Social Media Measurement

via @Rob & @TaraCoomans

Transcript

1. Social Measurement Thursday, August 22, 13
2. Tara Coomans Head Brainstormer Akamai Marketing @TaraCoomans Rob Bertholf Chief Product Officer SaaS Venture Group @Rob Thursday, August 22, 13
3. Social Measurement Thursday, August 22, 13
4. 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
5. Methods for collecting data • Data Gathering (Machine vs Human) • Refinement • Interpretation • Action ability Thursday, August 22, 13
6. Realistic View of Measurement Opportunities & Challenges: What Social Media ROI is and is not Thursday, August 22, 13
7. Opportunities Thursday, August 22, 13
8. Why you should measure! • More immediate information • Better business decisions • More targeted marketing Thursday, August 22, 13
9. SM vs Other Marketing Tactics Thursday, August 22, 13
10. Challenges & Limitations Thursday, August 22, 13
11. Key Challenges • Volume of Available Data • Inconsistent Approaches • Data Fragmentation • Limited Resources/Analytics Thursday, August 22, 13
12. Correlation =/= Causation Qualitative vs. Quantative Thursday, August 22, 13
13. Sentiment • Not all content is favorable. • Luckily there is no sarcasm in social media* Thursday, August 22, 13
14. Last touch attribution First Visit Bookmark Second Visit $ Email Signup Online/Offline Thursday, August 22, 13
15. Influence vs. Relevance • Topicality vs. Reach • Influencers vs. Advocates Thursday, August 22, 13
16. Business Goals & KPI’s Thursday, August 22, 13
17. Potential Business Goals Thursday, August 22, 13
18. Exposure Thursday, August 22, 13
19. Customer Insight Thursday, August 22, 13
20. 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
21. Organizational Development Thursday, August 22, 13
22. Progressive KPI’s Thursday, August 22, 13
23. Funnel Authority Action Engagement Advocacy Exposure Thursday, August 22, 13
24. Exposure • Website Visits / Pages viewed/ Unique Visitors • Social Bookmarks (Diggs, Bookmarking) • Audience Size (Likes/Follows/Circles/Connects) Thursday, August 22, 13
25. Engagement • Post Likes/+1’s/Retweets • Social Post Comments • Blog Comments • Social Reviews • Share of Voice Thursday, August 22, 13
26. Authority • Share of Voice • Search Ranking • Social Influence Metrics • Aggregated Metrics Thursday, August 22, 13
27. 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
28. Advocacy • Positive WOM • Generating Content (Blog Posts/Media Content) • Customer Satisfaction Thursday, August 22, 13
29. Understanding the Data .. and what to do about it. Thursday, August 22, 13
30. Tools to Measure Thursday, August 22, 13
31. Getting ready to measure! • Install Google Analytics • URL shortener • Social Measurement (Platform (Native) vs 3rd party) Thursday, August 22, 13
32. Google Analytics: Social Source Thursday, August 22, 13
33. Google Analytics: Social Value Thursday, August 22, 13
34. URL Shortener Thursday, August 22, 13
35. Platform Specific Metrics Thursday, August 22, 13
36. 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
37. Tools to Measure Engagement • Hootsuite • Sprout Social • Radian6 (Social.com) • Facebook Insights • YouTube Insights • Social Mention Thursday, August 22, 13
38. Free Thursday, August 22, 13
39. Free Alerts Thursday, August 22, 13
40. Free - $6/mo + Thursday, August 22, 13
41. Tools to Measure Authority • (Share of Voice Tool) • Google Rank • Klout (not score, check moments) Thursday, August 22, 13
42. Klout’s Network Breakdown Thursday, August 22, 13
43. Tools to Measure Action • Google Analytics • Offline = “Word of the day” etc. Thursday, August 22, 13
44. Tools to Measure Advocacy • Twitter Search • Social Mention Thursday, August 22, 13
45. Tracking the Untrackable • Landing Pages http://yourdomain.com/as-seen-on-tv • Phone Number 1-800-SEENONTV Thursday, August 22, 13
46. Importance of Baselines Thursday, August 22, 13
47. Current Positioning • Identify customer relationship with brand • Identify show stoppers Thursday, August 22, 13
48. 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
49. Now what? Thursday, August 22, 13
50. 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
51. Data Based Decisions • Using the data to advance to next stage of customer engagement Thursday, August 22, 13