DIGITAL MARKETING: Session 14

Paid Social and Social Media

Analytics
 Learning Objectives

• Advertising Options on Social Media

• Social Media Analytics
• Social Media ROI

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 Facebook Advertising

Integrated advertising across Facebook, Instagram, Messenger and Audience

Network

Steps in running a Facebook Ad Campaign

1. Objectives
2. Audience
3. Where to run your Ad
4. Budget
5. Format
6. Measure and Manage

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 Facebook Advertising - Objectives

Drive Awareness, Considerations, Conversions

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 Facebook Advertising - Audience

3 types of Audiences

Core Custom Lookalike

Reach your Core Get in touch with Find people who are
Target segment people you already similar to your
know current customers
• Location
• Demographics • Contact lists
• Interests • Site visitors
• Behaviour • App users
• Connections

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 Facebook Advertising - Placements

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 Facebook Advertising - Formats

Photo Video
Stories
Carousel
Messenger
Slideshow Playables
Collection
Promote Page Boost Post
7 https://www.facebook.com/business/ads/ad-formats#
 Twitter Advertising

Works similar to Facebook Advertising.

In addition, brands can run the following promotions:

• Promoted Account
• Promoted Tweets
• Promoted-only Tweets
• Promoted Trends

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 Pinterest Advertising

Works similar to Twitter Advertising.

In addition, brands can run the following promotions:

• Promoted Pins
• Promoted Video Pins
• Promoted Carousels
• Promoted App Pins

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 LinkedIn Advertising

LinkedIn provides a variety of options to advertise:

Sponsored Content Text Ads Sponsored InMail

Promote your Similar to a Google Deliver personalised
company updates to Search Ad but with a messages into target
targeted audiences small image user’s Inbox
within their feeds

CPC / CPM CPC / CPM CPS (Cost per Send)

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 LinkedIn Advertising – Targeting Options

LinkedIn provides a variety of options to select your target audience:

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 WhatsApp for Business

• Android Only App that lets small businesses interact easily with customers

• Businesses can create a business profile with helpful information for their
customers like address, business description, email address, and website.

• Provides messaging options such as Quick Replies, Greeting Message and

Away Message

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 Social Media Analytics

Each of the Social Media channels provide detailed analytics and insights into
user engagement with the brand.

We will look at some specific insights provided by the leading social media
players.

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 Facebook Page Insights

Information on how your Page is performing

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 Facebook Page Insights

• Page Likes: Total and New Likes for your Page

• Post Reach: Total number of unique people who were shown your posts
• Engagement: Total number of unique people who engaged with your Page, as
well as different engagement types (Likes, Comments, Shares, Post Clicks)

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 Facebook Page Insights

Most Recent Posts

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 Facebook Page Insights

Pages to Watch

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 Facebook Page Insights

Total People who Viewed: Unique users, can be further analysed by:
• Age and Gender
• Country
• City
• Device

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 Facebook Page Insights - People

• Your Fans: View the gender, age,

location and language of the people
who like your Page

• People Reached: See the people your

post was served to in the past 28 days

• People Engaged: Find out who has

liked, commented on, shared your
posts or engaged with your Page in the
past 28 days.

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 Facebook Audience Insights

• Customer Information Database that is free to use

• Allows marketers to segment and examine groups of Facebook users using
many different variable
• https://www.facebook.com/ads/audience-insights/people

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 Facebook Analytics

• Analytics Solution that helps you understand how users are using your
product across website, app, Facebook page

• Aggregate demographic information about people using your product

• Insights on how they got there

• Insights on what actions they are taking

• Similar to Google Analytics

• Needs Facebook pixel and JavaScript / SDK implementation

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 Instagram Insights

• Provides information on who your followers are

• View insights on posts, stories and overall account

• Account insights:
• Impressions - The number of times your posts and stories were on-screen.
• Reach - The number of unique accounts who viewed your posts and stories
• Website Clicks - The number of clicks to links you've included in your business
profile description
• Profile Visits - The number of times an account clicks on your username (to visit
your profile)

• Audience Insights – Business profiles with 100 or more followers can see basic
demographic information such as Age, Gender, Location

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 Instagram Insights - Stories

• Impressions – The total number of views your story has received.

