Escolar Documentos
Profissional Documentos
Cultura Documentos
TABLE OF CONTENTS
INTRODUCTION 01
Defining the Statistics
DEFINITIONS 05
Engagement
Retweets
Mentions and @Replies
Favorites
Hashtags
Potential Reach
Potential Impressions
Potential Reach versus Potential Impressions
Response Rate
Response Time
Interactions per Person
BASIC ANALYSES 21
How to measure your account engagement
How to measure your audience
How to measured Share of Voice
How to measure visual content
How to time your Tweets
ADVANCED ANALYSES 34
How to optimize for site traffic
How to measure customer service
How to measure campaigns
How to measure influence
TOOLS 51
Example Reports
INTRODUCTION
Twitter is a green field for content marketers and social media managers.
With more than 241 million active users, 500 million Tweets, and 2.1 billion searches every day,
online marketers have an active and informed audience to engage with. But many ask questions
like: Whats the best way to engage my followers? How often do I need to tweet or reply to
stay relevant? Whats the best way to leverage my brands Twitter account? The answer lies in
a few key metrics that you should be using to gauge your performance, all accessible through
the Simply Measured Twitter Account Report.
In this definitive eBook, well walk you through the different Twitter metrics which are measurable
through the Simply Measured Engagement Megaphone, and explain several specific ways to use
them to create actionable Twitter tactics. Finally, well give you the tools to do the analysis and
reporting yourself.
207
Tweets Sent by
@delta
1,337
18,750
28,793
53,493,020
127,884,074
Unique People
Total Engagement
Potential Reach
Potential Impressions
Organic mentions,
@Replies, Retweets
and Favorties
Combined followers of
people tweeting about
your brand (6/1/13 to
6/30/13
1.5
Interactions Per Person
What happened?
2,853
Avg. Followers Per
Person Engaging
bit.ly Clicks
12,741
Followers Added
2.4
Impressions Per
Person Reached
The graphic above is our Engagement Megaphone, which shows how content is amplified in
social media channels. It provides an analytic breakdown of your brands engagement on Twitter,
giving you an idea of how your Twitter efforts resulted in clicks or new followers. In fact, the
Engagement Megaphone is the entire reason you create content on Twitter. You can reach
massive audiences when your followers, influencers, and advocates engage, both spreading your
content and increasing brand awareness. Great content leads to engagement and amplification.
In turn, you increase your reach as more fans opt-in, which adds more fuel to the machine.
With our Engagement Megaphone, there are metrics for each step of the process. Brands can
use these to track and analyze their performance, and optimize and prove the value of social in
their marketing efforts.
The Engagement Megaphone gives you insight into how many unique people engaged with
your content and how many times they engaged through mentions, @replies, and retweets.
From this, were able to calculate the total possible users your content reached and how many
potential impressions it generated.
This calculation may seem complicated, so to help understand this better, well break down and
define each component that plays an active role in your brands Twitter visibility.
DEFINITIONS
Engagement
In an industry that pairs web activity and bottom-line ROI with brand awareness and overall
market penetration, engagement can be one of the best ways to demonstrate success and
brand activity. It tells the story of who is talking to your brand, about your brand, and why. This is
why engagement is one of the most important Twitter metrics used today.
Mentions
@Replies
Retweets
Favorites
Total Engagement
3.0K
2.5K
2.0K
1.5K
1.0K
500
3
8/
26
/1
3
8/
25
/1
3
8/
24
/1
3
8/
23
/1
3
8/
22
/1
3
/1
21
8/
8/
20
/1
Engagement is the total of several components during the given report period:
@Replies: When a user talks directly to your brand on the Twitter timeline by using your
brand handle at the beginning of the Tweet. This will only show up in your feed and the
feeds of users who follow you both. Example: @SimplyMeasured Your reports rock!
Retweets: When a user directly shares your brand message with their audience.
Example: RT @SimplyMeasured: Weve made some great updates to our Twitter
Account Report. Check it out!
Mentions: When a user includes your brand handle, but not as a direct @reply.
Example: I really love that @SimplyMeasured charts are dynamic within Excel!
Favorites: When a user stars a Tweet from your brand without having to retweet
or reply to the Tweet, or mention your brand.
Many businesses focus on retweets and mentions because they have reach, appearing in the
timelines of your followers followers, accessing a Twitter segment that may not be following your
brand. This is not to say that @replies or favorites, which dont have reach, are not worth looking
at.. With thousands of Tweets being posted every second, examining which Tweets foster more
engagement will give you insight into the types of Tweets that have the most impact.
Retweets
Retweets are a great way for users to let their followers know
that they are actively engaging with your brand by republishing
your content. A retweet is a repost of a Tweet sent by another
user. These Tweets are marked with the retweet icon and
include the authors information, and the name of the user who
retweeted the content. They are one of the most commonly used
tools on Twitter and can be very helpful in identifying web trends,
content that interests your readers or their followers, or Tweets
that have the capacity to go viral.
Example:
@Replies are when a user talks directly to your brand by using your brand handle at the
beginning of the Tweet in the Twitter timeline. This will only show up in your feed, the users
feed, and the feeds of users who follow you both.
Example: @SimplyMeasured Your reports rock!
