1

It’s Not Bigfoot Yes, you can measure the impact and value of social media

October 21, 2014

It’s a Very Old Story

2

Once, we were in love with social media. Flowers, candy, dinner, we took it to the airport…

And as always happens, love needed to get realistic. “Where is this relationship going?” “All we ever do is post memes!”

The bloom came off the rose as we were told that you can’t measure social media effectively.

“You can’t just walk away! We have to talk this out!” But we went with social media to a little couples therapy and we got in touch with what we all needed.

“We understand what each other needs. “ “We don’t jump to conclusions. “

This webinar will cover what we learned in the process.

It’s a Good News/���Bad News Situation

3

Bad news: There is no single number that confirms or denies your social media’s ROI���

Good news: If you think strategically, you can learn a lot about how well your social media is performing

Why Social Media Is Different���

OR ���

Why There Is No ���Magic Number

4

5

6

8

9

10

Where Does Social Media Fit?

The Consumer Decision Cycle:

Where Does Social Media Fit?

The Job Seeker Decision Cycle:

Setting the Expectation

13

Social Posts

Social likely won’t be your top traffic driver or be a leading source for applications Will likely see lower engagement on career site Will likely see lower conversion rates

Setting the Expectation

14

x x x x x x x x x x x x x x x x x x x x x x x x

x x x x

x x x x x x x x x x x x x x x x x x x x x x x x x x

x x x x

x x x x x x x x x x x x

x x x x x

85% of conversions from social posts do not happen within the same day of interaction

And… 30% of those conversions happen after 60 days

15

16

Data Overload

17

By Campaign •  Across all channels, how many people

clicked a link

•  Across all channels, how many people who clicked converted

•  Across all channels, how long did people who clicked stay

•  Across all channels, how many other pages did people who clicked see, and how does that compare to the average

•  Within the campaign, what were the relative conversion rates for each channel?

•  Within the campaign, what channels drove the most traffic?

•  Within the campaign, what channels drove the best traffic?

•  Within the campaign, what messages drove the most traffic?

•  Within the campaign, what messages drove the best traffic?

By Channel •  Size of the channel's audience (followers)

•  Estimates of locations and basic demographics of that audience

•  Number of times people have seen something on this channel

•  Number of times people have clicked on something on this channel

•  Number of people who clicked on something who you paid to have click on it

•  What messages drove more and better clicks?

By Post •  Number of people who saw it

•  Number of people who shared it

•  Number of people who clicked on it

•  Number of people who converted relative to number of clicks

By Landing Page •  What channels drove the most traffic to

the landing page?

•  What channels drove the best traffic to the landing page?

•  What messages drove traffic most inclined to click the CTA?

•  What percentage of traffic to the landing page clicked something besides the CTA? Did they later click the CTA? (Did they need more information before converting?)

18

19

20 Weight Blood Sugars Mile Speed

There is no shortage of data points. ���Social metrics are everywhere. ���

���The real question remains: ���

���

What Do You Want ���Social To Do For You?

21

22

Social Media Doesn’t Need to “Compete” with Job Boards

This applicant didn’t need social media. They were actively looking for a job you

posted in your ATS, career site and on job boards. Now that they’ve applied,

what good does social media do them?

This applicant is at least 3 months away from thinking about looking for a new job. She hasn’t seen a job board or done a search. This is exactly when social media can catch her attention and do some good.

23

The honest truth about Twitter ���(and social media in general) is:���

You can’t convince ���anyone of anything ���

in 140 characters

24

Microconversions

25

It’s not the application, it’s the process of getting the candidate closer to applying

How Social Media Supports Microconversions

Sorta Like A Funnel

Engages with your social media

Clicks links Applies

Aware of your company

Unaware of your company

Each Step Is a Microconversion

Aware of your company

Unaware of your company

Engages with your social media

Clicks links Applies

Each Step Can Be Measured

Number of followers

Number of engagements

Visits from social

Apply clicks from social

The Closer to the Center They Get

Engages with your social media

Clicks links Applies

Aware of your company

Unaware of your company

Targets Identified

31

So what do you measure?

So What Should I Measure?

Microconversion One: From Unaware to Aware Growth of followers

Microconversion Two: From Aware to Engaged Number of likes, comments, favorites, re-tweets, etc Microconversion Three: From Engaged to Visit Number of clicks to your website

Clicks per thousand followers Microconversion Four: From Visit to Click Conversion rate of those who visited via social media

Click your Heels Three Times None of these numbers are probably new to you. You had access to them all along. The key is not in having them, but understanding what you are trying to measure and the context those numbers exist in.

Or Look At It Sideways

Measure Your Channel Effectiveness Number of Engagements per 1000 Followers (each channel) Number of Clicks per 1000 Followers (each channel)

Measure Your Message Number of Engagements per 1000 Followers (each message) Across all channels/messages, which ones drove the most clicks?

Measure Your Campaign Across all channels, total number of engagements, clicks and conversions for that campaign (requires tagging your URLs) Measure Your Content Conversion rate (resist the urge to compare social to non-social) Bounce rate (resist the urge to compare social to non-social

So Now What?

34

Your clearest road to effectively using and measuring social media is actually very simple: •  Know the role social media plays in your talent

acquisition strategy •  Establish useful microconversions •  Map out how a prospect might get injected into the

conversion funnel by social •  Build content that facilitates that funnel-injection

process.

35

James Ellis Director, Inbound Marketing

TMP Worldwide

@TheWarForTalent @saltlab

Thanks!

For more on metrics, social, content and a host of other talent acquisition

subjects, visit:

Meshworking.com