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FROM DUMMY TO GENIUS
    Tips for Social Media Metrics
image credit @marc_smith




      Get past metrics paralysis
Turn data churn into actionable metrics
 Use metrics to drive actions and goals
       Tame the analytics beast
OCCUPY ANALYTICS

Did you know?

Untamed analytics are
putting the Occupy
Movement at risk.

Analytics are a two-way
street.
                          image by AdBusters
5 MAIN METRICS CHANNELS

• Marketing

• Human   Resources

• Customer    Service

• Sales

• Operations

                        image by Seattle Municipal Archives
TO AUTOMATE OR
                                 NOT TO AUTOMATE

                                            • Automate  basic reporting or
                                             recurring custom reports

                                            • Manuallyanalyze content
                                             structure and sentiment
image by NASA Goddard Space Flight Center
KEY B2B METRICS

• Cost   per sale

• Customer    Lifetime Value

• Database   Performance

• Length   of Sales Cycle
                                  image by Search Engine People



• Conversion   Rates

• Lead   Generation / Referrals
KEY B2C METRICS
• Cost per acquisition


• Bounce Rate


• Abandonment Rate at Checkout


• Conversion Rate


• Click Through Rate


• Deep Page Engagement
                                              image by craigCloutier


• Repeat visitors


• Use KPIs for Micro Data
MEASURING SOCIAL METRICS
 • Google    +

 • Twitter

 • Facebook

 • YouTube

 • Pinterest

 • Email

 • Website

 • Mobile
COMPETITIVE INTELLIGENCE
• Google Analytics

• Extensions   / Plug-ins

• Alerts

• Saved    Search

• Excel




                            image by Anonymous9000
MAXIMIZE KPI TRACKING

• KPI   by industry

• KPI   per goal

• KPI   per problem to solve
                               image by klipfolio


• KPI   for demographics

• KPI   for finances
THE ALMIGHTY SPREADSHEET




            image by mtanalytics
SEGMENTING
• Source

• Location

• Demographic

• Keyword

• Ads

• Mobile

• More
FILTER OUT IP


• Filter   out your own IP

• Filter   the IP of others
VISITOR FLOW
ROPE IN PPC
KEY GOALS

• What  should your visitor
 DO when they come to
 your site?

• What are your incremental
 objectives?

• Don’tget distracted by
 nebulous, shaky or vague
 goals                          image by stockerre
DOWNLOAD DETECTIVE




              image by filmnoir 1
SENTIMENT
Emotional aftertaste left after an interaction with a brand
MEASURING MORE

• Page   Load Times

• Video    Metrics

• Phone    Calls

• Social   Buttons

• QR   Codes                   image by google.com blog




• TV Ads
QUANTIFIED SELF




                  image by feltron
Leslie Poston, Magnitude Media
                           @leslie or @magnitudemedia on Twitter
                         800•501•4049 phone | 928•438•5038 fax
                                 leslie@magnitudemedia.net
                                      Author: Social Media Metrics for Dummies (Wiley, 2012)
                                          Co-Author: Twitter for Dummies (Wiley, 2009+)
                                           Contributor: Social Media ProBook (Eloqua)
                                       Author: Grande Guide to Social Advertising (Eloqua)

                       If you enjoyed my presentation, won’t you recommend me on LinkedIn?
                                          http://linkedin.com/in/leslieposton

                                    Connect with Magnitude Media’s pages also:
                                http://www.linkedin.com/company/magnitude-media
                                        http://facebook.com/magnitudemedia
                                              http://magnitudemedia.net




©Leslie Poston, All Rights Reserved

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Seminar on Metrics for Awareness

  • 1. FROM DUMMY TO GENIUS Tips for Social Media Metrics
  • 2. image credit @marc_smith Get past metrics paralysis Turn data churn into actionable metrics Use metrics to drive actions and goals Tame the analytics beast
  • 3. OCCUPY ANALYTICS Did you know? Untamed analytics are putting the Occupy Movement at risk. Analytics are a two-way street. image by AdBusters
  • 4. 5 MAIN METRICS CHANNELS • Marketing • Human Resources • Customer Service • Sales • Operations image by Seattle Municipal Archives
  • 5. TO AUTOMATE OR NOT TO AUTOMATE • Automate basic reporting or recurring custom reports • Manuallyanalyze content structure and sentiment image by NASA Goddard Space Flight Center
  • 6. KEY B2B METRICS • Cost per sale • Customer Lifetime Value • Database Performance • Length of Sales Cycle image by Search Engine People • Conversion Rates • Lead Generation / Referrals
  • 7. KEY B2C METRICS • Cost per acquisition • Bounce Rate • Abandonment Rate at Checkout • Conversion Rate • Click Through Rate • Deep Page Engagement image by craigCloutier • Repeat visitors • Use KPIs for Micro Data
  • 8. MEASURING SOCIAL METRICS • Google + • Twitter • Facebook • YouTube • Pinterest • Email • Website • Mobile
  • 9. COMPETITIVE INTELLIGENCE • Google Analytics • Extensions / Plug-ins • Alerts • Saved Search • Excel image by Anonymous9000
  • 10. MAXIMIZE KPI TRACKING • KPI by industry • KPI per goal • KPI per problem to solve image by klipfolio • KPI for demographics • KPI for finances
  • 11. THE ALMIGHTY SPREADSHEET image by mtanalytics
  • 12. SEGMENTING • Source • Location • Demographic • Keyword • Ads • Mobile • More
  • 13. FILTER OUT IP • Filter out your own IP • Filter the IP of others
  • 16. KEY GOALS • What should your visitor DO when they come to your site? • What are your incremental objectives? • Don’tget distracted by nebulous, shaky or vague goals image by stockerre
  • 17. DOWNLOAD DETECTIVE image by filmnoir 1
  • 18. SENTIMENT Emotional aftertaste left after an interaction with a brand
  • 19. MEASURING MORE • Page Load Times • Video Metrics • Phone Calls • Social Buttons • QR Codes image by google.com blog • TV Ads
  • 20. QUANTIFIED SELF image by feltron
  • 21. Leslie Poston, Magnitude Media @leslie or @magnitudemedia on Twitter 800•501•4049 phone | 928•438•5038 fax leslie@magnitudemedia.net Author: Social Media Metrics for Dummies (Wiley, 2012) Co-Author: Twitter for Dummies (Wiley, 2009+) Contributor: Social Media ProBook (Eloqua) Author: Grande Guide to Social Advertising (Eloqua) If you enjoyed my presentation, won’t you recommend me on LinkedIn? http://linkedin.com/in/leslieposton Connect with Magnitude Media’s pages also: http://www.linkedin.com/company/magnitude-media http://facebook.com/magnitudemedia http://magnitudemedia.net ©Leslie Poston, All Rights Reserved

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