Beyond Engagement: The True Measure of Social Media

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  • When measuring Social media typically focus on engagementLikesCommentsPostsMentions@repliesMentions RTsseBut does that information help us make decisions?Only means you’re being talked about—nothing beyond thatDo companies really want to to spend all this time and money to measure popularityHow can we identify the ROI of social
  • BOOM 22,004 we’ve never seen numbers like thatThe volume of tweets when she talked about 4 more yearsYes never seen numbers like thatNumber is huge especially when compared to other numbers that are smallerThese numbers are out there and it’s the media’s duty to report them without the liberal filter of meaning something
  • 80% of analytics dashboards look like thisExcel, lots of tabs, lots of data, lots of numbers, may even have drill downsFans, followers, pageviews, visits, checkins, lifetime total likesDo doubt took an incredible amount of time and resources to put togetherBut what does it really tell you? These are vanity metrics that tell you nothingWhy should I care There’s no analysis or insight--Lack context and actionable valueCan’t look at it and say wow we need to do X.
  • Who remembers the movie Clueless?Well this is the data equivalent of a Monet: looks great from far away but once you get close up—not so goodDemographics, mentions sentiment—great but so what?What am I supposed to do with this?A-vinash Cow-chic
  • Numbers without a story are meaninglessInternet numbotron 3,000The problem with the dashboards is that they’re like Colbert’s Internet Numbotron 3,000: lots of numbers we’re supposed to be impressed with in and of themselvesA-vinash Cow-chic Digital marketing evangelist for Googlesays the problem is You leave interpretation to the executive—If you don’t tell them what the numbers mean they will make their own sense of itDo you really want that? You instantly become less valuableSo how do you provide insight not data?
  • First step to recovery is to admit you have a problemSo how many have clients or bosses who have demanded “We need fill in arbitrarily large number of Facebook fans!”How many of you have included Liking a facebook page as a CTA in a social campaign?Say it with me: A fan is not a business metric”To track your social media, approach to social media needs to be architected strategically
  • So how can you be strategic? Start at the endExplain our processThink about how social media can support your organization? What are you trying to accomplish and then identify what tactics to useLet the outcome drive the planWhat are you trying to accomplish? What are your business objectives And really need to look at the big picture—how does social not only plug into the business functions of your organization but how does it fit into the other efforts supporting those business functionsIntegratd agency approachIncrease sales or fans?Reduce cost of customer service and by how much, what percent, how will you gauge success
  • F.R.Y.Olivier Blanchard—Brand Builder Frequency (how often purchased—shortening the interval between purchases, donated, memberships, watched , reach (acquiring net new customers, members)yield (spend more per transaction)
  • How can you relate marketing activity to business goalsLook for patternsNeed to overlay data to see impactCould be called “transactional precursors”
  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.Source: 3M Corporation and Zabisco
  • Telling a story
  • Action dashboardKeep it simpleTell the story of what’s going on and identify the action
  • Telling a story
  • Beyond Engagement: The True Measure of Social Media

    1. 1. Beyond Engagement: The True Measure of Social Media October 2012
    2. 2. “Who knows what it could mean?!”Stephen ColbertImage Source: colbertnation.com All Rights Reserved. Copyright of R2integrated, 2012.
    3. 3. Vanity MetricsImage Source: stadden.com/writing/ All Rights Reserved. Copyright of R2integrated, 2012.
    4. 4. A Full-On MonetImage Source: digitalbursonmarsteller.com/tag/corporate/ All Rights Reserved. Copyright of R2integrated, 2012.
    5. 5. Metrics Are Not Meaningful In And Of ThemselvesImage Source: colbertnation.com All Rights Reserved. Copyright of R2integrated, 2012.
    6. 6. A Fan Is Not A Business Metric All Rights Reserved. Copyright of R2integrated, 2012.
    7. 7. Plan With The EndGoal In Mind All Rights Reserved. Copyright of R2integrated, 2012.
    8. 8. Business Metrics GiveYou FocusImage Source: inthemargin.standleys.com All Rights Reserved. Copyright of R2integrated, 2012.
    9. 9. Connect The Dots All Rights Reserved. Copyright of R2integrated, 2012.
    10. 10. Convey The Significance OfNumbers With Visuals All Rights Reserved. Copyright of R2integrated, 2012.
    11. 11. Cut Through The Noise All Rights Reserved. Copyright of R2integrated, 2012.
    12. 12. Report On What Matters Registration Analysis Registration Dashboard October 1-31, 2012 IMPACT OF DIGITAL MARKETING ON REGISTRATIONS KEY TRENDS AND INSIGHTS • EMAIL: Highest conversion rates Social posts Email driven by emails that provide specific PPC Registrations value • SOCIAL: Twitter drives the most conversions. Types of posts driving most conversions are Partnering- focused FINANCIALS • PPC: Retargeting is the campaign with the highest rates of conversion • REGISTRATION: Most attendees encounter 5 touch points before converting CONVERSIONS BY CHANNEL CONVERSIONS BY CONTENT RECOMMENDED ACTIONS 30 • Optimize editorial calendar with 25 conversion-driving content 20 • Redouble Twitter efforts focusing Researching insulation 15 options on Partnering-centric content 10 • Post purchase an additional 20% of PPC Move 5 budget into retargeting 0 • Green Tactics Research Continue coordination of messaging ts SF am am n or tio Ki tit Compare brands/ Installation BA Fo fo la pe n su tio y Method om y ra ra In lla Sp C Sp ta s en In re IY G D All Rights Reserved. Copyright of R2integrated, 2012.
    13. 13. Engineer Social In Reverse Use Business Goals to Drive All Aspects of Social Media Step 1: Step 2: Step 3: Step 4: Identify your Architect a social Make sure that Measure every essential business strategy engineered everything in tactic based on how objectives to meet those market supports well it meets objectives your business goals business objectives All Rights Reserved. Copyright of R2integrated, 2012.
    14. 14. Contact Info www.r2integrated.com Leigh George, PhD Director, Digital Strategy R2integrated- Digital Marketing & Technology 
[P] 410.369.3744 [E]Lgeorge@r2integrated.com Twitter: @leighgeorge All Rights Reserved. Copyright of R2integrated, 2012.
    15. 15. References • http://www.digiday.com/brands/please-stop-with-the-useless-social- media-metrics/ • http://thebrandbuilder.wordpress.com/ • http://www.kaushik.net/avinash/the-action-dashboard-an-alternative- to-crappy-dashboards/ • http://www.digiday.com/brands/the-metric-that-matters-in-social-media/

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