What should you be doing with social metrics? There are many available for you to measure on nearly every social media platform, but what are the most effective?
What should you be doing with social metrics? There are many available for you to measure on nearly every social media platform, but what are the most effective?
What should you be doing with social metrics? There are many available for you to measure on nearly every social media platform, but what are the most effective?
Australia; together they travel the world sharing strategies on how to put your business on Autopilot. Doing business online is no longer about having a website. To get more clients and take care o the ones you have, you!ll need a map. They!ve got it. So, sit back and rela", and welcome aboard. This light is bound to Autopilot #our $usiness. Andrew McCauley: %n today!s podcast, we are talking about social metrics. MC: Have you picked up our online survival guide yet& 'et prepped or the uture o online marketing by going to www.aybguide.com. Andrew McCauley: Hey everybody( This is Andrew )c*auley rom Autopilot #our $usiness. +elcome to ,odcast -./. Today, we are talking about social metrics. %n act, we!re going to dig into one o the big social media platorms that are out there and give you a bit o an insight into some o the metrics that we look at and some o the things we think you should be looking at as a business when you!re using that social platorm. 0ow, o course, 1oined with me all the way rom sunny Sydney is Heather ,orter. Hello, Heather( Heather Porter: Hello, Andrew( Hello, everybody( %t!s our 2aster weekend. #ay( Andrew McCauley: Happy 2aster to everybody that celebrates 2aster( Heather Porter: #eah, to everyone all over the world. %t!s a cool time. %t!s a little bit o down time or us and a little bit o relection and it!s been good. Andrew McCauley: #es, yes, yes. So, tell us what!s been going on with you, H. +hat have you been doing this 2aster week& #ou!ve been out and about and speaking to people, % think. Heather Porter: +ell, last week, % did. #eah, % was out and there!s a really cool group o people here in Australia called The 2ntourage and they basically have this whole entrepreneur incubator, really, where they do master minds and workshops and %!m an on3going mentor with those guys so % popped in and had three sessions with their entrepreneurs on, o course, online marketing 4 surprise, surprise( 4 and social media and some o the really cool things that we!re going to share in this episode as well. So, it!s been good. +hat about you& Andrew McCauley: 2"cellent. Heather Porter: #ou!ve been teaching& Andrew McCauley: %!ve been teaching a lot lately. %!ve been teaching all sorts o things 4 5acebook and general %nternet marketing. %!ve been talking about social metrics as well. So, it!s all happening out there and, you know, %!m inding that Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com people are 1ust still 4 and % think this will happen or a while 4 they!re still getting overwhelmed with what!s going on. #ou know, % typical went out to teach some 5acebook stu 1ust recent, the other night, and, o course, 5acebook rolled out our new layout or our business page and it didn!t roll out to all o our pages so some o our pages are still in the old version and some are in the new one. Heather Porter: #eah. Andrew McCauley: So, i you haven!t got your 5acebook page yet, it!s coming out soon. $ut, you know, every time % go to teach something and % have my slide deck all prepared, you know, now %!m used to checking my slide deck 1ust hours beore the presentation in case anything!s changed. And, o course, 5acebook changed and % had to 6uickly scamper around to change my slide deck, but that!s 1ust what % e"pect now, you know& Heather Porter: So7 Andrew McCauley: And then, yeah, the other thing was you and % also, we also spoke together on a webinar7 Heather Porter: 8h, we did, yeah. Andrew McCauley: 7or a Hangout to a bunch o master mind people that were out o the US and that was a pretty good call, too. +e were speaking about membership sites. Heather Porter: #eah, that we were, and 1ust the beneits o having them and all the dierent, we were giving case study ater case study o, you know, why they!re so good and what basically any business can use them. So, yeah, it has been a bit o a week o teaching, hasn!t it& Andrew McCauley: #eah, well, it was. %!m sure 9::;:<;<= unclear> you can hear those dogs in the background but it sounds like someone!s having un out there with some dogs. Anyway7 So, what have you learned this week& %!m going to chuck that at your irst beore % get into mine. Heather Porter: #eah. This has been a really good