An interesting side effect of the difference in visibility for @replies and mentions is the .@reply
(note the period before the @ sign). Twitter users use this method of engagement to overcome
the less public nature of @replies. If a user wants their followers to see their replies to your
brand, they will use an .@reply in place of a regular @reply. Because the Tweet starts with a
period, its not considered an @reply, and will show up in their timeline and the timelines of
anyone who follows them. In addition, because the Tweet starts with something other than your
brands Twitter handle, these types of replies count as a mention.
Example: .@SimplyMeasured Your reports rock!
Mentions
@Replies
Retweets
Favorites
Total Engagement
3.0K
2.5K
2.0K
1.5K
1.0K
500
3
8/
26
/1
3
8/
25
/1
3
8/
24
/1
3
8/
23
/1
3
8/
22
/1
3
/1
21
8/
8/
20
/1
Favorites
Favoriting is becoming an increasingly popular way to engage on Twitter. In fact, favorites have
grown to represent a significant portion of the engagement mix on Twitter. Favorites are similar
to Likes on Facebook. With a single click, you can engage with content to either bookmark,
show your appreciation, or simply let the author know youve seen their Tweet. This has made
favoriting an attractive form of engagement.
Favorites are trending:
We measured engagement for some of the top automotive brands on Twitter and found that
favorites accounted for 8% of their total engagement.
3.5k
Total Engagement
3.0K
Mentions
@Replies
Retweets
Favorites
2.5K
2.0K
1.5K
1.0K
500
3
8/
26
/1
3
8/
25
/1
3
8/
24
/1
3
8/
23
/1
3
8/
22
/1
3
/1
21
8/
8/
20
/1
Many automotive brands received nearly as many favorites as replies. In fact, in just one week
@VW actually received 367 favorites, compared to only 276 replies.
4.5K
4.0K
Mentions
@Replies
Retweets
Favorites
Total Engagement
3.5k
3.0K
2.5K
2.0K
1.5K
1.0K
500
0
@Honda
@Ford
@Toyota
@NissanUSA
@VW
Its clear that favorites represent a significant volume of total engagement, and tracking them
ensures that brands are getting the complete picture of how users are choosing to engage with
their brand.
10
@Replies
Retweets
Favorites
50%
40%
30%
20%
10%
0%
Photos
Videos
Links
Normal Tweets
Measuring favorites will also give you a better understanding of your ability to engage your
audience. Its inevitable that a portion of your audience will be more interested in consuming
content rather than engaging with it.
Favorites show a more complete picture of how users of how users are consuming your content
which can inform your decisions on how to best optimize your content on Twitter.
11
Hashtags
Another important method of engagement on Twitter is the use of hashtags a form of earned
engagement as opposed to the owned engagement we outlined above. They are one of the
greatest tools social marketers have at their disposal. Yes, some marketers abuse the feature.
Yes, theres a relatively steep learning curve and some confusion when it comes to using
hashtags as a tactic. But when it comes to campaign management, organization, and branding,
its hard to top the simple power of the hashtag.
Hashtags are terms used in Tweets (and now on Facebook and Instagram as well) that are
searchable, clickable, and measurable.
Increased Reach: Hashtags of specific topics are often searched and monitored by marketers
and users with specific interests. For example, if we tweet a link to our Twitter eBook with
the hashtags #SocialMedia and #Twitter, we increase the chance of reaching social media
marketers who are interested in learning more.
Chats: There are countless regular Twitter Chats out there that use specific hashtags to allow
users to organize the conversation. For example, if we wanted to host a regular conversation
about social media measurement, we might choose the hashtag #MeasureChat. This allows us
to promote a searchable term that allows users to view and interact with anyone getting involved
in the chat or conversation.
Discovery: When doing research, hashtags can be searched to discover interests, sentiment,
attitudes, and demographics of the users engaging with the hashtag.
Comparison: Different hashtags can be measured and compared to identify trends, growth, or
disparity. This is important for recurring campaigns and competitive analysis.
12
Potential Reach
Potential reach is an important metric for any social media marketer. On Twitter, we arent just
focused on engaging the people already following us, were trying to grow and expand our
audience. Potential reach is one of the best ways to tell if were doing that successfully.
Potential Reach: The sum of all users mentioning your brand + the
sum of their followers.
User A, who has 5 followers, posts a Tweet that mentions the @SimplyMeasured Twitter handle.
In this example, well calculate the potential reach of this Tweet for Simply Measured.
User A 3h
I love @SimplyMeasured
reports!
Potential Reach = 6
Whats the potential reach of @UserAs Tweet if its retweeted by @UserB, who has 9 followers?
User A 3h
I love @SimplyMeasured
reports!
User B 1h
RT @UserA I love
@SimplyMeasured reports!
Potential Reach = 16
NOTE: Potential Reach will always include your brand followers since they are part of the
audience you are reaching on Twitter. When calculating the reach of just a mention (like in
the examples on this page), your followers are not being engaged so they are not part of the
reach calculation for that specific tweet. But when we calculate the overall reach of your Twitter
activity, your followers are added to the equation. If @SimplyMeasured has 20 followers, in
example one the total potential reach will be 26 and in example 2 it will be 36.