• Reach – The number of unique accounts who saw your story
• Taps forward – The number of times someone taps to skip to the next piece
of your story
• Taps back - The number of times someone taps to go back to a previous piece
of your story.
• Replies – The number of times people send messages through the Send
Message option on your story
• Swipe away – The number of times someone swipes to skip to the next
account’s story
• Exits – The number of times someone leaves the stories viewer to return to
their feed

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 Twitter Analytics

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 Twitter Analytics

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 Twitter Analytics

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 Social Listening

• Social Listening helps you efficiently track what’s being said on Social Media
• Know what’s being said about your brand in real-time
• Track social media mentions across platforms

• Use Cases:
• Prevent a brand crisis
• Provide better customer service
• Collect feedback about your product
• Competitive Analysis
• Influencer Marketing

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 Social Listening Tools – Brand24

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 Social Listening Tools – Brandwatch

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 Social Listening – Case Study

US based restaurant chain, Morton’s Steak House, picked up on a tweet of a

person who was boarding a plane and mentioned that a steak dinner from
Morton’s would be a perfect end to his flight.

As soon as he got off the plane, there

was this waiter in a tuxedo who
received him with a bag of full steak
dinner

The person tweeting happened to be Peter Shankman, a celebrated

entrepreneur (over 1,00,000 followers) and thus a credible ‘Influencer’ for the
brand to amplify it’s act of ‘incredible customer service’.

30 https://element7digital.com.au/blog/social-listening-done-right-5-best-case-studies-to-fuel-your-strategies
 Sentiment Analysis

• Sentiment Analysis is the process of determining whether a piece of writing is

positive, negative or neutral.

• It is used to gain an understanding of the attitudes, opinions and emotions

expressed within an online mention.

• Many Social Listening Tools have Sentiment Analysis built in to their solution

• Some such as BrandWatch also allow brands to customize sentiment

algorithm to make it relevant to the brand’s own data.

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 Sentiment Analysis – Case Study

The ability to quickly understand consumer attitudes and react accordingly is something
that Expedia Canada took advantage of when they noticed that there was a steady
increase in negative feedback to the music used in one of their television adverts.

Sentiment analysis conducted by the brand revealed that the music played on the
commercial had become incredibly irritating after multiple airings, and consumers were
flocking to social media to vent their frustrations.

A couple of weeks after the advert first aired, over half of online conversation about the
campaign was negative.

Rather than chalking up the advert as a failure, Expedia was able to address the
negative sentiment in a playful and self-knowing way by airing a new version of the
advert which featured the offending violin being smashed.

32 https://www.brandwatch.com/blog/understanding-sentiment-analysis/
 Social Share Metrics

Sharethis is a popular and free way to include social share buttons on your
website
Metrics Provided:
• Shares: Number of times the
ShareThis button has been clicked on
the website (by network)
• Social Referrals: Number of visitors
who have arrived on the website by
clicking a link that was shared (by
network)
• Total Social Activity: combination of
Shares and Social Referrals

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 Content Marketing Measurement

How can we tie the performance of content back to key business goals?

• Brand Awareness

• Customer Engagement

• Lead Generation

• Sales

• Customer Retention

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 Content Marketing Measurement for Brand Awareness

Is your content marketing leading to more people being made aware of your
brand?

Measures:

• New Visits

• Mentions

• Organic visits

• Brand Track Surveys / Lift

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 Content Marketing Measurement for Customer Engagement

Is your content marketing building a connect with your customers?

Measures:

• Reach

• Social Shares

• Likes, etc on Social

• Comments

• Brand Track Surveys / Consideration Lift

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 Content Marketing Measurement for Leads

Is your content marketing helping generate quality leads?

Measures:

• Number of leads

• Lead Quality

Google Analytics / Web Analytics tools can help with tracking the number of
leads generated so long as the goals are appropriately set up

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 Content Marketing Measurement for Sales

Is your content marketing translating into sales?

Measures:

• Sales from external links

• Conversion Rates

• Page Value (Google Analytics)

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 Content Marketing Measurement for Customer Retention

Is your content marketing helping retain your customers?

