0
Social media - measurement<br />Justin Souter<br />Souter Consulting Limited<br />28/10/2009<br />1<br />© Justin Souter 2...
So:<br />You’ve got sign-off to go ahead with your social media initiative<br />You’ve got your blogs, your wikis, your tw...
Agenda<br />Context<br />Measurement<br />Return on Investment<br />28/10/2009<br />© Justin Souter 2009 - Social Media me...
People have got used to this<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />4<br />
&quot;Half the money I spend on advertising is wasted; the trouble is I don&apos;t know which half.“<br />John Wanamaker<b...
Is anyone measuring at all?<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />6<br />
“I have a better answer to defining social media ROI: don’t”<br />Nick O’Neill<br />28/10/2009<br />7<br />© Justin Souter...
Social Media Measurement<br />Here&apos;s a framework for measuring social media:<br />Attention<br />Participation<br />A...
Some *are* trying…<br />28/10/2009<br />9<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
McKinsey – ‘Measurable gains’<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />10<br />htt...
Cause & effect – Adam Parker stylee<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />11<br />
28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />12<br />
28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />13<br />
28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />14<br />
Reason #1:<br />COST REDUCTION<br />Reason #2:<br />REVENUE GENERATION<br />Remember what Mr. Bossman said…<br />28/10/200...
I shrank my PR budget by 20%<br />and my outbound call budget by 40%.<br />Now I can afford a team of social media<br />Ro...
Yeah but…<br />What about<br />the P&L?<br />Monitoring to base…<br />Monitoring to base…<br />Our Google Analytics are th...
What kind of mood is <br />The old man in today?<br />Not good.<br />He doesn’t care how many visitors<br />the website ge...
Darn it.<br />This media measurement<br />stuff isn’t working.<br />We need to start<br />tying this stuff to actual<br />...
Step 1: Establish a baseline<br />8% YoY Growth<br />28/10/2009<br />20<br />© Justin Souter 2009 - Social Media measureme...
Baselines illustrate deltas (changes)<br />Is something happening here?<br />28/10/2009<br />21<br />© Justin Souter 2009 ...
R.O.I.<br />RETURN<br />ON<br />INVESTMENT<br />28/10/2009<br />22<br />© Justin Souter 2009 - Social Media measurement @ ...
THE R.O.I. EQUATION<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />28/10/2009<br...
Non-financial impact = potential.<br />28/10/2009<br />24<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
ROI = actualized potential.<br />28/10/2009<br />25<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
10 ways to measure social media success<br />Traffic<br />Interaction<br />Sales<br />Leads<br />Search marketing<br />Bra...
Bringing things together<br />McKinsey benefits:<br />Internal purposes<br />Customer-related purposes<br />Working with e...
The take-away<br />Measurement is important, and the frameworks are increasingly robust<br />The basics are free, more sop...
28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />29<br />
Upcoming SlideShare
Loading in...5
×

Social Media - Measurement

1,936

Published on

10 minute presentation I did at the Think and a Drink event "Social Media: Beyond the Hype". Draws on other presentations, with attribution.

Published in: Business, Technology
3 Comments
3 Likes
Statistics
Notes
  • True, his name does appear at the end, but I don’t see his name on the slide, which I assume you’re using with permission from the author.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Yes, but have left his logo on the slides & credited him at the end of the deck. Perhaps I should have made the linkage clearer in the slides?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Did you rip off the ROI section from Olivier Blanchard?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,936
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
99
Comments
3
Likes
3
Embeds 0
No embeds

No notes for slide
  • Transcript of "Social Media - Measurement"