13
Potential Impressions
Potential impressions have always been an important metric for advertisers. For traditional media
like newspaper, radio, and TV, it has been one of the only metrics available to gauge success.
Its relevance has stayed just as prominent throughout the advent of social media.
800
User Tweets
18M
14M
Total Tweets
600
12M
500
10M
400
8M
300
6M
200
4M
100
2M
14
12
5/
6/
12
3/
6/
12
1/
2
/1
30
5/
6/
2
/1
2
/1
28
5/
2
26
5/
/1
2
24
5/
22
/1
2
5/
/1
20
5/
8/
12
2
51
16
/1
2
5/
14
/1
2
5/
12
/1
2
5/
/1
10
5/
8/
12
5/
5/
6/
12
Potential Impressions
16M
700
Author Followers
Potential Reach
Potential Impressions
Mention
10,700
10,700
10,700
Mention
10,700
10,700
10,700
TOTAL
10,700
21,400
User A 3h
I love @SimplyMeasured
reports!
User A 1h
Thanks @SimplyMeasured
you guys are the best!
The nature of @replies is that they show up only in the feeds of users who follow both handles
(the original author and the @reply author). Unfortunately, theres no consensus on how to
calculate the potential reach and potential impressions for @replies; whether to assume no
overlap (the authors share no followers) or assume some percentage of overlap (the authors
share some of their audience).
Based on feedback collected from our customers, our analysts were able to develop three
different formulas for calculating this metric to accurately cover the widest spectrum of needs.
At Simply Measured, weve focused on the most conservative calculation for @replies as the
go-to model, because the majority of our research supports this method.
15
In this calculation one @reply results in one person reached. This will likely give you a lowerthan-actual reading, but makes a fair assumption that @replies wont generate the full reach of
the authors followers. @Replies are typically 1-to-1 interactions, where reach and impressions
arent as relevant.
Potential reach and potential impressions for @simplymeasured
Type
Author Followers
Potential Reach
Potential Impressions
@Reply
10,700
@Reply
10,700
TOTAL
User A 3h
@SimplyMeasured your
reports are the best!
User A 1h
@SimplyMeasured you
guys rock!
If you want to assume some amount of overlap in followers, Simply Measureds Twitter Analytics
supports modified reach calculations at the push of a button. We can help you determine which
solution is best for your brand.
Knowing how to best calculate your potential reach and potential impressions will give you
insight into your virality statistics and brand exposure.
Imagine @UserA mentions the @SimplyMeasured
handle in 2 separate Tweets that reach his 5 followers...
User A 1h
User A 3h
Thanks @SimplyMeasured
you guys are the best!
Wow! @SimplyMeasured
your reports are amazing!
User A 1h
Thanks @SimplyMeasured
you guys are the best!
User A 1h
User A 1h
User A 1h
News Source 2h
News Source 2h
News Source 2h
User A 3h
User A 3h
User A 3h
News Source 5h
News Source 5h
News Source 2h
News Source 5h
User A 1h
User A 1h
News Source 2h
News Source 2h
User A 3h
User A 3h
News Source 5h
News Source 5h
User A 3h
Wow! @SimplyMeasured
your reports are amazing!
News Source 5h
16
Response Rate
Response rate is becoming more and more important to social media teams. On Twitter,
focusing on outbound promotion just doesnt work anymore.
Customers reach out with issues, questions, and requests on a daily basis. Its our job as social
marketers to act as first responders in these situations answering questions, directing traffic,
and sometimes just saying no. Whatever your policies and tactics, measuring customer service
success boils down to a few specific metrics. Key among them is response rate.
200
400
150
300
100
200
50
100
1/
1/
1/ 13
2/
1/ 13
3/
1
1/ 3
4/
1/ 13
5/
1/ 13
6/
1
1/ 3
7/
1/ 13
8/
1/ 13
9
1/ /13
10
1/ /13
11
1/ /13
12
1/ /13
13
1/ /13
14
1/ /13
15
1/ /13
16
/
1/ 13
17
/
1/ 13
18
1/ /13
19
1/ /13
20
1/ /13
21
1/ /13
22
1/ /13
23
1/ /13
24
1/ /13
25
1/ /13
26
/
1/ 13
27
/
1/ 13
28
1/ /13
29
1/ /13
30
1/ /13
31
/1
3
17
Tweets Sent
Tweet Sent
Response rate is the number of inbound mentions of your brand handle that youve responded
to, divided by the sum total of all brand mentions (excluding retweets). This equation gives you
the percentage of inbound Tweets that youve responded to.
With Simply Measured, this can be calculated using both our Customer Service Report and our
Multiple Handle Customer Service report designed specifically for brands with a dedicated
customer service handle.
Response Time
Customers reach out to brands constantly. Whether its a question, concern, or gratitude that
they are trying to convey. that theyre trying to convey, its our job to engage with them in a way
that shows our company cares. An industry standard for customer service success. Response
time, similar to response rate, is an important way to measure your social activity for both brand
engagement and the customer service.
