In the world of social media there are as many ways to measure success as there are ways to cook eggs. When all is said and done, it comes down to what matters most to you. Are you using social media as an engagement tool, a means to drive traffic to your website, or for social selling? Each has its own unique recipe to measure by.
Social Media Measurement ProfilesCommunity BuildersHere we care about nurturing a growing community and making sure clients feel they have a voice. The important measurements here are: growth of followers, likes, retweets, @mentions, sentiment (if you can, more on this later in the month…), and true conversations that are had.
Traffic Jam We want to be overrun with website traffic and we want it yesterday. Measurements to take account of here: clicks on links, referral traffic to site, conversions to leads, reach and click-through rates.
Social = Customer ServiceIn this case, we’re looking for the easiest, fastest way to answer questions, take care of issues and turn a client’s frown upside-down. We need to look at: comments, @mentions, direct messages, and reviews.
Sell It to Me It’s all about the units, services and Benjamin’s. You’re going to be looking at: direct response sales, conversion rates, direct traffic, and lead-to-customer metric.
Here at Exsilio we use an arsenal of tools to measure our social media success as a company. I love the painlessly easy and free Twtrland because it gives the forest-for-the-trees view of our Twitter profile. It shows us quickly what we need to look at, who our followers are and how our engagement is doing.
For our daily goings on, scheduling of posts and reporting on KPIs for all things @exsilio social, we use Hootsuite Pro. The integrated way that Hootsuite shows you your overlap with Tweets and posts to our Google Analytics keeps us coming back for more. It’s just the ‘Ah-Ha!’ moment we search for when trying to find the ‘why’ behind traffic.
No matter your social purpose, there are certainly ways to measure your ROI and what that truly means to your business.
Tags: audience engagement, best practices, community management, Facebook, Exsilio Solutions, marketing, social media, Social Media Marketing, Social Media Tools, Twitter
Marketing | Social Media
If a tweet falls in the woods, does it make a sound? You bet it does. Remember when we used to have to actually watch commercials on TV? Remember the De Beers ‘A Diamond is Forever’ ads and how it was a beautiful double entendre to describe the sturdiness of the stone as well as the depth of the marital commitment? Well Twitter could launch their own “A Tweet is Forever’ campaign to describe the fact that whatever you say on the web, stays on the web, be if for good or for ego/corporation/relationship killing evil.
For example: @kitchenAidUSA knows quite well the power of a tweet, both the bad and the good ones. Everyone remembers the inflammatory comment that was made about Barak Obama’s grandmother during the last election. Yikes! While it cost a certain community manager their job, Kitchen Aid’s CMO was able to change this ‘yikes’ into a ‘whew’ with some serious CYA messages sent to nearly every offended person on Twitter. Moral of the story, don’t use the same device for your personal account as your business account. #palmface
@celebboutique allowed their ego to get the best of them when the term #Aurora began trending in July of 2012, the UK based retailer assumed it was their well selling dress bearing the name or at least something just as cute, when in all reality Colorado was facing one of the worst mass shootings in its history. Lesson: Don’t assume everything that’s said on the internet is about you. Do your research!
@McDonalds launched their #mcdstories to try to create customer engagement through sharing heartwarming and good customer experience stories on their Twitter feeds. Alas, it turned into a forum for disgruntled customers to vent and rip them apart in 140 characters or less. My favorite story being the Dutch model who wound up with blood in her fries and was told by management that she should probably get tested. Which brings me to…
There are hundreds of examples of various Twitter #fails from celebrities or companies. Some are silly mistakes from a community manager who just didn’t think before posting, others were calculated and vetted social media campaigns (e.g. @jello’s #FML campaign), but whatever the situation, remember when something goes wrong, there is a right way and a wrong way to handle it and you have a very limited window of time to make things right in the eyes of your audience.
