The Analytics and Metrics Around Social Media Strategy<br />Muhammad Karim, 2011<br />
“If  we can’t express our objectives and methodology quantitatively, we have zero chance of selling our ideas.” – Dave Eva...
The more technology we interact with  the more our personal and social interactions and transactions are able to be track...
SOCIAL MARKETING METRICS <br />
Assembling Metrics into KPIs (Courtesy of Edelman)<br />Attention<br />Engagement<br />Authority<br />Influence<br />Senti...
Impressions
Page Views
Media Consumption
Total Interactions
Fan Photos/Videos
Post Quality
External Links to Content & Discussion
Total “Likes”
Subscribed “Likes”
Audience Profile as Reflection of Target
On-Message
Positive/Negative/Neutral
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The Analytics and Metrics Around Social Media Strategy

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Shows you where to put your focus when analysing your social media strategy.

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The Analytics and Metrics Around Social Media Strategy

  1. 1. The Analytics and Metrics Around Social Media Strategy<br />Muhammad Karim, 2011<br />
  2. 2. “If we can’t express our objectives and methodology quantitatively, we have zero chance of selling our ideas.” – Dave Evans, ClickZ network<br />
  3. 3. The more technology we interact with  the more our personal and social interactions and transactions are able to be tracked the higher our expectations of measurement<br />
  4. 4. SOCIAL MARKETING METRICS <br />
  5. 5. Assembling Metrics into KPIs (Courtesy of Edelman)<br />Attention<br />Engagement<br />Authority<br />Influence<br />Sentiment<br />Measurement<br /><ul><li>Unique Visits
  6. 6. Impressions
  7. 7. Page Views
  8. 8. Media Consumption
  9. 9. Total Interactions
  10. 10. Fan Photos/Videos
  11. 11. Post Quality
  12. 12. External Links to Content & Discussion
  13. 13. Total “Likes”
  14. 14. Subscribed “Likes”
  15. 15. Audience Profile as Reflection of Target
  16. 16. On-Message
  17. 17. Positive/Negative/Neutral
  18. 18. Change Over Time</li></ul>Facebook<br /><ul><li>Total Followers
  19. 19. Retweets
  20. 20. Direct Messages
  21. 21. @Replies
  22. 22. Shared Content
  23. 23. Inbound Links
  24. 24. External Coverage
  25. 25. Extended Network/Influence of Followers
  26. 26. Follower Profile as Reflection of Target
  27. 27. On-Message
  28. 28. Positive/Negative/Neutral
  29. 29. Change Over Time</li></ul>Twitter<br /><ul><li>Views
  30. 30. Subscribers
  31. 31. Likes/Dislikes
  32. 32. Comments
  33. 33. FavoritesdReplies
  34. 34. Inbound Links
  35. 35. External Coverage
  36. 36. Subscribers
  37. 37. Demographic Insights
  38. 38. Audience Profile
  39. 39. On-Message
  40. 40. Positive/Negative/Neutral
  41. 41. Change Over Time</li></ul>YouTube<br /><ul><li>Share of Voice
  42. 42. # of Comments RelativetoAudience Size
  43. 43. Inbound Links
  44. 44. Subscribers
  45. 45. External Coverage
  46. 46. Audience Profile as Reflection of Target
  47. 47. On-Message
  48. 48. Positive/Negative/Neutral
  49. 49. Change Over Time</li></ul>Blogger Engagement<br /><ul><li># of Unique Visitor Check-ins
  50. 50. # of Repeat Check-Ins
  51. 51. # of Check-ins broadcast to Twitter or Facebook
  52. 52. Positive/Negative/Neutral Commentary w/Check-ins</li></ul>Foursquare/Geolocation<br /><ul><li>Audience Profile as Reflection of Target
  53. 53. Traffic to Site
  54. 54. Unique Visitors
  55. 55. # Page Views (Overall)
  56. 56. # Page Views/User
  57. 57. Time Spent on Site
  58. 58. Inbound links
  59. 59. Profile of Visitors as Reflection of Target
  60. 60. Most Popular Search Terms </li></ul>Search<br /><ul><li>Total Media Consumption
  61. 61. Total Interactions
  62. 62. Total Trackbacks & Coverage of Activities
  63. 63. Total Ongoing Engaged Subscribers to Content/Community
  64. 64. Community Crossover
  65. 65. Overall Sentiment
  66. 66. Total Shift in Sentiment</li></ul>Overall<br />
  67. 67.
  68. 68.
  69. 69. Share of voice insights<br />Total mentions of Automaker within Social Media (30 day sample)<br />Source: Radian6<br />
  70. 70. Most data can be easily tracked<br />and graphed with simple<br />spreadsheets.<br />
  71. 71. But… You Measure the Success of Your Strategy… <br />…Not of Social Media Channels<br />
  72. 72. Use the Metrics to achieve your KPI’s (i.e. your Strategy)<br />Online Brand Perception – Sentiment, Engagement.<br />Online Marketing Efficiency – SEO, Reach.<br />Customer Service – Relationships.<br />
  73. 73. Know what you are Measuring…<br />
  74. 74. What drove this high activity of Retweets and Replies on Twitter? <br />
  75. 75. What content drove the high fan page activity during this time? Can we do more of this?<br />
  76. 76. The 4 Main Problems With Measurement<br />People Die…<br /><ul><li>US has a 50m population, 300k die a year
  77. 77. Facebook has 600m users – do the math.</li></ul>Measuring Tools can’t take into account popular culture.<br /><ul><li>Lady Gaga  Lady Dada</li></ul>“Like” only lasts a second, many forget straight after.<br /><ul><li>Promotion-driven behaviour.</li></ul>Some keywords are generic<br /><ul><li>Salt</li></li></ul><li>In Summary<br />There is no shortage of Tools, Methodologies and Agencies to help you measure and monitorSocial Media.<br />As Marketers and Business People you should focus on whether these tools, methodologies and agencies are helping you achieve your business objectives.<br />
  78. 78. Any Questions?<br />Muhammad Karim<br />Email: muhammad@karim.co.za<br />Twitter: @mkarim<br />

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