PubCon Social Media Analytics - Short Presentation

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  • Roadmap for SM Measurement. Many roads to travel and I will present my perspective from a marketing POV using standard marketin measuresures with SM tools & practices\n
  • Start with end in mind. Not always about sales. Like many marketing tools, the benefits can be long-term and impact other areas. Brand equity makes a lot of things easier. Trust increased. Lower costs in other areas. Really think about how social media can help you achieve various objectives. Be creative. There are lots of goals you could choose that SM can impact. \n
  • First, understand the difference between ROI and metrics. You’ll want to measure for two different objectives: insight and ROI. And while they share a road….\nTactical data like best time to send a tweet is good to know, but ultimately not part of ROI equation. \n
  • An exposure dashboard is great measurement for numerous goals. \n
  • Influence is important when your focusing on brand awareness or if you are a B2B or niche provider. Less relevant for consumer. Klout and PeerIndex should be used to assist in weighting engagements - these numbers into themselves do no equate to business objectives, so we use them carefully, but don’t rely to heavily. \n
  • To me, in social media, engagement is the basis for all success. Without engagement, you won’t have action. The key is to determine what creates engagement in your audience. But you can quantify and track engagement with these metrics. You can track the relationship of engagement to sales, etc. \n
  • The easiest way to track action + conversions is to use digital metrics. This is one reason why there is such an emphasis on content creation. Content is a great carrot. Facebook, Website, Email all these things can be influenced by social activity. \n
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  • Measures increased web traffic as if you had to purchase it in a CPC circumstance. \n
  • Notice that the baseline measurements were taken so that the increases could be tracked. Clear goals were set, including increasing average check and increasing reservation rate. \n
  • Measures unpaid reviews in known & trackable media outlets, digital & print. # of articles, taking into account unique views + page views, audience value create a media weight in our case between .025-.10. Multiple weight X uniques. \n
  • Trust and relevance factors in my case are based on by McKinsey Research in 2010 about valuing WOM equity. Take in case of influencer program, reach, Klout and Peer Index are taken into account. You can read about weighting in the SM Analytics Book we’re giving away tonight. \n
  • You can measure revenue or other strategic objectives in ROI. The key is to put a dollar value to those objectives. \n
  • in 30 days, we’re not even measuring the long term return. We could continue to measure that. But this is a good example of an immediate return on a social campaign. \n
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  • PubCon Social Media Analytics - Short Presentation

    1. 1. A Case Study of SM ROI andAffordable Tools to Define it: A Road Map Tara Coomans @TaraCoomans #akamaimkting
    2. 2. What You Measure, Depends on Your Destination. B I Z G O A L SGrow brand awareness Reduce Cust. Serv. CostsCreate community Increase web trafficIncrease reach Increase sales
    3. 3. ROIData
    4. 4. Loyalty S Brand Increased leads M Community Awareness G O A L S Visits, Views, Followers, Fans,Exposure Subscribers, Reach, Mentions
    5. 5. S Brand M Awareness G O A L SInfluence Share of voice, Sentiment, Key Influencers,
    6. 6. Increased Increased Cust Serv web traffic Community Cost sales S M G O A Clicks, RT, Shares, @Replies, LEngagement Comments, Likes, Photo Views S
    7. 7. Increased Increased sales leads S M G Downloads, Webinar O Action/ A Attendees, Lead Generation LConversion Forms, Call to Action S
    8. 8. GA, TweetReach,Exposure Twitalyzer, Hootsuite Klout, PeerIndex,Influence Social Mention GA, Hootsuite,Engagement Twitalyzer, FB Insights GA, Sales Reporting,Conversion Etc.
    9. 9. ROI SAMPLE CASE STUDY: Menu Launch• Invite 10 Food Bloggers, local and national to review• Choose variety of writers and photographers, write a minimum of 2 posts on their outlets.• Articles are written about the menu launch in local pubs as a result of blogger attention.• Bloggers also post on Facebook & Twitter
    10. 10. ROI: Influencer Program CostsSet Up Social Media Assets Market ValueInstall & Customize of Platforms (blog, Twitter, Facebook, $5,000Flickr, gmail)Training of Personnel $3,150Social Media Monitoring $4,375Social Media Consulting / Campaign Strategy / Producer $10,000CostsFinal Report and Data Analysis $2,500Cost of Content Creation $10,000Cost of brand-owned content creation $5,000 $40,025
    11. 11. ROI: Incoming Clicks EXAMPLE: •2500 New Visitors •500 Using Desired Keyword Term • Average CPC . $2.06 CPC Value: $5,150adwords.google.com
    12. 12. ROI: Increased RevenuesEXAMPLE:•Average check increase of $2.00/check•Increased traffic by 10 people/day•Reservation rate up 20%•Reservations spend up to 10% more•Revenue Increase: $5,000 during 30day campaign
    13. 13. ROI: PR ValueEXAMPLE:•25 Blog Posts, local & regional•1 Article in NonStop Honolulu•1 Article in Honolulu Weekly PR Value: $39, 750
    14. 14. ROI: Word-of-Mouth Value Measuring: Value of conversation & actions, reach in social outlets from food blogger fans Based on: •Trust Factor •Relevance Factor Klout •Quantity PeerIndex Twitalyzer WOM Value: $55,750TweetReach
    15. 15. ROI Cost of Social Media Program Value of Incoming Traffic+ PR Value + Word of Mouth Value + Product Development (savings) + Customer Service (savings) +Increase in Revenue (or other strategic goals) during campaign
    16. 16. TOTAL ROI$40,025 =63%$106,375
    17. 17. Social Media Metrics & ROI are different:• Done for different reasons• Run on different “fuels” kKeys for tracking social media success: e y•Preparation t a•Creating KPI’s that suit Business Goals k e a w a y s
    18. 18. Social Media ROIModels should •Public Relationsrepresent the various •Word-of-Mouthbusiness areas that •Salesare impacted by •Customer Service k esocial media. •Product Development y t a k e a w a y s
    19. 19. Mahalo!Join me online for more resources and conversation: www.akamai-marketing.com @taracoomans facebook.com/AkamaiMarketing

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