Response Time:
Time of @Reply to inbound Tweet
18
90
400
80
70
300
60
50
200
40
30
100
20
10
0
2
/3
/
11 12
/4
/
11 12
/5
/
11 12
/6
/
11 12
/7
/1
11
2
/8
/
11 12
/9
11 /1
/1 2
0
11 /1
/1 2
1
11 /1
/1 2
2
11 /1
/1 2
3
11 /1
/1 2
4
11 /1
/1 2
5
11 /1
/1 2
6
11 /1
/1 2
11 7/1
/1 2
8
11 /1
/1 2
9
11 /1
/2 2
0
11 /12
21
11 /1
/2 2
2
11 /1
/2 2
3
11 /1
/2 2
4
11 /1
/2 2
5
11 /1
/2 2
6
11 /1
/2 2
11 7/1
/2 2
8
11 /1
/2 2
9
11 /1
/3 2
0/
12
/1
11
/2
11
11
/1
/1
The simplest way to measure response time is by subtracting the time of the original inbound
Tweet from the time of your response. Take this difference in time from each of your responses
and average them for your average response time.
If the numbers dont add up or dont represent your effort the way you expected, open the Excel
file and identify the responses that are skewing your average. This can help you identify holes in
your strategy, ways to optimize your responses, or reinforce what youre already doing.
19
This metric is important in identifying the appropriate level of saturation and gauging whether
the amount of content you distribute to your audience is too little or too much. Study this metric
as you test your cadence to find the highest level of interaction per person, before it plateaus
(a sign of over-messaging). The goal is to find the sweet spot where multiple impressions are
making an impact and engaging your audience, without spamming them.
How to measure Interactions Per Person:
207
Tweets Sent by
@delta
1,337
18,750
28,793
53,285,030
127,884,074
Unique People
Total Engagement
Potential Reach
Potential Impressions
Combined followers of
people tweeting about
your brand (6/1/13 to
6/30/13
1.5
Interactions Per Person
What happened?
2,853
Avg. Followers Per
Person Engaging
bit.ly Clicks
12,741
Followers Added
2.4
Impressions Per
Person Reached
Interactions per person should be measured in context with your other KPIs. In the example
above, @delta has earned 28,793 mentions, @replies, retweets, and favorites. Since their
audience is 18,750 people, this equates to 1.5 interactions per person. Its important to note
that this metric isnt saying each of those 18,750 people engaged 1.5 times, but rather giving a
snapshot of how that total engagement relates to @deltas audience size.
20
BASIC ANALYSES
Now that weve gone over all of the metrics definitions, were going to show you how to put
those metrics to work to analyze your Twitter campaigns and make better decisions. Well be
working out of our own software, but you can conduct the same analysis no matter which tool
you use to pull Twitter data.
Measuring Engagement
One of the most important goals for social media marketers on Twitter is increasing
engagement. Through simple interactions, engagement helps grow awareness of your brand
and helps increase traffic to your social profiles and your website. Remember, we defined
engagement as the sum of @replies, retweets, and mentions. These three Twitter actions
directly amplify your brands share of voice as your brands handle reaches the timelines of
users who may not be following your brand on Twitter for regular updates.
To measure your engagement look at your audience and how you retain followers. Is your
audience growing? Do these users follow you during promotions, but unfollow shortly
thereafter? What is the industry standard for number of followers and how do you stack up?
Now, look at how those followers and their circles respond to or share your content. Do you
have a surprisingly low number of retweets for the number of followers you have? Are there
certain times that are better for engagement? Have you recently published any Tweets that
have had success in regards to mentions or retweets?
Weve provided a few different metrics you can use to benchmark your campaign performance
and assess your engagement strategy.
21
Users
413
200
87
0-100
101-500
61
501-1,000
26
2,001-2,500
>2,500
Follower Count
0.5%
200K
0.6%
207.6K
0.5%
150K
100K
117.1K
72.8K
50K
0.3%
0.1%
0.4%
0.3%
51.8K
77.5K
0.3%
0.1%
0.1%
0.6%
@sap
22
0.2%
@ciscosystems
@oracle
@ibm
@accenture
% of Population
Los Angeles, CA
Chicago, IL
New York, NY
