nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Social Media Monitoring
and Measurement
The Secret t...
Conversation Reminder
@NickWestergaard
#UIMKTG
Why M & M Together?
Source: The State of Social Marketing (Awareness)
Social Media Monitoring
& Measurement
‣ M & M: Foundation
‣ Monitoring Basics
‣ Measurement & ROI Today
‣ Measurement & RO...
1
The Foundation
Social Program Maturity
‣ Good – Basic presences on networks with light
engagement; little connection
‣ Great – Monitoring...
The Business Objective
Photo via Flickr user m.gifford
6 Social Business Objectives
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Lea...
2
Social Media 

Monitoring
MONITOR
noun
1. something that serves to remind or give warning.
2. a device or arrangement for observing, detecting, or r...
Photo via Flickr user Alberto
Listening vs. Monitoring
LISTENING (ONLINE)
Source: The Now Revolution
Technology used to assemble a collection of keyword-based searches online
th...
What Might You Listen For?
‣ Your Brand — company name, brands, products,
campaigns, people, stakeholders (misspellings!),...
Set Alerts
Photo via Flickr user topquark22
Free Monitoring Baked In
More Free Listening
Advanced Monitoring Tools
‣ Pay $20 per month to $10,000 a month
‣ Which Tool Depends on Your Goals
‣ Advanced Features In...
A Peek Under the Hood
Listening
Sharing
Engaging
Discovering
Reporting
Many Options
Listening Impacts ...
‣ Sales — not common but listening can find in-market people
searching
‣ Marketing — making sure bra...
65%
of socially mature brands are focusing 

on monitoring
Source: The State of Social Marketing (Awareness)
Source: The State of Social Marketing (Awareness)
Who Is Monitoring Today?
Source: The State of Social Marketing (Awareness)
What Are They Using?
Final Thoughts on Monitoring
‣ Builds a More Social Business and Brand
‣ Reputation Management Is Key
‣ Varying Levels of ...
3
Social Media 

Measurement
“– peter f. drucker
You can’t manage 

what you don’t
MEASURE.”
You Can’t Measure What
You Don’t Manage
Photo via Flickr user HeavyWeightGeek
Let Traditional Off Easy
Photo via Flickr user gothopotam
Twitter + Nielsen = Hope?
Photo via Flickr user chaztoo
ROI Is a Challenge
Few Are Effectively Doing So
Source: CMO Survey
Half Can’t Show Social Impact
‘Customer Insight’ Is Key
Source: The State of Social Marketing (Awareness)
How Are They Measuring?
“– albert einstein
Everything that can be counted 

DOES NOT
NECESSARILY COUNT.
Everything that counts 

CANNOT NECESSARIL...
Engagement Data
‣ Likes
‣ Followers
‣ Subscribers
‣ Comments
‣ Shares
‣ Favorites
Tracking Engagement Data
Website Metrics
‣ Pages Visited — Sales/Product Pages
‣ What Pages They Came From
‣ Time Spent on Site
‣ Page-to-Page Path...
Align Objectives with Metrics
‣ Branding — web analytics such as visitors; share of voice
compared to competition; traffic...
Social-Only Offers
How Did You Hear About Us?
4
ROI & KPI
ROI =
revenue minus cost divided by cost — only works if
you have a sales performance indicator or kpi
Source: The State of Social Marketing (Awareness)
Why Is ROI Hard?
Top-Down Impact on Revenue
Bottom-Up Impact on Revenue
KPI
Photo via Flickr user Sterlic
Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
Aligning KPIs with Objectives
Source: The Now Revolution/TeachToFishDigital.com
We can lower the amount of traditional
advertising we do and see massive cost savings. 

