Every marketing intern should get a chance to attend a conference. There’s so much opportunity to learn and network with other marketing professionals.
Last week, Bluewater team member MaKenzie and I took a trip up to Duluth, MN for the 2014 Zenith Social Media Marketing Conference.
We started the day with Einstein Bros Bagels and made our way up North!
This was my first time at the Zenith conference, but I learned so much in just a few short hours! From SEO, to social KPIs, Facebook ads, to making social media about human connections. I felt like I learned the most during the session about social media KPI’s, so I wanted to make sure to share I shared the knowledge! Whether you’re a small business owner, franchisee, or social media marketer, here’s the rundown on social media KPI’s from Zenith Conference:
Social Media for ROI KPI’s:
Katy Katz, Inbound Marketing Specialist at Collegis Education, started the presentation by helping attendees understand how we could use social media to measure our KPIs (key performance indicators) by combining social metrics and the scientific method.
Putting the process of measuring a social media KPI into a formula people are familiar with was such a great way to explain the “how-to’s” for a productive social measurement!
Here’s her description of each of the six steps:
1. Purpose
- What is the goal you think you can achieve? Will it be able to meet each step of the method?
2. Research
- What do I need to know? What matters to my customer? Which platforms would I use?
- Be thorough with your research.
- Know who your customer is and what kind of message they want to receive from you!
3. Hypothesis
- This is your idea that you can test for success or failure
- Define your social media KPI – the goal
4. Experiment
- Run A/B tests by playing with fonts, colors, texts, and styles.
- Measure your data throughout the process and make changes as necessary
5. Measure
- Measure your results in a common way that people using different channels will be able to understand
- A helpful tool to use in social media measurement is True Social Metrics
6. Conclusion
- Compile your results and report both negative and positive findings.
- Answer the “Did” questions such as, “Did I reach my target audience?”, “Did this bring in higher or lower numbers than expected?”, “Does this allow for more testing?”
- Prove the innovation of your results to help plan your next move
How do you use social media metrics for your small business or franchise location? Do you have any questions about how you can use that information to improve your marketing? Share in the comments below; we’d love to hear from you!