Measuring What Matters
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- Geraldine Barber
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1 Measuring What Matters Proving the Value of Social Media June 18, 2015
2 Before Measurement Comes Management
3 Communication: Compounding Effect Resource Clients Focus News Offerings Leadership Resources Educational Opportunities Leads Contacts Projects Real Estate News Legislative News Careers/Jobs Presentations Events Conferences PR
4 84% of B2B Marketers use Facebook to distribute their content
5 81% of B2B marketers use content marketing for engagement
6 Twitter Uses Short, condensed news highlights related to industry Commercial Real Estate & Industry News Upcoming Events Special Events Promotion Sponsor Promotion Job Openings Client Engagement
7 Facebook Uses Feature Industry Partners (firms or individuals) Real Estate News Photos from Events Sponsor Promotion Promotion of Company News Client Engagement
8 LinkedIn Group Uses Make your world smaller Position as the expert in the industry Promote discussion among company Post job openings, individuals looking for job Client/Prospect engagement
9 What Platform To Use and Frequency Facebook Photos of Events, industry news, talking about clients/prospects, spotlights, and fun stuff. Twitter Quick updates, in the moment, conferences/events (live updates with hashtags), press, etc. LinkedIn Company Bigger announcements, industry news, creating discussions around certain topics.
10 What Platform To Use and Frequency Facebook At least 1x per day, but no more than 3x. Twitter At least 3x per day, but no more than 8x. LinkedIn Company 1-3x per week, but no more than 1x per day.
11 Refine Communication Promote Firm/Agency Member/Industry Partner Relationships Knowledge
12 Consistent Branding
13 Be Helpful, Not Promotional
14 Rule of Thirds in Communication Client/Prospect Relationships Promote Knowledge
15 Examples Client/Prospe ct Relationships Promote Knowledge & Thought Leadership
16 Best Times To Post Early afternoon between 1:00p (most shares)-3pm (most clicks), but keep posts contained between 9am-7pm. Source:
17 Best Times To Post Posting weekdays provides 14% more engagement than weekends for B2B. 12pm and 6pm have the highest CTR, while 5pm has the highest retweets. Source:
18 Best Times To Post Best days to post is Tuesday Thursday (Most clicks & shares are on Tuesdays between 10-11am. Overall, best times to post are between 7-8am and 5-6pm. 93% of B2B marketers rate LinkedIn as the top social media lead generation source Source:
19 Measurement
20 4 Things to Measure Return on Investment Return on Information Return on Engagement Return on Relationship
21 Areas to Evaluate or Measure Engagement Rates Share Rates Reach Volume and sentiment Traffic Conversion rates
22 Growth of Friends Fans Followers Visits
23 Quality of Friends Fans Followers Visits Retweet Post your content Reply to Comment on your content Build new content based on your content Build connections to you and your content
24 Utilizing HootSuite
25 Tools for Measurement Google Analytics (website traffic referrals) Klout (influencers and influencers of, topics) HootSuite (tracking clicks) Simply Measured (basic free reporting) Facebook Insights Twitter Analytics, Twitalyzer, TwitterCounter LinkedIn Analytics YouTube Analytics (understanding your viewers and video engagement rates) Tweriod and TweetWhen (determining best time to post)
26 Efficiency: Post to Multiple Accounts Twitter Facebook Page LinkedIn Group Google +
27 Efficiency: Post to Multiple Accounts
28 Social Media Measurement Exposure Visits, Views, Followers, Fans, Subscribers, Mentions Influence Share of voice, Sentiment, Top Influencers Engagement Clicks, Retweets, DMs, Wall Posts, Comments Action Event Attendees, Increased Memberships
29 Tool: Google Analytics
30 Website Traffic Sources
31 Other Free Analytics
32 Facebook Fan Page Tracking
33 Twitter Measurement Tools
34 Twitter Measurement Tools
35 Twitter Measurement Tools
36 Twitter Measurement Tools
37 Twitter Measurement Tools
38 Measurement (with HootSuite)
39 TweetReach Report
40 Example: Twitter for Valley Partnership September 2013 = 691 Followers January 2015 = 1, 229 Followers January 2014= 864 Followers
41 Example: Valley Partnership Facebook September 2013 = 183 Likes January 2015= 309 Likes January 2014 = 221 Likes
42 Example: Valley Partnership LinkedIn
43 Measure Competition
44 Measure Emotion: Sentiment Analysis
45 QUESTIONS? DANIELLE FEROLETO, President, Owner
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