Generating Reports

*For a better view of graphics simply click on the image to enlarge

So, one of the best ways to learn something is to see it in action. In Sexy Little Numbers, by  Dimitri Maex, there is a great example of why you want to understand the numbers. Based on his teams assessment of Motorola’s 2006 phone sales in the China:

The expense of marketing as a whole generated 26% of Motorola sales. Advertising accounted for 55% of those sales, at only 11% of the total marketing budget! For every 10,000 yuan spent on advertising, 382 phones were sold. However the same spent on in store promotions only resulted in the sale of 96 phones. Assuming the industry average is a profit margin of 30% per phone sold, Motorola’s was more than double with every yuan spent on advertising yielding 15 yuan.

You have the ability to assess your efforts in a similar way. One, that will allow you to begin to make strategic decisions. One way to do this is to export the data you have from your various social platforms into Excel files (.xls). Start with one platform at a time, be sure to save your original data, simply copy and paste the data onto a new sheet to begin your analysis. For the purposes of this post we’re going to use Facebook as the platform we’re going to export our data from. You should know that you can export data related to your Facebook Page from two places, Ads Manager, which provides reports on any paid advertising you’ve done on Facebook, or from your Page’s Insights.

Ads Manager

From your Facebook Home Page/Newsfeed click on Ads Manager from the menu bar to the left of your feed, under Messages and Events. Once you’re in Ads Manager, select Reports from the left side menu bar. When you open the reports page it will default to your General Metrics for the last 30 days. Select the dates you want the report to generate from then proceed to determine what type of report you would like. Facebook allows you to view and export 7 different reports:

  1. General Metrics: provides you with an overview of each ad, reporting reach, frequency, impressions, clicks, money spent, and actions taken.
  2. Website Conversion: provides information on all ads that we’re driven to purchase or register on the landing pages you’re required to link to your ad.
  3. Placement Based Metrics: provides information on the placement of your ad, was it seen in the news feed or the right column space and was it viewed on a mobile device or PC?
  4. Responder Demographics: provides information on the people your content reaches, providing you with their age and gender.
  5. Page Actions; provides you with insight into the actions people are taking with your ads, how many are liking, sharing, comments and engaging with your content?
  6. Video Actions: looks specifically at the videos you post, how many people viewed or clicked on a particular video, did they watch the complete video, did they share like or comment?
  7. Application Actions: looks at the application associated with your page, for example you may use this when running a contest on Facebook.

FB Screen Shot 1

Page Insights

From your Business Page select Insights to generated reports related to your page and posts. Click export, this will open the Export Insights Data box. Select the dates you want the report to focus on, determine whether you want the report to be based on your page or post activity, then select the old vs. new export (doesn’t make a big difference) and click Download.

FB Screen Shot 2

Go a head and open the downloads of your data, don’t feel overwhelmed by all the numbers on the page. To begin to digest this information it’s best to work with Excel’s Pivot Charts. Simply select the information you desire to compare, copy and paste data by columns or rows, for the sake of this exercise I suggest picking two or three things to compare at a time. For example from the original document you may select the date column, the type column (photo, link, or status), and the lifetime post reach column to paste into a new sheet. On the new sheet select Insert Pivot Table using the data you just copied to the page. Pivot Tables can be confusing if you’ve never used them before, but in the latest Window’s version you can easily drag and drop information to determine where it can be viewed the easiest.  Once you generate your desired pivot table you can convert that table into a chart, which is even easier to digest. If you’re unsure of how to use pivot tables, there are tons of videos on YouTube that cover the subject. But when you finally get the hang of it here’s what you can do:

Analysis1

Chart A

Pivot7

Chart B

Based on Chart A we can see that the posts for this account performed better in Quarter 1 than in Quarter 2. With this one piece of information you could review all of your posts from the first quarter, looking for any patterns or theme. Run another report for Quarter 1 posts and you may discover that there is a time of day that works best for your audience or you may determine that certain events or posts really attracted a lot of attention from your audience. Chart B looks at the paid ads this account ran in Quarters 1 & 2. Based on the chart we can see that 2 ads did really well in relation to the cost of the ad. What we want to point out is the last ad, Website Clicks New…, and provide a little back story. That ad was part of a two week promotion for a paid live stream event. The cost of running this add was $166, that included the graphic art used in the promotion and the cost of advertising on Facebook through Power Editor. The results of this advertising we’re 7 attendees for the live in store event, 35 online attendees and resulted in this business netting $700. This resulted in about a 24% profit margin. This company was thrilled to see that a few minor changes to their Facebook advertising strategy could not only generate revenue but also drive traffic to their site and events. It just take some time and a willingness to experiment.

