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SOCIAL MEDIA    MEASUREMENTPan European Online Recruitment Seminar
Social Media MarketingHerwin Wevers    Facebook.com/WebBoomm    Linkedin.com/in/WebBoomm                                We...
Trend #8 Possible? What are we measuring? NO YES  •Look for Correlations  •Matched Market Analysis  •Social Media Metrics
Brand metrics are still the mostcommon things to measure
Although budgets are rising, the ROIquestion is still not answered
BOSS: HOW MANY FRIENDS DO YOU HAVE?SECRETARY: 3978BOSS: WOW. OUR BIGGEST COMPETITOR ONLYHAS 876BOSS: HOW LONG DOES THAT TA...
Typical Lifecycle of Brand Impressions &          Visits Prior To Conversion#1 Mention on Facebook             #2 Visit fr...
Typical Lifecycle of Brand Impressions &Visits Prior To Conversion#1 Mention on Facebook             #2 Visit from Tweeted...
But is Nearly Useless By Itself             Via http://www.seomoz.org/blog/4-essential-seo-infographics
http://blog.eloqua.com/the-content-grid-v2
SO YOU CAN´T TRACK IT…..     OR CAN YOU?
RULE #1ROI IS A BUSINESS METRIC, NOT A MEDIA METRICRULE #2ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.RULE #3EVERY VARIABL...
#1 ESTABLISH A BASELINE
#2 CREATE ACTIVITY LINE
#3 MONITOR VOLUMES (MENTIONS)
#4 LOOK AT TRANSACTIONAL DATA
#5 OVERLAY ALL DATA ON A SINGLETIMELINE
#6 LOOK FOR PATTERNS
Matched Market Analysis• Measures narrow market level activities     • Markets, regions• Uses “test” and “control” cells t...
Increasingly CPG Companiesare Using Social Media to Measurably Drive Sales
What CPG brands look forin credible sales & ROI measurement• Actual offline sales data – not just purchase  intent• Abilit...
Matched Market Analysis –     Why it can work for Social Media AnalysisOffline & Facebook conversations are sufficiently g...
Key Takeaways1. Large marketers, like CPGs, are increasingly demanding that   social marketing spend is accountable2. ROI ...
…Or stick With The Social Media Metrics • Traffic data - how many visits and visitors did social   drive to our sites? • F...
Twitter                         T                       Metrics• Followers (and follower growth over time) - the unique  n...
LinkedIN                              Metrics#1 Company Page         #2 Unique visitors      #3: Growh of Followers#4: Vie...
Twitter Monitoring Tools
Twitter Audit
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
Online recruitment seminar 2011 social media roi herwin wevers
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Online recruitment seminar 2011 social media roi herwin wevers

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Online recruitment uses the power of the internet to match people to jobs. Fundamentally, it is about publishing vacancies on your corporate websites, in social media and/or in job boards.

The challenge is to increase your traffic to and to improve conversions at the central hub (corporate recruitment site).

The real strength and power of online recruitment lie in harnessing internet technology to not just attract candidates but to deal with them too. In this sense it is also about streamlining the recruitment process

This presentation addresses the genertion of traffic through the means on SEO and Social Media.

In the Pan-European Online Recruitment Seminar IBB organized in-depth interactive sessions and workshops of companies like L’Oréal, SEAT, CERN, Sonru, Recruit2, WebBoomm and more.

Published in: Business, Technology
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Transcript of "Online recruitment seminar 2011 social media roi herwin wevers"