Miami, FL
Atlanta, GA
Houston, TX
Boston, MA
Washington, DC
Las Vegas, NV
Detroit, MI
Dallas, TX
Portland, OR
San Antonio, TX
Tucson, AZ
Fresno, CA
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
23
2,562
Engagement % of Followers
4%
3.5%
4%
2.5K
2.8%
2.0K
1,601
1,575
3%
3%
1,433
1.5K
1,178
1.3%
1.0K
1.5%
2%
1%
0.8%
500
2%
1%
0%
@sap
@ciscosystems
@oracle
@ibm
@accenture
35%
30%
25%
20%
18%
20%
15%
11%
10%
10%
5%
5%
2%
1%
24
r
>
Ye
a
Ye
ar
1
La
st
s
th
La
st
6
on
La
st
3
on
th
th
M
st
La
W
ee
2
st
La
on
ks
k
W
ee
st
La
La
st
24
ou
rs
0%
@kia
@honda
@toyota
ic
Ec
on
om
e
bl
lia
Re
st
Co
d
ee
Sp
y
fe
t
Sa
rid
yb
H
yle
St
SU
V
er
Po
w
Se
da
n
100
90
80
70
60
50
40
30
20
10
0
25
120M
Potential Impressions
103.3M
100M
80M
26.5M
12.8M
20M
17.7M
22.1M
4.8M
3.9M
V
SU
Se
Po
w
da
er
yle
31.7M
40M
St
60M
@Nissan
@kia
@honda
@toyota
26
1
5/
4/ 3
20
1
5/
5/ 3
2
5/ 013
6/
20
5/ 13
7/
2
5/ 013
8/
2
5/ 013
9/
5/ 201
10
3
/
5/ 201
11
3
/
5/ 201
12
3
/
5/ 201
13
3
/
5/ 201
14
3
/
5/ 201
15
3
/
5/ 201
16
3
/2
5/ 01
17 3
/
5/ 201
18
3
/
5/ 201
19
3
/
5/ 201
20
3
/
5/ 201
21
3
/
5/ 201
22
3
/
5/ 201
23
3
/
5/ 201
24
3
/
5/ 201
25
3
/
5/ 201
26
3
/2
5/ 01
27 3
/
5/ 201
28
3
/
5/ 201
29
3
/2
01
3
13
20
3/
20
2/
5/
5/
5/
1/
20
13
70
60
50
40
30
20
10
0
9.0K
8.0K
7.0K
6.0K
5.0K
4.0K
3.0K
2.0K
1.0K
PM
PM
0
:0
10
PM
00
8:
PM
00
6:
00
4:
00
PM
PM
DAY 1
2:
AM
:0
12
AM
:0
10
AM
00
8:
AM
00
6:
AM
00
4:
00
2:
AM
PM
0
12
:0
PM
:0
10
PM
00
8:
PM
00
6:
4:
00
PM
PM
00
DAY 0
2:
AM
12
:0
AM
0
:0
10
AM
00
8:
AM
00
6:
AM
00
4:
00
2:
12
:0
AM
The above chart compares three consecutive years of Tweets using the Consumer Electronics
Shows branded hashtags. When trended over the same amount of time, were able to identify
growth trends and determine the events that caused specific spikes and drops in activity.
Hashtags are easy to track using the Simply Measured Twitter Activity Report or Stream
Snapshot report and can be trended over time to measure volume and activity. This can be
important for researching opportunity, identifying successes, and measuring causes of peaks
and lulls in activity.
This technique can also be effective for measuring the share of voice driven by hashtags used
in TV advertising.
27
Competitor Overlap
6%
38%
0%
10%
20%
@honda
@toyota
14%
34%
Share of Voice
28
@kia
21%
30%
40%
41%
16%
50%
60%
29%
70%
80%
90%
100%
Photos
Videos
25
Links
27
Normal Tweets
29
47.3
72.3
14.8
573
2.3M
2.1M
20.9
2.1M
1.8M
27.8
14.8
4.5
Vine
Instagram/Path
Posts
YouTube/Vimeo
Posts
81.4
2.1M
Other Photos
12
Posts
Posts
Other Links
30
Posts
Normal Tweets
s
el
ls
rh
co
@
ac
ho
ice
ot
te
r...
ie
ch
o
sid
nc
@
tc
o
@
hy
at
in
sp
g
@
eb
es
tw
e
st
er
...
...
ld
@
th
nw
or
ay
in
n
lto
@
hi
lid
zz
wo
st
ar
@
ar
ri
od
ot
bu
tin
in
nl
no
lto
hi
@
ho
tl
Normal tweets
780 tweets [74% of all sent tweets]
30
Videos
Photos
0.8
0.7
0.6
0.4
0.3
0.2
0.1
0.0
-0.2
-0.2
16
14
12
10
8
6
4
2
PM
PM
11
PM
9
10
PM
PM
PM
PM
8
PM
PM
PM
PM
4
AM
AM
AM
AM
PM
12
11
10
AM
AM
AM
AM
7
AM
AM
3
AM
31
36%
13%
15%
10%
5%
0%
12%
8%
(GMT-05:00)
Eastern Time
(US & Canada)
(GMT-06:00)
Central Time
(US & Canada)
(GMT-08:00)
Pacific Time
(US & Canada)
(GMT-05:00)
Quito
5%
(GMT-04:00)
Atlantic Time
(Canada)
3%
3%
(GMT-10:00)
Hawaii
(GMT-07:00)
Mountain Time
(US & Canada)
2%
2%
1%
(GMT)
London
(GMT-07:00)
Arizona
(GMT+01:00)
Amsterdam
32
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Brand Tweets
Mentions
1.6K
1.4K
1.2K
1.0K
800
600
400
200
0
60
50
40
30
20
10
0
12 AM
3 AM
6 AM
9 AM
12 PM
3 PM
6 PM
9 PM
Time of Day
33
ADVANCED ANALYSES
So youve got the basics down, but now you need to assess the ROI on your time spent
engaging Twitter followers and building brand awareness. Its time to look at how your social
strategy impacts your overall bottom line by turning Twitter followers into paying customers.
At this stage, youll need to consider your social strategys effects on your web funnel how
those Tweets drill down to measurable web actions like clicks or purchases. In addition, if your
brand uses a customer service account, youll want to find out how quickly issues are resolved
and where you can improve your social customer service strategy.
