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Social Media - Measurement

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

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

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  • 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
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  • 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?
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  • Did you rip off the ROI section from Olivier Blanchard?
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  • Transcript

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

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