10 useful social media measurements & signals v2 051616
TRANSCRIPT
@aknecht #SMWiTO
• What they are• Why they matter• How to get at them• What you can learn
10 Useful Social Media Measurements & Signals
@aknecht #SMWiTO
About Me!
Alan K’necht • Working with the Internet since 1994• After found 2 consulting firms now an
independent consultant• Been a:
– Web developer– Analyst– SEO/Social Media Strategist/Consultant– Digital Analytics consultant– Taught Digital Analytics for USF Online 10yrs– Head Digital Analytics for USF Online for 4yrs
• Founding Co-host of #SocialChat 5+ years– Monday’s 9pm Eastern
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Why 10?
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Works for Blogs
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Worked for Letterman
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Got 10 Fingers
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And……I’m kinda Lazy
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Biggest Challenges
Source: eMarketer 2015
Percentage of marketing
execs
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Closer View - Hot Ones:
Source: eMarketer 2015
Measuring ROI: 60%+
Tying Activities to Business Outcomes: 50%+
Tracking Results in a Dashboard: 30%+
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Two Sides to Measurements & Signals
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Ultimate Actionable Signals• Real Time Data
• Unambiguous Clues
• Leading Indicator Metrics
On One Hand
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Things you’ll learn:• You’re loved• Why you’re loved• How to stay loved• How to get more
love
• You suck• Why you suck• How to not suck• How many think you
suck
• Who the brand ambassadors are• Who you have to win over• Who the trolls & haters are
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Or…worst of all
No one cares
Token cat photo
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A little like this:
• Bar Conversations
• Water cooler gossip
• Business & Personal Relationships
On the Other Hand
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Monitoring &
Research
#1
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Monitoring & ResearchIs there an audience?
….And do they talk about your category?
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Monitoring & Research
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Toronto:
Freemium to $20/mo
Monitoring & Research
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What are PEOPLE saying about your
brand?
#2
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But…..What about the food?
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B2B Opportunity
• Prospecting
• Monitor YOUR customers
• Address pain points
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What are the emotional
Sparks?
#3
Or…..The “Why” behind what’s getting talked about?
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Understanding the Emotion:
It’s About Like This
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Emotion#OUCH!
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Find the emotional spark:
Lesson from HollywoodEmotion
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Proactive Positive
Engagement
#4
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Signal: Proactive Positive Engagement
Your Task:Emotional spark analysis
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Signal: Proactive Positive Engagement
• Check In Ratio• Talk about Ratio• Amplification
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Prompted Positive
Engagement
#5
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Signal: Prompted Positive EngagementExample: A restaurant Special
But does it work?
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Signal: Prompted Positive EngagementExample: #AYCE – on Twitter
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Signal: Prompted Positive EngagementExample: #AYCE – on Instagram
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Signal: Prompted Positive Engagement
Retailer:
Audience:Selfie Generation
In store signs
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Signal: Prompted Positive Engagement
Response:
Re Post
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Signal: Prompted Positive Engagement
Retail Service: Great Clips
#MoreMinutes
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Signal: Prompted Positive EngagementRetail Service: Great Clips
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Audience Participation:
The Ratios
#6
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Ratio of Likes/Talking About:
(likes talking about):1
16.7:1 Ratio
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Likes/Talking About
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Customer Care
#7
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Responding to Customers
• Real Time Signals
• Do this first
• Listen before anything else
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Nothing New
Consistency Matters
That “Ultimate Actionable” part
Responding to Customers
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Responding to Customers
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Actionable signals at work: Responding to (Potential) Customers
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Loyalty & amplify opportunity for one brand
Responding to (Potential) Customers
Missed opportunity for another
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Example of a big brand doing it right?
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Example of a big brand doing it right?
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What’s Getting Shared?
#8
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Tool Example: Buzz Sumo
Good Sampling Size
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Tool Example: Buzz Sumo
• Topic Research
• Type/Format
• Find the “why’s”
• Clues to customer behavior
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TO DO
Find YOUR angle – Don’t just “me too”
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Tool:
Muckrack.com/whoshared
Example:
NOTE: No Twitter data
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Tool:
Muckrack.com/whoshared
Example:
NOTE: No Twitter data
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Free Tool: bitly
bit.ly
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• Realtime Analytics
• Key Metrics
bitly
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bitly
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Pinterest Source
www.pinterest.com/source/www.bettycrocker.com
www.pinterest.com/source/URL
Betty Crocker Example
What you already have:
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True Engagement
Metrics
#9
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True Engagement Metrics
• Conversion Rate• Comments/Replies
• Applause Rate• Favs/Likes/+
• Amplification Rate• Shares/RT/Clicks
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Dashboard
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Tool: True Social Metrics
Inspired by a blog post
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True Social Metric: Engagement Metric
• Calculate a value/weight of:– A share (SW = ShareWeight)– A comment (CW = CommentWeight)– A like (LW = LikeWeight)
Engagement = ( #shares X SW) + ( #Comment X CW) + ( #Likes X LW)
Note: not all comments are created equal, may require different weightings
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True Social Metric: Engagement Metric
• Use Engagement Metric to plot data as required to demonstrate– Best days of week for Engagement– Best time of day for posting/Engagement– Which types of activity yield best engagement– Plot against demographic information – Etc.
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Engagement Metric by Type by Day of Week
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Engagement Metric by Hour by Day of Week
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Engagement Metric by Demographic
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Engagement Metric by Demographic by Type
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Useless Metrics
#10
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Useless Measurements
• Followers• Fans• Likes• Reach• Tweets• Posts• Mentions• Impressions• Most “Scores”
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“Reach & Impressions” Metrics
• Fundamental Flaws
• Not Actionable
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Bonus: Final ThoughtONE ENTHUSIASTIC unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts
Success measurement might equal no more than one of these
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Bonus: Final Thought #2
Social Media Analytics:
Don’t wait for the dashboard to take action………
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Thank You
Alan K’necht @aknecht
/in/aknecht
Join me on Monday nights at 9pm for#SocialChat on Twitter & more
alanknecht
+AlanKnecht