In this section, well show you how to use Simply Measured reports to tailor your analyses to
your brands needs.
34
1. Combine Twitter activity and your sites conversion funnel in Google Analytics
Tweets & Visits to Site
78
Link Mentions
2,581,260
Twitter Potential Impressions
1.19
Impressions per Person
2,167,743
Twitter Potential Reach
307
Visits to Site
0.02
Conversions per Visit
Goal Completions
0.01%
CTR
300
Visits
120
250
100
200
80
150
60
100
40
50
20
307
27,129
1,064
@ Mentions
3/
5/
13
98
Retweets
2/
27
/1
3
2/
28
/1
3
3/
1/
13
3/
2/
13
3/
3/
13
3/
4/
13
6
Sent Tweets
How do Tweets that resonate on Twitter funnel down to site visits and ultimately to conversions?
Pairing Twitter referral traffic with Tweets linking to your website provides a much more powerful
lens than looking at trended Twitter visits on their own. Combining Google Analytics with Twitter
data allows you to see not just how much referral traffic youve received, but how many Tweets it
took to drive those visits.
Measure how sent Tweets are amplified throughout your network, expanding potential
impressions and reach before funneling down to visits on your site. Since getting users to your
site is just the beginning, configure goal completions to measure actions visitors took after
reaching your site.
What you have now is the ability to attribute site visits, campaign submissions, and purchases
back to specific Tweets. You can see what content is responsible for helping your brand
complete specific goals using Twitter.
35
Retweets
0
-1
10
15
20
25
30
35
40
45
Visits
Dive into the top Tweets to see whats working. These are the Tweets linking to your site and
the top content responsible for visits from Twitter. Analyze which audiences were targeted and
what was included in Tweets that motivated users to click through to your site. Determine which
calls to action work best.
As you seek to take a holistic approach to your digital brand presence, start incorporating
existing practices for mobile, search, and display into social. When driving users to your site,
choose your keywords and calls to action carefully. Expanding these practices to incentivize site
traffic will improve your outreach tactics moving forward.
36
By Number of Tweets
By Number of Visits
facetweet1388
seo1302
hoot1388
simplymeasured
Cygfred
TwitLimericks
pigebak
marramalho
kmmpatke
KevinSaysThings
ninoscam
gabejoynt
dacort
tabithagold
resourcewater
26
24
13
6
5
5
5
4
4
4
4
4
4
3
simplymeasured
KevinSaysThings
otis
dacort
ElvisMoyaTTU
owenblacker
dixxieland
AndyLloydGordon
jakeludington
5ense
KatHolmlund
zdeluca
adamshostack
_vio_
paulabraconnot
73
14
12
6
5
5
5
4
4
3
3
3
3
3
simplymeasured
otis
ElvisMoyaTTU
owenblacker
dixxieland
AndyLlyodGordon
jakeludington
KevinSaysThings
5ense
zdeluca
adamshostack
paulabraconnot
danbrookman
mattisranting
JuritaKruma
12
12
5
5
5
4
4
4
3
3
3
3
3
2
Understand where your traffic is coming from; segment earned versus owned visits. Are your
own Tweets the primary driver for traffic to your site, or are others directing traffic for you? Your
focus should be to create more engagement with your Tweets, encouraging others to contribute
more content that links to your site.
Explore user profiles that are successful at driving traffic, especially those that frequently share
out Tweets linking to your site. Users who engage their audiences with Tweets to your site likely
have audiences with particular interest in your brand. Discover what content resonates with
these audiences, whether its products, promotions, or industry thought leadership.
37
28,334
4,104
2,263
92
Total Mentions
CS Responses
Unique People
Complex Cases
91%
14.5 %
2,343
1.54
Avg. Number of CS
responses per user.
18.7 mins.
Average Response Time
Sunday
Most active Day of Week
11:00 AM
Most Active Time of Day
Work flow and processes should be analyzed end-to-end from customer demand to how
efficiently issues were resolved.
The visual above is a high-level summary that walks through the customer support process. This
summary view provides a period snapshot that can be used for benchmarking customer service
KPIs and optimizing overall performance.
Quick response times and a high response rate are key to optimizing performance, but there
is room for improvement if brands are experiencing a high volume of complex cases, or
unexpected changes in the percentage of support responses being sent.
38
Coverage by Account
Total Mentions
25k
19.6k
20k
15k
14.5k
10k
5k
3,176
928
@DeltaAssist
@Delta
Regardless of how a brand is managing customer service, it is important to measure all of its
efforts. The chart above displays total mentions for Deltas primary marketing handle, @delta,
and its customer support handle, @DeltaAssist.
By measuring customer service activity across multiple accounts, brands can determine how
support resources are being allocated and measure customer response times specific to
each account.
The 14.5K mentions of @DeltaAssist indicate that Delta customers are directing replies to the
dedicated customer service handle and shows that many customer support issues are making it
to their intended destination.
