Social media bootcamp Measuring success in social media Tom Nixon
 
 
 
 
 
 
 
 
 
?
<ul><li>We can tell you the ROI (lie) </li></ul><ul><li>We can tell you what people think (lie) </li></ul><ul><li>This sys...
<ul><li>Circulation figures </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>TV viewing figures </li></ul><ul><li>Po...
 
<ul><li>Open rate </li></ul><ul><li>Page views </li></ul><ul><li>Click-thru rate </li></ul><ul><li>Sales </li></ul><ul><li...
 
Social media isn’t a direct response ‘channel’
Measuring social media is easy in practice but difficult in theory
<ul><li>Conversational index </li></ul><ul><li>Sentiment </li></ul><ul><li>Followers </li></ul><ul><li>Influence </li></ul...
 
Social media bootcamp
<ul><li>Repeat business (retention) </li></ul><ul><li>Customer referrals </li></ul><ul><li>Word of mouth (reputation) </li...
 
 
 
 
 
Blue – Hubs Yellow – Influencers
 
1. Any measurement beats no measurement.
<ul><li>ss </li></ul>2. Be clear about your objectives.
<ul><li>ss </li></ul>3. Pick 4 or 5 measures and create a dashboard.
<ul><li>ss </li></ul>4. Benchmark before you start your campaign.
<ul><li>ss </li></ul>5. Use tools, but with a pinch of salt.
<ul><li>ss </li></ul>6. Come to Measurement Camp!
7. Believe in love.
<ul><li>twitter.com/tomnixon </li></ul><ul><li>nixonmcinnes.co.uk </li></ul><ul><li>[email_address] </li></ul>
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Measuring Social Media

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Examining successful real world social marketing techniques and the metrics used
to understand success

Published in: Business, Technology
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Measuring Social Media

  1. 1. Social media bootcamp Measuring success in social media Tom Nixon
  2. 11. ?
  3. 12. <ul><li>We can tell you the ROI (lie) </li></ul><ul><li>We can tell you what people think (lie) </li></ul><ul><li>This system solves your problems (lie) </li></ul>New lies
  4. 13. <ul><li>Circulation figures </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>TV viewing figures </li></ul><ul><li>Political polls </li></ul><ul><li>Advertising Value Equivalency (AVE) </li></ul>Old lies
  5. 15. <ul><li>Open rate </li></ul><ul><li>Page views </li></ul><ul><li>Click-thru rate </li></ul><ul><li>Sales </li></ul><ul><li>Abandoned shopping baskets </li></ul><ul><li>Conversion rate </li></ul>Direct response
  6. 17. Social media isn’t a direct response ‘channel’
  7. 18. Measuring social media is easy in practice but difficult in theory
  8. 19. <ul><li>Conversational index </li></ul><ul><li>Sentiment </li></ul><ul><li>Followers </li></ul><ul><li>Influence </li></ul>Mad science
  9. 21. Social media bootcamp
  10. 22. <ul><li>Repeat business (retention) </li></ul><ul><li>Customer referrals </li></ul><ul><li>Word of mouth (reputation) </li></ul>Love
  11. 28. Blue – Hubs Yellow – Influencers
  12. 30. 1. Any measurement beats no measurement.
  13. 31. <ul><li>ss </li></ul>2. Be clear about your objectives.
  14. 32. <ul><li>ss </li></ul>3. Pick 4 or 5 measures and create a dashboard.
  15. 33. <ul><li>ss </li></ul>4. Benchmark before you start your campaign.
  16. 34. <ul><li>ss </li></ul>5. Use tools, but with a pinch of salt.
  17. 35. <ul><li>ss </li></ul>6. Come to Measurement Camp!
  18. 36. 7. Believe in love.
  19. 37. <ul><li>twitter.com/tomnixon </li></ul><ul><li>nixonmcinnes.co.uk </li></ul><ul><li>[email_address] </li></ul>
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