Tara Coomans
Head Brainstormer
Akamai Marketing
@TaraCoomans
Rob Bertholf
Chief Product Officer
SaaS Venture Group
@Rob
Thursday, August 22, 13
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Social Measurement
Thursday, August 22, 13
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Social Media Measurement
• Social media measurement refers to the setting of baselines of
current activity to identify change across various social media
platforms in order to determine the success of social marketing
campaigns and provide actionable data.
Thursday, August 22, 13
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Methods for collecting data
• Data Gathering (Machine vs Human)
• Refinement
• Interpretation
• Action ability
Thursday, August 22, 13
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Realistic View of Measurement
Opportunities & Challenges: What Social Media ROI is and is not
Thursday, August 22, 13
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Opportunities
Thursday, August 22, 13
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Why you should measure!
• More immediate information
• Better business decisions
• More targeted marketing
Thursday, August 22, 13
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SM vs Other Marketing Tactics
Thursday, August 22, 13
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Challenges & Limitations
Thursday, August 22, 13
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Key Challenges
• Volume of Available Data
• Inconsistent Approaches
• Data Fragmentation
• Limited Resources/Analytics
Thursday, August 22, 13
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Correlation =/= Causation
Qualitative vs. Quantative
Thursday, August 22, 13
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Sentiment
• Not all content is favorable.
• Luckily there is no sarcasm in social media*
Thursday, August 22, 13
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Last touch attribution
First Visit
Bookmark Second
Visit
$
Email Signup
Online/Offline
Thursday, August 22, 13
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Influence vs. Relevance
• Topicality vs. Reach
• Influencers vs. Advocates
Thursday, August 22, 13
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Business Goals & KPI’s
Thursday, August 22, 13
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Potential Business Goals
Thursday, August 22, 13
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Exposure
Thursday, August 22, 13
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Customer Insight
Thursday, August 22, 13
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Decision-Making
• Marketing - Customer Insights
• Product - Which products are not and which not
• Web Designer - Creating a site based on who is visiting
• Sales - Which referral sources are bringing value
• HR - Applicant quality
• Social Marker - Which content rocks (platform/ topic/ media)
Thursday, August 22, 13
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Organizational Development
Thursday, August 22, 13
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Progressive KPI’s
Thursday, August 22, 13
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Funnel
Authority
Action
Engagement
Advocacy
Exposure
Thursday, August 22, 13
Understanding the Data
.. and what to do about it.
Thursday, August 22, 13
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Tools to Measure
Thursday, August 22, 13
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Getting ready to measure!
• Install Google Analytics
• URL shortener
• Social Measurement (Platform (Native) vs 3rd party)
Thursday, August 22, 13
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Google Analytics: Social Source
Thursday, August 22, 13
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Google Analytics: Social Value
Thursday, August 22, 13
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URL Shortener
Thursday, August 22, 13
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Platform Specific Metrics
Thursday, August 22, 13
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Tools to Measure Exposure
• Google Analytics
• URL Shortener (Bit.ly, etc.)
• Social Review Traffic (Yelp, TripAdvisor)
• Social Media Platform Analytics
• 3rd Party Analytics
Thursday, August 22, 13
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Tools to Measure Engagement
• Hootsuite
• Sprout Social
• Radian6 (Social.com)
• Facebook Insights
• YouTube Insights
• Social Mention
Thursday, August 22, 13
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Free
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Free
Alerts
Thursday, August 22, 13
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Free -
$6/mo +
Thursday, August 22, 13
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Tools to Measure Authority
• (Share of Voice Tool)
• Google Rank
• Klout (not score, check moments)
Thursday, August 22, 13
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Klout’s Network Breakdown
Thursday, August 22, 13
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Tools to Measure Action
• Google Analytics
• Offline = “Word of the day” etc.
Thursday, August 22, 13
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Tools to Measure Advocacy
• Twitter Search
• Social Mention
Thursday, August 22, 13
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Tracking the Untrackable
• Landing Pages http://yourdomain.com/as-seen-on-tv
• Phone Number 1-800-SEENONTV
Thursday, August 22, 13
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Importance of Baselines
Thursday, August 22, 13
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Current Positioning
• Identify customer relationship with brand
• Identify show stoppers
Thursday, August 22, 13
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Creating & Setting Baselines
• Set KPI’s based on customer relationship & business goals/
communication objectives
• Determine which methods will track these KPI’s
Thursday, August 22, 13
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Now what?
Thursday, August 22, 13
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Aggregate vs Individual
• Compare data against itself on a high level to get a overall pulse
• Deep dive to get data for decision making
Thursday, August 22, 13
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Data Based Decisions
• Using the data to advance to next stage of customer
engagement
Thursday, August 22, 13