  1. 1. SOCIAL MEDIA MEASUREMENTPan European Online Recruitment Seminar
  2. 2. Social Media MarketingHerwin Wevers Facebook.com/WebBoomm Linkedin.com/in/WebBoomm WebBoomm.com/nl Twitter.com/HerwinWevers
  3. 3. Trend #8 Possible? What are we measuring? NO YES •Look for Correlations •Matched Market Analysis •Social Media Metrics
  4. 4. Brand metrics are still the mostcommon things to measure
  5. 5. Although budgets are rising, the ROIquestion is still not answered
  6. 6. BOSS: HOW MANY FRIENDS DO YOU HAVE?SECRETARY: 3978BOSS: WOW. OUR BIGGEST COMPETITOR ONLYHAS 876BOSS: HOW LONG DOES THAT TAKE?SECRETARY: ONE MONTH SIRBOSS: CAN YOU CREATE AND MAINTAIN OURCOMPANY PAGE?SECRETARY: SURE. GIVE ME 5 MINUTES
  7. 7. Typical Lifecycle of Brand Impressions & Visits Prior To Conversion#1 Mention on Facebook #2 Visit from Tweeted Link #4 Video from Search query #5 Brand from Search query#3 Pictures from Search query Conversion
  8. 8. Typical Lifecycle of Brand Impressions &Visits Prior To Conversion#1 Mention on Facebook #2 Visit from Tweeted Link Q: Which of these channels should get the credit for conversion? #4 Video from Search query #5 Brand from Search query#3 Pictures from Search query A: Probably all of them, but that´s not how analytics tools measure.
  9. 9. But is Nearly Useless By Itself Via http://www.seomoz.org/blog/4-essential-seo-infographics
  10. 10. http://blog.eloqua.com/the-content-grid-v2
  11. 11. SO YOU CAN´T TRACK IT….. OR CAN YOU?
  12. 12. RULE #1ROI IS A BUSINESS METRIC, NOT A MEDIA METRICRULE #2ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.RULE #3EVERY VARIABLE YOU INCLUDE HAS A VALUE
  13. 13. #1 ESTABLISH A BASELINE
  14. 14. #2 CREATE ACTIVITY LINE
  15. 15. #3 MONITOR VOLUMES (MENTIONS)
  16. 16. #4 LOOK AT TRANSACTIONAL DATA
  17. 17. #5 OVERLAY ALL DATA ON A SINGLETIMELINE
  18. 18. #6 LOOK FOR PATTERNS
  19. 19. Matched Market Analysis• Measures narrow market level activities • Markets, regions• Uses “test” and “control” cells that are statistically matched to ensure same sales behavior of the product in the markets• Proven methodology
  20. 20. Increasingly CPG Companiesare Using Social Media to Measurably Drive Sales
  21. 21. What CPG brands look forin credible sales & ROI measurement• Actual offline sales data – not just purchase intent• Ability to measure sales lift/incremental sales• Able to isolate campaign impact through statistically valid and industry proven methodologies• Projectable to a larger campaign or roll-out universe• 3rd party validation
  22. 22. Matched Market Analysis – Why it can work for Social Media AnalysisOffline & Facebook conversations are sufficiently geo concentrated OFFLINE FACEBOOK
  23. 23. Key Takeaways1. Large marketers, like CPGs, are increasingly demanding that social marketing spend is accountable2. ROI is a financial metric3. Deliver ROI by approaching social marketing with a direct response mindset4. Track volume, time, and location of campaign impressions, then correlate with actual transaction data5. Work with 3rd party analytics providers, internal analytics teams, & industry experts to use methods like matched market analysis, marketing mix modeling
  24. 24. …Or stick With The Social Media Metrics • Traffic data - how many visits and visitors did social drive to our sites? • Fan/follower data - how many people are in our various networks and how are they growing? • Social interaction data - how are people interacting with, sharing and re-sharing our content on social networks? • Social content performance - how is the content were producing on social sites performing?
  25. 25. Twitter T Metrics• Followers (and follower growth over time) - the unique number of Twitter users whove "followed" my account• @ Replies - the number of tweets sent that begin with my account name• @ Mentions - a tweet that includes my account name, but uses it inside the tweet• Brand Mentions - tweets that contain the brand/account name but dont use the @ symbol• Best Performing Content - the content I shared on Twitter that earned the most clicks, retweets and shares.
  26. 26. LinkedIN Metrics#1 Company Page #2 Unique visitors #3: Growh of Followers#4: Views #5: Appearances in Search #6: Site´s Source Traffic Google Analyics
  27. 27. Twitter Monitoring Tools
  28. 28. Twitter Audit
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