week or actually learning and, actually, %!m happy to give a shout3out or this particular thing %!ve learned. So, there!s a guy named Siimon ?eynolds and he!s known in Australia or doing this cra@y ad campaign. %t was back in the A:s, % think. So, he!s ad background but he!s built businesses and % stumbled across our o his videos that he sends out to entrepreneurs and business owners on how to grow your business. And, you know what, it was a really cool reminder o the act that 4 us included, and all business owners 4 we can get very stuck in the day3to3day, putting out ires, working with clients, and we orget our vision and where we!re headed as a business. And % have to Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com admit, %!m getting a lot o good inormation about how to manage your to3do lists, how to come up with your vision, how to rekindle relationships with past clients rom this series o videos that he!s put out. So, what %!ve learned, % suppose, is right now to reocus on our business and our direction and how important it is or every single business owner to re3do this and take time every now and again to restructure how you!re working on your business. Andrew McCauley: So, are you saying that we!ll never have a late podcast again because our to3dos will be up to date& Heather Porter: % think part o this is that we!re going to be utili@ing our team better in certain areas. Andrew McCauley: Sure, %!m looking orward to it. % know you sent me over the videos and %!m looking orward to it because it is a very vital piece and we!ve done this a couple o times but it!s like anything, ne"t thing you know, suddenly si" months have gone past and it!s like, B+ow( %!ve had my head buried in things that we!re doing and it!s time to come up and, well, let!s 1ust check where we!re sailing this ship.C Heather Porter: #eah, because then you go rom being proactive to reactive. So, it!s a good check3in point. *heck the pulse o your business and see where you need to go rom there. Andrew McCauley: 2"actly. +e!ve got a number o new team members that have come on since then, too, so it!s good or them to see that direction as well. Heather Porter: +hat about you& +hat have you learned& Andrew McCauley: +ell, % learned about a new tool this week, actually. %t!s called Dnovio. %t!s spelled D30383E3%38. Dnovio. 0ow, it!s a presentation tool. So, i you!re doing online presentations or people, it!s a great tool. $ut what % really like about it is, i you go and let!s say you!re doing a presentation to somebody and you really want them to get the message and, you know, you give them a slideshow 4 a ,ower,oint or a Dey0ote 4 and they may take it away, but they really don!t get the message ully because it!s not delivered by you. #ou know, maybe you!ve given it to somebody on their team to deliver to the actual person who makes the decisions. So, what Dnovio does is it lets you add your own personality. %t basically brings your presentations alive with your own personal video or your audio commentary, too. So, you know, you can use your i,ad!s built3in camera and microphone to tell your story about the presentation. So, it actually connects your little video to your ,ower,oint, % guess, and puts a little overlay on it so that you can actually send your presentation to a whole bunch o people so they will understand it at once. So, i you!re good at desktop sort o publishing and can create videos and stu like that then maybe it!s not going to be beneicial to you. $ut, i you!re one o those people that doesn!t get Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com technology then this sort o app is a great little app that you can use to put a presentation together with a video as well as your slide deck as well. Heather Porter: %s it kind o like a simpliied version o like Screen5low or *amtasia& Andrew McCauley: +ell, no, % don!t think it is because that would be more editing video. This is more about it turns the camera on when you!re licking through your slides. So, i you!ve got your slides on your i,ad, or instance, you can lick through and, as you!re talking about your slides, you!re looking at the camera, talking, so you!re creating that whole presentation. And, you know, it!s pretty easy to use as well and you can view it anywhere. So, people can view it on any browser or mobile device as well. So, you can send it by email, you can embed it on your website i you want to do it that way, you can even publish it on social media so that people get to see this presentation. So, i it!s a presentation you want to use and share around, you can certainly do that as well. Heather Porter: +ith your team, too. That would be pretty