• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Developing a Best Practices Approach to Social Media Measurement
 

Developing a Best Practices Approach to Social Media Measurement

on

  • 1,862 views

For years, com­mu­ni­ca­tors have struggled to understand what metrics they should use to define the suc­cess of their pro­grams. That struggle has now made its way into social media. Chuck ...

For years, com­mu­ni­ca­tors have struggled to understand what metrics they should use to define the suc­cess of their pro­grams. That struggle has now made its way into social media. Chuck Hemann will cover:

How as social pro­grams achieve higher levels of sophis­ti­ca­tion, mea­sure­ment will become even more crit­i­cal in order to under­stand what has or hasn’t worked and how pro­gram tac­tics can be altered.

How to come up with the right met­rics to mea­sure success.

How to build an index to mea­sure your com­mu­ni­ca­tions pro­grams more holistically.

Statistics

Views

Total Views
1,862
Views on SlideShare
1,862
Embed Views
0

Actions

Likes
6
Downloads
81
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Developing a Best Practices Approach to Social Media Measurement Developing a Best Practices Approach to Social Media Measurement Presentation Transcript

    • Developing  a  Best  Prac9ces   Approach  to  Social  Media   Measurement   Chuck  Hemann|  VP,  Digital  Analy9cs   EDELMAN  DIGITAL  |  @chuckhemann    ON  TWITTER  @CHUCKHEMANN    ON  TWITTER  
    • WARNING:  I  AM  A  MATH  GEEK!!  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/  
    • PROPER  PLANNING  PREVENTS  POOR  PERFORMANCE  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/7855449@N02/4712815719/in/set-­‐72157606844282993  
    • HERE’S  THE  GOOD  NEWS…   “In  2009,  more  data  was   generated  by  individuals   than  in  the  en9re  history   of  mankind  through   2008”   Andreas  Weigend,  Former  Chief  Scien9st   Amazon.com  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/  
    • BUT  HERE’S  THE  BAD  NEWS…   “In  2009,  more  data  was   generated  by  individuals   than  in  the  en9re  history   of  mankind  through   2008”   Andreas  Weigend,  Former  Chief  Scien9st   Amazon.com  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/  
    • UNDERSTANDING  WHAT  LISTENING  CAN  AND  CAN’T  DO   Ability  to  op9mize  content  in  real-­‐9me     Foster  a  beNer  customer  experience     Learn  about  poten9al  product  issues     Marke9ng  through  conversa9on     Gain  business  intelligence       …HOWEVER,  IT  ISN’T  MEASUREMENT!!  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/  
    • NO  STRATEGIC  DIRECTION  =  LEAKY  FOUNDATION     Planning  at  the  beginning  and  end   is  essen9al     Human  resources  internally  to   direct  and  execute  is  cri9cal     Listening  and  measuring   everything  isn’t  feasible     Don’t  rely  on  just  what’s  publicly   available      @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/kimiallover/5452421112/  
    • THE  WAY  MOST  ORGANIZATIONS  UTILIZE  LISTENING  DATA  @chuckhemann    ON  TWITTER  
    • THE  WAY  MOST  ORGANIZATIONS  SHOULD  USE  LISTENING  DATA  @chuckhemann    ON  TWITTER  
    • WHERE  DO  WE  START?  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/94379417@N00/4808475862/  
