Social media bootcamp Measuring success in social media Tom Nixon

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We can tell you the ROI (lie) We can tell you what people think (lie) This system solves your problems (lie) New lies

We can tell you the ROI (lie)

We can tell you what people think (lie)

This system solves your problems (lie)

Circulation figures Net Promoter Score TV viewing figures Political polls Advertising Value Equivalency (AVE) Old lies

Circulation figures

Net Promoter Score

TV viewing figures

Political polls

Advertising Value Equivalency (AVE)

Open rate Page views Click-thru rate Sales Abandoned shopping baskets Conversion rate Direct response

Open rate

Page views

Click-thru rate

Sales

Abandoned shopping baskets

Conversion rate

Social media isn’t a direct response ‘channel’

Measuring social media is easy in practice but difficult in theory

Conversational index Sentiment Followers Influence Mad science

Conversational index

Sentiment

Followers

Influence

Social media bootcamp

Repeat business (retention) Customer referrals Word of mouth (reputation) Love

Repeat business (retention)

Customer referrals

Word of mouth (reputation)

Blue – Hubs Yellow – Influencers

1. Any measurement beats no measurement.

ss 2. Be clear about your objectives.

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ss 3. Pick 4 or 5 measures and create a dashboard.

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ss 4. Benchmark before you start your campaign.

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ss 5. Use tools, but with a pinch of salt.

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ss 6. Come to Measurement Camp!

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7. Believe in love.

twitter.com/tomnixon nixonmcinnes.co.uk [email_address]

twitter.com/tomnixon

nixonmcinnes.co.uk

[email_address]