WE SPEND 10 CENTS ON THE DOLLAR
-...
68% positive
online mentions before launching their blog
99% positive
online mentions AFTER blog LAUNCH
427% increase
in check-ins — remember, to be mayor you have to
come more than just sundays!
18% increase
in sales — increased overall sales by
increasing frequency
Scrappy Measurement
Do We Make This Too Hard?
Source: CMO Survey
Most Don’t Have the Right Talent
5
Future State:

What’s Next?
Social CRM
the future state for socially mature brands
Future State: Role of Influence
+
Klout as a Performance Metric —
What It Actually Measures:
‣ Creating Social Conversations and Content
‣ Developing an Aud...
Final Thoughts
‣ M & M = Social Good to Great
‣ Think Continuum — Monitoring > Engaging > Measuring
‣ Social Business Obje...
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onb...
Social Media Monitoring & Measurement
Social Media Monitoring & Measurement
Social Media Monitoring & Measurement
Upcoming SlideShare
Loading in...5
×

Social Media Monitoring & Measurement

4,672

Published on

The Secret to Taking Your Social Media Marketing Program from Good to Great

Published in: Business, Technology

Social Media Monitoring & Measurement

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Social Media Monitoring and Measurement The Secret to Taking Your Social Media Marketing Program from Good to Great
  2. 2. Conversation Reminder @NickWestergaard #UIMKTG
  3. 3. Why M & M Together? Source: The State of Social Marketing (Awareness)
  4. 4. Social Media Monitoring & Measurement ‣ M & M: Foundation ‣ Monitoring Basics ‣ Measurement & ROI Today ‣ Measurement & ROI: Future State
  5. 5. 1 The Foundation
  6. 6. Social Program Maturity ‣ Good – Basic presences on networks with light engagement; little connection ‣ Great – Monitoring/Engaging/Measuring/Iterating ‣ Future State — A holistic “social” business
  7. 7. The Business Objective Photo via Flickr user m.gifford
  8. 8. 6 Social Business Objectives ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales
  9. 9. 2 Social Media 
 Monitoring
  10. 10. MONITOR noun 1. something that serves to remind or give warning. 2. a device or arrangement for observing, detecting, or recording the operation of a machine or system, especially an automatic control system.
  11. 11. Photo via Flickr user Alberto Listening vs. Monitoring
  12. 12. LISTENING (ONLINE) Source: The Now Revolution Technology used to assemble a collection of keyword-based searches online that help you locate mentions and instances of those keywords on the Web.
  13. 13. What Might You Listen For? ‣ Your Brand — company name, brands, products, campaigns, people, stakeholders (misspellings!), not just your social usernames ‣ Competition — might include different keywords ‣ Industry Discussion — terms and phrases used to describe your industry
  14. 14. Set Alerts Photo via Flickr user topquark22
  15. 15. Free Monitoring Baked In
  16. 16. More Free Listening
  17. 17. Advanced Monitoring Tools ‣ Pay $20 per month to $10,000 a month ‣ Which Tool Depends on Your Goals ‣ Advanced Features Including — more searches, speed, historical data, more metrics such as sentiment and influencer analysis, response tools (engage within the listening post), reporting, workflow (assignments)
  18. 18. A Peek Under the Hood
  19. 19. Listening
  20. 20. Sharing
  21. 21. Engaging
  22. 22. Discovering
  23. 23. Reporting
  24. 24. Many Options
  25. 25. Listening Impacts ... ‣ Sales — not common but listening can find in-market people searching ‣ Marketing — making sure brand mentions are on-message, etc.; means of monitoring buzz ‣ Customer Service — big need; sometimes support issues don’t even @ mention which is where good tools come in — especially ones tied to CRM ‣ Market Research — monitoring chatter around industry — trends; competitive monitoring as well ‣ HR — monitor employees and attract new talent