39
12
12
9/
0/
/2
/3
11
12
8/
/2
11
12
7/
1
/2
11
11
12
/2
6/
12
5/
/2
11
11
12
/2
4/
12
3/
/2
11
11
12
/2
2/
12
1/
/2
11
11
12
0/
9/
/2
/1
11
12
8/
/1
11
11
12
7/
1
/1
12
6/
/1
11
11
12
/1
5/
12
4/
/1
11
11
12
11
/1
3/
12
2/
1/
/1
/1
11
12
0/
/1
11
/1
/9
11
/1
/8
11
11
/7
/1
/1
11
/1
/6
/5
11
12
/4
/
11
/1
/3
11
/1
11
/1
/1
11
11
/2
0%
The chart above shows the percentage of total mentions that @DeltaAssist responded to in
November. Keep in mind that not all brand mentions are customer-service related, and of those
that are, not all warrant a response. The nature of customer engagement on Twitter varies for
each brand.
Brands should identify a target response rate and set goals for improvement by conducting
ongoing monitoring and competitor benchmarking.
40
Once a consistent response rate has been established, it can act as a good indicator of whether
a brand has the resource to scale customer service to meet increases in customer demand.
90
80
70
60
50
40
30
20
10
12
12
0/
9/
/2
/3
11
12
8/
/2
11
12
7/
1
/2
11
11
12
/2
6/
12
5/
/2
11
12
4/
/2
11
11
12
/2
3/
12
2/
/2
11
11
12
11
/2
1/
12
0/
9/
/2
/1
11
12
8/
11
11
/1
7/
1
12
11
/1
12
/1
6/
12
5/
/1
11
11
12
/1
4/
12
3/
/1
11
11
12
2/
1/
/1
/1
11
12
0/
/1
11
/1
11
/1
/9
/8
11
/7
/1
11
11
/1
/1
/6
/5
11
11
12
/4
/
/1
/3
11
11
/1
/1
/1
11
11
/2
Goals for response time must also be established through monitoring and benchmarking. Above,
@DeltaAssists daily average response time is displayed for November.
Response time measures a brands ability to respond quickly and is also an indicator as to
whether it can quickly meet increases in demand.
However, response time isnt a standalone metric. Response time can falsely signal success if
brands are simply responding quickly to recent issues and ignoring aging issues.
Response Time and Response Rate must be measured in tandem when analyzing overall
customer service performance.
41
Response Time
User Mentions
@DeltaAssist Replies
45
10
500
10
:0
PM
00
8:
00
6:
4:
00
PM
00
2:
0
:0
12
10
:0
AM
00
8:
00
6:
4:
00
AM
00
2:
0
:0
12
PM
15
1.0K
PM
20
1.5K
PM
25
2.0K
PM
30
2.5K
AM
35
3.0K
AM
40
3.5K
AM
4.0K
AM
50
Influencer Tweet
4.5K
5.0K
The chart above displays @DeltaAssists account activity by hour in November. This trended
view makes it possible to quickly identify whether customer service response scaled with brand
mentions. It also clearly shows patterns in response time.
The 6:00PM spike in user mentions deserves attention. Replies did not scale with the increased
mentions, although response time was improved.
Mentions peaked at 6:00PM after an angry customer Tweet was heavily retweeted. Improved
response time indicates that @DeltaAssist was quickly engaging where it could, but likely
avoided mentions it did not think were worth responding to.
Identifying trends that capture complete coverage and focus on core customer service KPIs can
be very useful for spotting issues and making decisions regarding resource allocation.
42
Follower growth
6.0K
232K
230K
228K
226K
224K
222K
220K
218K
216K
214K
Followers Added
5.0K
4.0K
3.0K
2.0K
1.0K
13
4/
7/
2
13
3/
7/
2
13
2/
7/
2
13
1/
7/
2
13
0/
7/
2
13
9/
7/
1
8/
7/
1
7/
1
7/
1
13
Followers
Followers Added
The easiest way to tell if your campaign had a meaningful impact is to look at follower growth
and how it correlated with your campaign timeline. Did spikes in follower growth line up with
key messaging from your campaign? Did influencer involvement drive a significant increase in
new followers? Theres a lot of information that can be gleaned from follower trends, including
something we call campaign lift. Was there a sustained increase in your follower growth rate after
the campaign was over? Be sure to take that into consideration. If you saw a massive peak in fans
and then a quick return to normal, you may need to reevaluate some of your campaign tactics.
43
Engagement
Total Engagement
45
300
40
Brand Tweets
30
200
25
150
20
15
100
10
Total Engagement
250
35
50
13
1/
13
7/
3
9/
13
7/
2
13
5/
72
71
/
13
7/
2
3/
13
7/
2
1/
13
7/
2
9/
7/
1
7/
1
13
7/
1
5/
13
7/
1
3/
13
1/
7/
1
/1
3
7/
1
7/
9
7/
7/
1
/1
7/
5
/1
7/
3
/1
7/
1
0
3
While follower growth can give you some great insight and set a barometer for your
campaign health, one of your main goals was most likely to get followers involved. Examine
the engagement trends surrounding your campaign both before and after to determine
your campaign lift for engagement. Set a wide sample set with at least twice the time of your
campaign period to use as a benchmark for standard engagement. If users didnt respond to
your messaging, you need to understand why. What can you do better? If they did respond
positively, you can analyze key points from your outbound content that kept them involved.
