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Course Introduction Lecture #2: Social Media Channels & Metrics UGBA 198 - Fall 2016 Haas School of Business, Berkeley Julian Gamboa-Ramos

Social Media & Metrics (Digital Marketing Today)

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Page 1: Social Media & Metrics (Digital Marketing Today)

Course IntroductionLecture #2: Social Media Channels & Metrics

UGBA 198 - Fall 2016Haas School of Business, Berkeley

Julian Gamboa-Ramos

Page 2: Social Media & Metrics (Digital Marketing Today)

#ExperienceUGBA198

Page 3: Social Media & Metrics (Digital Marketing Today)

Social Media Channels

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Unique Platforms● Each platform has its unique style,

followers expect different content.● Exemplify on each platform’s tone.

○ Tweet vs Facebook Post● Audience behavior varies heavily

among different platforms.○ Different “news feed” habits○ Liking on FB vs on Instagram

● “Storytelling” marketing:○ Channel agnostic campaigns

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● 1.712 billion monthly active users (MAU)● Could change digital marketing landscape.

Rapidly changing with each update.● Updates succeed due to large user base.● Prime Time: 1 - 4 PM

Dead Time: 12 - 5 AM● Original Feature: News Feed● Perks: Events, Instant Articles, Trending,

Live Streams, Business Pages, + more

Facebook

February, 2004

Page 6: Social Media & Metrics (Digital Marketing Today)

Messenger

● 1 billion monthly active users (MAU)● Original Premise: Standalone messaging

platform.● Perks: Chat bots, Customer Service, Emojis

○ Example: CNN, 1800flowers● Prime Time: 8 - 10 AM for scheduled.

Dead Time: 9 - 5 PMAugust, 2011

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YouTube

● 1 billion monthly active users (MAU)● Original Premise: Video sharing site.● Perks: 360 Videos/Virtual Reality, Content

Creators with Ad Revenue, YouTube Red● Cross-Platforming: Rich Media● Prime Time: 6 AM and 12 PM

February, 2005

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Instagram

● 500 million monthly active users (MAU)● Original Premise: “Anyone can be a

photographer”● Prime Time: 5 - 6 PM

Dead Time: 12 - 8 AM● Perks: Instagram Stories*, Filters, Layout,

#hashtags, BoomerangOctober, 2010

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Twitter● 313 million monthly active users (MAU)● Original Premise: Live events, News Updates,

Customer Support● Prime Time: 1 - 3 PM

Dead Time: 8 PM - 8 AM● Fun Fact: 9.1k tweets occur every second.

○ How does yours #StandOut?● Perks: Trending, Twitter Cards,

Moments, Lists

July, 2006

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● Requires two factors: (According to Jungle Media)○ the number of people tweeting at any one time about

the same topic / #hashtag○ the time of day

● 12 to 6 AM: ~1200 tweets and ~500 users● 6 to 12 PM: ~1700 tweets and ~733 users● 12 to 6 PM: ~1500 tweets and ~812 users● 6 to 12 AM: ~1900 tweets and ~922 users

How Can I #Trend?

#ExperienceUGBA198

Page 11: Social Media & Metrics (Digital Marketing Today)

Snapchat● 100 million monthly active users (MAU)● Retains users due to FOMO

○ Content lasts 24 hour, don’t miss it!● Upload Habits: Dispersed through 24 hours

○ Stories in chronological order. Newest!● Perks: Instant Messaging, Draw Tools, Filters,

Discover*, BFF System, BitmojisSeptember, 2011

Page 12: Social Media & Metrics (Digital Marketing Today)

LinkedIn

● 450 million registered users● Original Premise: Business oriented social

networking site● Prime Time: 5 - 6 PM

Dead Time: 9 - 5 PM● Perks: Job listings, talent acquisitions,

media-rich resumes*, recruiter perksDecember, 2002

Page 13: Social Media & Metrics (Digital Marketing Today)

Google+

● 111 million monthly active users (MAU)● Prime Time: 9 - 11 AM

Dead Time: 8 PM - 6 AM● Perks: Search Engine Optimization (SEO)

○ Google Property!December, 2011

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Metrics

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What Are Metrics?● “Reports on all audience engagement with your content,

either individually or overall.”

● Examples include, but not limited to:● Likes, retweets, hearts, shares, comments, link clicks,

viewers, screenshots, mentions / tagged, messages, subscriptions/followed, and more.

● Social media knows businesses seek to advertise.○ Facebook’s Insights or ads.twitter.com

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The Basics● Engagement Ratio

○ People Talking About This / Total Likes● Growth Ratio

○ New Page Likes / Total Likes

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The Basics

-Engagement Ratio?

-Growth Ratio?

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The Advanced (Internal)

● When are your followers active?○ Optimize posts for maximum reach.

● Understand your audience’s preferences.○ Create shareable content.

● Page likes/views, reach, post engagement, link clicks, seconds viewed, screenshots, ○ Determine your growth and return on investment.

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Facebook Reactions

● Still have not achieved full-user disclosure○ i.e. Users will still click “like” than

“sad” on a sad post.● Giving more options can backfire.

○ Reporting on bad news may get you “angry” metrics.

○ Do not affect your reach.

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Facebook Reactions

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Clicked Links● If managing social media accounts:

○ Redirecting users to company website.● Social media not the focus: It drives traffic to website!

○ How effective are your posts? Is social media worth?*○ Post insights → measure clicked links, find revenue.○ Ad revenue varies from ad formats and companies.

*Ad revenues may be a sensitive areas for corporate.

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Clicked Links

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Earnings Per Click (EPC)

Courtesy of Clicksor

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Starting A New Position● If managing a social media site, always collect information

at the beginning: it might get overwritten!● Things to look out for:

○ Followers, Average Engagement Ratio, Average Link Clicks, Average # of Posts

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Reporting Metrics

● How to Present:○ 1-3 Months: Weekly/Monthly intervals○ 3-6 Months: Monthly/Bi-Monthly intervals○ +6 Months: Monthly intervals

● On Your Resume:○ Use percentages, never concrete numbers (internal)!○ Initial numbers needed for percentages.