Measuring socialmedia success@digitalmandsMandi Bateson
So the digital world is your stage. How areyou introducing yourself? How are youwearing your mask? What will it say abouty...
NOT ALLDATA ISCREATED
Data merchants =data overloadConsequences:− Confuse correlation and  causation− Dump data without  context− Lazy filtering
Data merchants =data overloadConsequences:− Confuse correlation and  causation− Dump data without  context− Lazy filtering
OUTPUTS                OUTCOMESNUMBER OF ARTICLES/              REACH                VIEWS                         ATTITUD...
In 140 characters or lessData merchants collect more thanstandard identifiers of a personal profile.This is an opportunity...
EMBRACEADAPTIVEMARKETING
a∙dap∙tive mar·ket·ing [uh-dap-tiv mahr-ki-ting]An approach that allows marketers to tailor theiractivities in rapid or un...
REPORTINGMADE TOMEASURE
Measuring the   What to measure:   the basics                    sales funnel                                 Research:   ...
Best practice   What to measure:   the gold standard            reporting                                Set up keyword qu...
THECOMPETITIVEADVANTAGE
In 140 characters or lessIt may be relevant to compare Apples andRed Bulls. Set benchmarks against socialobjectives AND pr...
YOURDEFINITIONOF SUCCESS
Writing your report−   Clarify your objectives and key performance indicators−   Present the numbers−   Write an analysis ...
RECOMMENDEDREADING
Recommended readingaka data nerds of note                         Photography credit   Photography credit
Free ToolsFind some helpWebsite Audithttp://delicious.com/mab397/websiteauditSocial Audithttp://delicious.com/mab397/socia...
In 140 characters or lessGreat reads: Occams Razor by @avinashhttp://bit.ly/Ijvya0 & @thebrandbuildersSocial Media ROI htt...
GET IN TOUCHCONTACT US Need to discuss this in more detail? Whether you want to clarify our approach to strategy or just h...
CreditsThank you to these photographers for their imagesSlide3       JD Hancock | Flickr10      Fetish Art Identification ...
Measuring social media success
Measuring social media success
Measuring social media success
Measuring social media success
Measuring social media success
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Measuring social media success

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  • Applications are collecting data from us beyond the standard identifiers of a personal profile. Data collection goes beyond name, DOB and email address.If you’re not paying for it, you’re not the customer. You’re the product being sold.Geo social games and recommendation enginesKnow not only if we’ve delivered an impression but if they like it, if they saw it because a friend recommended it, if they shared it with their friends, how they identify themselves (tags or categories – food, fashion, melbourne, F1)This puts us in data overload and the consequences include:The confusion of correlation and causation. If you’ve grown an opt in audience it doesn’t necessarily mean this is a true representation of your audience. Pinterest followers now would be early adopters, up until a fortnight ago Instagram would have been only iPhone users. It makes it easy to dump data without context – Facebook has external measurement tools that release details of the most engaging pages – they haven’t taken into account whether a page has a high number of comments or wall posts because it runs it’s page like a customer service channel. It doesn’t even look at the sentiment of the comments. It’s too easy to see the percentages churned out by tools and taking them at face value. Social monitoring tools can scrape so much content across the web that even if you use some very specific and detail keyword queries you still need to sort through all responses to sort the data to suit your reporting. What mentions do you want to track? Insults vs product mentions (health management client)What makes a positive or neutral mention?Filtering brings further insights – an airline like Qantas could tag mentions by relating to service, the frequent flyer program, the corporate performance and today industrial action and once all mentions are categorised you can improve the way you view your dataUnderstand that this is both an opportunity and a challenge.
  • Context – here we see a range of comments on Twitter regarding the NSW election – people are telling us when they’re voting, they’re questioning politicians directly, they’re making glib comments, they’re sharing moments from the election trail. Beware of influencer ranking tools – many qualified those who had been retweeted regularly in elections as influential. There’s an obvious difference between Wil Anderson cracking a joke that you are likely to RT versus his influence on your voting preferences and the automatic tools don’t take the time to qualify this.
