Too often in trying to quantify our social media efforts, we get tripped up by asking the wrong questions. Here's a guide to the questions you *should* be asking and how you can begin to make sense of your social media analytics.
In this 451 Marketing Webinar, we’ll share the tools (free and premium) and numbers that today’s marketer need to evaluate, plan, and measure their search marketing and social media campaigns.
Social Media Measurement for Sales & MarketingBrian Honigman
For my fifth class on Social Media Analytics taught at NYU, the focus was learning how to measure campaigns on social media centered on sales and marketing goals specifically.
A powerful presentation highlighting social media analytics and how it's used by the social media marketing departments. It covers a basic introduction to the social media analytics and their role in proactive marketing.
Part 2 - Social Media Strategies 201 at Seattle's School of Visual Conceptssocial3i
Part 2 of the workshop on Social Media, delivered by Social3i to the School of Visual Concepts in May 2011. This section, by Xavier Jimenez, included information on social media analytics and measurement programs, and also included a conversation with the Social Media team from RealNetworks' Reality Nation.
The document outlines the key components and steps to developing an effective social media marketing plan. It recommends beginning with an executive summary that highlights the goals and strategies of the plan. It also suggests conducting a competitive analysis by creating a SWOT chart and analyzing the company's current social media presence. The plan should then detail the content creation, distribution, and monitoring tactics that will be used across different social media platforms to meet marketing objectives and metrics for tracking engagement and ROI.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
Measuring Success on Facebook, Twitter & LinkedInBrian Honigman
Third session of my NYU class on Social Media Analytics discussing the framework for measuring any social channel as well as the specifics for approaching Facebook, Twitter and LinkedIn.
Given the buzz and data, social media has generated over recent times, we feel that Germin8 Social Listening will be able to add a great deal of value to brands.
These could be in the areas of:
Reputation Monitoring/ Management
Campaign Analysis- pre and post sentiments analysis
Industry or category Research & Competition Tracking
Lead Generation
Brand & Product Insights/Image
Consumer Attitude & Behavior
Adverse Event Monitoring & Crisis Management
Online Reputation Management
What in the world is dark social? Presented by Brewster StanislawSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, Simply Measured's Brewster Stanislaw explains what dark social is, why it is important, and how you can measure it.
He arms you with the information and tools you need to teach your colleagues about dark social and illustrate the true business impact of your social team.
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits' Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy. #MNNPTech
Social Media is no longer something relevant just for the area of Marketing. ...Socialmetrix
The document discusses how social media analytics can make the lives of marketers and digital agencies easier by providing clear, direct, and accurate information through dashboards and metrics. It emphasizes the importance of comparing metrics like audience growth, engagement, and content performance to benchmarks from competitors and time periods to guide strategies. The key is aligning social media goals and analysis with overall business objectives to prove the return on investment from social media activities.
This is my deck from Social Fresh Charlotte 2010. I talk about our approach to social media and community at Blue Sky Factory. From experimentation to scaling.
This is the deck from an American Marketing Association webinar featuring Justin Kistner, Social Media Evangelist for Webtrends, and Nick O'Neill, founder of AllFacebook.com.
The second class for Social Media Analytics I at NYU on establishing the right objectives/goals and pairing them with the right metrics for each of your social media campaigns.
Using Analytics To Investigate, Evaluate & DecideTunheim
Presentation by Noelle Hawton, David Erickson and Natalie Wires of Tunheim Partners on February 4, 2010, before the Minnesota Council on Nonprofits Communicator Series: Communication to Conversation: Engaging in Today’s World.
The document discusses best practices for using social media in marketing and communications, providing tips on how to define goals and metrics for social media engagement that are specific, measurable, attainable, realistic and timely. It also recommends tools for measuring the effectiveness of social media activities and influencing key considerations like being prepared for an ongoing conversation.
This SlideShare includes information I teach in Carroll Community College's non-credit Social Media Analytics class.
Why measure your social media efforts? Because it ...
