Harvest Digital | Social Media Metrics
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Harvest Digital | Social Media Metrics

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Insight in to successfully tracking social media

Insight in to successfully tracking social media

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  • ----- Meeting Notes (04/04/2011 16:04) -----
  • Information architecture – the practice of modelling information; ensuring the site structure is in agreement with users’ mental modelsUsability - the ease of which a customer can accomplish the task they set out to do (e.g. user journeys for conversion)Interface design – the navigation and layout of the site, this goes hand-in-hand with visual designInteraction design - defining the behavior of systems that a user can interact withAccessibility– the practice of making systems accessible to all users, especially those with disabilities such as visual, hearing, physical and neurological
  • Social (FB, twitter, LinkedIn, SlideShare) and email stats are manually inputtedThis dashboard is of course customised to RicohOn engagement reporting a one number score, ‘engaged visits’, provides overall engagement conversions but it’s derived from a view of engagement balanced across six types of engagement and it’s qualified with an engagement index: the average conversion rate for each of the types. If this index changes, then this flags that the balance across types has changed.

Harvest Digital | Social Media Metrics Harvest Digital | Social Media Metrics Presentation Transcript

  • Tracking social media success
    Mike Teasdale, Planning Director
    mike@harvestdigital.com
  • Key clients
  • Which dial do you look at if a plane is flying at you?
    @miketeasdale #adconf
  • Which number system is best for counting goats?
  • Which social media site has most influence on Quicken’s online sales?
  • Which social media metric is most important for Sheraton?
  • What is your TripAdvisor rating?
    What was the last review?
  • “If somebody tweets in one of our hotels, we will monitor those tweets through RSS feeds, we will often respond and we’ll feed it off to the respective department in the hotel.”
    Daniel Kertzner, Regional Director of Marketing,
    Starwood Hotels and Resorts
  • It’s nice to think of the customer journey like this
  • But really it looks more like this
  • (So how are network media agencies making sense of this?)
  • Could this be the most lucrative formula of all time?
    Ad Rank = Bid Price x Quality Score
    Ad Rank = Bid Price x Click Through Rate
    Perfect alignment of business goals and user needs.
    Users get more relevant ads.
    Business gets maximum revenue.
  • What might an integrated digital solution look like?
  • Reach
    Engagement
    Purchase
    Cost per impact
    Cost per engagement
    Cost per sale
  • Focusing on engagement
    On-site behaviour (> x pages, > xx seconds, etc)
    Video views
    Banner interactions
    Comments, likes, retweets
  • Combining primary customer research with data
  • Borrowing techniques from User Centred Design
    Concept maps
    Personas
    User journeys
    Site maps
    Scamps
    Wireframes
    Usability issues & recommendations following user testing
    Issues prioritisation matrix
  • Look at relevant data sources…
    Web metrics data
    External data
    • Search position reports
    • Reputation
    • Social media reach (friends, followers, likes)
    Campaign data
    • PPC search
    • Adserver data
    • Email marketing data
  • …and bring them into a single dashboard
    Revenue from conversions
    Reach, covering website visitors & subscribers
    Six types of engagement conversion
    All GA data delivered automatically to the dashboard
  • This allows us to calculate ‘multiplier’ effects
    What’s the impact of engagement on sales?
    What is the multiplier for each channel?
    We have (pretty much) all the data we need.
  • Our goal: quick and dirty metrics that drive action
  • Thanks!