#CU12: Measuring social media success – Ben Harrison at Connecting Up 2012
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Businesses venturing into social media is going to want to have clear proof that what you’re doing has an impact. This session aims to help you classify your activity into easy metrics to convey what you’re doing in terms that will make sense to the business.
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#CU12: Measuring social media success – Ben Harrison at Connecting Up 2012
- 1. MEASURING SOCIAL MEDIA SUCCESS proving to the cynics that your activity is working
- 2. ☺ BEN HARRISON COMM MGR t: @generalben e: generalben@gmail.com
- 4. = customer satisfaction + revenue - operating costs THE BIG 3 GOALS
- 5. surveys CS finding RE customers OC cost per contact THE BIG 3 PRIORITIES
- 6. preference CS action RE OC reach THE BIG 3 METRICS
- 7. PREFERENCE ACTION REACH HOW IT BREAKS DOWN
- 8. %, # +/- PREFERENCE ACTION ∑ REACH %, # Vol. HOW IT BREAKS DOWN
- 9. MORE ON CONVERSATION IMPACT bit.ly/smetrics
- 11. Social Media in the enterprise MSFT social - company Various twitter accounts, social - australia evangelists, customer service, account managers, partners Customers CUSTOMER INTERACTION
- 12. social – company Social Media in the enterprise Image blogs facebook websites MSFT linkedin forums videos twitter blogs Various twitter accounts, evangelists, social - australia customer service, account managers, partners Customers SOCIAL CHANNELS
- 13. your twitter twitterverse Social Media in the enterprise your facebook page/group the facebook wall MSFT your blogs blogs/media your image blogs other mage blogs Various twitter your website other websites accounts, evangelists, customer general forums your forums service, account managers, partners vimeo, etc your video channel all youtube, your linkedin all of linkedin Customers EARNED/OWNED VS OPEN
- 14. your twitter Social Media in the enterprise your facebook page/group mentions, comments, retweets, lik es, shares, follows, clickthroughs MSFT image blogs your your linkedin Various twitter your website traffic, inbound links, findability accounts, evangelists, customer subscribers your forums views, comments, service, account managers,comments, subscribers your video channel views, partners your blogs comments, subscribers, traffic, findability Customers MONITORING YOUR CHANNELS
- 15. twitterverse Social Media in the enterprise other websites your company mentions your product mentions MSFT blogs/media your campaign mentions your competitors’ mentions general forums your causes Various twitter accounts, evangelists, all youtube, vimeo, etc customer service, account managers, all of linkedin partners wall the facebook a little bit more difficult other image blogs Customers MONITORING THE SOCIAL SPHERE
- 16. monitor how your Social Media in the enterpriseaudience speaks, not how your company mentions you do MSFT align your products and your product mentions company with your causes/campaigns your campaign mentions Various twitter keep track of your your competitors’ mentions competitors as much as accounts, evangelists, customer your own activity you do service, account managers, partners your causes refine and improve over time Customers MONITORING SETUP
- 17. Social Media in the enterprise Sentiment data from your monitoring MSFT All tracked responses to your activity Various twitter Mentions of your causes and customer accounts, evangelists, products through your owned service, account managers, partners media and monitoring Customers WHAT YOU HAVE AT THIS POINT
- 18. ∑ mentions of organisation over time % positive company sentiment over time total drives through to donation page per social channel ∑ total mentions of our org + primary cause over time PUTTING IT ALL TOGETHER
- 19. PART THREE: A WORD ON ENGAGEMENT
- 20. BUSINESS: “dear social team, kindly deliver unto us 500 registrations to said event”
- 21. BUSINESS: “after all, you have, like, 100,000 followers. So no probs, right?
- 22. ASSISTING GOALS
- 23. ∑ a+w+d EDGERANK
- 24. SERVICE TIMELY NEWS AND EXCLUSIVES FREE STUFF A HUMAN FACE OR VOICE CLEVER/FUNNY/AWESOME MEDIA PERSONAL INTERACTION +ENGAGEMENT
Editor's Notes
- Session: Measuring social media success – Proving to the cynics that your activity is workingBusinesses venturing into social media is going to want to have clear proof that what you’re doing has an impact. This session aims to help you classify your activity into easy metrics to convey what you’re doing in terms that will make sense to the business. At this session you will learn about:- social media monitoring and metrics- key metrics to use- how to apply these metrics to a variety of scenarios.Speaker Bio: As Community Manager for Microsoft Australia, Ben is tasked with overseeing all of the social media channels that fall under the region's umbrella. His primary concerns are to ensure that all channels are consistently growing, maintaining a high standard of response, engagement and accuracy, plus ensuring that there is a return on investment with all ventures. In order to complete these goals Ben manages an international team and strives to be across not only the latest in social and online technology, but the entire suite of products and features available at Microsoft Australia.
- im currently employed – how many community managers, people titles community manager in the room
- I talk about my experience from the microsoft angle in enterprise, but this I believe is helpful for NGOs.
