SOCIAL MEDIA METRICS THAT MATTERS

PRESENTED BY: LENAVATI.PBIM,trichy

DOES THE METRIC HELP YOU MAKE DECISIONS? 

 FOUR  TYPES OF METRIC

Consumption

metricsSharing metrics

Lead-gen metrics

Sales metrics

Consumption metrics are mostly measured with Google Analytics. Metrics to help you to understand how your content is being consumed and the paths used to find content include:

• Traffic—total visits, unique visits, etc.• Referral traffic—sources from around the web.• Page views—Google Analytics or similar.• Time on site.• Time on page.• Abandonment rate.• Downloads . —CMR system(Hubspot,Eloqua)

CONSUMPTION METRICS

Key question answered: How many people consumed your content, measured as page views, downloads, or views?

NOW, IN MORE DETAIL, ON THE METRICS

HIT: outdated, useless measurement parameter from log file-analysis times; counts every single element downloaded from a webserver to display a given page (i.e. every image, script, stylesheet,…) don't use it

CLICK: no common definition; usually used in conjunction with media elements like banners or ads; counts clicks on these elements; often called click-throughs

VISIT: a given user enters the website, uses it for some time without pausing for more than (depending on tool vendor) 30 minutes. Often a visit is also ended after 12 hours or at midnight.

VISITOR: any uniquely identified user; where uniquely identified usually means tagged with a persistent cookie, or – if that fails – identified by a combination of IP address and user agent

PAGEVIEW: a single page viewed

FIND OUT HOW MUCH TRAFFIC A WEBSITE GETS

Would you like to know how much traffic (or page views) other websites in your niche are getting for competitive analyis? While it will be difficult for any third-party to accurately measure the traffic of a site, there are a bunch of traffic estimation services that can give you a better understanding of the popularity of a website. Here’s a list:

1. 2.

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5.

REFERRAL TRAFFIC

Google Analytics is a fantastic way to measure how much traffic is being referred to your website from the various social channels.Under the Traffic Sources tab, click on Referring Sites and then type in your social network of choice to see how much traffic is being referred. Set up goals based on the actions you want your visitors to complete.

Time on site is a good indicative and relative measure. For instance if you compare the difference in time on site for each campaign that you run, then you can see how each campaign compares in regards to the time on site that results.

TIME ON SITE

Page ViewsH L

Time H A BL C D

This is best illustrated in the following grid:The 4 quadrants are explained below. The selection of the appropriate quadrant will depend on both the site and the business goals associated with it.

Quadrant A: High time on site, high number of page viewsPositive:

May indicate a high level of interest and involvement with the site.Negative:

Could indicate high level of frustrates with visitors really having difficulties on the site.ion

Good Indicator for:Where a high level of involvement is a key performance indicator. E.g. advertising

based sites selling banners based on page impressions.

Quadrant B: High time on site, low number of page viewsPositive:

May indicate a reading behaviour pattern.Negative:

Lower number of page impressions may be a negative for advertising related websites

Good Indicator for:Sites that require a lot of time to read and understand the contents of the site. E.g.

a professional services companyPoor Indicator for:

Sites that sell advertising

Quadrant C: Low time on site, high number of page viewsPositive:

May indicate success for sites that require visitors to complete tasks quicklyNegative:

Could indicate that visitors are lost in the site.

Good Indicator for:Sites that require high involvement in short bursts. E.g. banking sites, online

applications.Poor Indicator for:

Complex websites such as those of government agencies.

Quadrant D: Low time on site, low number of page viewsPositive: For sites that only provide a simple response or quick answers

Negative:Generally implies disinterest in the site

Good Indicator for:Sites where visitors are seeking answers. E.g. search engines, directories,

dictionaries, etc.In this case repeat visitor behaviour is a crucial contributing factor and must be

assessed as well.Poor Indicator for:

Most websites.

THE 4 QUADRANTS ARE EXPLAINED BELOW

Sharing metrics

This is the metric type that probably gets too much love, because it’s often public which drives up the sexiness factor like cologne with bits of real panther. Here we’re measuring how successful your content is in getting consumers to share it with others, as determined by tweets, likes, Linkedin shares, Google + shares, Diggs, and the like.

Key question answered: How often do consumers of your content share it with others?

LEAD-GEN METRICS

Now we’re sniffing dollars, not just gathering eyeballs. Whether you require registration before allowing people to read/watch/download your content (which I usually

don’t recommend), or whether you’re measuring leads generated after content is consumed, this is where we start determining whether the content marketing effort is making financial sense.

If you have an online lead form on your site, you can measure this by determining how many people went to the lead form immediately after consuming your content.

You can also set a browser cookie and track when someone fills out that lead form after viewing your content, even if there is a 30 or 60-day interval between those events.

If your leads are handled via phone, you can install a simple script that shows a different (trackable) phone number when people have first watched a video, downloaded a presentation, etc.

Key question answered: How often do content consumers turn into leads?

If you’re using some sort of customer and prospect database (and you absolutely should be, even if it’s something simple like High-rise or Sugar CRM) you’ll want to note in the prospect record that the potential customer consumed content pieces X, Y, and Z.

Then, when your crack sales team turns that prospect into a sale, determine the projected revenue and profit (lifetime value if you can) of that customer, and assign it to the content pieces.

Do not double up, however. You want to amortize your content value.

If the customer consumed 3 pieces of content before buying and is worth $90,000 to your company, assign $30,000 to each content piece.

Your major CRM and sales automation systems like Salesforce, Eloqua, Marketo and similar make this process automated and easy.

Key question answered: How often do content consumers turn into customers?

SALES METRICS