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!

Why are you on Social Media?

Why Are You on Social Media-

Last week we completed our Content Calendar series and it really got us thinking about a few things… Things about your business, how you use social media and why?

Over the past few weeks we’ve been in the process of discussing our services with some new potential clients and we’re starting to notice a few things… For one, many business owners know that they should establish a Social Media presence, at least that’s what everyone keeps telling them, but they aren’t really sure what to do once they are there. So begin by asking yourself: how should my business be represented on Social Media, and how should we position ourselves to stand out from the rest?  These can be tough questions to answer but are necessary to the development and execution of your strategy.

It is our opinion that the role Social Media plays in your business’ online presence can fall into one of two categories:

Your Social Media drives traffic to your website, playing a key role in lead generation and sales conversion.
or
Your Social Media simply supports and beefs up your online presence.

For example, there are some industries that are just ideal for social media. Fashion, beauty, physical fitness and photography work well because they are rich in visual content. Followers and fans of these industries get the behind the scenes tour for their favorite brands and personalities. Social Media is an opportunity for these brands to have fun and engage with their followers in a way that would not be possible through their websites. Unfortunately, this utilization of Social Media does not lend itself to every industry. For example what are the chances that you will be compelled to  follow an accountant on Facebook, an exterminator on Instagram or the local dry cleaner on Pinterest? Pretty slim to none, right?

Well truth is you just might depending on your interaction with that particular business. This is where category 2 comes into play. As we previously mentioned we have been in talks with two potential clients regarding how we can assist them in developing and sustaining a presence on Social Media, one client operates a young dental practice and the other sells various insurance packages to local businesses. Neither of these businesses would be considered glamorous in the world of Social Media Marketing and neither are rich in a steady flow on exciting visual content. Does this mean they shouldn’t be on Social Media?

Of course is doesn’t! It just means we’ll need to be calculated… We explained to these clients that they will need to shift their view of the role Social Media will be playing in their businesses from category 1 to category 2. For these types of businesses we’re not looking to drive traffic from a platform to a website, but rather we are looking to create a Social Media presences that allows visitors from their websites to get a good sense of what that particular business is about. There are tons of dentist out there, so how will a patient decide between them? Well for one they’re going to ask around, read reviews and visit the offices’ website. But what will be that determining factor that helps seal the deal…. It very well might be their Social Media presence.

We explained to these clients that Social Media is an opportunity for them to share with the world what makes them special and unique. Social Media is a great place to highlight their company culture, explain various policies and  showcase their knowledge in a particular area. It’s also a great way for them to interact with their customers in a more relaxed setting. Everyone likes getting a birthday card in the mail, but imagine receiving a birthday wish from your Dog Groomer via twitter. You’d feel pretty special and a bit tickled for the unique interaction!

There is an opportunity for every industry to utilize social media effectively , it just takes some creativity and a little trial and error. Defining what your intentions are when it comes to creating a Social Media presence will not only save you time but confusion as well. Don’t set out with the intention of  doing what everyone else is doing, take the time to study the social accounts of other businesses in your industry. What are they doing well and what do you feel they could lose? Figure out what works best for you and be prepared to try many different things before settling on the strategies and tactics that are ideal for you!

As always we are most interested in hearing from you! Have a comment you’d like to share, or maybe you have a question you would like answered. Leave us a message below or email us at purelysocialinfo@gmail.com. We can wait to give you the advice or help you desire!

Pinterest: What the Hell is it?

www.PurelySocialMedia.comPretty much everyone has heard the saying: a picture is worth 1000 words, but have you ever stopped to think about why? 1000 words is a lot when you really think about it. Consider writing a thousand word essay and reading it aloud to an audience. It would obviously take you more than a second to read it, and the audience more than a second to absorb the information. Think about that and consider this fact: it only takes your brain 13 milliseconds to interpret images that the eye sees. (This is a really cool article about how the brain processes images.)

Pinterest is a visual discovery tool that people use to collect ideas and discover new things. It is mainly composed of images and could be described as a virtual vision board. 70% of Pinterest users go on Pinterest to find inspiration for a future purchase. That being said, Pinterest is an amazing social media platform for business owners to post original images relevant to their business. Only 20% of content on Pinterest is original, so business owners who create content to go on Pinterest are entering a very small pool and have a high likelihood of being discovered.T O  C R E A T E  A  S O C I A L  M E D

Now that we’ve gotten all of that out the way, let’s discuss what Pinterest means to you and give you some tips on getting started:

  1. Assess whether or not Pinterest is for your business. Every platform is not for every business, so don’t feel pressure to get on a social network just because it’s there. You’re better off being present on a few platforms strongly than all of them weakly. On the other hand, don’t automatically disqualify your business from Pinterest just because you’re unsure. Here’s a great article to help figure out whether or not Pinterest is right for your business.
  2. Share! If and when you do get started on Pinterest, the sharing rule is kind of the same as we previously discussed about Twitter. Diversify your content by repinning things other users post, as well as posting your own original content.
  3. Create multiple boards. Pinterest allows you the unique ability to segment your content via boards. You should take full advantage of this. If you’re a pastry chef, for example, include multiple boards that embody your business i.e, cakes, cupcakes, cake pops, pastries… Keep in mind that it doesn’t have to be strictly business. You can also choose to include a few boards that represent things your team likes. We’re actually in the process of creating personal boards on our Pinterest, as well.
  4. Include descriptive key words. Although Pinterest is mainly visual, it does have a place to put descriptions and such. In the description, it is important to use keywords to help pinners find your content and include a link, so people know where to find you.
  5. Always link posts back to your site.  Although bitly links are not currently working for creating pins, you can still use them in the description section to track visitors. This can also help test to see if people are even reading the description.