Intro to Measuring Your Social Media Efforts

Measuring Success

This series is based on the wonderful teachings found in Sexy Little Numbers by Dimitri Maex

This week we wanted to dive deeper into analyzing and measuring your efforts when it comes to utilizing Social Media Marketing for your business. After the Content Calendar Series post on Metrics one of our fellow Social Media Marketers asked if we could give some insight on the analysis side of things. So we took the time and did some homework, looking for the best insights on the subject.

***Side Comment: There is a lot of information on the internet, but very rarely do we feel that it provides real insights. So as great as the internet is, we believe some of the best insight and advice you will ever get can come from a book. Take the time to visit your local library, many Social Media Marketing books are quick and easy reads that are just chock full of great advice!

In our Content Calendar Series, Part 2 we discussed setting up metrics to measure your success. At this point, you know that you need to be calculated with your efforts while remaining flexible in what may come. But when faced with all the data you’re able to collect, things can start the get fuzzy. For many business owners it can feel like numbers overload. Fact of the matter is the answers to the questions you have are there but you have to know which ones  to focus on to avoid the overwhelm. And as we write this post we too begin to realize this will have to be another series. For, in order for us to give you the insight you need in an easily digestible manner, we will need to break it up for you in order to go in depth.

What’s your KPI? How do you measure your business’ success outside of social media?

Do not overlook the significance of identifying what indicates success for your business. Many make the mistake of not taking the time to sit with themselves or their staff to define what the key indicators are. Only from there can you start to set clear objectives that you would like to achieve with a campaign or your overall social media presence. Be sure to prioritize these objectives; success requires a level of planning and effort…. Don’t skimp on the planning! Big brands can spend up to weeks with an entire team planning just one social media post. Don’t just assume you’re going to wing it and then knock one out of the ball park! It could take you months to harvest the fruits of your social media labor.

Skip this part and you’ll soon learn that everyone has a their own definition of success for the company. Which, for you, will only equated to wasted time, effort, and money! Once you’ve agreed upon the objectives, review each one to insure it has a metric (a standard of measurement), a benchmark (rates your performance among the competition), and a time frame. Those that don’t, rework to fit the criteria. Without these three elements your objectives are merely desires.

You want your objectives to be SMART:

Smart Objectives

SMART objectives are your Key Performance Indicators. Establishing and implementing these measures, requires you to take things a step further with Action Learning Indicators. These indicators tell the story behind what drives certain KPI’s. See, it’s not enough to just measure your KPI, you also have to understand what factors will cause a metric to go up or down. For example, say you’re currently running a marketing campaign to drive ticket sales for an event. You may say we’re going to run a 4 week campaign with the objective of selling 100 tickets, and based on past event ticket sales you may begin the campaign confident that you’ll achieve this objective quickly or driven to hit a new target. Either way there are a ton of action learning indicators that you could associate with this objective such as from what platform or ad did the sale come from, what time of day was the purchase made, where is the customer from… Which ties back to your understanding of your audiences’ online intended actions.

Untitled design

Adopted from Kolb, D.A (1984) Experimental Learning

Now you have what you need to begin getting down to the good stuff… Tracking how well you’re actually doing!

This is where the data comes into play. Like many small businesses, chances are that the data is spread out all over the place, but you can export reports from the various platform ad managers and your Google Analytics into Excel. Sourcing the data is only half the battle, we also have to create a plan to measure the performance of our efforts.

Back to metrics, there are three basic types that you need to be looking at:

  1. Input: The investment, typically money, you make in obtaining a specific outcome. Look at how the money is being spent, it’s not enough to set a budget and allocate funds. You have to take it a step further, it’s not always easy to account for every penny’s effectiveness but you can look at the results yielded and determine where to focus your attentions. Wouldn’t it help to know what ads work best on which platforms or discover where to divert funds from.
  2. Output: In terms of social media, it’s all about the engagement. What is your audience’s immediate response to your campaign? Understanding how people interact with your content gives you the ability to tailor it and improve your audience’s overall experience with it!
  3. Outcome: Did you or did you not achieve your goal? When accessing the effectiveness of a campaign there are a few questions to consider:
    • How many people know about your services, products or brand?
    • How many people like your services, products or brand?
    • How many people would think about buy from you?
    • How many new customers have you attracted?
    • How many are loyal to your brand? Loyalty should be based on your own definition, specific to your brand.

Do the work now and you will begin to find what works best for your brand. To be continued…

As always we love hearing from you so please be sure to leave your comments below or email us at PurelySocialinfo@gmail.com

Auto DMs Part II: Why do people still use them?


AUTO DMs Part II

So we went on a mission, as promised in Part I, to find out the reasons behind why people still continue to use Auto DMs  and the findings were very interesting. Let’s put our science hat on and go over the details lab experiment style, well loosely lab experiment style.

Theory:

Going into this experiment, our theory about Auto DMs was that Auto DMs were a waste of time. It didn’t make sense to us why people were using them given their current reputation for being spammy, annoying, or necessary. We’re human *shrug*and we realized that we may have been a little… ok a lot biased with our opinions about Auto DMs and not really considering the other side.

We hypothesized (with our science hat *wink*) that we must have been missing something and therefore, in order to remain a semi-neutral party, embarked on a mission to discover what it was that we just weren’t getting. Sometimes you need to play devil’s advocate with yourself to make sure that you’re not being myopic.