- Helps with decision making.
- Helps with successful plan execution.
- Helps the plan from becoming outdated.
- Helps assess ROI.
This document summarizes how Monster used Brandwatch to analyze over 1 million tweets about people loving or hating their jobs. They built queries to find relevant tweets and analyzed the data to discover stories. Monster then pitched these stories to media outlets, achieving over 200 press hits reaching 270 million people and 252 TV segments reaching over 4 million viewers. Monster also tracked mentions of the stories on social media and in relevant news articles to measure the success.
The document summarizes various web analytics and social media analytics tools that can be used to track website, blog, social media, and email performance. It discusses tools like Google Analytics, Clicktale, CrazyEgg, Facebook Insights, TweetReach, and others that provide metrics on user demographics, engagement, traffic sources, and more. The goal is to help organizations understand user behavior and optimize communications.
Measurement is Not Counting: Social Media & Return on Investment, presented b...craigslist_fndn
You are actively using Facebook or Twitter or LinkedIn or a blog as part of your organization’s marketing or fundraising strategy. But do you know what your audience wants from you? Are you measuring how effective you are with these tools? Can you answer your boss’s or board’s questions about the value of spending time on social media? How do you know social media is a good investment and that you are getting strong results? Beth’s session addresses how to measure social media return on investment, including a strong framework and practical tips to measure and refine your social media tactics.
Lessons from the Newsroom: What Search & Social Can Learn from JournalistsAmy Vernon
We know "everyone's a publisher now," but what does that really mean? This keynote from Search Engine Journal's SEJ Summit dissected three areas to focus on when figuring out what content to create for your audience.
I gave a Bold Talk at Inbound 2016 on the topic of audience building and community. I came at it from the standpoint of the news business, where I spent the bulk of my career and I have a lot of opinions as to how it got to the place it finds itself in now.
We're at the point where we can't have it both ways anymore. We can't complain about giving up our privacy at the same time that we're loving the technology that comes about as a result of the information we're sharing about ourselves.
The question remains whether we end up in the dystopian 1984/Minority Report world or a more hopeful United Federation of Planets/classic Star Trek future.
My presentation for IgniteNYC #ignitenyc16
Social Media Etiquette (#SMEtiquette) for the rest of us. How to communicate with others online in a way designed to cause the least amount of friction and ill feelings.
The document provides instructions for an assignment where students create a "Historical Facebook" page by taking on the persona of someone living during a historical time period they are studying. Students are asked to include biographical details to develop their character, then write Facebook status updates to share perspectives on events happening around them and daily life during that era from their character's point of view. The assignment aims to have students practice writing informative texts to narrate historical events in a creative format.
Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.
The New Era of News: How Social Media is Impacting The U.S Presidential ElectionMadison Marcello
Social media has become a primary source of news for many Americans, especially millennials. It has changed how political campaigns operate and how voters receive information about candidates. Millennials now make up a significant portion of eligible voters, and their views are influenced by political discussions on social media. However, there is a lack of certainty about the factual accuracy of news shared on social media platforms. The 2016 presidential election has highlighted the large role social media now plays in how voters learn about candidates and political issues.
Search metrics include query volume, rankings, clicks, click-through rate, links, and conversions. Neuromarketing involves the intersection of the brain, human psychology, behavior, persuasion, and conversion optimization. The C-Suite is concerned with other measures of marketing altogether, such as market potential, sales growth, brand protection, customer acquisition cost, customer lifetime value, profit, and ROI. All three areas of focus can drive business growth, yet each in a silo is limited in its impact. By learning to take a more integrated and holistic approach, you can improve your digital marketing results in ways that move your business forward faster.
Presented by Tom Shapiro, CEO & Founder of Stratabeat, at Catalyst's Boston SEMPO Cities Breakfast event in November 2016.
Why Social Media Measurement is Fun!
