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This is a version of a presentation our planning director, Mike Teasdale, gave at Ad:tech 2011 in London. ...

This is a version of a presentation our planning director, Mike Teasdale, gave at Ad:tech 2011 in London.

Social media has spawned its own systems of measurement around sentiment, engagement and influence – but why can’t it be measured the same way as other digital channels?

Key issues this presentation covers:

Social media plays a different role to other digital channels

Social works best where it is hardest to measure

We don’t need more numbers – we need actionable insight

An integrated view is possible, if we ask the right questions

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  • Social media has spawned its own systems of measurement around sentiment, engagement and influence – but why can’t it be measured the same way as other digital channels?Learning points:Social media plays a different role to other digital channelsSocial works best where it is hardest to measureWe don’t need more numbers – we need actionable insightAn integrated view is possible, if we ask the right questions
  • 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.

Social media metrics Social media metrics Presentation Transcript

  • Tracking social media success
    Mike Teasdale, Planning Director
    mike@harvestdigital.com
    @miketeasdale
  • About Harvest Digital
  • What is social media?
  • Social media is more than just Facebook
  • How are companies currently measuring social?
  • What are the issues?
    Adobe Quarterly Intelligence Briefing, July 2011
  • Let’s think about travel…
  • Which dial do you look at if a plane is flying at you?
    @miketeasdale #adconf
  • Choosing where to go is a complicated business
    Beyond last click, Google July 2011
  • Typical research process before travel purchase
    Online research takes average 24 days
    21 site visits to 9 different sites
    Time online: one hour 43 minutes
    Average of 20 searches per purchase
    Beyond last click, Google July 2011
  • The traditional sales funnel doesn’t look like this…
    McKinsey, Customer Decision Journey, June 2009
  • …but like this.
    During ‘active consideration’ we add more brands to the consideration mix before subtracting them.
  • …or even like this!
    McKinsey, Customer Decision Journey, June 2009
  • Source: Google: ‘Beyond last click’ 2011
    Here’s how that looks for travel
  • And here’s how much of it First Choice tracked
  • Social media was part of the journey
    Social media sites
  • It wasn’t trackable. But did it make a difference?
  • Let’s book into the London Sheraton…
  • Hmmm… maybe not.
  • What is your TripAdvisor rating?
    What was the last review?
    These are the two social media metrics that Sheraton focuses on for each hotel
    But how are these ‘actionable’?
  • “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
  • Which social media site has most influence on Quicken’s online sales?
  • All this stuff is missing the point
  • Different media deserve different metrics
    Revenue from conversions
    Reach, covering website visitors & subscribers
    Six types of engagement conversion
  • Which dial do you look at if a plane is flying at you?
    @miketeasdale #adconf
  • Our goal: quick and dirty metrics that drive action
    @miketeasdale
    mike@harvestdigital.com
    mike@harvestdigital.com
    @miketeasdale