Embed Size (px)
Citation preview
Why 1 Million Social Media Followers Sucks
Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress
I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books
You
@emcgillivray #webcongress
Your Wants Love your work Excel at it Please your boss/clients Grow your social media followers
Danger Goal
@emcgillivray #webcongress
Bought 1,256,382 Followers
Has 0 Friends
Truths
@emcgillivray #webcongress
Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers
@emcgillivray #webcongress
Mailbox
Recycling
Door
Direct to Garbage
Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours
@emcgillivray #webcongress
Don’t Panic!
@emcgillivray #webcongress
1 Million Followers
Tough Talk
Why is my brand on social media?
@emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
Say No to Reporting Vanity Metrics
But track them for the math!
@emcgillivray #webcongress
Report This! Engagement
@emcgillivray #webcongress
True Social Metrics
Math = Counting
& Division # of actions by followers / # of posts = Rate
Finding a Baseline
Select a time period that makes sense.
Conversation Rate
Who’s chatting with me? How often? What topics are interesting to them?
Conversation Goals
@emcgillivray #webcongress
Are you keeping up?
SproutSocial
@emcgillivray #webcongress
Amplification Rate
Who’s re-sharing my social media content? Where? And why?
Amplification Goals
@emcgillivray #webcongress
Audience Reach
Buffer
@emcgillivray #webcongress
G+ Ripples
Share top content again
Rival IQ @emcgillivray #webcongress
Applause Rate
Who’s lurking, but liking? Who encourages you? Who gives you high fives?
Applause Goals
@emcgillivray #webcongress
Report This! Relative
Engagement
@emcgillivray #webcongress
What?
As you grow your followers & regular postings, you want to keep pace with connecting to your community.
True Social Metrics
Math = Followers,
Counting & Division
# of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate
Relative Engagement Goals
@emcgillivray #webcongress
What About Conversions?
@emcgillivray #webcongress
Sales? Try Traffic
Google Analytics
@emcgillivray #webcongress
Report This! Anything
Important to Your Business
@emcgillivray #webcongress
Customer Happiness
In Q1 2014, Moz sent 362 happy packages to our community.
Team Growth
Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010.
2010 2011 2012 2013 2014
Product Feedback
@emcgillivray #webcongress
Reporting
@emcgillivray #webcongress
Reports Tell a Story by
Showing Love, Passion,
& Relevance
Sample Report
Shows both engagement and traffic over time.
Who’s Listening
Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world
I want 1,000 conversations
with 100 people, not 1 million
followers & 100 conversations
@emcgillivray #webcongress
Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray [email protected] http://moz.com/
Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/
Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112
@emcgillivray #webcongress