Beth Kanter, Co-Author, The Networked Nonprofit
The most compelling social media and nonprofit success stories come from organizations that have embraced the core principles of being a Networked Nonprofit and use measurement to learn and improve. In this interactive session, Beth will share a few inspiring stories and practical social media measurement tips that any nonprofit can put into practice to improve results.
This document discusses how to measure the return on investment (ROI) of social media marketing. It begins by explaining how to calculate ROI by determining the return in sales from social media versus the investment in things like advertising, staff time, etc. It notes that while some value from social media is intangible, like relationships built, metrics can still be tracked to measure strategy effectiveness. The document recommends tracking metrics like reach, engagement, opt-ins and sales that occur after social media interactions. It also provides examples of tools to track metrics from different social platforms and outlines a system called Social Media Works for consistently measuring ROI from social efforts.
The document discusses social media measurement and outlines key performance indicators for measuring social media success. It identifies influence and engagement as the two core metrics for determining success on social platforms. Various tools for measuring performance on different social networks like Facebook, Twitter, YouTube and Foursquare are presented. The importance of analyzing measurement data and creating easy to understand reports with recommendations is emphasized.
This session from Pubcon 2015 will take a deep dive into how you balance your social media engagement goals with the increasing pressure to show big business results from social media. You can expect to hear about KPIs such as acquisition, engagement and outcomes using social media diagnostic metrics. The result should leave you prepared to take your social media strategies to the next level – from conversations to conversions.
How to Maximize Your Overall Return on Social Media Investment - Ken ChowOnline Marketing Summit
How to Maximize Your Overall Return on Social Media Investment
A recent R2integrated study shows that of companies who had profited or increased revenues from social media were about 2x as likely to have a formal strategy, and almost 2x as likely to have a dedicated headcount for managing social media. Learn how to approach, develop and execute social media strategies and tips to maximize your overall social media ROI.
* Ken Chow, VP of Marketing, R2integrated
How to Demonstrate the Value of Social Media to Your Boss - Chris BroganHubSpot
You get it. You love it. But now you need to ask for budget or permission or both to cover your social media implementation plans. You want to make sure the boss knows that other companies have done it successfully, that the learning curve is brief, that the tools are inexpensive, and that this isn't a drain on resources. Attend this free webinar to learn how to show the value of social media to your boss and how to implement it for your business.
This free webinar will cover:
* How to show the value of social media to your boss
* How to develop a social media strategy that aligns with key business goals
* Tools and resources to help you start, manage, and measure your social media efforts
Social Media Measurement Essentials To Get Out of Data Hell (SIC 2014)Adam Schoenfeld
Have you found yourself in data hell when it comes to social media measurement & analytics? This presentation provides a practical framework to help organize the world of social data, define the metrics and analysis that matter, and align your team objectives. Presentation for Seattle Interactive Conference 2014 #SIC2014.
This document discusses measuring the return on investment (ROI) of social media marketing. It explains that ROI is a business metric, not a media metric, and that just measuring media is not enough. To properly calculate ROI, one must measure key metrics before and after a social media campaign, identify changes in areas like revenue and costs, and apply the ROI equation to determine the financial impact.
Prove Your Worth: Social Media Measurement, Zontee Hou, Social Fresh Conferen...Social Fresh Conference
This document discusses how to measure the effectiveness of social media marketing by defining the customer journey in four stages: See, Think, Do, Care. For each stage, it provides examples of key metrics to track, such as changes in brand awareness, repeat visits, conversion rates, and customer loyalty. It emphasizes setting goals for each content type, measuring multiple audiences and versions of content, and using tools to track performance, attribute touchpoints, and benchmark against competitors. The overall message is that social media measurement requires looking at the right metrics for each stage of the customer journey to effectively optimize strategies.
This document discusses the role of advertising and agencies in the digital age. It argues that while social media has disrupted advertising, paid advertising is still important, especially when used strategically. Agencies can help develop strategies for paid social media advertising and provide other services around content, analytics, and community management. The landscape is rapidly evolving as digital becomes a larger part of agencies' revenue and as pure-play social media agencies emerge.
