馃攳
4 Ways to Measure Social Media ROI | The Journey - YouTube
Channel: GoDaddy
[0]
- Actually, a quarter of people,
[1]
who had a positive
experience at a business,
[3]
will go and tell 10 people.
[5]
- I don't know 10 people.
[7]
(laughs)
[18]
- Welcome to The Journey.
[19]
I'm Nealey.
[20]
- And I'm Emma.
[21]
- And today, we're talking about
[22]
four different ways to
measure social media ROI.
[25]
What's tip number one?
[26]
- Well first off,
[27]
and I'm sure you have this
happen all the time too,
[30]
I get asked from small business
owners on a regular basis,
[34]
"I know social media's important,
[36]
"but how do I measure it?
[37]
"Is there a way to do that?"
[40]
And there's also this, I think,
[43]
determination in small
businesses that they're like,
[45]
"There is no way to do this."
[46]
So, they love to hear about
ROI, return on investment.
[50]
You get asked this too, right?
[52]
- Right.
[52]
They end up spending so
much of their time on there,
[54]
they wanna make sure
[55]
they're actually getting something back.
[57]
- Which I totally get, right.
[58]
You're time is super valuable,
[60]
you're doing a million other things,
[61]
and then now social media
is added to your plate.
[64]
How do you justify the time or the money,
[66]
if you outsource it, like GoDaddy Social.
[69]
You wanna justify that time and money,
[72]
and a way to do that is understand,
[73]
are you getting a return on investment?
[75]
And the good news is,
[76]
there's a lot of ways to
see if you are or not.
[79]
There's data, analytics, metrics,
[81]
but I'm gonna break it
down into four umbrellas
[84]
of how to measure ROI,
[86]
starting with number one, brand awareness.
[88]
- Cool, how do you
measure brand awareness?
[90]
- So, brand awareness can be measured
[92]
in one way that you're probably
already thinking at home,
[95]
your number of followers.
[97]
How many people are following you?
[98]
More people following you on
Twitter, seeing your tweets,
[101]
following you on Instagram,
seeing your great photos,
[103]
following you on Facebook and
reading those great captions.
[106]
The more exposure you have
[107]
and the more followers you have seeing it,
[109]
that's brand awareness.
[111]
- Perfect.
[112]
And does that count likes and comments
[113]
and things like that, too?
[114]
- Totally.
[115]
So, likes, comments,
love, shares, retweets,
[119]
that's just gonna help
you get in front of,
[121]
not only your followers,
the awareness there,
[124]
but your friends and their friends,
[126]
maybe their family members, as well.
[128]
So, the awareness just
spreads like wildfire.
[131]
- Spreadin' the love.
[132]
- Spreadin' the love.
[133]
- All right, so digging in
on the analytics aspect.
[135]
It's easy to see the amount of followers,
[138]
you see the amount of
likes and things like that,
[140]
is there a step further we can go
[142]
to really see the nitty gritty?
[143]
- Yeah, totally.
[145]
So that's a cool thing.
[145]
If you have business pages set up,
[147]
they allow you a clear view
[150]
of what's working, what's not working,
[152]
what time of a day a post works well,
[154]
how many people are seeing
it, et cetera, et cetera.
[157]
So with Facebook, you
have your "Insights" tab.
[159]
And what's really cool,
[160]
is it breaks down a ton of information.
[163]
And they even have a little
information button on each one.
[165]
So if you're reading a
metric, and it's like,
[168]
"I'm not even sure what
engagement rate means."
[170]
(laughs)
[171]
You know, you click on it,
it'll break down what it is.
[173]
- Perfect.
[174]
And Instagram too, you have
to make sure you create a,
[177]
or turn your account
into a business profile,
[180]
that way you can see insights
[181]
and how many people viewed
your page, liked it, commented,
[184]
what time of the week you
get the most engagement.
[186]
If you've turned your Instagram account
[188]
into a business page, let us
know in the comments below.
[190]
Just say, "I've turned
it into a business page."
[193]
- So that's with Instagram.
[194]
Twitter, there's the top tweet.
[196]
So you can see that in your
Twitter analytics, as well.
[199]
So go in there, see what
your audience likes,
[202]
in other words, your customers,
[203]
and then have that inform
your strategy moving forward,
[206]
which will also help you be
more efficient with your time
[208]
and give the customer what they want.
[210]
- Give them what they want.
[211]
- Give them what they want.
[213]
(laughs)
[214]
- All right, moving on.
[215]
Tip number two, where are we at with that?
[217]
- So tip number two, one
of my personal favorites,
[219]
customer satisfaction.
[221]
And you're familiar with
this inside your business,
[223]
whether you have a barbershop
or a car dealership,
[227]
you can see it on the person's face
[228]
that they're satisfied or not.
[232]
- I can't make a frowny face.
[232]
- Aw!
[233]
Darn it, I was cuing them up.
[234]
So, one way you can do it
online with social media,
[238]
is well, your reviews.