    1. 1. Social media - measurement<br />Justin Souter<br />Souter Consulting Limited<br />28/10/2009<br />1<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    2. 2. So:<br />You’ve got sign-off to go ahead with your social media initiative<br />You’ve got your blogs, your wikis, your twitter account etc. set up<br />BUT:Do you know what difference it’s going to make?<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />2<br />
    3. 3. Agenda<br />Context<br />Measurement<br />Return on Investment<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />3<br />
    4. 4. People have got used to this<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />4<br />
    5. 5. &quot;Half the money I spend on advertising is wasted; the trouble is I don&apos;t know which half.“<br />John Wanamaker<br />28/10/2009<br />5<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    6. 6. Is anyone measuring at all?<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />6<br />
    7. 7. “I have a better answer to defining social media ROI: don’t”<br />Nick O’Neill<br />28/10/2009<br />7<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    8. 8. Social Media Measurement<br />Here&apos;s a framework for measuring social media:<br />Attention<br />Participation<br />Authority<br />Influence<br />Sentiment<br />28/10/2009<br />8<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    9. 9. Some *are* trying…<br />28/10/2009<br />9<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    10. 10. McKinsey – ‘Measurable gains’<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />10<br />http://www.broadstuff.com/archives/1847-Summary-of-McKinsey-Survey-of-Web-2.0-Use.html<br />
    11. 11. Cause & effect – Adam Parker stylee<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />11<br />
    12. 12. 28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />12<br />
    13. 13. 28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />13<br />
    14. 14. 28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />14<br />
    15. 15. Reason #1:<br />COST REDUCTION<br />Reason #2:<br />REVENUE GENERATION<br />Remember what Mr. Bossman said…<br />28/10/2009<br />15<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    16. 16. I shrank my PR budget by 20%<br />and my outbound call budget by 40%.<br />Now I can afford a team of social media<br />Rock stars. Can I get a hellz yeah?<br />Okay, hotshot,<br />You have your Social Media doohickey.<br />Now I’d better see some real results!<br />Or else… <br />28/10/2009<br />16<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    17. 17. Yeah but…<br />What about<br />the P&L?<br />Monitoring to base…<br />Monitoring to base…<br />Our Google Analytics are through<br />the roof! Even our social mentions<br />are wicked good!<br />We have liftoff!<br />28/10/2009<br />17<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    18. 18. What kind of mood is <br />The old man in today?<br />Not good.<br />He doesn’t care how many visitors<br />the website gets, or how many<br />eyeballs we estimate we’ve reached unless it means we’re selling<br />more stuff.<br />28/10/2009<br />18<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    19. 19. Darn it.<br />This media measurement<br />stuff isn’t working.<br />We need to start<br />tying this stuff to actual<br />Business performance.<br />Where to start?<br />Let’s see…<br />At the beginning?<br />28/10/2009<br />19<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    20. 20. Step 1: Establish a baseline<br />8% YoY Growth<br />28/10/2009<br />20<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    21. 21. Baselines illustrate deltas (changes)<br />Is something happening here?<br />28/10/2009<br />21<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    22. 22. R.O.I.<br />RETURN<br />ON<br />INVESTMENT<br />28/10/2009<br />22<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    23. 23. THE R.O.I. EQUATION<br />(GAIN FROM INVESTMENT - COST OF INVESTMENT)<br />ROI =<br />COST OF INVESTMENT<br />28/10/2009<br />23<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    24. 24. Non-financial impact = potential.<br />28/10/2009<br />24<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    25. 25. ROI = actualized potential.<br />28/10/2009<br />25<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    26. 26. 10 ways to measure social media success<br />Traffic<br />Interaction<br />Sales<br />Leads<br />Search marketing<br />Brand metrics<br />PR<br />Customer engagement<br />Retention<br />Profits<br />Props to Econsultancy<br />28/10/2009<br />26<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    27. 27. Bringing things together<br />McKinsey benefits:<br />Internal purposes<br />Customer-related purposes<br />Working with external partners/suppliers<br />Appears to show real in-use benefits<br />Useful for business cases!<br />Jon Yongfook Cockle<br />Qualitative<br />Quantitative<br />Online & Offline<br />Olivier Blanchard<br />Reduce costs<br />Revenue generation<br />28/10/2009<br />27<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    28. 28. The take-away<br />Measurement is important, and the frameworks are increasingly robust<br />The basics are free, more sophisticated tools available from monitoring firms<br />Start thinking about measurement right at the start<br />You can measure lots of things, but the Business folks will only be impressed if it reduces costs and / or makes more £<br />28/10/2009<br />28<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    29. 29. 28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />29<br />
    30. 30. Olivier Blanchard<br />Principal, BrandBuilder Marketing<br />864.630.7398<br />www.thebrandbuildermarketing.com<br />@thebrandbuilder(on Twitter)<br />www.smroi.net<br />28/10/2009<br />30<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />
    31. 31. Resources<br />Yongfook / Egg & Co<br />Oliver Blanchard<br />Adam Parker<br />Dave McClure<br />MyDelicious links on ROI<br />Other links are embedded on the slides…<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />31<br />
    32. 32. Souter Consulting Limited<br />28/10/2009<br />© Justin Souter 2009 - Social Media measurement @ TaaD<br />32<br />What can I do for you?<br />Please contact me to see how we can work together!<br />Justin Souter<br />Justin.souter@souterconsulting.eu<br />http://twitter.com/souterconsults<br />http://souterconsulting.eu<br />07717 725504<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×