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Measuring social media can be tough – but it's not impossible. We'll follow the journey from awareness to engagement to traffic to conversions to show how social media can be measured and reported all the way to real dollars.
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A guide to measuring social media
A tweet is worth what?
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
COURTNEY SEITERCommunity ManagerIf you’ve ever talked to Raven on Twitter, Facebook, Google+, LinkedIn or any other social network, that was probably me.
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
raven.im/SMgoals
Saturday, November 9, 13
The five goalposts of social measurement• Awareness
• Engagement
• Traffic/Leads
• Conversions
• Retention/Advocacy
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
OBJECTIVE 1: AWARENESS
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Facebook: Weekly Total Reach or “saw this post”
• Twitter: Total followers + Total followers of those who retweeted your posts
• YouTube: Total views
• Google Plus: Those who have you in a Circle + total number of Circles of everyone who shared your content
• LinkedIn: Total impressions
Reach metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Facebook: New fans ÷ total fans
• Twitter: New followers ÷ total followers
• YouTube: New subscribers ÷ total followers
• Google Plus: Newly added to Circles ÷ have you in Circles
• LinkedIn: New followers of company page ÷ total followers of company page
Audience growth metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
Saturday, November 9, 13
• Brand mentions: How often are people talking about your brand?
• Brand sentiment: How do they feel when they’re talking about you?
• Share of voice: Are more people talking about you, or your competitor(s)?
Brand awareness metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL MONITOR
raven.im/MaxMonitor
Saturday, November 9, 13
OBJECTIVE 2: ENGAGEMENT
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Likes
• Comments/Mentions
• Shares
• Reviews
• Links
Engagement metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL MONITOR
Saturday, November 9, 13
OBJECTIVE 3: TRAFFIC/LEADS
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Social traffic to site
• Percentage social visits
• New vs. returning visitors
• Social actions
• Top landing pages
Traffic metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: SOCIAL METRICS
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL
Saturday, November 9, 13
OBJECTIVE 4: CONVERSIONS
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Duration goals: Spending more than 3 minutes on site
• Pages/visit goals: Visiting more than 5 pages on site
• Event goals: Watching a video, completing a form
• Destination goals: Visiting a thank-you page
Conversions=goals
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Number of conversions
• Conversion value
• Conversion rate
• Top converting pages
• Top converting networks
Conversion metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: GOOGLE ANALYTICS SOCIAL
Saturday, November 9, 13
OBJECTIVE 5: RETENTION/ADVOCACY
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
• Response rate
• Average response time
• Problems solved
• Questions answered
• Customers nurtured
• Advocates developed
Happy customer metrics
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
RAVEN CAN HELP: NEW SOCIAL TOOL!
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
ONE MORE SNEAK PEEK...
Saturday, November 9, 13
WANT MORE? DOWNLOAD OUR RESOURCE!
A tweet is worth what? A guide to measuring social media
raven.im/30metrics
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
WHERE IS ALL THIS GOOD STUFF?
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
WHERE IS ALL THIS GOOD STUFF?
Saturday, November 9, 13
A tweet is worth what? A guide to measuring social media
REPORTING
Saturday, November 9, 13
• Google+
• YouTube
• Quora
P.S. Join our community!
A tweet is worth what? A guide to measuring social media
Saturday, November 9, 13