Measuring What Matters Proving the Value of Social Media June 18, 2015
Before Measurement Comes Management
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
84% of B2B Marketers use Facebook to distribute their content
81% of B2B marketers use content marketing for engagement
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
Facebook Uses Feature Industry Partners (firms or individuals) Real Estate News Photos from Events Sponsor Promotion Promotion of Company News Client Engagement
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
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.
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.
Refine Communication Promote Firm/Agency Member/Industry Partner Relationships Knowledge
Consistent Branding
Be Helpful, Not Promotional
Rule of Thirds in Communication Client/Prospect Relationships Promote Knowledge
Examples Client/Prospe ct Relationships Promote Knowledge & Thought Leadership
Best Times To Post Early afternoon between 1:00p (most shares)-3pm (most clicks), but keep posts contained between 9am-7pm. Source: http://www.quicksprout.com
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: http://www.quicksprout.com
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: http://www.quicksprout.com
Measurement
4 Things to Measure Return on Investment Return on Information Return on Engagement Return on Relationship
Areas to Evaluate or Measure Engagement Rates Share Rates Reach Volume and sentiment Traffic Conversion rates
Growth of Friends Fans Followers Visits
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
Utilizing HootSuite
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)
Efficiency: Post to Multiple Accounts Twitter Facebook Page LinkedIn Group Google +
Efficiency: Post to Multiple Accounts
Social Media Measurement Exposure Visits, Views, Followers, Fans, Subscribers, Mentions Influence Share of voice, Sentiment, Top Influencers Engagement Clicks, Retweets, Shares, @Replies, DMs, Wall Posts, Comments Action Event Attendees, Increased Memberships
Tool: Google Analytics
Website Traffic Sources
Other Free Analytics www.crazyegg.com www.woopra.com
Facebook Fan Page Tracking
Twitter Measurement Tools www.twitalyzer.com
Twitter Measurement Tools www.twitter.com/search
Twitter Measurement Tools www.backtweets.com
Twitter Measurement Tools www.tweetgrade.com
Twitter Measurement Tools www.klout.com
Measurement (with HootSuite) 11 9 7 7
TweetReach Report
Example: Twitter for Valley Partnership September 2013 = 691 Followers January 2015 = 1, 229 Followers January 2014= 864 Followers
Example: Valley Partnership Facebook September 2013 = 183 Likes January 2015= 309 Likes January 2014 = 221 Likes
Example: Valley Partnership LinkedIn
Measure Competition
Measure Emotion: Sentiment Analysis
QUESTIONS? DANIELLE FEROLETO, President, Owner 602.314.5549 danielle@smallgiantsonline.com