Measures:

• Repeat visits / Sales

• eMail Opens / Clicks

• eMail unsubscribes

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 Page Value

Page Value is a metric in Google Analytics that assigns a value to a page that
user visited on your website before visiting the goal page or placing an order

Formula:
(Ecommerce Revenue + Total Goal Value)/ Number of Unique Pageviews for
Given Page

Example:
• Let’s say you have a page (X) and you want to measure its value.
• You have defined a particular page as Goal in GA (say ‘Subscribe to email) and set
its value to $10.
• The conversion value (set at Thank You Page) us $100.
• Page X had 1 unique pageview.

• Page Value for X would then be (100+10)/1 = 110

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 How to use Page Value

• Page Value can be used to compare the performance of content (at similar
stage of the buying funnel)

• It can be helpful to identify which are the valuable pages on the website –
pages that are not part of the standard funnel

• It can be used to compare the performance of pages before key changes such
as site redesign

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 Measuring RoI of Social Media

What is Social Media RoI?

Social Media RoI (Return on Investment) is a measure of how much you are getting
back from the efforts you are putting into Social Media.

The Formula:
(Return – Investment) / Investment

Return:
The impact to the business of the activity, in monetary value

Investment:
The cost of the social media activity

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 Measuring RoI of Social Media

Why is measuring Social Media RoI important?

• Help answer questions on the value of Social Media to an organisation

• Discover what’s working and areas that need improvement

• Understand which channels are doing well, which are not

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 Measuring Returns of Social Media

What are your goals from Social Media?

• Online Sales
• Visits to a specific page
• Filled out Contact Form
• Email Subscription

Track the goal

Assign monetary value

• Online Sales attributed to the channel
• Page Value
• Lifetime Value of User
• Conversion Rate from Contact Form to Sale
• Conversion Rate from Email subscription to Sale

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 Measuring Investment of Social Media

What are the costs involved?

• Salaries / time involved

• Creative costs

• Social Media tools

• Any advertising spends

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 Social Media RoI Exercise

A company is running a social media campaign to gain new subscribers to

their email lists. From historical data, they know that 1 in 20 of these new
subscribers will end up being a paying customer. Their Lifetime Value of
Customers is Rs. 1,000.

Channel email subs Costs

Facebook 1,000 25,000
LinkedIn 100 20,000
Twitter 200 10,000
Instagram 400 15,000

• What is the RoI of each of the channels?

• Which channel has the best RoI?

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 Net Promoter Score

Net Promoter Score (NPS) is a measure of customer satisfaction and

likelihood to recommend the brand to friends.

A simple question is asked of customers:

“On a scale of 0 to 10, where 0 is extremely unlikely to 10 is extremely likely,
how likely are you to recommend us to a friend?”

Respondents are categorised based on their responses:

• Promoters (9 and 10) – loyal users who will keep buying and recommending
to their friends
• Passives (7 and 8) – satisfied but unenthusiastic customers, could become
Promoters or switch to competition
• Detractors (0 to 6) – Unhappy customers, likely to contribute to negative
word-of-mouth.

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 Net Promoter Score

Example:
Calculate the NPS from the responses below.

0 1 2 3 4 5 6 7 8 9 10
7 3 1 2 3 6 8 14 16 22 18

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 Application of Net Promoter Score

• Typically, a NPS survey also includes an open-ended question on the reason

for the rating.

• Text mining of these responses can provide valuable insights.

• Addressing these issues could result in an increase in Promoters.

• NPS scores can be trended to understand the improvements made in

Customer Experience.

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 Additional Reading

Is Social Media Actually Helping Your Company’s Bottom Line?

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 LET US SUM UP

• Social Media networks provide multiple options by which brands can

advertise on their platforms.
• Most offer varied targeting and ad formats.
• All the top social media sites provide their own analytics solutions to brands
and advertisers
• Advertisers can use these metrics to optimize their social media activities
and drive business results
• Third party social media listening tools can help provide an unified view of
social media activities and pick up trends in real time
• Sentiment Analysis can be a very important tool when it comes to
measuring social media
• We looked at how to measure Content Marketing
• We looked at how to calculate RoI of Social Media activities.

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