Developing a Best Practices Approach to Social Media Measurement

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

Developing a Best Practices Approach to Social Media Measurement

by Edelman Insights on Jun 22, 2012

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