  • Applications are collecting data from us beyond the standard identifiers of a personal profile. Data collection goes beyond name, DOB and email address.If you’re not paying for it, you’re not the customer. You’re the product being sold.Geo social games and recommendation enginesKnow not only if we’ve delivered an impression but if they like it, if they saw it because a friend recommended it, if they shared it with their friends, how they identify themselves (tags or categories – food, fashion, melbourne, F1)This puts us in data overload and the consequences include:The confusion of correlation and causation. If you’ve grown an opt in audience it doesn’t necessarily mean this is a true representation of your audience. Pinterest followers now would be early adopters, up until a fortnight ago Instagram would have been only iPhone users. It makes it easy to dump data without context – Facebook has external measurement tools that release details of the most engaging pages – they haven’t taken into account whether a page has a high number of comments or wall posts because it runs it’s page like a customer service channel. It doesn’t even look at the sentiment of the comments. It’s too easy to see the percentages churned out by tools and taking them at face value. Social monitoring tools can scrape so much content across the web that even if you use some very specific and detail keyword queries you still need to sort through all responses to sort the data to suit your reporting. What mentions do you want to track? Insults vs product mentions (health management client)What makes a positive or neutral mention?Filtering brings further insights – an airline like Qantas could tag mentions by relating to service, the frequent flyer program, the corporate performance and today industrial action and once all mentions are categorised you can improve the way you view your dataUnderstand that this is both an opportunity and a challenge.
  • We tend to focus on the OUTPUTS. What actually happened. The number of articles, blogs, tweets. The total reach of those, the number of forwards and retweets.What our SOV was and what the content and tone of all that content was.This makes us feel good. It is easy to understand. And relatively easy to collect. And here size does matter.But does it? Are numbers the most important thing?Would you rather reach 1000 of your customers with a fairly run of the mill communication, or 100 from a really influential source that convinced them all to go buy your product? Obviously the later.The harder part is linking these to OUTCOMESWhat was the impact on consumers attitudes & beliefs – and ultimately their behaviour. If you’re willing to invest the time and the budget, you can use social media monitoring to determine these outcomes, whether a campaign was online or offline. You can see buckets of phrases when people mention your brand or product, like volcano – spectacular or dangerous. You can see whether people talk about your product on a financial level (I bought this, it was on sale, it was cheap, it was expensive) or idenitfy other “emotional” triggers (I drank this, I’m about to eat this, I just did this and I feel great, here’s a photo of my new purchase do you like it?). We use this to help inform future creative – how people see themselves and how we can relate to them with advertising.
  • An overload of data is a great problem to have. And most of the issues can be solved if you do one thing – keep going back to your metrics and ask yourself why?
  • Mindshare’s global digital lead Norm Johnston’s definition of adaptive marketing. Whether it’s optimising Facebook advertising performance or using engagement rates to determine how to write the best call to action, the important point here is not to run campaign reports at the 3 or 6 month mark and feel like you’ve measured your success. Jesse from Tourism Australia showed us yesterday that he can tell what colours will provoke more of a response on Instagram when he posts images. RT insights are being rolled out in Facebook and even with 48-72 hour delays you can still learn so much by continually evaluating your campaign.
  • Look good amongst your competitors and stand out from the crowd
  • You can track your performance against competitors but make sure you’re playing on the same field. Each company is using their social networks to achieve their own strategy which may mean it’s not right to compare one Twitter account with another or one Facebook page with another. Be critical of your benchmarks – if you are using social to make a connection with your audience and strengthen your branding, look at comparing your performance outside of your product category
  • Some people just want to win awards or get 50,000 new Facebook likes. If your stakeholders have these kinds of goals that can have an impact on your
  • Social media gives you the opportunity to take both a micro and macro view of the overall business objective. Overall business objective is to be profitable and successful. Secondary objectives are to hire and retain great staff. A company goal may be to become an employee of choice. Companies may investigate the success of unified communications, green buildings, hot desking, the effects of commuting on a happy employee – all these other areas of consideration that may have an impact over the physical location of their business.
