Social media measurement and performance analysis is one of the most debated topics in the current marketing environment. Recently I hosted a workshop for the PRIA which attempted to put social media measurement in perspective, especially when linking it to tangible business objectives. This is not an exhaustive presentation, nor will it answer every question linked to social media measurement, but it will hopefully give you a useful resource to refer to.

1. Social media
measurement
Tracking, measuring and reporting
September 2014
Title of Presentation

2. 2
Session focus
Using the right approach
at the right time(s).

3. 3
Session outline
1. Putting measurement in perspective
2. Importance of objectives
3. Mini case studies
4. Getting set up
5. Tools you can use
6. Tips and hints

4. 4
Putting
measurement in
perspective

5. 5
Perspective, context, challenges and disclaimers
Before we get practical, some
perspective is required.
(And some all important a** covering)

6. 6
What?!?!?!?
There are so many guides and theories out there that it can get
very confusing.

7. 7
Ummmm…
There are also so many terms connected to measurement which
can sometimes add to the confusion.

8. 8
The social media lifecycle
Inactive
Semi-
Active
Innovating
Maturing Active
Results are directly impacted by where the business in
questioned in situated within the social media lifecycle.

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Show me the money
Increasingly, there is a direct correlation between impact and the
amount of budget allocated to channel and content promotion.

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Too much of a good thing?
When it comes to available data, we are blessed with an
embarrassment of riches. However, this level of information can
also be a curse.

11. Ongoing analytics Campaign-focused metrics
11
Programs v campaigns
‘Always on’ Creative campaigns
Ideally, social media and content activity that takes place on your
owned channels should be a long-term play which lends analytics
toward improving performance month-on-month.

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Sectors matter
Like for like comparisons across sectors is unrealistic given the
uneven levels of organic interest depending on the subject matter.

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Impossible without…
Measurement is impossible without benchmarks. Benchmarks are
not possible with a appropriate sample size.

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Key outtake
As nice as it would be, a generic solution doesn’t
exist primarily due to an extended set of
variables.
But, some guiding principles do exist.

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Importance of
objectives

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The very first step
Setting tangible objectives
should be common sense, but
are often overlooked.

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Social media objectives menu
Sales? Advocacy?
Awareness? Cost reduction?*
Traffic / referrals? Loyalty?
Customer satisfaction? Brand positioning?
Audience generation? Inbound leads?
These are just some examples of objectives that can be linked to
social media and digital content activity.

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Measurement framework example
Business Objective (And / Or Desired Action)
Brand / Communications Objective (And / Or Desired Action)
Facebook Purpose
Primary: Customer Engagement
Secondary: Customer Service
Twitter Purpose
Primary: Customer Service
Secondary: Customer Engagement
Pinterest Purpose
Primary: Website Referrals
Secondary: Customer Engagement
**To be filled in**
Facebook Metrics
Interaction (Post Likes / Comments /
Shares)
Receptiveness (Fan Posts / External Likes)
Reach (Weekly Total Reach)
Engagement (Engagement Rate)
Conversion (Referrals to target URL)
Popularity (Page Likes / PTA)
Twitter Metrics
Interaction (Cust Retweets / Mentions)
Receptiveness (Brand Retweets / Replies)
Reach (Monthly Total Reach)
Engagement (Broadcast v Conversations %)
Influence (TweetLevel Score)
Popularity (Followers)
Pinterest Metrics
Interaction (Cust Likes / Repins)
Receptiveness (Brand Likes / Repins)
Conversion (Referrals to target URL)
Popularity (Followers)
Facebook Reporting
Weekly: Pop, Int, Rec, Rea
Monthly: All
Quarterly: All + Competitor Comparison
Twitter Reporting
Weekly: Pop, Int, Rec
Monthly: All
Quarterly: All + Competitor Comparison
Pinterest Reporting
Monthly: All
Quarterly: All + Competitor Comparison
**To be filled in**
Social Media Objective(s)
**To be filled in**

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Measurement framework example
Business objective(s)
Marketing / brand objective(s)
Social media objective(s)
Social media channel purpose(s)
Social media and content performance data

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Example one: Music for RAIN
Soft metrics:
Views
Visibility / reach
Mentions
Hard metrics:
Website traffic
Conversions

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Example one
http://bit.ly/CCM4RCaseStudy

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Example two: Red Wine Society
Soft metrics:
Visibility / reach
Social actions
Hard metrics:
Website traffic
Conversions (loyalty club sign ups)

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Example three: Video campaign
Soft metrics:
Views
Mentions
Social actions
Hard metrics:
Referrals
Cost per contact

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Example four: Competitor comparison
450
400
350
300
250
200
150
100
50
0
Relative performance by attribute: All
Popularity Receptiveness Interaction Network Trust
Costa Starbucks Caffe Nero Greggs M&S Pret a Manger Pizza Express Krispy Kreme
This analysis was used to inform strategy and set benchmarks
as opposed to measuring in a more traditional sense

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Example five: Product recall
Digg Dialogue Activity identified
as a key turning point

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Example six: Professional services
Soft metrics:
Traffic
Page time
Popular pages
Hard metrics / indicators:
Search engine rankings
Inbound leads

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Be SMART
Using SMART principles is still a must.

28. 28
Getting set up

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A basic process
1. Establish tangible objective(s) / goal(s)
2. Match ‘soft’ metrics to the objectives goals
3. Put tracking and measurement processes / tools in place
4. Things you can measure
5. Monitoring in real-time
6. Reporting

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Tracking and measurement tools

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Monitoring performance in real time
Monitoring performance in real-time is one of the most
overlooked aspects of digital marketing.
It allows for:
• Adjustments to content plans based on results
• Adjustments to promotion budgets
• Consideration of additional activities
In reality, social media metrics are probably more valuable
from a continued optimisation perspective as opposed to a
post-campaign output.

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Reporting
Reporting is very much determined on all the things we’ve
covered so far.
There is no such thing as a uniform template.
There is no such thing as an all-in-one reporting solution.
It is a manual process, supported by available and relevant
data.

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A template / approach we use (monthly)
One big thing
Key insights
Looking ahead
This supported by a quarterly review which delves deeper into both quantitative
and qualitative data.
It also features competitor set comparisons.

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Quant v Qual
Quantitative
data
Qualitative
data
Output levels
Social actions
Popularity metrics
Volume of mentions
Volume of traffic
Ranking v competitors
Interactions
Specific content
Customer queries
Theme receptiveness
Visitor tonality
It’s not just about the numbers.

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Tips and hints

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One: Retro is a no no
Get your tracking in place before
the activity commences.

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Two: Best friend
Understand Google Analytics
inside out.

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Three: Don’t get plucky
Stress the importance of
benchmarks.

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Four: Real value
Using data to optimise
campaigns while live is often
more valuable that the final
report.

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Five: Owned v earned
Earned media data is often
difficult to obtain.

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Six: Beyond reach
Relevance and resonance before
reach.
Hard to measure, but should
always be top of mind.

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Seven: Up and down
Month-on-month data is often
the only relevant metric you can
report on.

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Eight: Be flexible
The solution you develop today
might not be relevant tomorrow.
Make this a key part of
education within your
organisation.

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For more information:
Adam Vincenzini
Founder and Managing Partner
Kamber
Kamber.com.au