- Business goals are Revenue-trials, events, downloads, whitepapers, case studiesOperating costsStaff, tools, spend, cost per click, cost per advocateCustomer SatisfactionSurveys share of voice, sentiment tracking
- As a barometer for customer satisfaction, the business surveys both its customers and its potential audiences regularly.You may have received one yourself – the idea is to gauge purchase intent and perception of the product.The revenue driving activity is various – this forms the main arm of the operation and varies by segment. Essentially, as the formula goes, revenue needs customers, customers need awareness. We’re out to drive and influence awareness. This can be as simple as driving a trial download or whitepaper, or driving attendance to an event. Reading a case study. Watching a video. Finally, as efficient marketers, we’re looking to drive the cost of attaining this awareness down. Costs per click, per registration, per download – how many ads have to be bought, how much does the segment on tv cost on a per eyeball basis.
- So when we measure social media at Microsoft, we’re looking at 3 categories. The overall idea is based on Ogilvy’s paper “Measuring Results with Conversation Impact”When we look at preference, we’re essentially trying to become a barometer for the brand, product or campaign. That of course still means marketing surveys, but we also can tap into social media monitoring and some other cool stuff that looks outside of our direct contacts.For reach, there’s two parts – obviously we look at the potential of of our own channels – how many followers, likers, etc we have. But what we really want to see how far we can use that amount to influence how many people a message carries to, how many discussions take place on that topic. Then we look outside as well. How many mentions of our product of concern in the universe? What’s more, we can look at positioning - Action, lastly, is a bit more straight forward. When we’re driving a specific marketing activity, an action is a completion of that goal. That’s a registration driven, a download completed, a video viewed, an entry submitted.
- Finally, to get a bit more granular, let’s get to the actual metrics we look at. For preference – basics are we survey customers we have interacted with in social media. We look at shifts in their opinion in the company over time. For reach we then look at the overall mentions in the market of our campaigns and products, measuring the shift in those mentions over time, particularly over the focus of an existing campaign. Finally for preference and the percentage of positive and negative chatter about those products.If we are campaigning around a product, we look at a shift in both the overall volume and changes in negative and positive sentiment over time. Finally, to check our actions, we are looking at the number of our marketing goals specifically driven specifically by our social media channels.
- Break things down even further with some sample metricsReach and positioningHow many mentions total and increase over timeHow many mentions as a percentage of total mentionsCost per point of increasePreferenceTotal number of positive brand mentions and shift over timeTotal number as a percentage of the category, vs competitorsNet sentiment, ie positive minus negative, shift over timeActionTotal acquisitions through social mediaTotal registrationsCost per each
- We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
- We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
- This next part is giving a bit of context to what we’re measuring by dividing up the customers and the business in a way that attempts to cover the breadth of market.
- I’m simplifying, but most of digital australia operates in and around the following channels. By image blogs I mean the more up and coming sections, previously occupied by flickr but now tumblr, instagram and pinterest
- When we’re monitoring, there is a clear distinction between the channels that are earned, ie channels that are set up on a third party property and then built up over time, as well as channels built and hosted personally by your company, versus the rest of the interaction that happens outside of this sphere of influence
- Generally a community manager or digital producer is doing the obvious stuff when monitoring incoming channelshootsuite, sprinklr, cotweet, cotweet enterprise, tweetdeck can do a good job of keeping the social channels in check.
- Why is the rest so important? In the scheme of things, especially in the world of not for profits, your organisation acts as just one influencer amongst many – while your influence is of course important, the influence level of others is often more important in reaching your goalsmonitoring tools are something essential here – you can use something free like social mentionradian6,meltwater, sprinklr, crimson hexagon, sysomos, alterian, brandtology are the paid onesfacebook is a little more closed searchwise and has its own metrics – but they still apply. generally people are very concerned with amassing a lot of followers, but what’s really important is something they call “talking about this” – that’s your true field of influence. One definitely influences the other, but it’s a means to an end, not the end itself!
- This is a fairly complex subject to break into a slide format, so I will stick mainly to philosophy. second point – it is possible to segment your audience by terminology – do they use industry slang “in the know” words?Are they technical or not technical?Are they familiar with your campaign or cause or are they new to it?Spam elimination is a factor – if you have a product, for example office or windows, you could be up spending a lot of time getting rid of mentions like double glazed windows, or office furnitureAnother factor is language and region – is your company australia only or global? Make sure you pick someone who can focus on your region and your languages of concernsentiment words are important modifiers as well. slang can be important, as well as
- These are the main touch points for the business – obviously general marketing hits all of these channels, but there are some parts of the business who interact uniquely.
- here’s a hypothetical example of some metrics for a campaign
- We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
- To get the most return on your marketing goals, your ccontent and your channel needs to be engaging. Of course it should be abundantly clear that your marketing content should be as awesome as possible,But the way that facebook and twitter work makes this engagement even more important. Likelihood of your content appearing in feeds, being commented on, shared, liked is algorithmic.Your likelihood of being retweeted, listened to, depends on what you offer to the customer
- A word on edge rank – it drives facebook, but I believe the principles of it are good across the boardthe number of edges is the total of affinity plus weight plus decay over time
- We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…