If you’ve read the first part of my social media ROI post and the second part of my social media ROI post you would have the tools you need to plan and create a campaign with the aim of increasing conversions and sales. You should have an idea by now of the kind of campaign you want to create and even the buyer persona you want to target with that campaign. So this last post is really all about taking those steps into writing down each stage of your campaign and walking you through the tools you will need to measure your success.
Your First Campaign
Now that you’ve created your first buyer persona it’s time to think up a campaign that would help them become a customer. Where will you start and how will you get them from one stage to the next? Create this table for yourself and start filling it in.
|Stage||Description of customer journey||What will you measure?|
Facebook Analytics 101
Facebook Insights – Page Likes
If you want to get your social media fans to become customers you need to understand them.
When someone likes your page they are expressing an interest in your company. They are saying they want to know more about you.
The reason that page likes are a vanity metric is because a ‘like’ is not as concrete as you may think. Likes can be bought and profiles can be fake. What’s important is the quality not quantity of your audience.
More likes do lead to a higher reach though so keep an eye on this.
Facebook allows you to understand where your page likes come from and how your page is liked over time. This can help when understanding why people like your page so you can influence more likes in the future.
Facebook Insights – Reach
Reach is the amount of people that see a post of yours. If you schedule three posts for one campaign on Facebook then you add the reach for each post together to get the total reach of the campaign. Reach is of course the top metric for your buyer funnel.
You can get better reach by optimising your posts – Facebook videos get better reach and Twitter hashtags get better reach. But nothing gets as good a reach as paid social media advertising thanks to the new pay-to-play environment started by Facebook.
Facebook Insights – Posts
The post tab lets you see the time and day people are active on your page and the kind of posts that are working well.
You also have an individual breakdown allowing you to see how people interacted with your post.
The top right allows you to filter data for engagement rate. Engagement rate is the percentage of people who saw your post – who then went on to engage with it in some way (sound familiar? Click through rate and ROI is a similar calculation!)
In post data you can also analyse how many people click on a link in your post. If you have a set of Facebook posts aimed at bringing people to a blog post, you can use clicks to find out how successful each of your campaign posts are and optimise them.
In Google analytics you will see the traffic from each social channel but not what post the traffic came from so this is a more specific breakdown of individual post success.
Facebook Insights – People
In the people tab you can break down your audience demographics, the people you reach and the people you engage with as well as your check-ins.
You should analyse the difference between people who like your page and engage with your posts. Then look at the people you reach and see how you can better word your posts or target your ads to ensure the right people are being reached and are engaging!
Now it’s your turn to have a look at your Facebook analytics and find out 3-5 things about your audience that will influence your updates in the future. Use your newly discovered information to schedule a quote post using power editor and Canva. Here is a quick power editor walkthrough:
Go to ‘manage ads’ under the arrow next to your profile picture in the top right of your Facebook page. Here you will see a power editor button. This is normally in the left sidebar of your screen. When you click on it you will see an option to ‘Create Post’. Click on this to open up power editor.
Power editor can be used for creating ads or optimised posts. Use it to make call-to-action buttons for your post or video.
Hover over the ‘i’ next to each section to get more information about it and craft your own post. You should experiment with different kinds of posts to see which works better.
If you want to create a cool image to go with you post sign up for www.canva.com and chose the Facebook post option.
Twitter Analytics 101
Twitter Analytics – Tweets
Impressions are the number of times a post from your page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a page update in news feed once, and then a second time if their friend shares it.
Reach is the number of people who received impressions of a page post. Reach might be less than impressions since one person can see multiple impressions.
Twitter Analytics – Followers
The better you understand your followers, the better you can craft your messages to turn desire into action. Your follower demographics relate back to your buyer personas and contact strategy so keep an eye on how your Twitter followers differ from your Facebook followers.
Find out 3-5 things about your Twitter audience that would influence the way you post.
Social Media ROI and Google Analytics Introduction
Using Google Analytics you can track the traffic back to your own website. Measuring the success of individual campaigns can also be done through Google Analytics and I will walk you through doing this now.