helpul, yeah. Andrew McCauley: #es. So, that!s Dnovio, D30383E3%38. So, check it out. So, having said that, today, we are talking about social metrics. How e"citing is that, hey& 2veryone is 1ust riveted to their seat. Heather Porter: ?iveted. Andrew McCauley: 8r riveted to their i,ods running through the 1ungle. Heather Porter: This is one o those things where you do have to know it. % love what you 1ust said to me earlier, how you were talking about these metrics to one o the groups you were talking to this week and 1ust how they really got the importance o why you need to understand them. So, % think ater we!re done, people actually will be riveted to this inormation. Andrew McCauley: +ell, we will make it pretty not3so3heavy. %t!s not going to be a lot o numbers and acts. Heather Porter: 0o. Andrew McCauley: $ut, you know, what % do want to start o with is the act that, you know, i you look back 4 say, ten, iteen years ago 4 when you were running ads on newspaper ads or you were running radio ads or TE ads, you know, how long did it take or you to ind out whether that ad worked& #ou know, it wasn!t an instant result. Heather Porter: Sometimes never. Andrew McCauley: ?ight( ?ight. So, you had to really think, B+ell, %!ve spent this much money on an ad. % don!t know how many people have come through,C unless you!ve got, like, a speciic phone number or a call to action on the newspaper ad or Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com the radio that you could measure those calls rom, and a lot o people didn!t do that 4 they 1ust put their normal work number there 4 you really weren!t knowing whether your add was working or not. And you were generally tied into a campaign so that, you know, the radio station said, B+ell, you!re going to run /: ads at <: seconds a piece or the ne"t three weeks,C and you sign the agreement. #ou couldn!t get out o that, you know& And, i you had a really crappy ad that wasn!t converting or wasn!t doing what it was supposed to, tough titties( #ou had to run with that ad pretty much or the rest o the month, right& Heather Porter: And you wouldn!t even know which time o the day worked better than the other. And, otentimes, they would 1ust put your spot in, you know, randomly, and, sometimes, in bad times o the day as well. Andrew McCauley: Absolutely, absolutely. So, what!s happened now, what!s happened today is that, you know, you!re looking at ads these days in real3time. #ou can see ads 4 whether you!re running ads on wherever you!re running ads 4 but you can see the results instantaneously. So, you can basically sit there and watch your metrics and see which ads are working, which times o day is working, which calls to action are working, which pitches, which images, which headlines. There are so many actors that you can start to measure and see what!s working. And, i it!s not working, you can turn it o, re3do a new one, or change the headline. So, what % love about metrics these days is that there are instantaneous results so that you!re not spending money on things that don!t work anymore as long as you!re looking at the metrics right. Heather Porter: #eah, and you get ideas o e"actly what to say because you!re 6uickly seeing e"actly what the market wants. $ut, more importantly 4 some o the tips we!re going to share right now, too 4 you can see what!s working best or your competitors and you can 1ust take ideas rom that. Andrew McCauley: Absolutely. So, one o the things % do, you know, want to make sure people understand is why are you doing the stu you do& +hy are you running ads& +hy are you creating the content that you!re creating& $ecause so many people are creating content these days and, you know, we!ve spoken about this ininitely but content is all the rage 4 people are creating content 4 but is there a method or a reason why they!re creating it other than, B+ell, everyone else is doing it& Should % 1ust create it as well&C So, one o the things you want to ask is, B+ell, what!s your goal&C #ou know, BAm % creating an ad or content to increase awareness or am % trying to generate leads rom what %!m doing& Am % trying to convert leads to sales& Am % looking at, you know, retaining e"isting customers& 8r am % trying to reduce costs&C So, i you get clear about what the B+hat is your goal&C 6uestion then that!s going to start to really make this a lot simpler. Heather Porter: And, % guess, one more point on that as well is, % know, % think you!re reading this book as well and % am too called BFab Fab ?ight HookC by 'ary Eaynerchuk and what % love that he says in that book and % do agree with is that, Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com now, when you!re using 