But maybe after reading this post you determine you’re just not up to this whole Excel thing… Well we stumbled upon a little free tool that can easily help you analyze your Facebook efforts, Wolfram|Alpha. Make sure your signed into your Facebook page prior to clicking the link. But it does do an excellent job with providing you with important data in a easily digestible manner. Here’s an example for the same account we used above:

Analysis2

Or if you utilize a third party sight such as Buffer, Hoot Suite or Sprout Social, you can generate reports through these sites as well that will analyze all of the platforms your have linked to that particular site. Here’s an example of what it looks like from Sprout Social:

Analysis3

 

As always we hope that you have found this post to be beneficial. Please be sure to leave us a comment below, we would love to hear from you!

Content Calendar Part 3: Drafting a Calendar

Finally, let’s discuss the process of drafting a content calendar!Creating AContent Calendar Part3

If you have not had an opportunity to read Part 1 and Part 2 of this Content Calendar Series, we strongly advice you do.

So, as we previously mentioned,  a Content Calendar is a great way to organize your thoughts and efforts. To successfully leverage social media for your business, your efforts MUST be calculated! And by calculated we mean that everything you do from a marketing standpoint has to be measurable. In part 1 we discussed creating  a framework of content topics as well as the importance of  developing Master Copy Lists to pull from when posting to your preferred social platforms.  We cannot stress to you enough that you DO NOT have to be on every platform all the time, you should get comfortable with one to two platforms at a time to avoid feeling overwhelmed. Social Media is a 24/7 medium and it can be exhausting trying to be present on multiple platforms simultaneously.

Grab all of the information you’ve compiled and pull out a dry erase board, calendar, or notebook; however you best organize your thoughts, go with it! First you’ll want to jot down all of the dates of important events related to your business. These should include your Google+ Hangouts, Networking Events, Blog Releases, Sales, Holidays, Charity Events, and anything that you do of interest related to you business. Word of wise, if you have a less than glamorous product or service you sell, i.e. insurance, gardening tools, computers, rather than littering people’s feeds with sales ads, attempt to share with them your company culture. Show people what makes you and your product unique!

Pencil or type all of these events into a calendar that you can refer to as you build your content calendar. Aim to map out at least a month to a quarter in advance. We advise constructing your content calendar in an automated site such as HootSuite, SproutSocial, Buffer etc. Using the times suggested by your analytics (you should be updating this at least monthly), create posts centered around your events calendar. Make sure that your content is a nice mix of images, videos, quotes, and compelling copy… Sprinkle in some appropriate humor, be genuine and occasionally speak from the heart!

We want to automate the content that is imperative to the marketing of your business, because then that frees you up to truly be social, engaging with your followers and others. If you want to get noticed on social media start noticing and acknowledging others. If the time is taken and  the measures are in place, you will save energy as you begin to understand what’s working and what’s not. The largest hurdle you will have to over come is the limits of your creativity and willingness to create original content. The digital currency of your brand is it’s content. So be prepared to do it yourself or hire some help.

When you review the content in your calendar you should ask yourself a few questions… Is this visually appealing? Is this entertaining or informative in any way? Will this look good on a mobile device? It is projected that by 2020, 80% of all media will be digital with a global media consumption average of 90 hours a week. Don’t get swept away in the sea of content. Invest the time in great content or your just wasting your time!

global-media-consumption-per-week-by-medium (1)

Image via The Brand Builder Blog

 

Your content calendar should be designed to be flexible. If after a month things aren’t working, then begin to tweak your content and try it again. You will have to be patient and play around with things before you figure out what works best for you. But once you do you will just fall into a rhythm. Social Media is not cookie cutter so what works for other businesses might not work for yours.  Be prepared to experiment and have fun!

Set goals to achieve, such as growing your followers, engaging with others, increasing blog views or hangout attendance. Creating a plan to get noticed, reduce your stress, and work smart!

We would love to hear your insights or questions… So please be sure to leave a comment below.

Content Calendar Part 2: Looking at the Metrics

Creating AContent Calendar (1)So last week we introduced you guys to the idea of a content calendar. Mapping out your social media campaigns allows you to be calculated. Developing a strategy with the metrics in place to measure your efforts, sets you up for success. But just mentioning the word metrics can send most running in the opposite direction. With the right metrics in place and some online tracking support you really can solve the mystery to Social Media Marketing success. The information that you’ll obtain will let you know just where to spend your time and money while simultaneously providing you with a steady feedback from  your customers. Many debate on whether or not you can actually see a ROI on your Social Media Marketing efforts, but you can if you put the right measurements in place. All it takes is a spreadsheet, some data and a little analysis. Today we want to discuss with you putting those measurements into place.