44
Web traffic
95
882
38
Sent Tweets
Retweets
@ Mentions
Link Mentions
2,575,528
Twitter Potential Impressions
1.18
Impressions per Person
2,185,125
Twitter Potential Reach
62
Visits to Site
0.07
Conversions per Visit
0.12%
CTR
12
Goal Completions
This is our favorite feature of Simply Measureds Twitter Analytics suite. With the Twitter Traffic
Report, you can tie your Twitter data in with your Google Analytics data to see how your brand
efforts during your campaign translated to actual website visits and even which goals (from
your Google Analytics goal set) were completed. This is the most concrete way to tell if your
campaign worked. If you can determine the actual site traffic driven from your efforts and, in
turn, the goal completions driven by your Twitter activity, you can determine a base-level ROI
of your Twitter campaign. While it may not reflect residual brand awareness and later referral
traffic, it can set the tone for future campaigns.
45
Influence
40
33
31
29
28
27
26
25
23
22
22
22
21
20
RyanSheckler
MaciBookoutMTV
BigBoi
John_Wall
GameOfThrones
JonahLupton
GoPro
marinapajon
DefJamRecords
brentnhunter
XGames
abc_es
redbullracing
AntonioMartez
BrooklynNets
1.2M
748.4K
726.9K
650.4K
546.8K
544.6K
530.1K
393.1K
369.5K
317.2K
299.5K
253.7K
242.6K
242.5K
DefJamRecords
SPIEGELONLINE
GameOfThrones
exclaimdotca
Applebees
BrooklynNets
XGames
pizzahut
BigBoi
Jason
redbullracing
Dolby
KeystoneMtn
AtlanticStation
SnowboardMag
89
89
88
88
88
88
87
87
86
86
86
85
84
84
83
When running any kind of campaign, your goal isnt to simply reach people its reaching the
right people. With Twitter, you can easily see whether or not you did. How influential was the
audience you engaged? Not only can this be valuable insight for your campaigns success, it can
give you targeted goals and opportunities for future ones.
46
Total Reach
500K
450K
400K
350K
300K
250K
200K
150K
100K
50K
5/
30
/1
3
/1
5/
27
/1
3
/1
5/
24
3
/1
5/
21
3
18
5/
/1
15
5/
/1
13
9/
12
5/
13
6/
5/
13
5/
3/
/1
30
4/
5/
3
/1
4/
27
/1
3
/1
4/
24
3
21
4/
/1
3
18
4/
/1
15
4/
/1
13
9/
12
4/
13
6/
4/
3/
4/
4/
13
The two metrics that tie in the audience of your followers impressions and reach can be a
great way to tell if you were successful. Benchmark against standard impressions and reach,
discover the key reasons for increases during your campaign, and set the tone for future activity.
47
48
151
53
30
28
28
26
25
23
21
20
18
17
16
16
16
1.8M
961.9K
732.6K
547.6K
542.4K
375.6K
374.1K
292.6K
226.3K
224.7K
217.8K
210.1K
206.7K
179.6K
170.2K
Visits
1.4K
simplymeasured
1.2K
rsarver
1.0K
randfish
800
bahoo
600
MissBerry206
400
BessemerVP
200
KevinSaysThings
50K
100K
150K
200K
Followers
250K
300K
350K
jaybaer
Audience Stats
2,020
39
1.24
Avg. # of Followers
Avg. Klout Score
Avg. Tweets per Person
By Top 10 Influencers
1,357
KristinEIDE
Influence is more than just the number of times people reply to your Tweets. If your primary job
is to engage potential customers on Twitter, theres a good chance you have some bottom-line
goals to meet. By tying Google Analytics into your Twitter reporting, were able to break down
the individual Twitter users driving site traffic for your brand.
49
13
10
6
5
5
4
4
3
3
3
3
3
3
3
3
50
26
20
20
17
16
16
16
14
14
12
12
11
12
11
10
TOOLS
Example reports
Understand the performance of your brands Twitter account.
Answer questions about Twitter Account performance and engagement, as well as followers,
sent Tweets, retweets, mentions and engagement trends. Dig into the most effective Tweets and
the impact theyve had on your account and your audience.
Twitter Account Report (JetBlue)
Twitter Follower Report (StarwoodBuzz)
Twitter Audience Analysis (Tide)
Multiple Twitter Channel Analysis (IPG Agencies)
Vine Tweet Analysis (chrisbrogan)
Benchmark your brands performance against competitors
Analyze the audience, content and engagement trends of any Twitter account, allowing you to
understand your competitive position, relative performance, and market share compared to your
competitors.
Twitter Competitive Analysis (Hotel Chains)
Measure your customer service efforts on Twitter
Dive into individual user Tweets, track response rates and times, and analyze a dedicated
customer service handle in relation to your main brand account to understand your customer
service effectiveness.
Twitter Customer Service Report (Ford)
Multiple Twitter Customer Service Report (Ford)
Compare your efforts on Twitter against those on other social networks
Measure your efforts on Twitter in context with Facebook, Instagram, Tumblr, YouTube, Google+, and
more. Compare audience size & growth, as well as post engagement across all major networks.
Complete Social Media Snapshot (RedBull)
51