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September 30, 2015
Which Social Metrics
Matter?
Which Metrics Matter?
Introduction
Reinhardt Schuhmann,
Product Manager, Tracx
Mike Snead | Senior Director of
Enablement | MXM
#AdWeekTracx
And in social, the data landscape has evolved quickly
Change is Constant
#AdWeekTracx
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
#AdWeekTracx
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
#AdWeekTracx
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
#AdWeekTracx
Establishing
Measurement Plans
One Size Does Not Fit All
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
#AdWeekTracx
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
Recipe	
  
Discovery	
  Hub	
  
Source	
  Behind	
  	
  
Deals/Coupons	
  
Where	
  I	
  Build	
  My	
  Culinary	
  
Community	
  
My	
  Crea>ve	
  	
  
Lens	
  
Real-­‐Time	
  Sharing	
  of	
  Meal	
  
Planning	
  and	
  My	
  Love	
  of	
  
Cooking	
  
	
  My	
  end-­‐to-­‐end	
  recipe	
  
management	
  system.	
  
Blogs	
  begin	
  the	
  decision	
  making	
  
process	
  for	
  considera9on	
  of	
  
product	
  purchases.	
  
Where	
  I	
  share	
  my	
  own	
  version	
  of	
  
recipes	
  and	
  seek	
  deals/recipes	
  
friends	
  are	
  pos9ng.	
  
Where	
  I	
  share	
  images	
  of	
  the	
  
meal	
  I	
  made	
  in	
  the	
  moment	
  and	
  
search	
  for	
  inspira9on	
  from	
  my	
  
peers.	
  
Where	
  I	
  post	
  updates	
  on	
  my	
  
meal	
  progress	
  and	
  express	
  my	
  
excitement	
  for	
  upcoming	
  
gatherings.	
  
plan
inspire
plan
inspire
plan
inspire
plan
inspire
plan
inspire
Channel Roles and Content Pillars
#AdWeekTracx
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.
#AdWeekTracx
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
#AdWeekTracx
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!
#AdWeekTracx
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	
  
#AdWeekTracx
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
#AdWeekTracx
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
#AdWeekTracx
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
#AdWeekTracx
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
#AdWeekTracx
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?
#AdWeekTracx
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
#AdWeekTracx
Sophistication of Measurement Improves
with Time and Volume of Data
#AdWeekTracx
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.	
  	
  
#AdWeekTracx
TAKEAWAYS
•  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
#AdWeekTracx
Thank you
Visit www.tracx.com or email info@tracx.com

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Which Social Metrics Matter?

  • 1. September 30, 2015 Which Social Metrics Matter?
  • 2. Which Metrics Matter? Introduction Reinhardt Schuhmann, Product Manager, Tracx Mike Snead | Senior Director of Enablement | MXM #AdWeekTracx
  • 3. And in social, the data landscape has evolved quickly Change is Constant #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 Recipe   Discovery  Hub   Source  Behind     Deals/Coupons   Where  I  Build  My  Culinary   Community   My  Crea>ve     Lens   Real-­‐Time  Sharing  of  Meal   Planning  and  My  Love  of   Cooking    My  end-­‐to-­‐end  recipe   management  system.   Blogs  begin  the  decision  making   process  for  considera9on  of   product  purchases.   Where  I  share  my  own  version  of   recipes  and  seek  deals/recipes   friends  are  pos9ng.   Where  I  share  images  of  the   meal  I  made  in  the  moment  and   search  for  inspira9on  from  my   peers.   Where  I  post  updates  on  my   meal  progress  and  express  my   excitement  for  upcoming   gatherings.   plan inspire plan inspire plan inspire plan inspire plan inspire Channel Roles and Content Pillars #AdWeekTracx
  • 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. #AdWeekTracx
  • 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 #AdWeekTracx
  • 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! #AdWeekTracx
  • 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   #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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 #AdWeekTracx
  • 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? #AdWeekTracx
  • 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 #AdWeekTracx
  • 20. Sophistication of Measurement Improves with Time and Volume of Data #AdWeekTracx
  • 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.     #AdWeekTracx
  • 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 #AdWeekTracx
  • 24. Thank you Visit www.tracx.com or email info@tracx.com