WTF Do You Want Me To Measure Now?

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Talk given at Measurement.ie on 13 Feb 2013. What makes social media so different, so special? Ultimately, I argue, it all shares per view and clicks per share.

Talk given at Measurement.ie on 13 Feb 2013. What makes social media so different, so special? Ultimately, I argue, it all shares per view and clicks per share.

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  • 1. THE CONTINUATION OFMARKETINGBY OTHER MEANS?
  • 2. OR WTF DO YOU WANT METO MEASURE NOW?(A @MEASUREMENT.IE SPECTACULAR)
  • 3. WHY DO WE DO SOCIAL MEDIA MARKETING? BLOGGER RELATIONS CUSTOMER SERVICE COMMUNITY BUILDING CRM CONSUMER INSIGHT CRISIS MANAGEMENT CONTENT MARKETING DIRECT SELLING
  • 4. NOT SO FASTMR BOND
  • 5. WHY DO WE DO SOCIAL MEDIA MARKETING? BLOGGER RELATIONS CUSTOMER SERVICE COMMUNITY BUILDING CRM CONSUMER INSIGHT CRISIS MANAGEMENT CONTENT MARKETING DIRECT SELLING
  • 6. THE LAW OF INSTRUMENTATION OR MASLOW’S HAMMER
  • 7. DÉFORMATION PROFESSIONELLE(N.B. I can be cosmopolitan and French too, Dena.)
  • 8. LET’S BE CLEAR. ‘ENGAGEMENT’ IS AN UNWORKABLE AND MEANINGLESS CONCEPT. IT MEANS EVERYTHING. AND ABSOLUTELY NOTHING. AND AS SUCH IT CANNOT POSSIBLY CLAIM TO BE ANYMARTIN WEIGEL, W+K AMSTERDAM KIND OF METRIC.
  • 9. AGGREGATE MONTHLY MENTIONS IN BRAND REPUBLIC ARCHIVE "ENGAGEMENT" TREND10050 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  • 10. AGGREGATE MONTHLY MENTIONS IN BRAND REPUBLIC ARCHIVE "ENGAGEMENT" TREND "SOCIAL MEDIA" TREND15010050 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  • 11. THINGS REALPEOPLE NEVER DO
  • 12. BRANDS ARENOT ASIMPORTANTAS THE REALPEOPLE INOUR LIVES RUSSELL DAVIES, SENSIBLE CHAP.
  • 13. TETLEY FOLLOWERS 381k
  • 14. WHAT’S THE CAN ANY MASS-MARKET BRAND EVER SELL ENOUGHREAL POINT OF TO THEIR FOLLOWERS TO MOVE THE NEEDLE?~400k FANS? AREN’T “REAL FANS” LIKELY TO BE BUYING AS MUCH AS THEY CAN ALREADY ? ISN’T FACEBOOK A POOR CHANNEL FOR CRM?
  • 15. 2 KEY THINGS ABOUT SOCIAL: HOMOPHILY WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES
  • 16. 2 KEY THINGS ABOUT SOCIAL: SOCIAL PROOF AND WE UNCONSCIOUSLY COPY OUR FRIENDS
  • 17. LAMB TO THELAUGHTER
  • 18. IF YOU CAN GET PEOPLE WHO ARE SIMILAR TO THE PERSON YOURE TRYING TO PERSUADE TO SPEAK ON YOUR BEHALF, ITS A LOT EASIER FOR YOU THAN IF YOU HAVE TO TRY TO HAMMER YOUR MESSAGE ONE MOREROBERT CIALDINI, ARIZONA STATE TIME INTO A RETICENT MIND.
  • 19. SOCIAL IMPACT ON ADVERTISING EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL Ad Exposure Social Ad Exposure +16% +10% +8% +8% +4% +2% RECALL AWARENESS PURCHASE INTENT Source: Nielsen Brand Lift 2010
  • 20. SO WHAT DO WE WANT FROM OUR FANS? AUDIENCES RESPOND WELL TO SOCIAL CUES WE WANT TO TURN OUR FANS INTO ADVOCATES INCREASE EXPOSURE AND ENDORSEMENT INCREASE E/P* RATIO Targeting friends-of-fans using a high-quality fan audience Facebook’s editorial algorithms respond positively to brand improves media efficiencies and campaign effectiveness, content engaged with by fans. The link between fans and while reaching as large an audience as possible. their friends is nearly always stronger than the link between a Page and its fans. * Earned/Paid
  • 21. SO WHAT DO WE WANT FROM OUR FANS? TURN CUSTOMERS INTO ADVERTISING.
  • 22. FOLLOWERS 381k
  • 23. TARGET: 25-44 WOMEN 187k
  • 24. REACH: 25-44 WOMEN IN 1st DEGREE 187k 7.14m
  • 25. REACH: 25-44 WOMEN IN 1st DEGREE 187k 7.14m
  • 26. SOCIAL CUES INCREASE SALIENCE AND RESPONSE PROMPTED SHARING FOF TARGETING TARGET FRIENDS OF FANS WITH SOCIALLY-ENDORSED ALL OTHER PAID MEDIA CAMPAIGNS AND PROMOTIONS
  • 27. INTEGRATE PAID AND EARNED USER ENGAGEMENT: 1.  INCREASES ORGANIC REACH 2.  REDUCES COST OF PROMOTED POST
  • 28. INTEGRATE PAID AND EARNED FOF TARGETING 1.  EXPOSES NEW AUDIENCES TO CONTENT 2.  INCREASES SALIENCE & RESPONSE
  • 29. SOCIAL IMPACT ON ADVERTISING EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL Ad Exposure Social Ad Exposure +16% +10% +8% +8% +4% +2% RECALL AWARENESS PURCHASE INTENT Source: Nielsen Brand Lift 2010
  • 30. SOCIAL IMPACT ON ADVERTISING EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL Ad Exposure Social Ad Exposure Social Ad + Organic +30% +16% +13% +10% +8% +8% +8% +4% +2% RECALL AWARENESS PURCHASE INTENT Source: Nielsen Brand Lift 2010
  • 31. SOCIAL CUES INCREASE SALIENCE AND RESPONSE PROMPTED SHARING FOF TARGETING ALL OTHER PAID MEDIA
  • 32. SOCIAL CUES INCREASE SALIENCE AND RESPONSE PROMPTED SHARING FOF TARGETING CREATE SHAREABLE CONTENT. ALL OTHER PAID MEDIA
  • 33. INTEGRATE OWNED & PAID FROM THIS TO THIS organic | paid organic OWNED FACEBOOK FACEBOOK SPACES SMART CONTENT MARKETERS AND RETAILERS ARE viral | paid MAKING USE OF FACEBOOK’S “OPEN GRAPH” PLATFORM TO CREATE VIRTUOUS CIRCLES, CAPTURE DATA AND INCREASE SHARING.
  • 34. RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT 11.2k CLICKS è ç +1k LIKES +151 TWEETS 35.5k LIKES +46 GOOGLE +1s 1.9k SHARES ç +1.7k SHARES +18 BACKLINKS
  • 35. RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT 124k CLICKS è 38.9k LIKES ç +17.6k LIKES +2.2k TWEETS 4.2k SHARES ç +63k SHARES +220 BACKLINKS
  • 36. SO: THE NEW METRICS FOR SOCIAL? EARNED/PAID RATIO EARNED/PAID EFFICIENCIES REDUCED COSTS OF API TARGETING VIRAL/ORGANIC RATIO VIRAL/ORGANIC EFFICIENCIES SHARES PER VIEW CLICKS PER SHARE