Procedure:

We responded to each of the 22+ Auto DMs we received last week along with some others we had never previously responded to with the same simple message:

We’re conducting a study on automatic direct messages and why people use them. Care to share your thoughts?

We obviously didn’t expect everyone to respond or for all of our messages to get through, but to be honest, we did end up having some great conversations with those who were able to respond.

Data:

Total messages sent: 34

Total responses received: 8

Total messages unable to be sent: 17

Total messages sent successfully, but unanswered: 9Auto DM Results

So basically, we were unable to respond to half of the people who sent us Auto DMs  because we they weren’t following us. If you consider this at a larger scale, think about half of the relationships you’re attempting to form being shot down. I suppose it’s worth the effort if the other half are being closed upon, but if you look at our results, we received less than 25% success in responses. 24% of the people we were reaching out to actually responded and the remaining 26% didn’t. This could mean a number of things ranging from lack of interest to people just not checking to see if anyone responded to their DMs.

If you’re trying to close a deal or generate a response with your Auto DM, the rate of people who are actually interested could be even smaller than that.

Decision of Results:

The 8 responses we did receive were very interesting. There were some people that had no clue that DMs were even going out from their account. How? We have no clue. Some people answered our initial question and were unresponsive when we probed more. Others admitted that it was just a trial run and they were no longer using it going forward, and there were some (very few) that were using  it proudly and claimed that it was working for them. From that pool here are a few of the best conversations we had so you can see the conversations for yourselves (we’re in blue):

Convo 1convo 1

Convo 2convo 2

 

Convo 3convo 3

From these conversations we venture to say that Auto DMs are given a bad rap. They’re not entirely all as bad as they are thought to be, because it does provide an opportunity to connect with someone on a private personal level; however, given the bad rap we’re not sure that it’s worth the effort. Given that social media platforms are a public entity to interact with a vast amount of varying people from varying backgrounds, it only makes sense to keep in line with that and have public conversations that others can join in on. It gives an opportunity to meet new people. Direct messages seem to go against that.

However, if you are going to use Direct Messages as a form of marketing here something to think about. Instead of using automatic direct messages, type them by hand and be a little more personal, an instant response seems robotic. Nobody will fault you for not saying thank you for following immediately. It shows you’re human when you take a little more time to respond and make it worth it. The 8 people who responded to us were actual genuine people who cared about connecting with us, but unfortunately, there are several people who don’t even respond to their Auto DMs simply because on the preconceived notion that Auto DMs are crap. Our suggestion is to start off with an @reply to say thank you initially; from there you can move over to the direct messages to carry on the conversation.

That being said, we don’t have AS MUCH resentment towards Auto DMs as we previously did, but we probably still won’t ever use them. We will, however, at least make an effort to check them and continue with this experiment to see why people still use them and whether or not they are using them effectively.

As always, let us know your thoughts. If you have anything to add or any personal experience with Auto DMs, (positive or not) tell us about it in a tweet or email! We love chatting!

 

 

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!

Auto DMs Part I: The Annoyances

 

png (1)

I know we’ve mentioned Auto DMs in several of our posts, but I think it’s time that this nuisance gets its own spotlight. If you follow our blog, you know firsthand how passionate we are about Auto DMs. For some reason we have yet to uncover, people seem to love using them. We’ve received 22 Auto DMs from people we’ve followed just within the last week. The sad part is that we actually like some of these people and don’t want to unfollow them (not yet, at least) but the Auto DMs are just so freaking annoying.

We’re going to assume that the offenders do not realize that Auto DMs are turning people off and creating spam explain it to you in more detail this time.

If your main goal in creating automatic direct messages is to reach out to new followers and thank them for following you and to show that you care, you’re actually sabotaging yourself. Automatic direct messages have established a reputation similar to that of a pop-ups and spam email; they’re really quite annoying; twitter is a platform that has a reputation of speed. Users go on quickly check notifications, scroll through the timeline, and tweet. The way the Direct Message box is set up ruins the whole flow of that fluidity. It’s out of the way off to the side in a separate area of the Twitter layout and kind of takes users away from the conversation.

Picture it like this: you’re at a party having a great conversation with some friends and associates with similar interests when out of nowhere a random person saunters over and pulls you to the side for a really important private conversation. You go with this person off to the side to have this conversation and the person says something like “I just wrote a book about [_________], let me tell you about it.”

are_you_kidding_me

Wouldn’t you just be completely bewildered and befuddled as to why they had to pull you aside to say that, especially since you were in the middle of a really great conversation? Wouldn’t it be just a little rude that they not only interrupted you, but also had the audacity to promote themselves after you only just met them and it’s completely unrelated to anything you were previously discussing? It’s rude, impersonal, and unprofessional.

With @ replies it’s a much more friendly and personable approach. Rather than send automatic messages to people who may or may not be able to respond, you actually create an open forum for communication rather than just pretend to.  If you’re really low on time, you can even set up and customize automatic @ replies to specific groups if you’d like with several different Twitter tools. It’s not something we’ve ventured to do just yet, so we don’t have too many details, but if and when we do, we’ll fill you in.

That being said, we’re going to go on a mission to find out the reasons behind why people choose to use Auto Dm’s. We’re going to reply to all of the automatic responses from people we’ve followed within the last week and come back here with our results. Stay tuned! And hey, if you personally use Auto Dm’s, tell us why. There’s two sides to every story. We’d love to see the other side! Either @ us on twitter, email us, or respond in the comments below!