Jay Goldman - Measuring your Social Media Success

Measuring Your Social Media Success

http://bit.ly/klickpharma

http://klickpharma.com

http://bit.ly/klickpharma A Note on Links

What is Social Media?

“Social media is information content created by people using highly accessible

and scalable publishing technologies. At its most basic sense, social media is a shift in

how people discover, read and share news, information and content.”

What is social media?

All Media will be Social.

In the future…

Sharing.

Social =

http://bit.ly/klick-conversation Conversation Prism

Why use social media?

Awareness Membership Fundraising

The ‘charity’ perspective

Acquisition

Engagement

Retention

Conversion funnel

Endorse

Conversion Funnel

http://amzn.to/klick-cluetrain The Cluetrain Manifesto

95 Thesis

Markets are conversations Hyperlinks subvert hierarchy

Connection between markets & orgs Orgs entering marketplace Marketing & org response

Intranets and impact on control/structure Connecting marketplace and intranets

New market expectations

The Cluetrain Manifesto

Who uses social media?

http://amzn.to/klick-groundswell Groundswell

Creators

Critics

Collectors

Joiners

Speculators

Inactives

Publish blogs, upload videos and photos, etc.

Post ratings, reviews, and comments, use forums

Use RSS feeds, add tags, vote

Maintain profiles, visit social nets

Read blogs, watch, view

None of the above

http://slidesha.re/klick-technographics

18%

29%

17%

57%

64%

21%

Social Technographics

Strategy vs. Tactic

Vision > Mission > Strategy > Tactics

http://slidesha.re/klick-50 • http://slidesha.re/klick-50more Beth Kanter

Measuring Social Media

Define your KPIs

• What are you measured on?

• What do you consider to be success?

• How do you translate between them?

Conversation & Engagement

It’s all about…

Practical KPIs: Engagement & Volume

• Like

• Facebook Like, Twitter Followers, Email subscriptions, bookmarks, marking favourites, etc.

• Interact

• Register (new/total/active), print page, key page activities (custom tracking), star/number ratings, wishlist, downloads, report posts, tagging, typical GA metrics

• Share

• Send to friend (invite, refer, etc.), social share, install widget

• Create

• Comments, posts, UGC, profile, uploads, etc.

Practical KPIs: Engagement & Volume

Reach x Frequency Time Spent

Practical KPIs: Conversation

• Who is talking about us?

• What are they saying?

• When are they doing it?

• Where are they doing it?

• How are we engaging?

Practical KPIs: Conversation

Sentiment & Ecosystem Size

Practical KPIs: Conversion

• Conversion between steps

• Total conversion

• Customer Acquisition Cost

Measurement Challenges

• Translating their stats to your KPIs

• Measuring across the funnel

• Measuring engagement vs. followers

• Drowning in data (a.k.a. what to track and when)

• Crossing the physical digital divide

Measurement: Twitter

• Tag all inbound links before you shorten

• utm_source

• utm_medium

• utm_campaign

• utm_content

• Use a URL shortener with analytics

• Klout and listening to find key influencers

Measurement: Facebook

• Facebook Insights

• Facebook Ads (if you can)

• Tag inbound links if possible

• Google Analytics on custom tabs

Measurement: Your Site

• Google Analytics

• Custom tagging (trackPageview)

Keep it Personal

It’s about more than lies, damned lies, and statistics.

Your Challenges

THANK YOU @jaygoldman • facebook.com/jaygoldman • jgoldman@klick.com