Effectively Measuring and Improving Your Social Media Efforts
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A recent presentation for Social Media University-Milwaukee talking about various social media analytic tools one can use. Highlights include: - Start with Goals - Create Strategies - Set-up Analytics - Facebook Insights - Shoutlet - Google Analytics - Make Improvements
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Effectively Measuring and Improving Your Social Media Efforts
- 1. Effectively Measuring (and Improving) Your Social Media Efforts Chris Graham, Digital Media Specialist Potawatomi Bingo Casino
- 31. shoutlet.com
- 40. search “Google URL Builder”
- 43. Step 4: Make Changes Based on Results
Editor's Notes
- A really fancy title for …
- It’s a bit like this… How do you make sure what you are doing is even working?
- My background: 7 years at Potawatomi – over 1 year in Advertising The Casino, OTB, Poker, Bingo, Table Games, Slots, 500-seat Theater, five restaurants, Sales & Catering, Tour & Travel, Public Relations, Human Relations… There’s a lot here. Before doing the social media for the Casino, I oversaw paysbig.com, emails, web ads—digital marketing for the Casino—within the in-house Creative team. Also, ran a little blog called MilwaukeeBrunchReviews.com – and Facebook & Twitter Accounts
- So… effectively measuring and improving goals… By a show of hands, how many people think of this when they are confronted with charts, graphs and tables of numbers?
- Ok, let’s try and take that fire hose of data and put a spray nozel on it. Four Basic Steps: Set goals Create Strategies Set-up Analytics Change Strategies based on results
- How can you know what to measure without setting goals? What do you want people to do? Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here Theater – buy tickets to shows Restaurants – make dinner reservations
- Casino Social Media Goals: - Have Guests make plans to visit - Share in the fun, winning atmosphere - People DO win here - Show community outreach
- Theater Social Media Goal: - Buy tickets to shows
- Restaurants’ Social Media Goals: - Make dinner reservations / Stop in for a meal
- Step 2: Outline Strategies How can I get people to do these things?
- Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here - Show Winners - Show User-Generated Content - Share Milwaukee Related content
- Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here - Show Winners - Show User-Generated Content - Share Milwaukee Related content
- Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here - Show Winners - Show User-Generated Content - Share Milwaukee Related content
- Casino – make plans to visit / share in the fun, winning atmosphere / people DO win here - Show Winners - Show User-Generated Content - Share Milwaukee Related content
- Theater – buy tickets to shows - Show Announcements - Welcome to Milwaukee … posts - Stage is set … posts
- Theater – buy tickets to shows - Show Announcements - Welcome to Milwaukee … posts - Stage is set … posts
- Theater – buy tickets to shows - Show Announcements - Welcome to Milwaukee … posts - Stage is set … posts
- Restaurants – make dinner reservations - Show food - Share specials - Behind-the-scenes info
- Restaurants – make dinner reservations - Show food - Share specials - Behind-the-scenes info
- Restaurants – make dinner reservations - Show food - Share specials - Behind-the-scenes info
- Let’s get back to that fire hose:
- Now that we have set-up strategies, let’s make sure they are meeting out goals. That huge flow of data should become more manageable now.
- Facebook Analytics: What is really important? - Likes? Reach? Engagement? - Depends on your Goal/Strategy
- Facebook Analytics: What is really important? - Likes? Reach? Engagement? - Depends on your Goal/Strategy
- Taking a look at overall likes of the page -organic growth -no paid posts -steady on the upward trend
- Taking a look at overall likes of the page -promotion/offer with like gate -strong increase of likes to the page
- Taking a look at post reach… How many people per day that are seeing your message
- Take a look at the posts for the past three months… Sort out based on reach – Notice the high engagement - The different types of posts (links, photos, videos, text)
- Shoutlet Enterprise-level social media tool Monitor social channels Schedule and post Create social campaigns/contests Manage social resources Permission-based workflow Great analytics/reports from various sources
- Shoutlet Reports: (Potawatomi FB Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Shoutlet Reports: (Potawatomi FB Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Shoutlet Reports: (Potawatomi FB Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Shoutlet Reports: (Potawatomi FB Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Shoutlet Reports: (Potawatomi FB Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Shoutlet Reports: (NLT Page) What is really important? Demographics of Likes – who are you talking to? Reach – is engagement helping to spread your message? Posts – Frequency, Day Part, Type
- Google Analytics Free analytics tool for websites Track website traffic (my background) Follow different audiences around the site
- Smart URL example: URL – Bill Engvall Q&A Source – facebook medium – social (vs. web ad, video ad, email, cpc, etc) campaign – NLTshow (vs. promotion, dining, etc)
- Built the URL using Google’s URL Builder - search for it to use it and create the URLs
- Google Analytics Creating Smart URLs to link back to your website Track web traffic from various social accounts / campaigns
- Google Analytics Creating Smart URLs to link back to your website Track web traffic from various social accounts / campaigns
- Step 4: Make Changes Based on Results
- NLT – SHARE PHOTO rather than link for show announcements
- Hotel related items do well, even the most mundane items. - news stories picked this up – WISN and Today’s TMJ4
- User-generated content on the weekend does great. The marketing message is out there in different forms. Let the social content be an enhancer of that message.
- Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
- Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
- Milwaukee-related content does great. We here in Milwaukee love our city. And we love to share about it.
- Saw this great quote about Life, and I just changed it a bit to be about Social Media Management.
- Thanks! Follow @paysbig