Tags: social media fail, social media, marketing, Twitter
You can't just execute an idea that worked for someone else and expect it to perform better for you. This is how best practices get people in trouble; an idea, concept, campaign, etc, turns into a practice, diminishing opportunities for innovation and creativity. Unfortunately, finding a great example of this scenario is as easy as looking at many companies' implementation of social media. While I don't disagree with many common social media practices, I do think that one way companies are still stumbling into social is by simply practicing what worked for others.I'm sure I'm not the only one that found this out by example, "the Top 10 Steps to More Facebook Likes" may not actually bring you more followers. We live in an era of informational noise, and it gets worse when you look at the marketing world (I won't even start on the social media marketing portion of that globe). For every "way to make your brand's Twitter influential" you try, there are probably thousands of other "gurus" employing the same tactic. As Jeremiah Owyang puts it in this interview by Markie Marketo, "Social can be used for many permeations of business goals, and it'll continue to change. We're a long ways from being able to measure [social media efforts] cohesively and consistently across all of our channels." It's often tough to pinpoint a direct relationship between a scenario's cause and effect in the real world, and this is especially true in the social media space. This is why researchers like Owyang recommend evaluating social media based on its contribution to a specific range of business goals; the idea of relying on a compass, not a checklist.My point here is not to downplay tried-and-true methodologies. However, I think it's important to occasionally check ourselves. Is Idea A in use simply because others were successful in its execution, or are did we truly find it to be valuable for our business? Are campaigns X and Z running because they were easy to scale and included in a package of recommended ideas, or are they real examples of our company's broadening perspective? Are we actually innovating, or just using Competitor B's idea faster and better? If we're not careful, best practices can lead us down the dangerous road of maintaining the status quo.
Tags: Social Media Marketing, Facebook, Twitter, marketing strategy, best practices
Sometimes it’s hard to make the case for a big investment in social media marketing. It can be difficult to scale, time-consuming, and there’s always the risk of—gasp!—negative feedback.Socialnomics makes an excellent argument for making social media marketing not just important, but central to the mission and products your company creates. Erik Qualman’s second edition of this book came out a couple weeks ago. Rather than focusing on the nuts and bolts of implementation, it's a wonderful conceptual framework for the importance of social media. It also takes a stab at what's just around the corner, which is very exciting. My favorite quote so far: "Fail fast, fail forward, fail better." Quick iterative innovation is the watchword, and an engaged conversation with customers is necessary to make that happen. The new climate for product development involves intense competition, margins squeezed by the wide availability of similar products, and a need for speed. He argues that it’s better to move quickly than study something to death and have others beat you to market. But once you move quickly out the door, and some parts of your product fail, you need to respond just as fast.This requires an ongoing, engaged conversation with your customers. You only fail forward, you only fail better, when you listen to your customers. Qualman argues that social media is the best way, perhaps the only way, to listen to your customers quickly and deeply enough to drive rapid development cycles. It’s not about releasing a half-baked product. It’s about speeding up the product’s improvement cycle, which is something we can all benefit from.Release, listen, improve, release. Rinse and repeat. At Exsilio, our Social Media Marketing team focuses on embedding inside your organization’s message, and can help you sort through the noise to listen better.It’s hard for many organizations to be so nimble in their product/service development, though. What challenges are you experiencing?
Tags: Social Media Marketing, social media, software design, agile, applications
A colleague and I were recently tasked with reviving a client's stale Twitter account. The account had several hundred followers, but had not been active in months. We wanted to find out what levels of engagement we'd see if we actively managed the account for a few months. So, since our project was not particularly scoped for active Twitter management, we needed to track engagement without 1) paying for expensive tools, and 2) unnecessarily spending hours manually tracking our engagement metrics.Here are a few of the tools I've used to effectively track basic Twitter metrics. The idea here is to utilize free tools and remain efficient in regards to time spent on data gathering.
Twittercounter.comMetrics: Follower CountFirst, you'll need a way to track follower count. Twittercounter provides a nice view into your account's follower trend-line, sorted out by each day. You can go as far back as three months. You can also add one or two other accounts, if you’d like to compare your trendline to someone else’s.
