PROVE YOUR WORTH: SOCIAL MEDIA MEASUREMENT
Zontee Hou for
ABOUT ZONTEE• Strategist for leading consulting firm Convince & Convert, founded by Jay Baer• Digital marketing expert & founder of her own consultancy, Media Volery, in New York City• Adjunct professor of communications at the City College of New York• Advise brands including Indiana University and Allstate Insurance
MAKING THE BUSINESS CASE
What tactics are worth doing? What channels are worth exploring?
DEFINE YOUR CUSTOMERS’
JOURNEYSee. Think. Do. Care.
THE ACTION DEPENDS ON THE JOURNEY STAGE
SEE: BUILD AWARENESS• Changes in brand
awareness/recognition• Percent of new
visits/visitors to the website
• Volume of social chatter and interaction
• Clicks on Youtility-driven content
THINK: MAKE THEM CONSIDER• Repeat visits within a
specific period• Pages viewed per visit• Click-through rates from
product-specific content• Leads generated from
social channels or content
DO: CONVERT THEM• Conversion rate• Abandonment rate• Accounts/logins created• Customer loyalty/churn
CARE: ENGAGE WITH THEM• Customer loyalty• Repeat purchases• Net promoter scores/
likelihood to recommend• Participation in customer
communities• Number of reviews• Volume of social chatter
YOUR TURN!
• Identify one type of social content you’re creating currently for your business at each stage: See, Think, Do, Care
• Define the key metric for that execution
• Is there more than one audience segment that this content might reach?
DEFINING SUCCESS AND MEASURING IT Know what your business
needs to achieve.
SEE: HOW ARE THEY ENGAGING?• Establish benchmarks for
success• Measure results for each
target group• Track each individual
version of your content
THINK: WHAT ARE THEY DOING?• Track behavior flow• Look at efficacy of
retargeting ads• Measure behavior within
automations/series
DO: WHY HAVE THEY COMMITTED?• Test and optimize
shopping cart flow/conversion flow
• Send follow-up surveys• Measure activity levels
within the first 30, 60, 90, 180 days
CARE: WHAT DO THEY VALUE?• Survey regularly• Listen for community
participation and monitor user-generated content
• Benchmark tone, sentiment, and volume of social chatter
TOOLS FOR TRACKING Go beyond the basics.
IN ADDITION TO NATIVE TOOLS & DASHBOARDS…
Social Media Metrics
Competitive Benchmarking
Social Listening & Sentiment Analysis
Website Tracking
USE ATTRIBUTION MODELING
Graphic: Google Adwords
KEY TAKEAWAYS• Set content goals based on
the stage of the customer journey addressed by that content
• Define success so you’re measuring apples to apples
• Look at the right metrics for each stage of the customer journey
• Measure against your competition, listen actively, track specifically
• Attribute each touchpoint in a way that acknowledges its value
• Keep adjusting what you’re measuring to reflect your business goals
Q&A Let’s discuss.
CONNECT WITH ME• Twitter: @zontee_hou• LinkedIn:
linkedin.com/in/zonteehou
• ConvinceandConvert.com• MediaVolery.com