Social Media Strategy – Measurements and Metrics (Module 11)

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MODULE 11: MEASUREMENT, METRICS & ROI

Finding Value in Social Media Initiatives

Stephanie Brown

Kevin Carter

Craig Cerrito

Alanna Rolli

Madison Sites

Eric Wardlaw

Bryant Warren

Social Integration Strategy (SiS)

Assessment

Alignment

Culture

Technology

Metrics

Policies & Procedures

Action Plan

Alignment• Current goal applications•Potential points of integration•Financial aspects

Assessment• Understand the landscape•Company & competitive standing•Social Media Audit

Culture• Who are our people•Profile of our customers•Cultural barriers to integration

Technology• Solidify integration needs•Technology evaluations•Culture comfort

Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators

Policies• Component importance•Asset allocation •Procedural development

Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)

Assessment

Assessment• Understand the landscape•Company & competitive standing•Social Media Audit

Assessment

• Social Media Metric Audit

• Perceptions on the data

• Industry benchmarks

Alignment

Alignment• Current goal applications•Potential points of integration•Financial aspects

Alignment

• Align organizational goals with measurements

• What do we want/can we measure

• Explore measurement options with

Culture

Culture• Who are our people•Profile of our customers•Cultural barriers to integration

Culture

• Belief in the data

• Data usages outside ‘good to know’

• Customer learning vs. operational input

Technology

Technology• Solidify integration needs•Technology evaluations•Culture comfort

Technology

• What technologies provide the needed data?

• What data/technologies do we understand?

• A cry for help (assistance)

Metrics

Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators

Metrics

• Search engine optimization

• Social media measurement

• Integrated, nonline programs

Policies• Component importance•Asset allocation •Procedural development

• Handling the data

• Procedures in implementing change– Data driven decisions

• Trigger mechanisms for investment

Action Plan

Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)

Key Measurements

• Gross views• Connections• Audience engagements (comments)• Social media referrals• Social media conversations

• Refer company to friends

• Buy into your brand• Buy your products

• Making noise• Store and share things• Love your website• Visit more frequently

Metrics are only important components if you understand why you are measuring what you’re measuring and if you can use the data to make decisions

KEY PERFORMANCE INDICATORS

• Task completion rate• Share of search• Visitor loyalty and recency• Feed subscribers• % of valuable exits• Days and visit comparison

Visitor Loyalty

User Recency

Length of Visit

Depth of Visit

Keyword Report

Share of Search

Blog Analytics

• Audience growth (visits vs. unique visits)

• Conversion rates (visitor comments vs. posts)

• Cost (Technology*Time*Opportunity Cost)

Sample KPI’s

• Traffic origination– % of visits from search engines– % of conversions from search engines

• Sell more products– % of visits that add to shopping cart– % that complete the shopping cart– % where cart is abandoned

Sample KPI’s

• Website engagement– % that leave a comment or download something– % complete a Contact Us form - click a link– Ave. time spent per visit– Ave. page depth per person

• Customer experience– % that bounce (single-page views)– % internal site search that provides no response– % that interact with specific content

SEO Success

• Total traffic from organic search• Same: branded vs. non-branded terms– 20-40% should include your brand name

• Head vs. long-tail terms– 40-60% should come from head terms

• Unique keywords referring traffic– More optimization = more keyword combinations

SEO Success

• Home page vs. deep-content page– Most clicks are specific not homepage

• Bounce rate of organic search– High bounce rate, low search relevancy

• New vs. returning guests– A good mix of both (that return more than once or

twice)

So which are the most important?

It depends upon what goals and current

initiatives YOU are conducting.

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NEXT WEEK

• Final Quiz

Social Media Strategy – Measurements and Metrics (Module 11)

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