[239]
Your customers are gonna tell you
[241]
if they had a poor experience
or a great experience.
[244]
But make sure you're
reading those reviews.
[246]
Believe it or not, I still
come across businesses
[248]
that don't take the time
to read their reviews.
[250]
I'm like, "Wait, this is a great place
[252]
"to see if your customers
are satisfied or not."
[255]
Also, what they're saying when
they mention you on Facebook.
[257]
- Right.
[258]
Especially, you have to
respond, good or bad.
[261]
I know most people will just
respond to the good ones
[263]
and try to just ignore the bad
ones like they don't exist.
[266]
Just give them a response,
see if you can make it right,
[268]
apologize to the situation, and move on.
[271]
- Totally.
[272]
So again, pay attention to
what your customers are saying.
[274]
They're talking to you online.
[276]
And if you wanna even a
deeper dive into that,
[277]
we have another episode of The
Journey on social listening,
[280]
so check it out.
[281]
So, cool statistic I read the other day,
[283]
actually a quarter of people,
[285]
who have a positive
experience at a business,
[287]
will go and tell 10 people,
both online and offline.
[291]
- That's pretty awesome.
[292]
All right, tell me.
[294]
What's tip number three?
[295]
- Tip number three is actually
gaining new customers,
[299]
which is your favorite, I know.
[300]
When I say, "You're
gaining new customers",
[302]
you can picture just dollar
bills in your pocket.
[305]
Make it rain.
[306]
(laughs)
[306]
So, how can you do that
[307]
with all this social
media and online stuff?
[311]
Couple ways.
[311]
One, your customers are gonna
click on your Google listing
[314]
for their directions.
[315]
I know I do that before
every business I go to
[318]
because I get lost very easily.
[321]
But if I'm clicking on the directions,
[322]
I'm coming to your business
[323]
and I'm coming to spend
money, with intent.
[326]
Also, calling.
[328]
Calling you.
[329]
That's another great way to measure
[330]
that you're getting a new customer.
[331]
You've already learned
that a lot of customers
[333]
don't take the time to call.
[334]
So if they're calling
you, they mean business,
[336]
they are serious about
spending money with you.
[339]
You got yourself a new customer.
[341]
And so, because the Google
listing's really important,
[345]
Yelp, and that "Click to call",
[346]
you wanna make sure,
I'm sure this obvious,
[348]
that everything is up to date.
[350]
The right phone number, the right address.
[353]
- The hours, right.
[354]
How many times have you gone to a business
[357]
that said it was open,
[358]
you get there and it's closed?
[360]
- And that's a bummer.
[361]
- Just makes me so sad.
[363]
- So sad.
[364]
And also, besides that,
[366]
if you have a chance to
speak about your business,
[369]
maybe "About You" or add
photos, do that as well too,
[372]
and make sure that's up to date.
[373]
Maybe you've remodeled since the last time
[376]
you had your Yelp photos
updated or your Google.
[379]
Add that in there, spice things up.
[381]
- Take some photos.
[381]
- Keep it up to date so
when your customer comes in,
[385]
that new customer you just gained,
[387]
they're getting an experience
that they predicted,
[390]
that they expected.
[391]
- Right.
[392]
All right, so we've reached
the end of our journey.
[394]
We're on tip number
four, the very last one.
[397]
What do you got for us?
[399]
- Brand loyalty.
[401]
Another one, you're familiar
with the terminology,
[404]
but what does it look like online?
[406]
Well there's, don't worry
it's not tough math,
[409]
but well, let's see how
it goes for Justin here.
[412]
All right, engagement rate.
[414]
How do you measure that?
[415]
Well, it's pretty easy.
[416]
It's the number of likes
you receive on a post
[420]
divided by the number of followers
[423]
times, you guessed it, 100.
[426]
And that's gonna equal
your engagement rate.
[428]
(mumbles)
[429]
Oh no, no, it's not that hard.
[431]
So write it down, keep it nearby.
[434]
And when you're posting,
check in, do the quick math.
[437]
And then you'll determine,
[438]
is that engagement rate
where it should be?
[441]
And what's also awesome
about brand loyalty,
[443]
is actually 85% of customers,
[446]
85%, I know, that's almost 100.
[448]
85% of customers will actually
engage with your brand,
[453]
if they're loyal, daily.
[454]
And when I say engage,
[455]
they're gonna be liking
what you're posting,
[457]
commenting, sharing, on a daily basis.
[460]
- And that's huge.
[461]
That constant like and
that constant following,
[464]
they're gonna continue to see their stuff
[466]
and they're gonna continue
to tell their 10 friends,
[468]
and onward and onward and onward.
[470]
- All right, so that's a wrap.
[472]
We just covered four ways to measure ROI
[475]
when it comes to your social media.
[477]
- Make sure you like this video,
[478]
subscribe to the channel,
[479]
and ring that bell if you
wanna see these videos first.
[484]
This has been The Journey,
thanks for watching.
Most Recent Videos:
You can go back to the homepage right here: Homepage