Social Media Measurement

Slide 1

Slide 1 text

Social Measurement Thursday, August 22, 13

Slide 2

Slide 2 text

Tara Coomans Head Brainstormer Akamai Marketing @TaraCoomans Rob Bertholf Chief Product Ofﬁcer SaaS Venture Group @Rob Thursday, August 22, 13

Slide 3

Slide 3 text

Social Measurement Thursday, August 22, 13

Slide 4

Slide 4 text

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

Slide 5

Slide 5 text

Methods for collecting data • Data Gathering (Machine vs Human) • Reﬁnement • Interpretation • Action ability Thursday, August 22, 13

Slide 6

Slide 6 text

Realistic View of Measurement Opportunities & Challenges: What Social Media ROI is and is not Thursday, August 22, 13

Slide 7

Slide 7 text

Opportunities Thursday, August 22, 13

Slide 8

Slide 8 text

Why you should measure! • More immediate information • Better business decisions • More targeted marketing Thursday, August 22, 13

Slide 9

Slide 9 text

SM vs Other Marketing Tactics Thursday, August 22, 13

Slide 10

Slide 10 text

Challenges & Limitations Thursday, August 22, 13

Slide 11

Slide 11 text

Key Challenges • Volume of Available Data • Inconsistent Approaches • Data Fragmentation • Limited Resources/Analytics Thursday, August 22, 13

Slide 12

Slide 12 text

Correlation =/= Causation Qualitative vs. Quantative Thursday, August 22, 13

Slide 13

Slide 13 text

Sentiment • Not all content is favorable. • Luckily there is no sarcasm in social media* Thursday, August 22, 13

Slide 14

Slide 14 text

Last touch attribution First Visit Bookmark Second Visit $ Email Signup Online/Ofﬂine Thursday, August 22, 13

Slide 15

Slide 15 text

Inﬂuence vs. Relevance • Topicality vs. Reach • Inﬂuencers vs. Advocates Thursday, August 22, 13

Slide 16

Slide 16 text

Business Goals & KPI’s Thursday, August 22, 13

Slide 17

Slide 17 text

Potential Business Goals Thursday, August 22, 13

Slide 18

Slide 18 text

Exposure Thursday, August 22, 13

Slide 19

Slide 19 text

Customer Insight Thursday, August 22, 13

Slide 20

Slide 20 text

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

Slide 21

Slide 21 text

Organizational Development Thursday, August 22, 13

Slide 22

Slide 22 text

Progressive KPI’s Thursday, August 22, 13

Slide 23

Slide 23 text

Funnel Authority Action Engagement Advocacy Exposure Thursday, August 22, 13

Slide 24

Slide 24 text

Exposure • Website Visits / Pages viewed/ Unique Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects) Thursday, August 22, 13

Slide 25

Slide 25 text

Engagement • Post Likes/+1’s/Retweets • Social Post Comments • Blog Comments • Social Reviews • Share of Voice Thursday, August 22, 13

Slide 26

Slide 26 text

Authority • Share of Voice • Search Ranking • Social Inﬂuence Metrics • Aggregated Metrics Thursday, August 22, 13

Slide 27

Slide 27 text

Action • Event Tracking (Key Clicks/Downloads/Read Brochure) • Goal Conversion (Inquiries/Email Signup/Registration/Petition) • eCommerce Conversion (Sales/Donations/Subscriptions) • Ofﬂine Actions Thursday, August 22, 13

Slide 28

Slide 28 text

Advocacy • Positive WOM • Generating Content (Blog Posts/Media Content) • Customer Satisfaction Thursday, August 22, 13

Slide 29

Slide 29 text

Understanding the Data .. and what to do about it. Thursday, August 22, 13

Slide 30

Slide 30 text

Tools to Measure Thursday, August 22, 13

Slide 31

Slide 31 text

Getting ready to measure! • Install Google Analytics • URL shortener • Social Measurement (Platform (Native) vs 3rd party) Thursday, August 22, 13

Slide 32

Slide 32 text

Google Analytics: Social Source Thursday, August 22, 13

Slide 33

Slide 33 text

Google Analytics: Social Value Thursday, August 22, 13

Slide 34

Slide 34 text

URL Shortener Thursday, August 22, 13

Slide 35

Slide 35 text

Platform Speciﬁc Metrics Thursday, August 22, 13

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

Tools to Measure Engagement • Hootsuite • Sprout Social • Radian6 (Social.com) • Facebook Insights • YouTube Insights • Social Mention Thursday, August 22, 13

Slide 38

Slide 38 text

Free Thursday, August 22, 13

Slide 39

Slide 39 text

Free Alerts Thursday, August 22, 13

Slide 40

Slide 40 text

Free - $6/mo + Thursday, August 22, 13

Slide 41

Slide 41 text

Tools to Measure Authority • (Share of Voice Tool) • Google Rank • Klout (not score, check moments) Thursday, August 22, 13

Slide 42

Slide 42 text

Klout’s Network Breakdown Thursday, August 22, 13

Slide 43

Slide 43 text

Tools to Measure Action • Google Analytics • Ofﬂine = “Word of the day” etc. Thursday, August 22, 13

Slide 44

Slide 44 text

Tools to Measure Advocacy • Twitter Search • Social Mention Thursday, August 22, 13

Slide 45

Slide 45 text

Tracking the Untrackable • Landing Pages http://yourdomain.com/as-seen-on-tv • Phone Number 1-800-SEENONTV Thursday, August 22, 13

Slide 46

Slide 46 text

Importance of Baselines Thursday, August 22, 13

Slide 47

Slide 47 text

Current Positioning • Identify customer relationship with brand • Identify show stoppers Thursday, August 22, 13

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

Now what? Thursday, August 22, 13

Slide 50

Slide 50 text

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

Slide 51

Slide 51 text

Data Based Decisions • Using the data to advance to next stage of customer engagement Thursday, August 22, 13