    • TOOLS,  TRAINING,  REPORTING  AND  SCOPE     Has  there  been  an  internal  decision   made  on  a  tool?     Do  you  have  a  training  protocol  in   place?  –  Both  tools  and  broader   enterprise  training?     Have  you  outlined  a  regular   repor9ng  schedule?     Have  you  developed  a  compe99ve   set?     Will  you  listen  for  the  broader   category?  @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/basegreen/205733912/  
    • DEVELOPING  YOUR  RESPONSE  MATRIX  @chuckhemann    ON  TWITTER  
    • FRAMING  YOUR  LISTENING  APPROACH  BASED  ON  THE  FIVE  W’S   What  are  people  saying  about  your  brand     Where  people  are  talking  about  your  brand     When  people  are  talking  about  your  brand     Who  is  talking  about  your  brand     Why  people  are  talking  about  your  brand  @CHUCKHEMANN    ON  TWITTER  
    • ANSWERING  ‘WHY’  THROUGH  SOCIAL  DATA  IS  PROBLEMATIC   Analy9cs  planorms  scratch  the   surface  of  why  a  “fan”  or   “follower”  acts  the  way  they   do     Essen9al  to  answer  this   ques9on  from  a  planning  and   measurement  standpoint     Surveys  and  focus  groups   aren’t  dead    @CHUCKHEMANN    ON  TWITTER  
    • ENSE  SO  FAR?  M AKING  S
    • CHANNELING  OUR  INNER  MYTH  BUSTER   Social  media  cannot  be   measured     ROI  stands  for  something   other  than  return  on   investment     Social  media  measurement  is   different  than  tradi9onal   media  measurement     Social  media  is  meant  to  be   organic  and  we  already  have   too  much  data    @CHUCKHEMANN    ON  TWITTER  
    • COMMON  MEASUREMENT  QUESTIONS  SCRATCH  THE  SURFACE   COMMON  MEASUREMENT  QUESTIONS   ANSWERS/GOALS     Unique  Monthly  Visitors   How  many  people  did  we  reach?   Like/follower  counts   Number  of  Social  Media  Impressions   Share  of  Voice/Conversa9on   Did  the  program  create  conversa9on?   Rank  posts  by  tonality   How  do  I  get  ad  equivalency  so  the  brand  can   Non-­‐standard  ad  equiv  or  CPM  model   compare  this  to  our  adver9sing?     Were  our  fans/followers  engaged?     Engagement   WHAT  WE  SHOULD  BE  ASKING  MORE  OFTEN   Did  the  program  drive  results?   Sales/Leads/Consumer  Sa9sfac9on  @CHUCKHEMANN    ON  TWITTER  
    • MARKETERS  ARE  CURRENTLY  JUST  FEEDING  THE  BEAST   Top  metrics:     Two  for  reach/   exposure     One  for   preference,       One  for  ac9on  @CHUCKHEMANN    ON  TWITTER  
    • GETTING  A  GRASP  ON  THE  MEASUREMENT  BASICS   Why  measure?     Op9mize     Understand  what  we  are   trying  to  achieve     Allocate  9me/money   Jus9fy  increased  spending  /   new  work     Get  beNer  results?      @CHUCKHEMANN    ON  TWITTER  
    • THE  HOLY  TRINITY  OF  SOCIAL  MEDIA  MEASUREMENT   Maximum   Insight  from   Measurement   PRIMARY   RESEARCH   CONTENT   PLATFORM   OPTIMIZATION   PERFORMANCE  @CHUCKHEMANN    ON  TWITTER  
    • UNDERSTANDING  CONTENT  PERFORMANCE  –  SOCIAL  CONTENT  OPTIMIZATION  (SCO)  @CHUCKHEMANN    ON  TWITTER  
    • BUILDING  A  CONTENT  MEASUREMENT  INDEX  @CHUCKHEMANN    ON  TWITTER  
    • ARRIVING  AT  THE  RIGHT  PLATFORM  METRICS  IS  A  FAMILIAR  PROCESS   Understanding  what  your   campaign  goals  and   objec9ves  are     Conduc9ng  benchmark   research     Developing  your  strategy   and  tac9cs     Execu9on  of  your  campaign     Measure  and  tweak    @CHUCKHEMANN    ON  TWITTER  
