MKTG-430 Lecture Notes - Lecture 26: Hootsuite, Brand Awareness, Bitly
Social Media Metrics
What matters most?
• I came here to show you a way that could save four million dollars of search marketing
while boosting online sales by 6%-8%
• Several types of things you can measure
• Reach- the number of people who are exposed to the message
• Frequency- the average number of people exposed to the message. Divide by the total
number of people who looked at it
• Site stickiness- ability of the site to draw repeat visits and keep people on the site
(website, blog)
• Relative pull- a comparison of how well different creative execution generate a response
• Click-through- he a user liks o a esite ad lads o the ladig page, does’t
necessary only need to be link (could be picture and video)
• Sales conversion- how many people did you reach and how many become customers
• View through- most likely through videos and people are exposed to it but not
necessarily click
find more resources at oneclass.com
find more resources at oneclass.com
Why measuring and analyzing is important?
• Measurement is the first step that leads to control, and eventually, to improvement
• reasons to look for content performance
• Find out the effectiveness of your marketing efforts
• Discover insights and future goals
• Document and report progress for future references
What do you have to do prior? Identify
o Buyers journey:
▪ Awareness -> Consideration-> decision
• Engagement is part of TOFU, generate brand awareness
• MOFU should be something you get leads on, convert to sign up for a newsletter
• BOFU- get them to become your customers
• Saw- reach
• Saved- saved bookmark
• Rated- rate video good or bad
• Repeated- watch again
• Commented- commented on the item
• Clicked-
• Interacted-
• Purchased-
• Recommended-
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
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