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Best Practices from #SMMW14: How to Plan, Engage and Measure

With over 70 sessions and 100 speakers, there was a lot to soak up from Social Media Marketing World ’14.

What struck me is that many of the founding principles of social media have not changed. We were encouraged by the speakers to develop a visual voice on social, get to know influencers and brand advocates, and always know what competitors are doing. However, there were still unanswered questions about how to track and measure these goals.

According to Mike Stelzner’s 2013 Social Media survey, 86% of brands think that social media is important to their business, but a whopping 74% of social media marketers are unsure or not confident in their ability to measure social media. As a result, it’s not surprising that the top three areas reported as “most likely to be outsourced” according to Social Media Examiner’s 2013 Social Media Marketing Survey are design, content and analytics.  Here are a few examples of social best practices I heard, and how to quickly and easily start measuring them like a pro.

Customer Care on Social – Best Practices and How to Measure It

Social Media is transforming customer service. A 2012 Nielsen survey shows that more than half of all customers now turn to social media for redress; some 81% of Twitter users expect a same-day response to questions and complaints. Dan Gingiss, Discover Card’s Director of Digital Customer Service, spoke about how Discover leads the pack with timely and efficient customer service on Twitter. When it comes to measuring his progress, he sticks to two primary metrics:

  • Response time: Discover aims to respond to customers in just under 30 minutes, looking across multiple industries to determine this goal.
  • First Tweet Resolution: The number of tweets needed to close a customer service case.

To track these for your brand, I recommend the Twitter Customer Service Analysis. This report makes it easy to analyze your response time and measure it against your response goals.Screen Shot 2014-04-04 at 11.28.07 AMA response time goal is set into the report and is used to track your progress.

This report also compares first tweet resolution vs. complex case resolution (defined as 4 or more responses):Screen Shot 2014-04-04 at 11.28.43 AM

Grow a Bigger Influencer Pipeline with Bloggers

According to industry leader, Mark Schaefer, the future of social media marketing relies on (among other things) influencer marketing. He defined influencers as not just the most active friends/followers, or highest Klout score, but bloggers and journalists that have written about your brand. Bloggers give you a unique opportunity to be connect to a fan group that are familiar with your brand, but may not have connected with you directly.

How do you identify which bloggers are going to connect you with new fans?

I’d recommend 2 reports:
1): Conversation Driver Analysis This report takes a tracked keyword (like the name of your brand) and pulls mentions across all social services, including blogs and forums. You can then download the Excel version of the report and filter mentions by blogs. Now you have access to all the bloggers that mentioned you, the link to their blogs or comments, and the date that content was published.

Here’s an example of the downloaded Excel sheet filtered by blog mentions:

Screen Shot 2014-04-04 at 11.34.52 AM

2): The Klout Influencers and Analysis Report  This report is a one stop shop for visualizing your influencers, what they are saying, what content they push to their followers, and what other topics are being discussed.

This graph from the report shows peaks in impressions by day for your top influencers.

Screen Shot 2014-04-04 at 11.36.04 AM

It also gives you a list of all the top influencers from the reporting period, what they said, as well as the amplification and true reach of each post.

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Hold yourself to industry gold standards and best practices with ease by using reporting that lets you  spend less time on measurement, and more time meeting your goals and growing an engaged, relevant fan base for your brand.

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