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Presented to the Ottawa TiE Institute: Social Media 201 Social Media - Tools and Tracking for Social Media Marketing Attendees will learn about tools to help automate elements of their social media marketing, manage their campaigns more efficiently and effectively and the difference between vanity metrics and business metrics and how to drive certain business metrics.
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Tools & Trackingfor Social Media MarketingShawna Tregunna, President - ReSoMe Inc.
“Social media is like a digital handshake when used by a professional advisor.”- Peter Bowman
RecapDuring 101 we covered:- Audience- Business Objectives- Content / Company Stories
If you fail to plan, plan to fail.Set up a schedule or an ‘editorial calendar’, make it a priority, make someone accountable for it and follow through. What gets measured gets managed.
AutomationThere are some things in social media that you can automate – and some things you can’t. What you can’t automate: - Relationships- Engagement- Customer Service- Crisis Management
AutomationThere are a few things you can set and forget that will make your life easier! RSS feeds IFTTT Wordpress Plugins Syndication Triberr
ManagementThere are a few elements you need to actively “manage” in social media - responding to mentions or relevant chatter and getting your new messaging out. The time you spend selecting and learning your tools WILL pay off.
Scheduling & ListeningSome tools and why they are awesome:
Hootsuite: - Free for one user, upgrade for teams- Bulk scheduling with Pro- Hootlet - All major social media networks- Analytics are expensive
Sprout Social Starts at $39/month/user No bulk upload (but scheduled export) Fantastic analytics and integrated reporting Great maintenance tools Has Sprout Social Bookmarklet for live sharing
Scheduling & Listening Social Mention
Free Short term Not account specific
Google Alerts – for everything! Tweetdeck
- Free, no teams- Twitter only but great searching, filtering, view- Fell out of favour when was acquired by Twitter
Many Others!
Measuring SuccessHow do you know if your social media campaign is working? Ensure you have targets that are tied to your business goals, track them and hold someone accountable for their performance.
Choose Your MeasurementDon’t get caught up in JUST vanity metrics – put the focus on metrics that feed the business goals.
^Stuff that BY ITSELF only matters in social media Stuff that moves people down the funnel^
Vanity Metrics Business MetricsFollowers/fansLikes/+1Shares/RTsKlout/KredReach/Influence Mentions/#FFs
SubscribersWebsite trafficPurchasesReviews/RatingsInbound linksGoogle searches
SubscribersA very common soft conversion to target is the
subscription which means you gain permission to contact the user at your convenience with your messaging.
Blog Subscribers These people want to consume your content, make
sure you make it easy for them to follow AND to share
Have a clear call to action specific to their needs
Email Subscribers This should be very high on the priority list!
Email SubscribersEven if you don’t have a newsletter strategy
now, start collecting those emails! MailChimp
Free for small (just getting started) campaigns and scalable with a fee later
Easy to set up, easy to customize Lots of plugins to make integration easy anywhere Analytics for everything!
Also see Constant Contact, GetResponse and more..
Website Traffic - Google AnalyticsSet up Google Analytics on your websiteSet up goals for your social media campaignsSet up conversion goals tied to social media
traffic
Facebook is Your FriendSet up Power Editor
Watch some videos, read about it and use it NEVER boost a post from your page again! Only spend money on ads feeding into a business
goal
Use custom audiences – the money is in the list!
Set up pixel tracking for your Facebook ads
Facebook InsightsMost of the analytics you will see on social media specific analytic reports will be vanity metrics so be sure to focus on what is important! What is the audience mix? Are you on the right platform,
reaching the right audience? What posts get the most organic and viral engagement? Do
more of this! What posts cause people to unfollow or not engage? Do less
of this! When is the best time to post – and other optimization info
is great to help you tweak your messaging! …but don’t get hung up on fans!
PurchasesIt is not always easy to tie direct purchases to social media marketing influence but there are some tactics you can use when you are targeting people you know are ready to buy. Facebook has built in coupons with trackingTrackable promo codesDedicated landing pagesAsk during checkout or as follow up what
influenced their buying decision to track the impact of peripheral social media exposure
Reviews & RatingsA part of your online, email and follow up customer service efforts should go to drawing reviews and ratings our of your happy clients on relevant platforms. - Google Places / Google Plus- Yelp- FourSquare- LinkedIn- Yahoo!- Facebook
Inbound Links Inbound links help you from an awareness
standpoint, a direct traffic perspective (people can get to you from more places) and from an SEO perspective
Many blogger outreach campaigns, giveaways, press releases, and social publicity stunts are done to generate this type of online traction
Make sure to track the behavior of the traffic from your inbound links and that your landing pages meet their needs!
Funnel
Purchase
Research
Subscribe
Follow
Don’t Under Estimate The Pass or HandoffSocial Media is often the first contact or the first personal contact someone has with a brand, the job of social media is to pass that lead on to the next step to help reach the goal.
Not every sale is going to come directly from your social media campaign so design the play accordingly!
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