5acebook and social media, you!re looking at each piece o content as a micro3content that actually has a speciic strategy around it so you!re no longer 1ust throwing out stu online; every single thing you do is strategi@ed into the ultimate outcome o, you know, what you!re doing with your tribe online. Andrew McCauley: #ou know, yeah, %!m glad you said that because that!s not as easy as it sounds, you know. Heather Porter: 0o way. Andrew McCauley: There is a lot o preparation needed or that and you know we!re going through that sort o stu with our social right now and % know %!m going to think o doing that but there is a lot o planning about what is the content& +hat!s the overall theme& +hat!s the purpose& +hat do we want people to do& #ou know, what is the aim o this content piece at the end o the day& And it really takes a lot o thinking power to come up with that and it can be a little overwhelming, especially i you!re a solopreneur or an entrepreneur that has a small team. Heather Porter: #eah, e"actly. Andrew McCauley: $ut, you know, one o those things is start in small chunks and then work your way up, but you deinitely want to start. Here!s a couple o things that % also want to mention is that there are literally thousands o metrics now that you can measure. #ou know, i anyone!s ever logged into 'oogle Analytics, you!re going to see a whole bunch o options on the let3hand side o what you could be measuring or what has been measured and then you can run a whole range o custom reports on top o that. So, that!s 1ust 'oogle Analytics. Then, we dig into all o the social sites and all the email marketing and all that sort o stu. #ou could be spending all day 1ust looking at numbers. So, % guess the point is which one do you really want to know& +hich one do you really need to know& $ecause there are donkey metrics out there, too, that people alsely are paying their hat on, you know& And %!m not saying this is much but, you know, a couple o years ago, people were saying, B+ell, this 5acebook page has <,G=G likes. +ell, that!s nice, but what does that really mean&C Heather Porter: +ith two people talking about it. Andrew McCauley: Two people talking about that. $ut what does it really mean& % mean, it means that they!ve spent some money and bought a whole bunch o cheap likes in another country. So, likes sort o went out the window or a lot o people but there are still people saying, BThis is how many likes we!ve got in our 5acebook page.C +hoopie doo. BHow many ollowers do % have on Twitter&C +ho cares& 8nce again, you can buy that sort o thing. B#ou know, % have H/,::: views on a #ouTube video.C +ell, that!s nice but you could have bought those as well. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com So, there is a lot o metrics out there that people are alsely getting 1udged on andIor they!re hoodwinking their bosses saying this is an important metric and, realistically, it!s not, you know& Heather Porter: So, the two things % think % look or or % know % look or are engagement and conversion. Andrew McCauley: #eah. Heather Porter: And so, likes don!t mean anything unless you know what!s happening behind the scenes o those likes. ,osts don!t mean anything unless you know what!s happening, you know, behind the scenes o those posts and updates. So, speaking o analytics, % know there!s deinitely loads out there but let!s talk about speciically the things that we recommend that you pay attention to. Andrew McCauley: All right. So, let!s 1ust narrow down because we!re going to talk about the big one 4 that!s 5acebook 4 let!s talk about analytics or metrics on 5acebook or this episode because there are literally another seven episodes o dierent social platorms we could do on this podcast with dierent metrics, but by this and the seventh one, we probably won!t have anybody listening to us so maybe we!ll 1ust stick with 5acebook and then you can use that as a generali@ation or the other platorms. Heather Porter: % think so, yeah, and 5acebook!s a big one that most people are using and are amiliar with. So, yeah. Andrew McCauley: #es, yes, all right. So, let!s kick in. 5irstly, we!re talking about 5acebook metrics or your business page or your an page, okay& +e!re not talking about any metrics that you have on your proile because you really are not going to see too many metrics there. So, when we!re talking about metrics, it!s going to be the ones that you see on your business page or your an page. So, H, which ones do you like to look at when you are looking at results or your eorts& Heather Porter: 8kay. 