  • Measuring social media success

    1. 1. Measuring socialmedia success@digitalmandsMandi Bateson
    2. 2. So the digital world is your stage. How areyou introducing yourself? How are youwearing your mask? What will it say aboutyou?
    3. 3. NOT ALLDATA ISCREATED
    4. 4. Data merchants =data overloadConsequences:− Confuse correlation and causation− Dump data without context− Lazy filtering
    5. 5. Data merchants =data overloadConsequences:− Confuse correlation and causation− Dump data without context− Lazy filtering
    6. 6. OUTPUTS OUTCOMESNUMBER OF ARTICLES/ REACH VIEWS ATTITUDES BEHAVIOUR BLOGS FORWARDS BELIEFS PURCHASE PERCEPTION TWEETS RETWEETS TONE SOV CONTENT COMMENTS CONSIDERATION PREFERENCE RELATIONSHIPS (NOT A ONE NIGHT STAND) LIKES
    7. 7. In 140 characters or lessData merchants collect more thanstandard identifiers of a personal profile.This is an opportunity and a challenge#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
    8. 8. EMBRACEADAPTIVEMARKETING
    9. 9. a∙dap∙tive mar·ket·ing [uh-dap-tiv mahr-ki-ting]An approach that allows marketers to tailor theiractivities in rapid or unparalleled ways to meet theircustomers’ interests and needs based on data.
    10. 10. REPORTINGMADE TOMEASURE
    11. 11. Measuring the What to measure: the basics sales funnel Research: Share of brand New key search phrases Digital reachDepth of interactions Opt in audienceShare of voice Planning: Depth of interactions Share of voiceKey category phrases (buckets) Traffic by media mixNew key search phrases Testimonials:Traffic by media mix Depth of interactions Share of voice Digital reachDigital reach Lead capture/sales?Opt in audience
    12. 12. Best practice What to measure: the gold standard reporting Set up keyword queries with your audience in mind – search insights can help you with common spelling errors or relevant termsVolume Never trust automatic sentiment – the Australian lexicon alone is enough to give false results (terms like “not bad”, sarcasm,Events sick/mad)TriggersConversation cloudsSentiment (manually filtered)Top authorsTop domains
    13. 13. THECOMPETITIVEADVANTAGE
    14. 14. In 140 characters or lessIt may be relevant to compare Apples andRed Bulls. Set benchmarks against socialobjectives AND product categories#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
    15. 15. YOURDEFINITIONOF SUCCESS
    16. 16. Writing your report− Clarify your objectives and key performance indicators− Present the numbers− Write an analysis and add context to the numbers− Highlight the changes from previous reports− Include recommendations− Include anecdotal feedback− Ask for internal feedback
    17. 17. RECOMMENDEDREADING
    18. 18. Recommended readingaka data nerds of note Photography credit Photography credit
    19. 19. Free ToolsFind some helpWebsite Audithttp://delicious.com/mab397/websiteauditSocial Audithttp://delicious.com/mab397/socialauditPlatform Searchhttp://delicious.com/mab397/platformsearchSearch Audithttp://delicious.com/mab397/searchauditAlertshttp://delicious.com/mab397/alerts
    20. 20. In 140 characters or lessGreat reads: Occams Razor by @avinashhttp://bit.ly/Ijvya0 & @thebrandbuildersSocial Media ROI http://slidesha.re/IjvJCa#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
    21. 21. GET IN TOUCHCONTACT US Need to discuss this in more detail? Whether you want to clarify our approach to strategy or just have a burning question about digital in general, please contact me at any time. And feel free to stalk me online as well – here’s a few places you can start. twitter.com/digitalmands Address: au.linkedin.com/in/mandibateson Level 15, 65 Berry Street North Sydney NSW 2060 delicious.com/mab397 Phone: 02 9287 8505 mab397.wordpress.com Email: twitter.com/mab397 mandi.bateson@mindshareworld.com26
    22. 22. CreditsThank you to these photographers for their imagesSlide3 JD Hancock | Flickr10 Fetish Art Identification | Flickr12 Heavy Weight Geek | Flickr15 King_Of_Games | Flickr22 Pedrosimoes7 | Flickr

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