PBRL 3150: Social Media Measurement

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PBRL 3150: Social Media Measurement

  1. 1. Social Media Measurement PBRL 3150 Social Media for Strategic PR Feb. 28, 2012
  2. 2. Our Mission • Identify key performance indicators. • Understand tools and services. • Provide clear reporting and analysis.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  3. 3. ROI = (Gain – Cost) / CostSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  4. 4. The Cost Social media is only free if your time is worthless.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  5. 5. The Gain • Build brand awareness and affinity. • Increase number of event attendees. • Increase number of sales. • Drive web traffic.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  6. 6. Two Core Metrics Success on a social platform is determined by two factors — influence and engagement.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  7. 7. Set Measurable Objectives • Prompt __ people to inquire. • Increase engagement by __ percent. • Drive __ people to the website. • Get __ people to apply.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  8. 8. ―Number of fans and followers is NOT a business metric — what you do with them is.‖ -Jeremiah OwyangSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  9. 9. What are your key performance indicators?Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  10. 10. Key Performance Indicators • Feedback (likes, comments, mentions, shares etc.) • Total and unique views. • Website referrals. • Conversions.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  11. 11. Business Objective Key Performance Indicator Foster Dialog Share of Voice Audience Engagement Conversation Reach Promote Events Active Advocates Advocate Influence Conversation Reach Customer Service Response Time Resolution Rate Generate Leads Active Advocates Conversation Reach ConversionsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  12. 12. Don’t measure everything, just the things that matter.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  13. 13. It begins here …Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  14. 14. General TrendsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  15. 15. Advanced SegmentsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  16. 16. Social Interaction TrackingSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  17. 17. Specific CampaignsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  18. 18. Specific CampaignsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  19. 19. URL BuilderSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  20. 20. View InsightsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  21. 21. Facebook InsightsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  22. 22. Metric Meaning Total Likes The number of unique people who like your page. Friends of Fans The number of unique people who were friends of people who liked your page. People Talking The number of people in a week who have About This created a story about your page, i.e., liked, commented, shared, or posted. Weekly Total Reach The number of unique people in a week who have seen any piece of content from your page.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  23. 23. Page PostsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  24. 24. Metric Meaning Reach The number of unique people who have seen your post. Engaged Users The number of unique people who have clicked on your post. Talking About This The number of unique people who have created a story on your page post. Virality Percentage of people who saw your posted and created story from it.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  25. 25. The real gold in a Facebook page is mined from exported data.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  26. 26. Exported Data • Story types created (like, comments). • Consumptions by type (view, click). • Organic, paid and viral impressions. • Organic, paid and viral reach. • Lifetime negative feedback.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  27. 27. • Followers • Following • Tweets • ListsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  28. 28. HootsuiteSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  29. 29. TwitterCounterSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  30. 30. Additional Resources • TwitterGrader by Hubspot • Wildfire Social Monitor • TweetStats • KloutSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  31. 31. YouTubeSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  32. 32. FoursquareSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  33. 33. KloutSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  34. 34. Unless a measurement tool addresses your specific social media goals, the score it spits out is useless.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  35. 35. Now what do I do?Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  36. 36. Social media measurement is only as valuable as the analysis that follows.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  37. 37. Creating a Report • Make it easy to read and understand. • Report key performance indicators. • Monitor and highlight trends. • Offer recommendations. • Explain causation.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  38. 38. Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  39. 39. Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  40. 40. DiscussionSocial Media MeasurementPBRL 3150 Social Media for Strategic PR

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