'ood 6uestion. So, in your 5acebook page, you ind these by clicking on the %nsights button which is right under your cover photo or % think it!s still going to be there ater the changes or up at the top in sort o the admin edit area. There!s a Eiew %nsights button. So, inside there, you!re going to be presented with a new menu up at the top which has overview, likes, reach, visits, posts, and people. %n each one o these, you can actually get detailed inormation. % look, really, only kind o % guess big picture on going because % don!t want to overwhelm mysel and % don!t have time to dig deep into all these all the times. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com So, obviously, overview 4 % like to see what!s happening with my post reach and my engagement and my likes. Jikes, as we said, is not as important. % ocus more on the engagement. % want more likes, o course, because that means we!re growing, but also, engagement is the most important because %!m constantly looking at BAm % increasing my engagement&C 8bviously, i %!m increasing my base and my likes then % want to also be increasing my engagement. % %!m increasing likes and decreasing engagement, what that says to me is %!m not doing a good 1ob because people don!t want to talk about it. Andrew McCauley: Hey, 1ust 9::;H=;<K unclear> pause you 1ust or a second. Heather Porter: #eah. Andrew McCauley: % you want to see what these look like, we!re going to add some images. %!ll put some images on the actual post on our podcast page or this episode. So, %!ve got some images already set up or it so let!s put those on the post so that you can see those and, as we!re talking about these, you can see what we!re looking at. Heather Porter: +hat we!re actually talking about here. Andrew McCauley: #eah. Heather Porter: 2ngagement is an interesting thing as well. %t!s very wholistic. +hat we ound is that it!s not 1ust about one type o post; you do want to mi" and match. #ou want to have 1ust te"t, you want to have videos, and you want to have images, and you want to mi" and match because some o those get clicks, some o those get comments, and some o them get shares. And so, you know, it!s weird. Jike, %!ve noticed with 1ust te"t, you tend to get the most reach and, with videos, you get the most clicks. So, you want all o that as part o your engagement so that!s why you!re constantly doing dierent things. And, i you 1ust think it!s all about images, you!re wrong. #ou know, you want to be looking at your analytics and your insights to see, in act, that it!s much more about, you know, wholistically looking at how you!re talking to people on your account. Andrew McCauley: %t!s unny you say that. +hat % think what we!re inding, and %!ll share this with everyone, is that videos will get a click and people will click on a video and watch a video, but then, they won!t necessarily comment or share it, but they will watch it. So, that sort o gives you an indication, B+ell, okay. % you want people to share this or comment on it then maybe there!s a call to action needed in the video so that people actually do that.C So, this is why it!s so cool because you can see what!s missing in your content that really helps you structure the stu that people are looking or. Sorry, % 1ust wanted to 1ust 1ump in there and mention that. Heather Porter: 0o, % know. $ut that!s e"actly why % use this stat because you!re in the overview and you!re looking at your posts in the last week and you can very clearly visually see your reach, your clicks, and your comments and shares because they!re all color3coded. So, it!s a great place to see also which posts you can actually Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com create as ads because, obviously, the ones that are organically taking o means that people like them. So, there!s not a lot o guessing games. So, like, a good rule o using this or a good way o using this is, every week, you can go in, see what your popular, you know, top three 4 depending on your budget 4 one to three posts are, and then you can actually turn those into ads. And, sometimes, they!re going to be call to actions and, sometimes, they!re 1ust going to be brand awareness as well. So, it!s a great way o using these stats and getting more people on your page. Andrew McCauley: So, that!s on the posts. That!s the overview and posts page. Heather Porter: That!s overview and you can also access that on the post. #ou can see more deeply what!s going on your posts as well rom there. Jike, you know, what times people are actually engaging on your page. Andrew McCauley: #eah, yeah, great. 