All a metric does is quantify and evaluate something! Simple, right? Well when it comes to your Social Media campaigns your metrics will help you understand what is and isn’t working for you or your customer. And with this knowledge, you can target your products, messaging and efforts on what does work. You see, every piece of content that you create and share is designed to enlist a response from your audience. Therefore, you need to have metrics in place to measure what is happening to the content and conversations you create. The issue arises in measuring that response, so we need to break it down into portions that we can measure:

  • Actions: How are people interacting with your website, content and presences on various social platforms?
  • Attention: How are people accessing your content and how long are people engaging with your content?
  • Community: Who are your Evangelists, the individuals who are invested in you? They often grow with you as you strengthen your presence.
  • Influencers: Who are the individuals that are sharing and engaging with your content the most? Chances are they are causing others to do the same.
  • Interest: What catches the attention of your audience and drives action? This is where content and context meet to create the best content for your audience.
  • Listening: What are people saying about your business and where are they saying it? Invest time in learning as much as you can about your audience by listening to them.
  • Reach: How far is your content traveling and for how long ? Quality content not only gets noticed but it also gets shared.
  • Views: How many times is someone visiting your sites or seeing a piece of content? Is this a first-time or a repeat visit?

These eight sub-divisions of response can all be individually measured, combine them and you will begin to see a treasure trove of information to help your tweak and make adjustments to your efforts. We know that this concept can be pretty intimidating for most. Luckily there are tools out there designed to help you. Let’s begin by breaking down the type of services out there:

  • Single-metrics service providers: These are third party metrics measurement systems that only measure one thing. These services include Klout or Kred, which measures your influence across your social platforms. Tweriod is a service that tells you the best times to post to twitter.
  • One-site metrics: These are the measurements that you receive directly from Facebook, Twitter, Instagram, etc. Typcially they can provide you with useful information, but you still have to put it all together. If you happen to use an automation service to schedule your posts such as, HootSuite, Sprout Social, Buffer, CustomScoop etc., you can begin to obtain measurements across your multiple platforms. You will still be limited in the information you will generate from them without taking things a step further.
  • Advanced metrics: This is where things can get really exciting! Accessing the true power of metrics takes advanced techniques, that you are fully capable of learning with Google Analytics. It is one  of the best tools you can access as a business with a website and social presence. Extract reports that allow you to view your metrics at a microscopic level.

With all of these metrics tools you now have some good information you can put to use. The data you collect is your guide to creating the best content for your audience at the right times in the most visible place. This is key information that you will want to have handy as you begin to lay out your content calendar.Taking the time to map out your content ensures that your messaging will be on brand and takes the guess work out of your daily social media engagement. Keep in mind that you want to leave room for the unexpected.

Let us know your questions about metrics. We’d love to hear it! You can either @ us on Twitter, or leave a comment below. We love to engage!

Content Calendar Part 1

3 Ways to Optimize your Hootsuite Usage… besides Automation

If you’re a business owner in today’s world, chances are you never feel as though there are enough hours in the day. So the last thing you have time for is wandering down the rabbit hole of social media. You know that social media is important for connecting and engaging with your customers, but creating a solid presence on any platform takes time… time you do not have.

Like many business owners you may choose to automate your posts through apps such as hootsuite or buffer. Automating your social media can save you time and energy but, be careful automation removes the real-time engagement. See our post Is Automation Making You Antisocial, for best practices.

3 ways to optimize your Hootsuite useWe believe that one of the best uses for Hootsuite is when you’re promoting an event or product and you are directing people to your site with a link. For example, say you host a weekly meet-up or Google hangout. Consider scheduling 3-5 posts a day promoting this upcoming event. Your scheduled posts should just include links not attached images, as they will not appear in the newsfeed unless people click on them ( and we all know that very few will click). So don’t waste your time posting content that most likely will go unseen. In these instances I recommend drafting the posts from a mobile device on twitter or scheduling the post directing in Facebook. Consider taking 1 day to draft up the week’s posts and keep them in a word document that will allow you to easily copy and paste the post into Linkedin or Google+. Consider shortening links with bitly.com versus the link shortener in Hootsuite. At this point most people know that owly.idhafd…etc. is a Hootsuite post and therefore automated. I have found that automated tweets can be a real turnoff for some.

Today we would like the discuss the top 3 ways to use Hootsuite other than scheduling posts

1. To watch your feeds all from one place: You probably don’t have time to check each platform multiple times through out the day. With hootsuites free membership you can attach up to 5 accounts that you wish to track on either Facebook, Twitter, Linkedin, or Google+. So from the home screen you can watch your feeds for all of these platforms in one place in somewhat real time.

2. To monitor hashtags. If there a particular hashtag that you troll or follow, you can use hootsuite to follow that hashtag in real time.

3. Run Reports: This is one of the best reasons to use an app like hootsuite! Generate reports that show the results or your efforts as well as compare your efforts across multiple platforms