This document discusses content marketing strategies and provides tips for creating great content. It notes that content marketing is more important than ever due to the massive amount of information being created daily. It emphasizes developing a content strategy that focuses on creating helpful, valuable, relationship-building, and timely content. It also stresses the importance of promoting content through social sharing and measuring results. The key takeaways are that everyone can be a publisher; content should be planned using a framework of purpose, people, preferences, production, promotion, and propulsion; and the biggest mistake is failing to involve people to execute the content plan.
This document discusses how to improve social media marketing programs through effective monitoring and measurement. It emphasizes that monitoring user mentions and engagement is important for reputation management, and that measurement is key but difficult because social outcomes are hard to tie to business metrics. It provides examples of metrics like increased check-ins, sales and share of voice that can demonstrate the impact of social media. Finally, it suggests that future areas of focus will include more advanced social customer relationship management and influence marketing.
The document discusses various digital marketing strategies and tools that are suitable for different types and sizes of companies. It analyzes tools for online reputation management, content marketing, social media marketing, and interactive marketing. It states that content marketing and interactive marketing tools can work for small firms competing with big firms and for B2B firms. However, content marketing may not work well for small firms competing against large competitors or in the B2B space. Interactive marketing is also not suitable for small-ticket consumer goods. Influencer marketing is suggested as a tool that can work for small-ticket B2C businesses and B2B firms.
Public Relations: It’s No Longer About Just The Media, It’s About People.Beth Harte
Public relations is no longer just about media relations but about connecting with people directly. It involves seven key areas including media relations, advertising, publicity, public affairs, issues/crisis management, lobbying, and investor relations. Successful public relations now requires integrating social media strategies to identify target audiences, create communication messages and incentives, measure return on investment, and plan future engagement. Developing a measurable public relations plan involves setting goals, objectives with specific targets and timeframes, and tactics to implement strategies.
1. The document discusses using social media for B2B marketing and provides guidance on planning, executing, and measuring a social media strategy.
2. It recommends following a 5-step process: identify customers and prospects, understand buying behaviors, take an outside-in approach, plan integrated communication messages, and evaluate and plan for the future.
3. Key elements of an effective social media strategy include setting measurable goals and objectives, developing smart strategies and tactics, and tracking various metrics to measure performance and return on investment.
Beth Harte, Client Services Director at Serengeti Communications discusses social media for the B2B Marketing Mix including: Planning, Expanding, Executing and Measuring.
This document provides a summary of a PR newsletter issue including the following articles:
1) Two companies, Uber and Apple, were recently caught up in crises not directly related to them. PR experts say that when a brand is unfairly dragged into a crisis, they still need to respond quickly even if it's not their direct issue to avoid having others define the situation. Crises can also present opportunities for brands to reestablish themselves.
2) The article provides tips for measuring the impact of PR campaigns, including tracking referral traffic, leads generated, organic search, earned and paid impressions, social reach, and message pull-through.
3) The document discusses how PR professionals can help turn CEOs
Social Media Strategies for Small OrganizationsMykl Roventine
The document provides tips for developing an effective social media strategy for businesses. It recommends starting with goals and objectives, conducting a social media audit, choosing appropriate metrics, and selecting platforms that match your audience. It also stresses the importance of a content calendar to plan engaging, educational posts and monitoring analytics to measure success. Regularly creating high-quality content and learning from other businesses are also emphasized.
The document discusses return on investment (ROI) for social media marketing. It provides examples of goals companies may want to achieve through social media, such as increasing sales or attracting new employees. It also distinguishes between diagnostic metrics that show how campaigns are progressing and objective metrics like sales that show if goals are achieved. Finally, it provides examples of how some companies have measured ROI from their social media efforts.
Rob Garner, Search Marketing Now: Real time marketing on the socially connect...Rob Garner
Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.
