Social Media MeasurementHow to Track Social Engagement and Effectiveness

Presented by Bill Griffin Owner/CEO

@bgriffin04 @Griffanza

Obligatory and Shameless Self-Promotion Slide

Griffanza is an Online Marketing Company • Help businesses , Consultants and Non-Profits Get Found, Grow

& Prosper Online • SEO • Social Media • Inbound Marketing• Online Advertising• Website Development• Content Management • Public Relations• Analytics and Metrics

Who is using what?

Why Monitor Social Media?

• See what’s going on• Brand Health• Engagement • Leads• Sales• Members• Opportunity

What is ROI? ROI is determined by taking the return, or

revenue, and subtracting the investment, or cost, and divide it by the cost.

Social Media ROI

• Return on Involvement• Return on Influence • Return on Intelligence• Return on Incompetence

Social Media ROI is NOT a cash on cash analysis

The “Return” is user defined and the “Investment” is mainly effort and time.

What’s the value?

Tracking Social Behavior is Tricky Business

Measuring the Human Factor

• Trust• Engagement• Sharing• Loyalty• Resolutions• Action

Social Media Measurement Tools

Selecting the Tools

• Google Analytics• URL Shorteners• Social Influence• Twitter• Facebook• YouTube• LinkedIn

FREE

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Analytics Dashboard

Social Network Referrals

Where is your audience coming from?

Drilling Down the Metrics

Google Social Metrics

• Goals• Social Campaigns• Reports• Advanced Segments

Tracking GoalsAn Analytics Goal is a way to measure business objectives for your Web site.

To be valid, it must correspond to a measurable action that visitors on your site will perform.

Setting up Goals

Choose Goal Name

• Fill out your contact form• Sign-up for your email newsletter• Buy a product from you• Visit your social media accounts

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55515

Overview ReportWith this information, businesses and non-profits can assign a monetary

value to the social media and understand ROI.

Conversions ReportThe Conversion report allows you to measure how each of your social channels is contributing to your Goal success by giving you a site-specific conversion rate.

Social Sources ReportIdentifies the networks and communities visitors are using to engage with your content and then lets you see how people interact based on where they came from.

On Google+ You’re able to see who is starting the conversations about your brand, what they’re saying when they share it, and then gain direct access to these people via URL Ripples and URL Trackbacks.

URL Shorteners For Redirecting & Tracking Affiliate Links

• Bit.ly• Goo.gl• Su.pr• Clicky.me• Custom

Bitly Stats

Bitly Stats

Measuring Social Media Influence

• Klout• PeerIndex• TwentyFeet• CrowdBooster• My Web Career• TrueSocialMetrics

Klout

Klout

• Main Stream• Integrates with

FacebookTwitterLinkedInGoogle+FourSquare

• Perks

Twitter Metrics

• What to Measure• Management Systems• Tracking Tools

Followers and friends are easy to count, and tell you about interest, but little about actual engagement

#Hashtags indicate common interests, location or event, - instant community.

Retweets are one of the easiest kinds of engagement, and put a little bit of the author’s

credibility at stake.

@Mentions represents a deeper engagement

Direct Messaging (DM) is the most intimate form of engagement

Favorites may be a signal for a more in depth relationship

Lists can be a measure of your authority and influence

Twitter Management Systems

• TweetDeck• HootSuite• Seesmic• SMMS

Twitter Tools

• Twitalyzer• Twylah• NewsMix• SocialBro• Tweriod

Measuring Facebook

• Wall Posts• Comments• Likes • Recommendations

Facebook Insights

• Determine the best time of day to post• Best day of the week to post• What type of content is most popular• Insights tool is constantly updated

LinkedIn Metrics

• Followers• Profile Views• Likes and Comments• Group Interaction• Q & A• Page Statistics

LinkedIn Page Statistics

YouTube Analytics

• Views• Subscriptions• Retention• Engagement• Action

YouTube Analytics