Session 3: Kate Gallagher, Paramore Redd Online Marketing: Measuring Your Social Media Success Read more: Crash Course on Social Media - Memphis Business Journal
HOW CAN A WORLD OF HASHTAGS, FRIENDING, LIKING, AND TRENDING MAKE SENSE FOR YOUR BUSINESS? Let us recommend, connect, and update you on what you need to know to make social media work for you. We've lined up some of Memphis' brightest social media gurus to teach you everything you need to know - from using Facebook and Twitter to build your brand to creating a social media marketing plan for your company. This is the first of a series of Crash Course seminars on various topics that will make a difference to your bottom line. We hope you'll join us! When: Friday, May 6, 2011 7:30a.m. - Noon University of Phoenix Read more: Crash Course on Social Media - Memphis Business Journal
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Session 3: Kate Gallagher, Paramore Redd Online Marketing: Measuring Your Social Media Success Read more: Crash Course on Social Media - Memphis Business Journal
1. Measuring Your
Social Media
SlideShare.net/ParamoreRedd
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
4. Paramore|Redd
Online Marketing
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
5. We're a full-service interactive agency in
Nashville with happy and successful clients
all across America.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
7. Online Strategy | Planning
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
8. Online Strategy | Planning
Website Design | Development
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
9. Online Strategy | Planning
Website Design | Development
Online Media Planning
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
10. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
11. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
12. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
13. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
14. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Mobile Marketing
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
15. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Mobile Marketing
Social Marketing
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
16. Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Mobile Marketing
Social Marketing
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
40. Measuring Your
Social Media
SlideShare.net/ParamoreRedd
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
41. Have a Facebook
Fan Page?
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
42. Familiar with
Hootsuite?
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
43. Know Mother’s Day
is this weekend?
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
48. a good goal
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
49. a good goal
realistic
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
50. a good goal
realistic
measurable
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
51. a good goal
realistic
measurable
key performance indicators
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
53. goals
awareness
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
54. goals
awareness
members
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
55. goals
awareness
members
clients
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
56. goals
awareness
members
clients
product sales
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
57. goals
awareness
members
clients
product sales
service sales
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
58. goals
awareness
members
clients
product sales
service sales
subscriptions
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
59. goals
awareness
members
clients
product sales
service sales
subscriptions
new customer leads
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
60. goals
awareness
members
clients
product sales
service sales
subscriptions
new customer leads
donations
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
61. goals
awareness
members
clients
product sales
service sales
subscriptions
new customer leads
donations
referrals
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
62. Key Performance
Indicators
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
63. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
64. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
65. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
66. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
67. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
68. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
69. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
70. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
71. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
72. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
73. Key Performance
Indicators
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
74. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
75. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
76. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
77. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
78. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
79. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
80. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Increase in customer satisfaction
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
81. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Increase in customer satisfaction
• Influence of followers and fans
• Research and development time saved
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
82. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Increase in customer satisfaction
• Influence of followers and fans
• Research and development time saved
• Number of YouTube video views
• Cost savings from traditional advertising
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
83. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Increase in customer satisfaction
• Influence of followers and fans
• Research and development time saved
• Number of YouTube video views
• Cost savings from traditional advertising
• Comments on posts (blog, Facebook updates)
• Change in conversion rate
• Retweets
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
84. Key Performance
Indicators
• Change in sentiment
• Increased number of brand mentions for a specific
• Time spent with distributed content
product and/or phrase
• Increase in website traffic
• Increased sales and or buzz during off-season time
• Increase in website referral traffic from social sites to
• Increased share of voice in the market place
your website
• Number of Facebook fans
• Surveys taken, polls taken
• Number of Twitter followers
• Contest entries
• Increase in check-ins
• Increase in customer satisfaction
• Influence of followers and fans
• Research and development time saved
• Number of YouTube video views
• Cost savings from traditional advertising
• Comments on posts (blog, Facebook updates)
• Change in conversion rate
• Retweets
• Increased attendance
• Change in search engine rankings
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
86. X many likes
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
87. X many likes
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
88. goals
awareness
members
clients
product sales
service sales
subscriptions
new customer leads
donations
referrals
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
138. Kate Gallagher
Kate Gallagher
Media Director | | Paramore|Redd Online Marketing
Media Director Paramore|Redd Online Marketing
www.ParamoreRedd.com
www.ParamoreRedd.com
@K8Gallagher
@K8Gallagher
139. Kate Gallagher
Kate Gallagher
Media Director | | Paramore|Redd Online Marketing
Media Director Paramore|Redd Online Marketing
www.ParamoreRedd.com
www.ParamoreRedd.com
@K8Gallagher
@K8Gallagher
152. Twitter Profile Stats Owly Aggregated Click Stats Facebook Insights
Profile Summary Summary Stats
Mentions by Influencers Clicks by Region Snapshot
Compare Keywords Top Referrers Daily Likes
Follower Growth Most Popular Links Gender and Age
Twitter Sentiment Compare Summary Stats Regional Stats
Daily Post Feedback
Google Analytics Daily Page Activity
Compare Daily Likes
Twitter to Web Conversion
Regional Site Traffic - Map Overlay
Traffic Sources
Top Content
Sparklines
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
154. If you can handle 55
things...