    • TYPICAL  METRICS  ACROSS  THE  BIG  FOUR   FACEBOOK   TWITTER   YOUTUBE   FLICKR   Comments   Clicks  (or  CTR)   Subscribers   Total  Photo  Views   Likes   Retweets   Total  Video  Views   Total  Photo  Uploads   Total  Interac9ons   Retweets/Post   Views  per  Upload   Average  view  per  photo   Total  Clicks  (or  CTR)   Tweet  Reach   Comments   Number  of  comments   Shares   Retweet  Reach   Ra9ngs   Number  of  likes   Impressions   Average  Reach  Per  Tweet   Favorites   Pageviews   %  of  posts  that  are  @  replies   Overall  Likes   Number  of  lists   Comment  Sen9ment   Followers   Demographics   Sen9ment   …NOW  BURN  THIS  SLIDE  FROM  YOUR  MEMORY  BANKS  @CHUCKHEMANN    ON  TWITTER  
    • SURVEYS  ARE  AN  INTEGRAL  PART  OF  THE  MEASUREMENT  PROCESS   •  Minimum  of  200  people  in  any  given   survey  period   •  Exposed  to  messaging  through  social   •  Not  exposed  to  social  messaging   •  Iden9fy  how  you’re  going  to  survey   people  and  on  what  frequency   •  Preferably  every  quarter  using  the   same  method  so  as  to  not  confuse   respondents   •  Offline  research  synergies  whenever   possible   •  Language  and  ques9ons  should  be   similar  @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/splorp/17126790/  
    • FIELDING  SURVEYS  OUTSIDE  OF  FACEBOOK   TwiPer   A  Direct  Message  can  be  sent  to  new  TwiNer  followers  direc9ng  them  to  a  survey   planorm  (e.g.  Survey  Monkey)  and  offering  a  coupon  as  an  incen9ve.  Email  addresses   could  be  collected  via  the  external  survey  planorm  to  allow  for  longitudinal  tracking     YouTube   A  link  to  an  external  survey  planorm  (e.g.  Survey  Monkey)  could  be  included  in  the   “About  Me”  sec9on  of  the  brand’s  YouTube  channel.  A  coupon  could  be  offered  as  an   incen9ve  and  email  addresses  could  be  collected  via  the  external  survey  planorm  to   allow  for  longitudinal  tracking     Flickr   A  link  to  an  external  survey  planorm  (e.g.  Survey  Monkey)  could  be  included  in   individual  photo  cap9ons  and  the  profile  sec9on  of  the  brand’s  Flickr  Page.  A  coupon   could  be  offered  as  an  incen9ve  and  email  addresses  could  be  collected  via  the   external  survey  planorm  to  allow  for  longitudinal  tracking  @CHUCKHEMANN    ON  TWITTER  
    • HOW  OFTEN  YOU  MEASURE  DEPENDS  ON  YOUR  THIRST  FOR  INFO   How  dynamic  is  your  content   going  to  be?     How  ozen  are  you  going  to   be  expected  to  report   results?     Do  you  have  the  internal   resources  to  handle  regular   repor9ng  requirements?     What  social  planorms  are  you   using  to  engage  your   audience?  @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/  
    • IT  ALL  SEEMS  SO  STRAIGHTFORWARD…  RIGHT?   Marketers  are  overwhelmed   by  the  sheer  amount  of  data   available     Unclear  on  which  metrics   align  with  campaign  goals     Lack  of  clarity  on  how  ozen   we  should  be  measuring     THE  BIGGEST  REASON…  NO   OBJECTIVE  SETTING  AT  THE   BEGINNING    @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/eddidit/391622578/  
    • LET’S  MAKE  SURE  WE  END  WITH  SOME  POSITIVE  TAKEAWAYS…     Nothing  presented  here   involves  fancy,   unapproachable  tools     All  of  this  is  step-­‐by-­‐step.   DON’T  SKIP!     Access  to  quality  data  and   insights  is  a  HUGE   compe99ve  advantage    Those  insights  =  more  $$  for  you  to  try  new  things  in  the   future    @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/brianarn/265152959/sizes/m/in/photostream/  
    • Chuck  Hemann  |  @chuckhemann  30