Key Performance Indicators

Agenda

• Housekeeping• Homework• Attendance• News

• Measurement & Analysis • Measure!!!• Key Performance Indicators!• Blogger Outreach• Lead Generation

HOUSEKEEPING

MEASURING

Measuring

• Benchmarking• Follower count• Reach• Mentions• Web traffic (Google Analytics)

• Growth• Campaign tracking• Brand health• Crisis Detection• Impressions• Competitive intelligence

Measuring• Part of a larger campaign• Social media vs Traditional

• Platform Specific • Twitter vs Facebook vs YouTube vs Blogs

• Tailor to your needs• Pick two or three that are reliable

• Don’t get lost in the numbers• Simplify as much as possible

KPIs Save Lives

• What’s the ROI?• Allow you to:• Show clients results• Win new business

• Measure the industry• CYA• Be effective

Five KPIs

1. Conversational Exchange• How many people are replying to you?

• @replies on Twitter, Comments on FB, Blogs

2. Reach• Size of the audience • Total followers on Twitter, number of people on Twitter• Not everyone sees everything

• Don’t see every Tweet, don’t read every article, may not view the entire video, etc.

Five KPIs

3. Amplification – Shares per post• Share button on Facebook• Social shares on your website

• Share, Like, Tweet, Pin, Stumble

4. Sentiment – Positive or negative• Sentiment tools – automation great for high volumes • Specific language – industry specific• Likes, dislikes, recommendations• Manual calculation

5. Content appreciation• Favourites, social bookmarks, link backs

Platform specific KPIs• Platform Specific• Twitter

• RTs, mentions• Facebook

• Shares, Likes, talking about this• YouTube

• Views, likes, dislikesm channel subscribers• Blogs

• Social shares, comments

Activity• What metrics mean success to you• Offline, online• Why do you measure them?• How do you measure them?

KPIs Examples• Subscriber growth• Followers• Likes• Email subscriptions

• Impressions• Twitter reach• Shares• Online article pickup

Lead Generation

1. Follow people• Twitter• Blogs• Like other Facebook pages

2. Engage• Comments!

3. Track• Social CRM – Salesforce.com• Follow• Lists

4. Sales Cycle

Blogger Outreach• Create credible brand awareness and exposure• Super niche audiences• Good for the blogger• Creates content • Adds credibility

• Really Good for the brand• Targeted audience that is already built• Valued presence• Network outside of blogs (Twitter, Facebook)• Increase social credibility

Blogger Outreach• Developing relationships with influencers• Say hi!• Connect online and offline• Keep it casual• Don’t always be a hard sell• Create brand advocates

Developing Relationships• Don’t wait until you need something from someone• Need to put money in before you make a withdrawl

• Say “Hi!” whenever you have the chance• In person, sending a tweet, leaving a comment

• Doesn’t have to be formal. Can be as simple as a retweet

Pitching Bloggers• Make sure that content is relevant to their blog• Don’t always go for the hard sell• Can be casual, lead with questions “Did you know?...”

• Personalize (this is where a relationship is handy)• Let them know the benefits• Be prepared to pay

GENERATING LEADS THROUGH SOCIAL MEDIA

Lead Generation• Social media, and specifically Twitter, is like an on going

conference. It allows you to connect with anyone at any time.• Find people you want to do business with• Where are they?• Twitter• LinkedIn• Blogs

• Connect with them!

Lead Gen via Twitter• Find out who you need to connect with• Say Hi!• Don’t go for the hard sell right away• Move to direct message• Leverage existing relationships• People you have connected with but never met• People you have met once• People you’ve never talked to but follow you

Lead Gen via Blogs• Follow industry blogs• Get featured• Ideally have a call to action

• Leave comments• Use the comment section as a source of contact information

Lead Gen via LinkedIn• LinkedIn has tools for new business! • We will talk about these later

• Find people in organizations• Find contact information• Permanent Rolodex