8kay. +hat other analytics or metrics do you like to look at on 5acebook& Heather Porter: +ell, % like to go into ,eople because % want to make sure that my eorts are at the right target market. So, i %!m 1ust basing my business and my advertising towards women, % want to make sure that %!ve gotten my messaging right and, in act, that the ma1ority o my ans are women and i the age range is accurate. Jike, % know that we were e"posed to a page where, or whatever reason, there were likes that were purchased or ads running without actually targeting the interest properly and they have this whole an base that!s in the teens which has nothing to do with what they actually want. So, that!s why it!s so important to keep an eye on your people because then you know that, yes, you are going ater the right market, you!re attracting the right people, and also you can see in there the country and city and language o the people that are engaging with your page as well. Andrew McCauley: #eah, that!s a good point, too. % really like that, the act that you can see who the most engaged country is and which the most engaged city is. So, you know, i you!re a local business and you!re running some 5acebook ads and suddenly the most engaged city is not your city that you!re trying to attract then something is drastically wrong. #ou know, you!re paying either money or time and eort in growing a list o people that aren!t the relevant target market. So, people, the people section is a very, very good spot to 1ust check out what!s going on. And, the other thing that % do like is 5acebook will tell you your percentages, as you said, o emales and males and the age group breakdown, but they also give you a comparison o the rest o 5acebook as well. So, it!s a pretty good little metric that you can check out. % like that. Heather Porter: Absolutely, yeah. $eore we were talking briely about the overview tab and % said that you could access parts o that in the post tab, but % want to revisit the post tab because there!s an important part in that tab % want you guys to pay attention to. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com And, when you click on posts rom inside your %nsights, there are three sub3 categories 4 when your ans are online, post types which is where Andrew and % are getting that data rom which works best, right& So, is it the video& %s it a link& %s it te"t& %t!ll tell you in there. And, here!s my avorite; top posts rom pages to watch. So, i you guys have your business page, you would have noticed above your cover photo in the administrator area, directly on your page, there!s this new little eature where you can add pages to watch. So, this could be competitors, this can be mentors o yours, people that you!re 1ust trying to study and understand how they!re building their traic. And, what happens is, when you add these pages to watch which % recommend all o you run out right now and go do, inside your post and in the sub3 category o top posts rom pages to watch, it!s going to show you the posts rom those pages that are getting the most traction and engagement. So, now, you!re not only studying your own page but you!re now able to see ive other pages and their top posts to get great ideas o what you also can be doing on your page. Andrew McCauley: #eah, that!s pretty cool. % actually was playing around with that the other day and looking at some competitors o ours and %!m like, B8oh( That!s good( +e!re beating that person,C or, B+e!re beating that company,C you know& Heather Porter: #eah. Andrew McCauley: $ut it!s 1ust good to see. And then, there was one company that % didn!t consider much at all as a competitor and they were 1ust smashing it out o the park and %!m like, B+ell, % really want to see what these guys are doing. They!re going a great 1ob.C Heather Porter: #eah. Andrew McCauley: So, they really pi6ued my interest about that, too. Heather Porter: 2"actly. Andrew McCauley: That!s really good. Heather Porter: And, back on the overview tab, you can actually, because, again, overview is 1ust a 6uick snapshot. %t!ll actually show you where your engagement is or the week in comparison to the pages that you!re watching. So, i you scroll down to the bottom, you can see where you it into the scheme o things with other pages. KAnd, i you!re noticing some o those pages that you!re watching are spiking with engagement, study them. #ou know, ind out what!s going on and what is making their page take o. 9::;LG;<L unclear> Andrew McCauley: #eah, that!s great. That!s really good. