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NYU: Establish Campaign Objectives & Applying Metrics

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Brian Honigman
Brian Honigman

The second class for Social Media Analytics I at NYU on establishing the right objectives/goals and pairing them with the right metrics for each of your social media campaigns.

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Establish Campaign Goals + Applying Metrics for Social Media Class 2: New York University Social Media Analytics I @BrianHonigman
Develop a Campaign Social Media Customer Service Human Resources Public Relations Corporate Communications Sales Marketing Product Development
@BrianHonigman The Measurement Framework 1. Select Your Goals 2. Define an Audience 3. Choose a Timeline 4. Understand Channels 5. Pair Metrics 6. Invest in Select Tools 7. Monitor in Real-Time 8. Analyze & Report
@BrianHonigman What is a Goal? The aim or desired result of an action. ___________
@BrianHonigman Defining Your Goals with Social Media Key Questions to Ask. ___________
@BrianHonigman What’s Does Your Organization Stand For? Define Your Purpose. ___________
@BrianHonigman Simon Sinek’s Golden Circle.
@BrianHonigman What Organizational Goals Already Exist?
@BrianHonigman Who’s Your Audience?
@BrianHonigman What Action(s) Do You Want To Encourage?
@BrianHonigman Have You Separated The Nice To Know From The Have to Know?
@BrianHonigman Which Channels Will Your Business Be Using?
@BrianHonigman Choose 2-3 goals to remained lazer focused.
@BrianHonigman Example Social Goals Audience Development More Awareness Increased Engagement Sales Growth Thought Leadership
@BrianHonigman JCrew’s Facebook Campaign
@BrianHonigman CBRE’s Instagram Campaign
@BrianHonigman CBRE’s Instagram Campaign
@BrianHonigman Pairing the Right Metrics
@BrianHonigman What is a Metric? A qualitative measurement of statistic describing events or trends on a website. ___________
@BrianHonigman Example Social Media Metrics Net Promoter Score Post Reach Clicks Pages Per Session Favorites, Retweets Mentions Likes, Comments Repins
@BrianHonigman What is a KPI? A leading metric that helps you understand how you are doing against your objective. ___________
@BrianHonigman Pair 2-3 metrics per goal, ensures your not measuring in a silo.
@BrianHonigman + + + GOAL #1 CUSTOMER ENGAGEMENT GOAL #2 INCREASED REVENUE GOAL #3 ESTABLISH THOUGHT LEADERSHIP Metrics: Sales Generated, Repeat Customer Rate Metrics: Shares, Time on Site, Resource Downloads Metrics: Share of Voice, Brand Recognition, Press Mentions Examples of Potential Pairings
@BrianHonigman Vanity Metrics vs. Actionable Metrics via @EricRies
@BrianHonigman Vanity Metrics are surface level metrics that can indicate success, but don’t always.
@BrianHonigman@BrianHonigmanSource: Markerly VANITY VS. ACTIONABLE METRICS
@BrianHonigman Example: Vanity Metrics - Pageviews - - Likes - - Followers - - Video Views - - Subscribers - - Users - - Downloads -
@BrianHonigman Actionable Metrics give your business the full story.
@BrianHonigman Example: Actionable Metrics - Leads - - Time on Site - - Sales - - Social Sharing - - Conversions - - Referral Traffic - - Revenue -
@BrianHonigman Vanity Metrics & Actionable Metrics Vary by Your Goals
@BrianHonigman Types of Social Metrics via @JayBaer Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics
Metrics Worth Measuring @BrianHonigman via @Avinash Uncomplex Relevant Timely Instantly Useful
@BrianHonigman ENGAGEMENT CONVERSION ++ *Comments *Shares *Click Through Rate *Time on Site *Downloads *Sales *Request for Info *Phone Call
@BrianHonigman Metrics Per Channel Will Vary, Do Research
Example: Lucky Charms
@BrianHonigman Example: Lucky Charms ENGAGEMENT + *# of UGC Produced *Shares *Brand Mentions *Hashtag Use Goal: Metrics:
Example: Humane Society Silicon Valley
Example: Humane Society Silicon Valley
@BrianHonigman AWARENESS + *Media Mentions *Video Views *Brand Recognition *Social Impressions One Goal: Metrics: Example: Humane Society Silicon Valley
Example: Sour Patch Kids
Example: Sour Patch Kids
@BrianHonigman Example: Sour Patch AUDIENCE
 DEVELOPMENT + *# of followers *Snaps received *Screenshots taken *Views on snaps Goal: Metrics:
Questions!? @BrianHonigman

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