  26. 26. 65% of socially mature brands are focusing 
 on monitoring Source: The State of Social Marketing (Awareness)
  27. 27. Source: The State of Social Marketing (Awareness) Who Is Monitoring Today?
  28. 28. Source: The State of Social Marketing (Awareness) What Are They Using?
  29. 29. Final Thoughts on Monitoring ‣ Builds a More Social Business and Brand ‣ Reputation Management Is Key ‣ Varying Levels of Listening Happening at Orgs — none to basic to advanced ‣ Most Organizations Dedicate More Budget to ‘Talking’ vs. Listening — This is changing
  30. 30. 3 Social Media 
 Measurement
  31. 31. “– peter f. drucker You can’t manage 
 what you don’t MEASURE.”
  32. 32. You Can’t Measure What You Don’t Manage Photo via Flickr user HeavyWeightGeek
  33. 33. Let Traditional Off Easy Photo via Flickr user gothopotam
  34. 34. Twitter + Nielsen = Hope? Photo via Flickr user chaztoo
  35. 35. ROI Is a Challenge
  36. 36. Few Are Effectively Doing So
  37. 37. Source: CMO Survey Half Can’t Show Social Impact
  38. 38. ‘Customer Insight’ Is Key
  39. 39. Source: The State of Social Marketing (Awareness) How Are They Measuring?
  40. 40. “– albert einstein Everything that can be counted 
 DOES NOT NECESSARILY COUNT. Everything that counts 
 CANNOT NECESSARILY BE COUNTED.”
  41. 41. Engagement Data ‣ Likes ‣ Followers ‣ Subscribers ‣ Comments ‣ Shares ‣ Favorites
  42. 42. Tracking Engagement Data
  43. 43. Website Metrics ‣ Pages Visited — Sales/Product Pages ‣ What Pages They Came From ‣ Time Spent on Site ‣ Page-to-Page Path Followed ‣ Search Terms That Brought Them to the Site ‣ Geography ‣ Time of Day
  44. 44. Align Objectives with Metrics ‣ Branding — web analytics such as visitors; share of voice compared to competition; traffic from social ‣ Community Building — interactions, subscriptions ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers
  45. 45. Social-Only Offers
  46. 46. How Did You Hear About Us?
  47. 47. 4 ROI & KPI
  48. 48. ROI = revenue minus cost divided by cost — only works if you have a sales performance indicator or kpi
  49. 49. Source: The State of Social Marketing (Awareness) Why Is ROI Hard?
  50. 50. Top-Down Impact on Revenue
  51. 51. Bottom-Up Impact on Revenue
  52. 52. KPI Photo via Flickr user Sterlic
  53. 53. Aligning KPIs with Objectives Source: The Now Revolution/TeachToFishDigital.com
  54. 54. Aligning KPIs with Objectives Source: The Now Revolution/TeachToFishDigital.com
  55. 55. Aligning KPIs with Objectives Source: The Now Revolution/TeachToFishDigital.com
  56. 56. We can lower the amount of traditional advertising we do and see massive cost savings. 
 WE SPEND 10 CENTS ON THE DOLLAR - Jim Farley, Ford
  57. 57. 68% positive online mentions before launching their blog
  58. 58. 99% positive online mentions AFTER blog LAUNCH
  59. 59. 427% increase in check-ins — remember, to be mayor you have to come more than just sundays!
  60. 60. 18% increase in sales — increased overall sales by increasing frequency
  61. 61. Scrappy Measurement
  62. 62. Do We Make This Too Hard?
  63. 63. Source: CMO Survey Most Don’t Have the Right Talent
  64. 64. 5 Future State:
 What’s Next?
  65. 65. Social CRM the future state for socially mature brands
  66. 66. Future State: Role of Influence +
  67. 67. Klout as a Performance Metric — What It Actually Measures: ‣ Creating Social Conversations and Content ‣ Developing an Audience that Cares and Shares ‣ Establishing a Following Among “Influencers”
  68. 68. Final Thoughts ‣ M & M = Social Good to Great ‣ Think Continuum — Monitoring > Engaging > Measuring ‣ Social Business Objective Must Come First — Informs Monitoring and Measuring ‣ FACT: Many Social KPIs Are Qualitative
  69. 69. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×