What are the key metrics and indicators to measure and optimize your social media customer journey map?

Esta es la primera etapa del funnel de marketing. La marca busca atraer la atención de clientes potenciales y presentarles la propuesta de marca. El objetivo principal de esta etapa es aumentar el conocimiento de la marca, aumentar el brand exposure y establecer una percepción positiva en la mente de los consumidores, para que logren avanzar de manera orgánica, efectiva y satisfactoria en el viaje del funnel. Captar la atención de clientes potenciales es clave. Los KPIs relevantes son impresiones, reach, Brand Awareness Lift, búsquedas, visitas, visualizaciones, share, CTR y medir el Core Web Vitals (métricas de rendimiento web).

Reach: Measures how many people have seen your content, indicating the extent of your brand’s visibility. Impressions: Counts how often your content is displayed. Engagement Rate: The total number of interactions (likes, shares, comments) divided by the number of impressions; how compelling your content is. Follower Growth: Tracks the increase in your social media followers over time. Website Traffic from Social Media: Monitors visitors coming to your website from social platforms. Brand Mentions: The frequency with which your brand is mentioned on social platforms, reflecting brand awareness and word-of-mouth spread. Share of Voice: Compares your brand's mentions against competitors.

Como especialista em experiência do cliente, focar nas métricas certas ao mapear a jornada nas redes sociais é crucial. Priorize indicadores como Taxa de Engajamento, Sentimento do Cliente e Tempo de Resposta. Analise conversas, avalie feedbacks e adapte sua estratégia com base em análises de dados. A interpreta??o dessas métricas n?o apenas quantifica, mas também qualifica a experiência do cliente nas mídias sociais, proporcionando insights valiosos para otimiza??o contínua. Uma abordagem estratégica nas redes sociais n?o só fortalece a presen?a online, mas também promove lealdade e satisfa??o duradouras. #ExperiênciaDoCliente #BPO #ContactCenter #EurialeVoidela #CustomerExperience #JornadaDoCliente #MapeamentoDeJornada????

I believe the following metrics are the most important: 1. Engagement Track and analyze the level of engagement on social media platforms, such as likes, comments, shares, and retweets. 2. Conversion Track and analyze the conversion rate of social media traffic to website sales or leads. 3. Social sentiment Analyze customer sentiment and emotions on social media, using tools such as sentiment maps or natural language processing (NLP) analysis. 4. Reach Measure the reach and impressions of social media posts, including the number of followers and the number of people who see the posts. 5. Customer retention Track the number of customers who engage with your brand on social media and continue to do so over time.

Click-Through Rate (CTR): Indicates the percentage of people clicking on a link within your post. Engagement on Detailed Content: Measures interactions with product demos, case studies, or detailed posts. Lead Generation: The number of leads or inquiries generated from social media. Content Engagement Depth: Analyzes which types of content (videos, blogs, infographics) keep users engaged longer. Social Listening for Brand or Product Queries: Tracks questions or discussions about your brand/products, showing active consideration. Conversion Rate from Social Media: The percentage of users who take a desired action after clicking through-effective persuasion .

When potential customers evaluate your offer and compare it with alternatives, it's essential to focus on metrics that reflect both engagement and lead potential. One key metric to track is the Click-Through Rate (CTR) on your detailed content, such as product demos or case studies. Another valuable metric is the conversion rate from content engagement, which measures how many viewers of your detailed posts become leads. Additionally, monitor the lead-to-customer conversion rate to see how effective your nurturing efforts are. Analyzing these metrics allows you to refine your messaging to address your audience's specific pain points and needs, fostering stronger connections and higher conversion potential.

El objetivo de esta etapa es aumentar los ingresos a partir de nuevos clientes y crecimiento de clientes actuales. Otorgan una visión integral del comportamiento del cliente para mejorar la experiencia del cliente y aumentar las ventas, y pueden agruparse en 3 grupos de Métricas: Las Operacionales: Closing Effort Sale (efectividad de la venta), Ratio conversión, CPA (costo de adquisición), Valor promedio del pedido (AOV), Tasa de abandono del carro, volumen devoluciones, Tiempo desde que entra en contacto con la marca y hasta la compra, Tasa de retención. Las de Percepción: CSAT, CES en la interacción, NPS transaccional. Las de Outcome: Lifetime Spend, Market share (ver el éxito de la estrategia de la experiencia de compra y de marketing).

En base a las diferentes métricas monitoreadas en las distintas etapas, la optimización es clave en toda la estrategia del mapa de viaje del cliente de redes sociales en base al data drive decisions, para atraer, generar conciencia de marca, lograr la venta y lealtad: Generar contenido entretenido, educativo e interesante, optimizar motor de búsqueda, implementar display advertising y estrategia de marketing influencers en redes sociales, marketing de contenido avanzado (testimonios, demos), rese?as, nurturing, implementar marketing automation, segmentación de audiencias, hiperpersonalización de contenido, webinars y eventos virtuales, dise?ar tácticas de remarketing y retargeting, implementar servicio al cliente, sistemas de feedback.

The best way to decide on metrics, in my opinion, is to take time to understand what your customers are trying to do. So for social media, it is a case of understanding what good looks like for a good interaction with your desired audience. For some brands, this could be click-throughs to articles & content, for another brand this could be likes & shares on videos. But the key here is being 'outside in' with your approach rather than 'inside out'. Inside out would mean you decide what your audience should do & you try to measure it. Outside in, would be understanding what your audience is trying to do & then ensuring you can measure it. The best revelation in marketing is that most things are easy...when you listen to your audience.