How to set-up a goal in Google Analytics
When you have a landing page that leads to a direct revenue stream for your business you should always set this up as a goal in Google Analytics. Google will watch how people enter your landing page and how many people convert.
Go the top of your Google Analytics dashboard and click on ‘Admin’. In the third column there is an option for ‘goals’.
When you go to your goals page you will see an option for new goal. Click on this and you will be taken to the first step of setting up your goal.
STEP 2: Now you have to tell Google what signal it needs to verify that someone has actually completed a goal.
You can see I have chosen to set a goal up for making an online payment. I know that someone will have completed the payment because they would have to land on my ‘thank you’ page. So I tell Google to pick this as the description of the goal.
I can also name the goal at this stage.
STEP 3: The next step is to tell Google what the URL is of the thank you page and assign a monetary value to the conversion. IE tell Google how much this conversion is worth to your business. Google will then calculate your profit over a set time period.
You can also tell Google that you want to measure the journey from a previous landing page by using the ‘funnel’ section.
This is how you will measure the strength of your campaign. Tell Google that your funnel isn’t optional so that you can also measure when people reach the end by skipping steps.
When you have a goal set up you can then analyse the success of the goal by going back to ‘reporting’ in the main menu and clicking on ‘conversions’ in the bottom of the left hand menu.
Specifically you can track how much of this traffic has come from social media.
In assisted conversions under ‘multi-channel funnels’ you can see goals coming from social networks or paid Adwords traffic. This will allow you to analyse the success of each of your marketing channels.
This is one month’s conversions for one of our clients.
See social media in your referral traffic
If you want to analyse your ongoing social media activity you can look at how much traffic is coming from social media to your website and what channels in particular are working better for your website.
To do this go to ‘Acquisition’ on your left hand menu and click on ‘Referrals’. Referral traffic is traffic to your website that comes from other websites.
In the case of our client they have a lot of traffic come from job search engines as they’re a recruitment company. But you can see that LinkedIn is on their top traffic and t.co which is actually a Twitter mobile link.
Your custom reports
In Google you can set up custom dashboard so that you can analyse a specific data set with ease.
Go to ‘Customisation’ in the top menu.
At Live And Social we have created custom dashboards to analyse traffic coming from Twitter and Facebook and are giving these away to you for free today. All you have to do is enter these links into your dashboard.
You can see from the example below that we have been able to analyse Twitter data more specifically with our custom dashboards and the use of UTM codes. By giving some of our campaigns separate codes at the suffix of the URL we have been able to track these back to Google analytics quite easily. Promo traffic is any blog promotions we do and auto traffic is any automated campaigns we run for our client.
To create a custom link of your own just go to the Google Analytics website builder
You can also use bitly.com to shorten the links and track activity on the link across time. Shortening it might make it easier for other people to remember if you are using it in an offline campaign.
Check out this article from Kissmterics explaining more on how to use UTMs to track different campaigns.
You have completed a crash course in calculating your social media ROI but what have you learnt?
- Run campaigns on top of your ongoing initiatives. Have your campaigns align with business goals and objectives
- Develop buyer personas to tailor your campaigns
- Track metrics at each stage of the campaign
- Track conversion rate and click through rates during campaigns to make adjustments
- Make sure that CPA is 10% of CLV
- Analyse your Facebook and Twitter metrics to see the success of individual campaign posts and analyse your audience on both channels
- Create goals for each campaign in Google analytics
- Track referral traffic
- Use custom UTMs to track goal conversions by campaign and social channel. Shorten these URLs using Bitly.
Now it’s time to put what you’ve learnt into practice. Go home and start putting your first campaign into action. Remember to keep analysing your data and adjusting your campaigns until you get the best results.
I am always available to help you with any of the following:
- If you want to purchase a tool to help you
- If you are struggling to put anything we learnt here into action
- If you want a one-to-one session
- If you have any related questions you want to ask
If you would like to know anything more about this series of posts or discuss partnering with an agency to help you run campaigns let me know on Twitter @MyCreative_UK or by contacting Live And Social.