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com 0ow, one thing that % do want to mention is that insights rom 5acebook are airly good and there!s a whole range o inormation you can ind out. A lot o this will use 5acebook and will try and drive traic 4 and this is what we teach, using these as tools to drive traic to your website and, you know, how do you make sure that the eorts that you!re putting into 5acebook are actually driving traic, you know, result in traic into your website& And one thing that a lot o people don!t reali@e is that 'oogle Analytics, i you!ve got 'oogle Analytics in your website 4 you should have 'oogle Analytics on your website 4 you actually can see which social sites are driving traic to your website and 'oogle Analytics gives you a good indication o which 5acebook posts were also driving traic there as well. 0ow, you!ve been digging in 'oogle Analytics a little bit lately. Do you want to give us any insight on that& Heather Porter: That!s in the reerrers! area rom memory. 'oogle Analytics is one o those tricky platorms like the rest. %t!s always changing its mind about how it!s going to be laid out. Andrew McCauley: #eah, in the ac6uisitions section, i you look in ac6uisitions on your analytics and then there!s a social drop3down and look in the overview, you!ll see something that tells you how many page visits you!ve had all up and then, o those page visits, how many are coming rom Twitter, 5acebook, Jinked%n, ,interest, #ouTube, and all that sort o stu. So, it gives you a very good indication o whether your marketing 4 i it!s on those platorms 4 are working or not. Heather Porter: %t!s true, yeah, and you!re right. So, earlier, we were talking about the two things you!re looking or 4 engagement which we!ve 1ust been talking about how to sort o measure that but conversion. So, conversion is 1ust the ne"t step 4 taking that ne"t step, clicking or buying rom you. And, in this case, Andrew, what you!re saying is, obviously, you can go see are your eorts working to drive traic back to your website. And % don!t want to go too techie here but % 1ust want to say this because % think everyone needs to know about it is, in 5acebook, when you!re running ads, you can obviously run ads to pages 4 like, web pages 4 and what!s cool is it oers this little thing called a tracking pi"el. There!s loads o other advanced techni6ues but this is really, really simple or people that are 1ust wanting to use ads and not get too overwhelmed by it. % you!re placing an ad to your own web page then, basically, it oers you, 5acebook says, BHere!s a tracking pi"el,C which is 1ust this little piece o code that you give to your web designer or your web programmer and you say, B,ut this piece o code on my Thank #ou page.C So, how it works is, essentially, you!re sending traic rom 5acebook to a page or your choice 4 like, a landing page 4 and then, once the person passes through or signs up to the Thank #ou page, they!re going to hit that Thank #ou page on the way out, that!s where that little piece o code or that tracking pi"el then says, BHey( *ool( So, this person clicked on the ad, went to the landing page, and converted or signed up.C Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com So, what happens is, inside your 5acebook Ads manager, it!s going to show you 4 it!s so easy 4 its shows you how many clicks you got on that particular ad and how many people converted because o that pi"el. %t tells you actual, it 1ust says, right there, it says, you know, B5ive leads,C or e"ample. So, another very, very easy thing that 5acebook has built into their ads that anybody can use and you 1ust keep in mind you need to put that code on your Thank #ou page so you know that they!ve successully signed up. Andrew McCauley: 0ow, in their eed, i you don!t have a web designer handy because someone built your website and you don!t know who they are anymore, you can get someone to do this rom 5iverr.com, right& Heather Porter: #eah, yeah, yeah. Andrew McCauley: So, it costs you M/.:: to get it done so it!s probably worth 4 not probably, it is worth doing it. Heather Porter: So worth it. Andrew McCauley: % 1ust want to 1ust round o with a little story about we had some people that were running some 5acebook ads to their page and this sort o goes back and wraps up how you can really see rom metrics whether your eorts are working. They had a page that was getting about <,::: visits a month and they were running some 5acebook ads and they were spending a bit o money on 5acebook ads and they didn!t know whether it was working or not. So, they gave us their analytics and, basically, we saw that, o the <,::: visits that we were getting 4 well, they were getting 4 to their page, they had less than H:: people coming rom 5acebook. So, they were like, B+ow( %s that all we!re getting&C and we!re like, B#eah.C B$ut lots o people have liked our page.C +ell, it!s good liking the page or liking the post, but that wasn!t your goal. #our goal was to get them to come to a website and