Identify a core set of metrics to use as the starting point for measurement plans
Learn to revisit and adjust your measurement plans
How data from disparate channels and partners can be stored in a singular environment for holistic analysis. Full webinar: http://bit.ly/1QqrWIx
3. And in social, the data landscape has evolved quickly
Change is Constant
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4. Marketing goals and objectives have been determined,
the customer journey has been defined, much of the
content strategy is established… now we must develop
a learning and measurement plan.
Purpose
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
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5. Today we will discuss
this process and how
social data can
enable organizations,
brands, marketing
teams, and content
creators to optimize
against business
objectives and evolve
at the speed of Social
Purpose
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6. Which Social Metrics Matter?
When developing a social measurement plan, the approach, methodology, and
metrics that matter depend on:
Industry vertical
Specific business objectives
Reasons for participating in social
Social channels and the channel strategy
Preface
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8. Start by mapping out the different phases of a consumer journey that can be
influenced by social media, for your specific brand.
Mapping Metrics to Campaign Specific Objectives,
Platform Roles and Consumer Journey
Customer
Journey/Ecosystem
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9. The best measurement plans are built by aligning metrics to a clearly defined
content strategy that breaks down goals and channel roles.
Mapping Metrics to Campaign Specific Objectives,
Platform Roles and Consumer Journey
PINTEREST BLOGS FACEBOOK INSTAGRAM TWITTER
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Channel Roles and Content Pillars
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10. Metrics to Watch: The Core Building Blocks to
Most Measurement Plans
The right mix of quantitative and qualitative analysis of social
conversations and content efficacy is the key to a successful
measurement plan.
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11. Very few metrics can/should stand alone in a measurement plan, because a
mix of inputs are required for obtaining context.
Primary Metrics: most closely align to business objectives
Secondary Metrics: provide necessary context to the primary metrics
Primary and Secondary Metrics are The
Foundation of Social Measurement
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12. Campaign Goal = Awareness
Example of Primary and Secondary Metrics
Primary Metrics: Volume of mentions, volume of engagement, and reach
Secondary Metrics: Sentiment and Dispersion
Context is everything!
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13. Outputs from social data can help inform things like:
Enterprise Departments’ Use of Social: Involve
Stakeholders from Across the Organization
All departments should be involved as stakeholders in the establishment of social
media measurement plans
Product
Development
Customer
Service
Future
Marke9ng
Ini9a9ves
PR
and
Communica9ons
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14. Brand Health helps provide a quick view of brand performance and
risks in market.
Primary Metrics: Mentions, Engagement, and Sentiment can provide a high-
level understanding of brand health
Secondary Metrics: Share of voice against competitors contextualizes the
brand’s standing within a competitive landscape AND helps normalize the data
over time
Brand Health: Establishing a Social Barometer for
your Brand
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15. It is easy to get mired in the minutia, so understand what really
matters and push aside metrics that do not.
Metrics to Avoid: Do Not Include Metrics that Don’t
Contribute to Actionable Outputs
Common metrics to avoid:
• Anything not align to a specific objective
• Stand alone vanity metrics
• Poorly defined metrics
• “Influence” as a metric, unless qualified by
person’s influence on specific objectives
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16. A lot of ground work goes into establishing a measurement plan, but it is never
ok to set it and forget it.
Making Adjustments: Know When to Shift Gears
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17. The biggest missed opportunity, and a common pitfall in measurement
plans, is isolating social data from other datasets.
Create a Holistic View: Do Not Let Social Data Live
in a Silo
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18. Archive your data in a database!
Within a database environment, companies can overlay other business datasets, like
CRM or sales data, to develop attribution models and predictive algorithms.
What to do With Collected Data?
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19. Sophistication of Measurement Improves
with Time and Volume of Data
What has happened?
Why has it happened?
What will happen?
Business
Value
Higher
Lower HigherComplexity of Analysis
Parity
Competitive
Advantage
DATA INFORMATION ANALYSIS INSIGHT ACTION
Behavior Attitudes Both
Total View Database
Reactive
Descriptive
Predictive
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21. What you do with your data is up to you. We view data as the alpha and the
omega to everything we do, and an integral part of the strategic process.
Data is The Key to Evolving Campaigns and
Surpassing Objectives
Evolve.
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23. • Identify a core set of metrics to use as the starting point for your
measurement plans: Mentions, Engagement and Sentiment can often serve
as a universal barometer for brand health
• The digital landscape continually grows and changes: Share of Voice
helps track against competition and normalize social data over time
• Don’t be afraid to revisit and adjust your measurement plans: Tracking
performance on social media can be a moving target because behaviors
change, platforms change, and access to data changes
• Think about how data from disparate channels and partners can be stored
in a singular environment for holistic analysis
• Seek API export capabilities in management and reporting tools to host
information in a singular database
Takeaways
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