This document discusses how AI and text analytics can be applied to B2B marketing. Currently, most B2B marketing uses "pull" methods like content marketing on websites and social media. The document proposes using text analytics to enable a "push" method by identifying prospects, obtaining their contact details, determining interests, and engaging in safe interactions. An example application identified 2000 followers over 6 months, equal to 10,000-20,000 visitors, at a lower cost than using Google ads. The document concludes text analytics can effectively promote B2B products through targeted outreach.
Reviewing the current state of Social Media, how to use Social Media and Social Networks for businesses purposes. Social Media Marketing and PR 2.0
http://extanz.com
The document discusses various myths and realities regarding the use of social media and web 2.0 tools by financial institutions. It cautions against adopting these tools without a clear business strategy and goals. Key advice includes establishing a business case for the tool, having realistic expectations of results, tying initiatives to specific products or promotions, and measuring outcomes to determine return on investment.
Jskipper using social media for recruitment 201004Jeff Skipper
Many companies are looking at how social media can be applied in their organization for use other than traditional marketing and
communications, including how to use social media for recruitment purposes. I was asked to look into this area and provide an update on what is happening. Absolutely fascinating! The recruiting methods have been revolutionized opening both new opportunities and major risks. Let me know if you are interested in having me present to your team!
Web and Social Media Analytics-February 2015Collin Condray
This hands-on seminar covered web and social analytics and insights and how they are invaluable to your overall marketing plan. media outlets such as Facebook, Pinterest, Twitter and Google+, as well as Google Analytics.
How to Create a Monster Brand from the Ground upAmy Vernon
How do you build a brand for an existing, but new company that is undergoing its first branding and changing its name at the same time? Amy Vernon explains how she branded Kaiju Capital Management from nothing into a bespoke brand that has been displayed on the iconic Nasdaq tower in Times Square.
What's new on legacy social media platformsAmy Vernon
Facebook, Twitter, Pinterest & Gmail - what's the latest changes to these platforms? I detail what the latest changes are to these old-school platforms.
1) The document discusses building community in blockchain, noting that while blockchain is a new technology, building community is not new.
2) It notes that in the past, newspapers were the center of community but that blockchain community is now centered around Telegram, which allows for anonymity.
3) It provides tips for building blockchain community, including using moderation tools like bans to remove spam, trolls, and spreaders of fear, uncertainty, and doubt (FUD), and being careful of overhyping upcoming announcements or news.
I'm always updating my popular deck on creating content that works for social media. There are a lot of things to take into consideration in your content marketing efforts. These tips will give you a leg up.
10 Steps to Narrowcasting: Make the most of your existing connectionsAmy Vernon
The document outlines 10 steps for narrowcasting on social media by focusing engagement on existing connections. It recommends researching followers' interests, engaging those who are interested, and growing the network by tracking new followers. The steps include starting with 10 minutes per day of engagement, setting goals to engage 5 new people per week initially and working up to 5 per day, using tools to create lists to organize connections, and automating reminders and schedules but not actual engagement. The overall goal is to research, engage existing connections, and leverage those connections to grow the network in a targeted way.
Think You Know Great Content? Fugghedaboutit. Here's What Really CountsAmy Vernon
Content is king, blah blah blah. Fact is, there's no magic formula for good content, but there are some basic things you can do to make your content more attractive to both readers/consumers and search engines.
Having more fans and followers has become a metric by which businesses are often measured in the social space. However, if we look at how conversations happen on social media, it has become primarily a means for broadcasting. In this session for Marketing Profs' Digital Marketing World April virtual conference on Social Media Marketing, I discussed the concept of narrowcasting and how to mine your followers for the people and conversations you're really trying to reach.
Social media can be a terrific help when you're looking for a job. It can also hurt. In this presentation for The Briefcase Project for F.E.G.S. in New York City, I outlined the pitfalls
Automating certain aspects of social media can be helpful. But sometimes it can go extremely wrong. I presented on the negative aspects of social media automation at the SMX West Conference in San Jose yesterday.
