareresults | @AcceleratorYYC | @WURSTCalgary