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Beyond Vanity Metrics
Looking at how to see if your Social Media efforts are effec8ve
1/26/2015 VingDirect DTC Conference
Susan DeMatei
Owner WineGlass Marke-ng
@sdematei
July 10-‐11, 2012 Napa Valley MarrioH
VANITY METRICS
• Metrics that provide a benchmark, but mostly just tell you how popular you are – How many followers you have on Facebook – How many followers you have on TwiHer – Your Klout score
1/26/2015 VingDirect DTC Conference
MORE INSIGHTFUL QUESTIONS TO BE ANSWERED
• How many people can we connect with via each channel? • What is the order from highest to lowest of referrals to our
website or eCommerce? • What were we most successful
at last year? • Which posts have generated the
most reac8on? • Which posts have resulted in the
most referrals to website or eCommerce? • What 8me of day do we get the greatest response to
Facebook? • What types of posts get the most liked on Facebook? • What types of TwiHer posts do we get the most reac8on?
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FREE TOOL #1 – GOOGLE ANALYTICS
1/26/2015 VingDirect DTC Conference
USING GOOGLE ANALYTICS E.G. SOCIAL DRIVES 1% TRAFFIC TO
WEBSITE
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Social Media Visits
DIG TO FIND THE METRICS THAT MATTER
1/26/2015 VingDirect DTC Conference
Advertising impact seen on trafLic
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• Social traffic steady, but can see spikes with paid campaigns • Recipes (free) also drove visible traffic
Paid Posts on FB Recipes on FB
SETTING UP GOALS AND FUNNELS GIVES YOU THE MOST POWERFUL METRICS – SALES!
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FREE TOOLS -‐ HOOTSUITE
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Pros: • Customize streams and mul8ple
searches • Schedule posts • Has paid version with analy8cs
Cons: • Requires some set up and on
each device • Connec8vity issues
FREE TOOLS – GOOGLE ALERTS
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Pros: • Customize search results • Schedule delivery
Cons: • A lot of emails! • Passive
Free Tools -‐ Social Mention
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Pros: • Web-‐based – easy to use
Cons: • Not very accurate
Paid Monitoring Tools • Radian6 • Sysomos • Nielsen Buzz
Metrics • Visible
Technologies • Trackur
A comparison of several tools hHp://www.pr2020.com/files/PR_SM-‐Monitoring-‐Comparison.pdf
• Vintank • BuzzLogic • Alterian SM2 • Scout Labs • Jive Sohware • eCairn Conversa8on
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EXAMPLE OF FACEBOOK POST ANALYSIS DONE USING FREE FACEBOOK DATA • Posts for past 6 months vary but have dropped off this
year – Primarily photos – Mix of links and text posts – Photos are driving virality –
not quan8ty
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0% 1% 1% 2% 2% 3% 3% 4%
0
20
40
60
80
100
Photo Link Status Update
Share
Posts
Virality
Most Engagement Tuesday/Wednesday at the 10am hour
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EXAMPLE OF HOW CHANNEL METRICS CAN HELP YOU DETERMINE USEFULNESS FOR ENGAGEMENT
• Unusually high traffic from within You Tube (based on experience at other wineries) showing that you’re not doing a lot of merchandising with the videos outside this channel
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AT THE VERY LEAST… • Monthly dashboard, highligh8ng key movement
• Quarterly adjustment to pos8ng strategies, frequency and content
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EXAMPLES OF USEFUL STATISTICS • # of posi8ve brand men8ons per week • # of comments on blog posts • # of retweets • # of clicks on links posted on TwiHer • # of visitors to the website • # of followers on TwiHer • # of coupon downloads • # of video views Focus on Engagement Everyone on the team has to agree on what goals you’re aiming for, and how you’ll know when you hit them… or not!
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THANK YOU
Susan DeMatei WineGlass Marke-ng
@sdematei
July 10-‐11, 2012 Napa Valley MarrioH