The document provides tips for creating content that works well on social media. It suggests finding story ideas through tools like Google Alerts, RSS feeds, forums, and Twitter searches. Four types of stories are described: targeted stories about industry news, funny stories that play on current events, how-to stories that teach readers something useful, and commentary that expresses an opinion on popular news. The document also discusses using different types of content like infographics, timelines, videos, photos, and lists. It emphasizes making content useful, relevant, consumable, and keeping it simple.
Veteran journalist Amy Vernon provides tips for finding story ideas and creating engaging content. She recommends using tools like Google Alerts and RSS feeds to discover trending topics in your niche. Targeted news stories that cater to your core audience have low writing effort but boost SEO. Funny or commentary pieces take more time but drive social shares and thought leadership. Effective content includes infographics, videos, lists, timelines, photos and how-to guides. Stories should be relevant, comprehensive and consumable to readers. Linking out to other sources and using images helps engagement. The goal is to create content that readers would want to read if they came across it organically.
Social media includes various online platforms that allow for sharing and interacting with communities. It is a two-way communication channel that should be used with an understanding of one's audience. Top universities are using social media effectively through regular blog updates, large Facebook and YouTube presences, and strategic use of multiple platforms. Studies show most colleges, Fortune 100 companies, and MBA applicants actively use social media platforms like Facebook, YouTube, and Twitter. Digital consultant Amy Vernon has built a large following across these channels.
Our Secret Arsenal: StumbleUpon, Reddit and DiggAmy Vernon
StumbleUpon, Reddit, and Digg are social bookmarking sites that can drive traffic if used properly while contributing to the community. StumbleUpon focuses on serendipitous content discovery through algorithms and works best for images and videos. Reddit has user-run subcategories and requires being an active community member to avoid being seen as a spammer. Digg emphasizes connections with other users and requires continuous activity within a 24-48 hour window to maximize traffic.
When it comes to the medical profession, social media is a bit trickier than in some other fields, because of the legal and ethical issues involved. But it still comes down to one thing: Don't be stupid.
This is the presentation from a panel I participated in at the 53rd annual meeting of ASTRO, the American Society for Radiation Oncology.
Understanding the direct value in the top social media communities Amy Vernon
The document discusses strategies for understanding direct value in top social media communities. It recommends figuring out the community that fits best, studying the community, and being a good member. It also discusses being personal and engaging occasionally mentioning the brand. Specific examples are provided of successful community engagement including active participation, quality content submission, helping others, rewarding readers, and transforming large followings into engaged ones through questions and fan participation.
This document lists the names, websites, and social media handles of four individuals - Amy Vernon, Muhammad Saleem, Andrew Sorcini, and JD Rucker. It provides their personal websites and blogs, as well as their Twitter and Digg usernames to help identify them and find their work online.
Buy YouTube subscribers for instant growth with Sociocosmos. Safe, secure, and effective.
https://www.sociocosmos.com/product-category/youtube/yt-short-views/
Monetizing Social Media- How Influencers and Brands Make Money OnlineArpan Buwa
Monetizing social media involves influencers and brands leveraging their online presence to generate income. Influencers, who amass large followings on platforms like Instagram, YouTube, and TikTok, make money through sponsored posts, brand partnerships, affiliate marketing, and selling their own products or services. Brands collaborate with influencers to reach targeted audiences, increasing their visibility and credibility. Additionally, both influencers and brands use ad revenue from platforms, subscription services, and exclusive content offerings to boost their earnings. This dynamic ecosystem allows for diverse revenue streams, making social media a lucrative avenue for digital entrepreneurship.
Engage Like Never Before................SocioCosmos
Take Facebook by storm with Sociocosmos and watch your engagement and reach skyrocket.
https://www.sociocosmos.com/product-category/facebook/facebook-event-attendees/
Digital Wolf: Expert Social Media Marketing Services in KolkataDigital Wolf
Get noticed online with Digital Wolf's social media marketing in Kolkata. Expert strategies, engaging content, and comprehensive platform management.