Tweetreach.comMetrics: Exposure, ImpressionsNext, you'll want insight into the overall reach of your tweets. Enter your account's handle into Tweetreach, and it'll give you an exportable snapshot of how far your tweets are travelling. Using metrics such as "reach", "exposure", and "contributors", Tweetreach will show you which accounts have mentioned you (sorted by follower count) and how many times your account's handle has appeared in others' feeds. The only caveat in this free report is that the data does not reach back very far. You'll have to check in every few weeks if you want to capture this data over a long period of time.
Analytics.topsy.comMetrics: MentionsTopsy.com will show you a trend-line of how many times your account has been mentioned over a selected time period. Retweets are included. You’ll want to remember that Topsy’s free service only allows you to look back as far as one month.
Bit.lyMetrics: ClicksPossibly the most popular URL shortener, signing up for a free bit.ly account will give you access to a view of all of your created URLs. You'll be able to see how many clicks you're getting on each URL.
Individually, these tools are not capable of giving you very much data, but by using multiple tools, you should be able to pull a meaningful story together. Let us know in the comments if you’ve got any other recommendations or thoughts on free Twitter trackers.
Tags: Twitter Tracking, Social Media Marketing, Analytics, Follower Count, Social Media Tools
Tags: media buy, second screen, social media
Conversions are the most sought after end-goal for most online advertisers; it declares that their efforts have worked. These often come at a cost, and require hours of effort and optimization to ensure maximum efficiency. But there is one conversion that is so simple and so efficient, that it doesn’t even catch our eye.
The Facebook comment. Go ahead, login to your Facebook, look at your newsfeed, and see what appears under a status update. It is your profile picture and a box for you to offer your wisdom to your friends in the form of a comment. This is the most efficient conversion online.
Why? Because Facebook needs and wants you to engage with your friends, that is why you’re there, right? You see your image, you see yourself already there. Facebook allows provides you everything you need to make that final conversion, you just have to come up with a clever comment. Every time you click a like, or comment on a picture or update, you are fueling Facebook. You are converting and adding value to their Friend Graph.
The takeaway from this example is that is that the use can “see themselves there,” they know what to expect, and they know what they’ll get.
General | Marketing | Social Media
Tags: social media, marketing, content, Pinterest
Utilizing social media at events such as fundraisers or expos is a no-brainer. Its versatility and potential to have significant impacts on impressions make it a great medium for an event of any size. After all, one of the core functions of a social network is the ability to share one's experience regarding an event. Also, social media allows campaign managers a high level view of the event’s overall reception, almost instantly.This weekend, we’ll be able to witness just how large scale a company’s social media campaign can run, at one of America’s largest events.Over a hundred million people are expected to tune into this year's Super Bowl [between the New England Patriots and New York Giants]. Of these 100+ million folks, 60% will be online. This, coupled with the fact that NBC is providing live, online streaming of the game, leads me to believe that this 60% will be watching their social streams and feeds along with the game.Dubbed the “Second Screen Phenomenon,” advertisers and marketers are recognizing that there is an increasing amount of online usage at events. We humans obviously like to share our experiences, which explains why your social media feed might include many one-line, exclamatory reactions to a game on Sundays. I’m sure I’m not the first Twitter user to have trouble finding noteworthy content on Sunday nights due to the multiple, frequent, “Falcons! NOOO!” or, “Really? Fumble?” tweets.Coca-Cola plans on tapping into this potential with their new campaign on CokePolarBowl.com. Here’s a quick summary of what will be going on:• The website, hosted on Facebook, will feature two polar bears, watching and reacting to the game live.• Commercials spots throughout the game will direct the audience to the campaign site.• The stream will also be available on Twitter, ESPN.com, and other ad placements throughout the web.• The bears’ reactions, which will be shareable via Twitter and Facebook (i.e., retweeting a happy response from the bear that’s a Giants fan), will even be made for the commercials.With this campaign, Coke will be cashing in on the potential for over 60 million unique impressions in one day. And that, my friend, is how you run a social media campaign.For a complete rundown of the campaign, read Karlene Lukovitz’ report on Media Post here.
Tags: customers, social media, smartphones, mobile marketing, marketing, marketing strategy, Twitter, Facebook, events, impressions, audience engagement
Client Relationship Management | Marketing | Social Media
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