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
155. 1 Write down your goals.
• Identify those that are trackable.
• Identify trackable key performance indicators that the non-
trackable goals are being met.
2 Get setup in HootSuite with all of your accounts and spend the time to get
a quality report within HootSuite scheduled to be emailed to you weekly.
Get setup in Google Analytics and spend the time to get a report that
3 provides you with information on the conversions occurring on your
website and the referral traffic eliciting those conversions.
4 Monthly or at least quartlery do a deep dive into what content elicited the
most feedback and adjust your content accordingly.
Track the time and resources being used to keep your social campaign
5 going. Compare that cost to the cost it would've taken to garner that type
of authentic engagement through other types of media.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
156. 1 Write down your goals.
• Identify those that are trackable.
• Identify trackable key performance indicators that the non-
trackable goals are being met.
2 Get setup in HootSuite with all of your accounts and spend the time to get
a quality report within HootSuite scheduled to be emailed to you weekly.
Get setup in Google Analytics and spend the time to get a report that
3 provides you with information on the conversions occurring on your
website and the referral traffic eliciting those conversions.
4 Monthly or at least quartlery do a deep dive into what content elicited the
most feedback and adjust your content accordingly.
Track the time and resources being used to keep your social campaign
5 going. Compare that cost to the cost it would've taken to garner that type
of authentic engagement through other types of media.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
157. 1 Write down your goals.
• Identify those that are trackable.
• Identify trackable key performance indicators that the non-
trackable goals are being met.
2 Get setup in HootSuite with all of your accounts and spend the time to get
a quality report within HootSuite scheduled to be emailed to you weekly.
Get setup in Google Analytics and spend the time to get a report that
3 provides you with information on the conversions occurring on your
website, and the referral traffic eliciting those conversions.
4 Monthly or at least quartlery do a deep dive into what content elicited the
most feedback and adjust your content accordingly.
Track the time and resources being used to keep your social campaign
5 going. Compare that cost to the cost it would've taken to garner that type
of authentic engagement through other types of media.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
158. 1 Write down your goals.
• Identify those that are trackable.
• Identify trackable key performance indicators that the non-
trackable goals are being met.
2 Get setup in HootSuite with all of your accounts and spend the time to get
a quality report within HootSuite scheduled to be emailed to you weekly.
Get setup in Google Analytics and spend the time to get a report that
3 provides you with information on the conversions occurring on your
website and the referral traffic eliciting those conversions.
4 Monthly (or at least quartlery) do a deep dive into what content elicited the
most feedback, and adjust your content accordingly.
Track the time and resources being used to keep your social campaign
5 going. Compare that cost to the cost it would've taken to garner that type
of authentic engagement through other types of media.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
159. 1 Write down your goals.
• Identify those that are trackable.
• Identify trackable key performance indicators that the non-
trackable goals are being met.
2 Get setup in HootSuite with all of your accounts and spend the time to get
a quality report within HootSuite scheduled to be emailed to you weekly.
Get setup in Google Analytics and spend the time to get a report that
3 provides you with information on the conversions occurring on your
website and the referral traffic eliciting those conversions.
4 Monthly or at least quartlery do a deep dive into what content elicited the
most feedback and adjust your content accordingly.
Track the time and resources being used to keep your social campaign
5 going. Compare that cost to the cost it would've taken to garner that type
of authentic engagement through other types of media.
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher
160. Thank YOU!
SlideShare.net/ParamoreRedd
Kate Gallagher
Media Director | Paramore|Redd Online Marketing
www.ParamoreRedd.com
@K8Gallagher