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Presentation for Metrics Monday held in Helsinki on Monday 12 May 2014. In which we talk about how the majority of metrics used to measure social media are 'nice to know' but superficial. We believe in a very simple strategy: 1. If it doesn't show you what to do, we don't show it to you. 2. Everything comes down to ENGAGEMENT Plenty of people focus on reach, or look at volume of tweets. But looking at these figures cannot tell you how to improve them. You don't stare at a car's speedometer and expect the car's performance to improve. You get under the hood and focus on what actually makes the car go faster. The speedometer reflects your work. It's the same with reach - you can't improve reach by looking at it. You improve reach by increasing engagement. To improve engagement you have to make data driven decisions and give your community what they really want. You'll only find this out by combining community manager instinct with actual data that shows what your fans react most to. Our goal is to help you spend less time using tools and more time doing your job. We've seen massive improvements in engagement, purely organic reach and clickthroughs with clients who use Ezy. Join us, we're leaner, easier and cheaper than other 'big name' tools. And you'll see real results. Email us: [email protected] Sign up at www.ezyinsights.com or read more at blog.ezyinsights.com
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Why
Social Media Metrics are
USELESSand what you should be looking at...
www.ezyinsights.comfacebook.com/ezyinsights
twitter: @ezyinsights
Steve El-Sharawy @stiffDuane Atkins: @arttoo
Here’s what metrics look like on social media
Here’s what metrics look like on social media
“The New York Times has a score of 87?! That’s pretty high!”
Here’s what metrics look like on social media
Here’s what metrics look like on social media
Here’s what metrics look like on social media
So what?
Measuring numbers is fine for benchmarking but what else does it tell you?
Another problem:
Data alone won’t solve anything.
If you don’t have a question, don’t
assume you’ll find answers.
The new social media manager’s job
Combining the view from the trenches with high level data in order to understand what the metrics you are looking at are really telling you.
People know this - but not what to do about it
Facebook’s organic visibility
Why cheap likes can costyou more than you think.
If you only have a few ‘real fans’ amongst your total page fans, the chances of them reacting to your content are diminished.
Less engagement means the % of fans your post is exposed to will drop.
Case study
Show me the engagement!
From about 500 likes a day to over 5000
Using EzyInsights is good for your health
Shares on Facebook up from 125 per day to ~700
Comments on Facebook
Creating content people are really talking about
How did it happen?
The Basics:
Posting frequency - getting it right
Preview meta data - no more tiny images
Posting for posting’s sake - cut the filler!
How did it happen?
Identify what works:
BBC News case - people on Facebook like kittens (very general interest focus)
Best practice from competitors - what works and doesn’t work for them.
Goal: Tailoring content for Facebook.
How did it happen?
Understanding the audience
Ambassadors - the page most loyal and most influential fans. Do you know yours?
Looking at the right metrics. ENGAGEMENT
Encouraging conversation. Refining copy.
How did it happen?
Test & iterate
Experimenting with variables constantly
Watching results daily - minimum time input with EzyInsights
Reacting quickly - memes, current affairs, hot topics, riding the waves of interest.
How did it happen?
Believing in data
One advocate to rule them all - one person within the company determined to make a
difference
Data driven decisions becoming second nature - not more guessing or shrugging
Never stop learning!
About EzyInsights
What is EzyInsights?
A cloud based app accessed straight from your browser*
*Except IE8 and below, please!
Takes your data - makes it easy to get insights from it.
Improves social media for brands.
