measuring social media campaign effectiveness - anna harper-hess - bizwatch search analytics

Measuring Social Media

Anna Harper-Hess

Bizwatch Search Analytics

[email protected] ~ www.bizwatchsearchanalytics.com

2

Anna Harper-Hess/Bizwatch MA in Liberal Studies with a focus on Sociology

– Digital Sociologist Got into social media because of the economic

downturn– Led to sales leads, a jump in retail sales, and brand

awareness Digital Marketing Specialist for Bizwatch

– Search Marketing Company specializes in PPC, SEO, Social Media.

– Metrics focus - what are you spending and what is it getting you?

[email protected] ~ www.bizwatchsearchanalytics.com

[email protected] ~ www.bizwatchsearchanalytics.com 3

MYTH

Social Media Marketing

is Impossible to

Measure.


Measurable Objectives

What are your goals?– You must have a plan and have goals put

into place in order to begin measuring your social media campaigns

• Example: traditional marketing efforts like advertisements or mailers


Online Marketing Works in Multiple Parts

SEO PPC Social Media

Online Marketing


Online Marketing

You can choose to only work in one area, to get the best ROI it helps to work simultaneously with all three– SEO, PPC, and Social Media feed one

another• Example: keyword optimization and research


What Should You Measure? Engagement

– Are people listening and responding to your posts?

Brand Buzz– Who is talking about your brand?

Leads– Are you achieving leads via your website or

through other means? Can these be attributed to social media?


Engagement

Numerous ways to measure engagement – Shorten URLS– Tools like Hootsuite– Klout– Grader.com– Facebook Page Statistics


URL Shorteners Using URL shorteners in combination with a

desktop Twitter tool is a great way to measure your efforts– http://bit.ly

• Rename links, track clicks


Hootsuite Hootsuite provides insightful stats

– Region info, popular messages, top influencers, shortened URL tracking, individual message tracking

– Cost for some of the services


Klout Free service that shows you who you

influence and who influences you


Grader.com Free service from Hub Spot

– See how influential your Twitter, Facebook, Blog, etc. is

– See where you need to enhance your efforts


Facebook Insights Facebook Insights provides

demographic data, pageview data, media consumption info


The Old Fashion Way

When you post something do people comment, retweet, @ message you or direct message you?


Brand Buzz

Who is talking about you or your brand? How is your brand message reaching the masses?– Google Search– Twitter search– Addictomatic– Social Mention


Google Search

Completing a Google Search every few weeks is a good way to see how your brand is populating through the internet. – Do you see your social media feeds when you

complete this search?– Did your latest blog post get indexed?

Combo of SEO, PPC, with Social Media increases your success rate


Twitter Search

Search on your company or brand name and see what people are saying– Resolve customer issues

• Deli Example

Search on your industry topics– Are there people looking for your services?

• Network with these people


Addictomatic Allows you to see the buzz around your brand

– Helps to see where you need to focus your efforts and where your marketing efforts are successful


Social Mention

Four part measurement system– Strength of your brand - how likely is it that your

brand is being discussed in social media?– Sentiment - Ratio of positive comments to

negative– Passion - likelihood that people will continuously

talk about your brand to others– Reach - your level of influence


Social Mention


Leads

Online marketing requires a measurable lead generation process– Contact us form– Website hits– Sale Confirmation

Know your sales process and how your sales people are processing leads– Example: phone number, bakery lead


Google Analytics

Free software for your website that allows you to track visits, bounce rate, time on site, conversions, and much more

Google Analytics gives factual data to allow you to see where you need to enhance your website.


Google Analytics Through Google Analytics you can see where

people are coming from to get to your site.


Google Analytics

You can also see how people are moving through your site once they arrive– Where do they exit your site?– What pages do they visit?– How long do they stay?– What keywords did they search on to arrive at

your site?


Google Analytics

Allows you to track goals – Contact Us Form– Thank You Page

Allows you to track advertising efforts – PPC– Facebook Ads


Google Analytics You can also track events

– Set up new campaigns


Google Analytics Tips Make sure the Google Analytics code is on every

page of your website

Make sure you have your conversion tracking code set up properly– Contact confirmation page– Thank you page

Lunch and Learn December 29th on Google Analytics– Bizwatchsearchanalytics.com for more info


Paid Industry Tools Radian 6 Omniture Trackur


Bizwatch Search Analytics Our all in one tool that uses Google

Analytics to put together informative reports– Measure SEO– Measure PPC– Measure Social Media


Bizwatch Social Media Our newest update - social media measurement

– Measure conversions, website visits, time on site, goals, and more.


Recap To measure social media you must have goals and

a plan in place– Integrating SEO, PPC, and Social Media together will

help you achieve the best results The things to measure are

– Engagement– Brand Awareness– Leads

There are many tools to help you measure success– Google Analytics is one of the best ways– 12/29 Lunch and Learn


Thank You!

Contact Info:

– Anna Harper-Hess• 1-877-609-7027• Twitter: @bizwatchsearch• www.bizwatchsearchanalytics.com• [email protected]

measuring social media campaign effectiveness - anna harper-hess - bizwatch search analytics

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