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What’s more important: the number of fans you have or the engagement you have with them? Sharing over six years of experience measuring social media, Mark Krupinski explains how to choose the right metrics along with how make sense of them when you have them.
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Analytics #ftwMark Krupinski
Social Business Strategist &
Consultant with Social Rubicon.
Since 2006, I’ve been executing
social media solutions focused on
brand ambassadors.
Industry experience: Travel &
Entertainment, Food & Beverage,
Consumer Goods & Services, Higher
Education, Health Care, and
Executive Search.
analytics?
engagement
brand loyalty
conversion rates
cost per conversion
cost per lead
leads generated
negative sentiment
positive sentiment
retention rates
amplification
comments
economic value
email addresses
frequency of mentions
shares
site traffic
traffic source
visits
email click-throughs
followers
friends of friends
impressions
likes
qualified leads
subscribers
talking about
% YOY growth
audience growth
bookmarks
bounce rate
open rates
time spent on page
views
Alexa
Klout
repins
video testimonials
Why?
Hard ROI
Soft ROI
problem
Not Sexy
Time Consuming
“correlation
does not mean
causation…”
Knee Jerks
Clowns
But?
how do I get there?
Research
Forrester
Metrics = Goals?
Harvesting
Milestones Doc
Rise, Repeat
Patience
Consumable?
let’s sum it up
Metrics = Goals? Harvesting
Rise, Repeat
Patience
Consumable?
Research
Mark Krupinskisocialrubicon.com
mark@socialrubicon.com
@markkrupinski
(407) 637-4008
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