whatever it was they were selling at the time. So, this metric, 1ust by knowing what the metric was doing, it saved them spending more money on something that wasn!t working. So, % think they went away and changed their ad call, their ad copy, and it started changing their results. $ut these are 1ust little things that you can start to think about how you can use metrics. B%s it working or me& And, i it!s not, what do % need to i"& +hich part o it is broken so % can i" it&C Heather Porter: And % love that you said that because that is such a smart way o analy@ing what we!re talking about because, like you said earlier, most people see a page that has H:,::: likes and maybe <:: people talking about it and they think, B+ow( %!m popular(C #ou know, B% have good people talking about it. % have things going on,C and then, they reali@e that only H:: clicks per month are going to their website and they don!t even know what those people are doing. Then, suddenly, that!s that underlying level that everyone needs to start to look at to know i all this stu that %!m doing every day is actually making sense or me. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com Andrew McCauley: #eah, yeah, awesome. All right. +ell, % think now we!re coming to the hal3hour point pretty soon. %s there anything you wanted to mention about what people should be looking at as ar as 5acebook analytics& 8r anything that we!ve covered at all& Heather Porter: #eah, 1ust a recap. Here!s how % use it; % go in as much as % possibly can but deinitely you want to get in there once a week. 'o into your %nsights. *heck out that overview tab. $e looking or your engagement, making sure that that!s going up. And, also, watch the other pages 4 see what!s going on with them in con1unction with you, the ones that you!re watching. And then, % pop on over to my posts tab and % 1ust have a big snapshot o looking at all my posts to make sure that there!s good engagement happening with those and % target, % dig deeper into the ones that actually have good engagement and % either put ads to them so % promote those posts or % create more posts that are like that because % know it!s already working. Andrew McCauley: 'ood, good, good. Awesome. +ell, % think we!ve covered most o those things. % think people!s heads might be spinning a little bit. Heather Porter: #eah. Andrew McCauley: 0ow, as % said, we!re going to put some o these images on our podcast page. So, i you!re listening to this podcast on iTunes and you want to have a look at what this page, what these images look like, head on over to autopilotyourbusiness.comIpodcast and then look or episode -./ which is the Social )etrics episode. *heck it out and you!ll see those images there. H, also, let!s tell people about our A#$ 'uide i they haven!t got our A#$ 'uide yet. Heather Porter: #eah, yeah, come on by, you guys. +e have really cool email scripts on there. So, i you!re thinking, BHow do % ollow up with my leads&C you know, B+hat am % actually supposed to say to them in email&C we have a script where you 1ust literally download it and you 1ust answer the 6uestions and it sel3writes the emails or you and gives you suggestions on what to give away. +e have some really cool videos in there as well so you 1ust go to aybguide.com and you!ll see a little video o Andrew and % in there saying, BHello(C and then you pop on through and get your downloads rom there. Andrew McCauley: #ay( All right( +ell, % think that!s about a wrap. 2n1oy your 2aster, Heather and everybody else. % hope you have a great 2aster( Heather Porter: #es( Andrew McCauley: Thanks, H( Heather Porter: Thanks, Andrew( Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com Andrew McCauley: %!ll talk to you ne"t week. Heather Porter: Talk to you ne"t week. $ye guys( Andrew McCauley: $uh3bye( $ye( MC: )ake sure to grab our ree business automation guide now and get access to other special bonuses. Head on over to aybpodcast.com. All passengers and cabin crew should now be seated with their seatbelt securely astened. Jadies and gentlemen, this is the irst oicer speaking. 8n behal o your captains, Andrew )c*auley and Heather ,orter, we would like to thank you or taking the 1ourney with us to Autopilot #our $usiness. #ou are now closer to putting your own business on autopilot using the %nternet. 8 course, i you would like to rack up some re6uent lyer points, visit our website www.Autopilot#our$usiness.com or check us out on 5acebook at 5acebook.comIAutopilot#our$usiness. These re6uent lyer points are totally useless but the inormation is gold. Until we ly again, happy travels( Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com .autopilotyourbusiness.com