Visit Us at t.ly/IRhlG
Learn to navigate negative Google reviews effectively to maintain business reputation. Reviews influence decisions and visibility, so respond promptly, acknowledge feedback, offer solutions, and maintain professionalism. Avoid ignoring reviews, defensiveness, generic responses, and arguments. Monitor reviews, train staff, seek feedback, and highlight improvements to enhance customer trust and business success.
2. 20 years in newspaper
journalism
Miami Herald staff Pulitzer,
1992
Top female submitter of all
time to Digg.com
15th most influential
woman in tech onTwitter
(Business Insider/Peer
Index)
Mommy, wife & Siberian
Husky owner
4. Traffic photo by Simon Forsyth via Flickr Creative Commons Social Media photo by Automotive Social via Flickr Creative CommonsGraph photo by Jim Sher via Flickr Creative Commons
16. To Diagnose
What works?
What doesn’t work?
To Prioritize
What goes where?
What money goes where?
To Evaluate
You need to know what ROI you’re looking for
17. Steps shamelessly stolen (with permission) from KamiWatson Huyse
1. Set measurable objectives
2. Choose your metrics
3. Choose the tools to measure those metrics
4. Implement
5. Analyze and present
6. Adjust and repeat
Image by Sam Teigen via Flickr Creative Commons
18. You need to be able to set an objective you
can actually measure.
This is not a goal, this is an objective.
Your objective should be realistic.
19. Goal: Increase traffic to and pageviews on
website.
UnrealisticObjective: Increase traffic and
pageviews by 200% in the next month solely
using Facebook andTwitter.
RealisticObjective: Increase pageviews by
25% year-over-year, over the next six months
using internal analytics and a mix of paid,
earned and owned marketing.
20. Wordle based on “The 6 Most Important Web Metrics to Track for Your Business Website”
21. What are the metrics you need to measure?
Vistors
Pageviews
What kind of traffic is the “right” traffic?
New vs returning visitors
Time on site
Bounce rate
Pageviews per visitor
Factors behind last year’s traffic
Traffic. Social Media shares, likes and comments. Numbers, numbers, numbers.
But we’re measuring far more than numbers.
What’s most important for you?
Brand awareness? Sentiment? Conversions? Market share? Retention? Something else?
Don’t be this guy.
We can get too caught up in the everyday of the numbers and overwhelmed by the … math of it all.
Let the data tell you its story, but you need to know what kind of a story you’re looking for in order to find that story.
You won’t find autobiographies in the cooking section of the library. You’re not gonna find conversions in your branding data.
Ask the right questions of the data. Data is just numbers. It will answer whatever question you ask of it and won’t know if it’s telling you what you need to know or what you asked.
Tracking users across devices still isn’t easy. It leaves gaps in our knowledge of what drove a particular purchase or action.
What is “Dark Social”?
We’ve forgotten that the web was “social” long before Twitter and Facebook and Pinterest and Instagram and Snapchat and and and and and and and …
Email, SMS, texting apps – all are social activities that drive far, far more traffic and conversions than any social site.
Dark social sounds sexy. Sounds dangerous. But what it *really* is, is a part of the whole picture that smart people have been paying attention to, anyway.
Don’t chase these. They keep rolling anyway. And then you see something else shiny. And then …. SQUIRREL!
I remember when Brian Solis released this
CHOOSE YOUR METRICS
1) Two elements of traffic.
2) Maybe you want to see people coming back a lot. But you need new people, too
How much time do they spend? How many pageviews?
Who’s leaving right away and where did they come from?
3) Did you have something unusual a year ago that caused a huge spike and is that even replicable?
Choose Your Tools Wisely
And many more
Those who do not know their history are doomed to repeat it.
If you don’t implement your tools, analyze the results and then adjust to fix problems, you’ll never keep moving ahead.