Social measurementwebinarsep2013

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Social Media Measurement webinar from the CIM Practical Insights series September 2013

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Social measurementwebinarsep2013

  1. 1. Social Media Measurement Daniel Rowles
  2. 2. Presentation title #practicalinsights Who Am I? •  Daniel Rowles •  CIM Course Director •  15 Years experience in digital marketing –  Both client and agency side –  Mercedes, British Council, Sony, L’Oreal, Dupont, Aviva, John Lewis, Vodafone, Warner Bros, O2, •  @danielrowles •  #practicalinsights
  3. 3. Presentation title #practicalinsights •  Social Measurement in Perspective •  Going Beyond Volume •  Social Listening Tools •  Social Scoring •  Social Media and Analytics What I’ll Cover
  4. 4. Social Media Measurement in Perspective
  5. 5. Presentation title #practicalinsights Planning and Risk Assessment •  Listening Projects •  Measurement Framework •  Panel sign off •  Social Policy •  Training •  Monitoring •  Escalation policy •  Crisis response team
  6. 6. Question: What is your biggest social media challenge?
  7. 7. Presentation title #practicalinsights Volume-based metrics •  10 Million Followers •  What does that mean? –  Engagement –  Sentiment –  Share of Voice –  Revenue
  8. 8. Presentation title #practicalinsights EdgeRank
  9. 9. Question: What is your biggest social media challenge?
  10. 10. Presentation title #practicalinsights Social and Search “The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”
  11. 11. Presentation title #practicalinsights Goo.gl Reporting
  12. 12. Presentation title #practicalinsights Tweriod
  13. 13. Presentation title #practicalinsights LinkedIn Insights
  14. 14. Presentation title #practicalinsights Social Measures •  Sales •  Customer support •  PR •  Business intelligence
  15. 15. Presentation title #practicalinsights Social Measures •  Frequency – buy more often •  Reach – get more customers/awareness •  Yield – spend more per purchase •  Much of social is about reach, but at what quality? •  Measures: Primary, Secondary, Tertiary
  16. 16. Presentation title #practicalinsights Levels of Measurement •  Primary: Sales, Lead forms, Download of particular content •  Secondary: Engagement, Downloads, Page Views, •  Tertiary: Likes, Follows
  17. 17. Presentation title #practicalinsights Social Influence
  18. 18. Question: Is Klout useful or just about ego?
  19. 19. Presentation title #practicalinsights Twitter Klout Plugin
  20. 20. Question: Is Klout useful or just about ego?
  21. 21. Presentation title #practicalinsights Twtrland.com
  22. 22. Presentation title #practicalinsights SocialMention.com - FREE
  23. 23. Presentation title #practicalinsights Viralheat
  24. 24. Presentation title #practicalinsights Brandwatch
  25. 25. Presentation title #practicalinsights Listen Build Relationships Share Content Measuring Engagement
  26. 26. Presentation title #practicalinsights Considering Objectives Goal •  Sell Products/Services Objective •  Create Awareness and Engagement Measure •  Share of Voice •  Audience Engagement Tactics
  27. 27. Presentation title #practicalinsights Meaningful Information Share of Voice Mentions of Brand Mentions of Topic Audience Engagement Comments, shares,likes,retweets Views
  28. 28. Social and Analytics
  29. 29. Presentation title #practicalinsights Visitor Flow
  30. 30. Presentation title #practicalinsights Improving Visitor Flow
  31. 31. Presentation title #practicalinsights Social Traffic
  32. 32. Presentation title #practicalinsights Setting Goals
  33. 33. Presentation title #practicalinsights Beyond the Last Click Social Search Conversion Search Conversion
  34. 34. Presentation title #practicalinsights Multi Channel Funnels
  35. 35. Presentation title #practicalinsights Conclusions •  Identify clear objectives •  Align measurement with objectives •  Set analytics goals •  Understand user journey •  Interpret, Plan, Implement, Test
  36. 36. Presentation title #practicalinsights CIM Social Courses Implementing social media campaigns – 1 day course Upcoming dates: London – 23 Sept 2013, 5 Dec 2013, 11 Feb 2014 and 06 May 2014. For more details and to book online: www.cim.co.uk/0745 Advanced social media – a practical guide – 1 day course Upcoming dates: London – 20 Nov 2013, 15 Jan 2014, 14 Mar 2014, 23 Jun 2014. For more details and to book online: www.cim.co.uk/0286 Digital Marketing - 3 day course Upcoming dates: London – 9 Nov 2013 and 24-26 Feb 2014. Moor Hall, Cookham – 11-13 Dec 13 and 7-9 Apr 13. For more details and to book online: www.cim.co.uk/0066 *CIM members receive a 10% discount on all course prices*. For further information on any of our short training courses, please e-mail businessdevelopment@cim.co.uk or call +44 (0)1628 427200.
  37. 37. Presentation title #practicalinsights Questions: •  @DanielRowles •  danielrowles@me.com •  www.targetinternet.com The recording of this Practical Insights webinar will be available on Marketing Expert within the next 48 hours. To access Marketing Expert visit the CIM website www.cim.co.uk Log-in and click on Resources/Marketing Expert. The Practical insights button will be displayed on the right hand side of the Marketing expert homepage.

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