view this workshop on-demand: http://training.socialmatica.com/how-to-accurately-measureaccess-roi-gate/ LEAVE THIS WORKSHOP KNOWING: 1. Why is it important for marketers to get social media measurement right? 2. Why do marketers believe effective measurement is a challenge? 3. What metrics do marketers pay attention to to determine social media marketing success? 4. How can marketers focus on the metrics that matter to their business?

1. SocialMatica’s Social Media Workshop Series
HOW TO MEASURE SOCIAL MEDIA
SUCCESS

2. Measuring Social Media Success
What You’re Going To Learn
• Why is it important for marketers to get social
media measurement right?
• Why do marketers believe effective
measurement is a challenge?
• What metrics do marketers pay attention to
determine social media marketing success?
• How can marketers focus on the metrics that
matter to their business?

3. Introduction
• Who is SocialMatica
– What We’re About
– Why We’re Doing This
• Who is Joshua Barnes – Director of Social
Strategy
• Hash Tag #smtca Questions
– This week or future workshop content

4. Measuring Social Media Success
• Marketing Structure Fundamentals
– Content Hub – The place where you want people to go
– Content Calendar – The stuff you’ll say to make that happen
– Content Strategy – The thing you’ll send out to facilitate that
– Engagement Strategy – Why they will respond
– Measurement Strategy – How we tracking what we did
– Closed Loop Efficacy Tracking – How we know it worked

5. One Rule – No Guessing
• Sometimes We Don’t Know That We’re
Guessing

6. How Did You Rate?

7. A System Can Be Tuned
• You Cannot Measure What You’re Not
Systematically Creating
– Otherwise, you’re just guessing
– Or Confirmation Bias

8. Why Is It Difficult?
• Time
• Don’t Know What To Measure
• People Are Disenchanted
• The Available Tools Aren’t Strategic
• Marketing Team Is On The Run, Leads, Leads,
Leads

9. What We Can Change Today
• Strategy
• Tactics
• Documentation
• Reporting
• But How…

10. Quantalyzing: kwan-tell-eye-zing
• The quantification,
qualification, organization and
analysis of contextual
influence and social media
performance

11. Free Desktop Tool
• Spreadsheet Download
• Quick View Of What It Would Look Like
Graphically

12. The Data You Should Collect

13. AgencySnap is built
on the self-
help, manual data
gathering process.
You can track:
•Share of Traffic
•Share of Mentions
•Overall Social Activity
Volume
&
•Total Audience
•This is a free tool
SocialMatica offers.
•The manual process
will give you access to
the live data.

14. What Should You Measure
Strategically
• Competitive Data-Sets, Bloggers, Media Buys, Etc
– Blogger A
– Blogger B
– Blogger C
– My Company
– Competitor A
– Competitor B
– Competitor C
– Digital Publication A
– Digital Publication B
– Digital Publication C

15. What Should You Measure
Strategically
• Competitive Data-Sets, Bloggers, Media Buys, Etc
– Traffic
– Brand/Content Mentions
– Social Network Statistics
• Youtube
• Twitter
• Facebook
• LinkedIn
– Trends of Major Social Networks
– # of Social Conversions (likes, followers, bit.ly
clicks, etc)

16. What Should You Measure Tactically
• On a campaign by campaign basis, measure;
• Social Interactions Connected To Specific Campaigns
– Not Generic RT’s, Likes, Followers
• Landing Page Traffic, Clicks, Impressions, Social Shares

17. Now You Know
• Released 3 PR Media Assets
– Accumulated
• 200 mentions
• 30 RT’s
• 3 New Sources of Traffic
• Aggregate 100 Clicks from
Bit.ly Links
• FB Likes Grew by 100
• Etc, Etc, Etc
– # of Conversions

18. How Can You Focus On The Best
Metrics
• Content Hub
• Content Calendar
• Content Strategy
• Engagement Strategy
• Measurement Strategy
• Closed Loop Efficacy

19. What Else?
• Organize Your Tools – Build a Systematic
Workflow
– Influence Tools
– Content Aggregation
– Content/Click Tracking
– Social Media Integration/Chatter Tools
• Decide What Metrics Make The Most Sense For
Your Campaigns
– Anyone who wants specific advice or to talk about
their program can ask us, we’ll tell you what we think
you should do

20. Questions

21. Contact
www.socialmatica.com
training@socialmatica.com
If you’d like a fee account to AgencySnap, just
send us a note to the email above and we’ll
reply with login details.