The recipe for the Recommendation: Spice it Up with the Social Media Metrics


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Brief introductory presentation of social media measurement and recommendation held in Aalto University course "Integrated marketing" 11th April 2011.

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  • Excellent presentation. I never knew that we can actually measure the success of online efforts in facebook. Thank you for sharing. Your insights will be of great help to online marketers.
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The recipe for the Recommendation: Spice it Up with the Social Media Metrics

  1. 1. The recipe for therecommendation. Spice it up with the Social Media Metrics
  2. 2. Social media measurement: Media tracking+WebAnalytics+Secret Ingredients
  3. 3. What is the biggest challenge for effectivesocial media measurement?
  4. 4. Tools?
  5. 5. No.
  6. 6. Metrics?
  7. 7. 54.  View-throughs2.     Amount of buzz based on number of impressions 55.  Number of interactions3.     Shift in buzz over time 56.  Interaction/engagement rate4.     Buzz by time of day / daypart 57.  Frequency of social interactions per consumer5.     Seasonality of buzz 58.  Percentage of videos viewed6.     Competitive buzz 59.  Polls taken / votes received7.     Buzz by category / topic 60.  Brand association8.     Buzz by social channel (forums, social networks, blogs, Twitter, etc) 61.  Purchase consideration9.     Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 62.  Number of user-generated submissions received10.  Asset popularity (e.g., if several videos are available to embed, which is used more) 63.  Exposures of virtual gifts11.  Mainstream media mentions 64.  Number of virtual gifts given12.  Fans 65.  Relative popularity of content Nope.13.  Followers 66.  Tags added14.  Friends 67.  Attributes of tags (e.g., how well they match the brands perception of itself)15.  Growth rate of fans, followers, and friends 68.  Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)16.  Rate of virality / pass-along 69.  Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)17.  Change in virality rates over time 70.  Contest entries18.  Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 71.  Number of chat room participants19.  Embeds / Installs 72.  Wiki contributors20.  Downloads 73.  Impact of offline marketing/events on social marketing programs or buzz21.  Uploads 74.  User-generated content created that can be used by the marketer in other channels  User-initiated views (e.g., for videos) 75.  Customers assisted23.  Ratio of embeds or favoriting to views 76.  Savings per customer assisted through direct social media interactions compared to other cha fa=Articles.showArticle&art_aid=11758124.  Likes / favorites 77.  Savings generated by enabling customers to connect with each other25.  Comments 78.  Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)26.  Ratings 79.  Customer satisfaction27.  Social bookmarks 80.  Volume of customer feedback generated28.  Subscriptions (RSS, podcasts, video series) 81.  Research & development time saved based on feedback from social media29.  Pageviews (for blogs, microsites, etc) 82.  Suggestions implemented from social feedback30.  Effective CPM based on spend per impressions received 83.  Costs saved from not spending on traditional research
  8. 8. People?
  9. 9. Getting closer.
  10. 10. Organisational silos?
  11. 11. Bingo.
  12. 12. Social media crossesmany different business areas.
  13. 13. There cannot be a “one-size-fits-all” unified social media measurement.
  14. 14. ROE=Return on everything (what your CEO is demanding)
  15. 15. How to start measuring the social media?
  16. 16. Define your goal in the social media.(Basically nearly all the companies already fail at this point.)
  17. 17. Choose the appropriate metrics for your goals.
  18. 18. Determine the KPI´s
  19. 19. KPI=Kick-assPerformance Indicator (The metrics that really matter)
  20. 20. Most important KPI?
  21. 21. Cash ruleseverything around Me C.R.E.A.M. Get the moneyDollar, dollar bill y´all Method Man
  22. 22. However, it is not the only KPI.
  23. 23. You are what you measure.
  24. 24. Exposure Traditional Engagement web metrics metricsQuantity Quality Customer Sales metrics Service metrics Business
  25. 25. Traditional web metrics Engagement metrics Traffic Amount of Fans Amount of comments Status update impressions Amount of likes Sentiment of the commentsCPM value of social media impressions Product development ideas Executed product development ideas Sales metrics Customer service metrics Conversion Sales from social media Average order value Reduced product returns Reduced customer calls Reduced marketing investments Reduced customer service costs Customer satisfaction
  26. 26. Exposure Traditional Engagement web metrics metrics RecommendationQuantity metrics Quality Customer Sales metrics Service metrics Business
  27. 27. What are some of themetrics for social media recommendation?
  28. 28. Counting referral value is easy?
  29. 29. Activerecommendation
  30. 30. Active recommendation Status & Customer Altruism Identity experience
  31. 31. Active recommendation is measuredwith the quality metrics:Spontaneous FB Page Mentions Mentions like Referrals Referrals Referrals Mentions (Customer (Status & Identity) (Altruism) experience)
  32. 32. The amount of the activerecommendation in the Facebook:Referral Traffic Fan Page Traffic Traffic
  33. 33. Active/Passive ratio Active recommendation amount Passive recommendation amount
  34. 34. When over 1, you either have reallydedicated fans or you do not have your passive recommendation program in effect.
  35. 35. Passiverecommendation
  36. 36. Passive recommendation Incentives Easiness Peer pressure
  37. 37. Passive recommendation is measuredby the quantitive metrics: Traffic Sales Sales Participants Sales Traffic
  38. 38. What really motivatespeople on Facebook?
  39. 39. Value of Facebook like (for brand withwebshop) Sales from Facebook likes Amount of Facebook likes
  40. 40. Facebook like value (withoutwebshop) Traffic to website X CPC price Amount
  41. 41. Passive recommendation overallvalue through channels Sales from mailSales from Facebook + Sales from Twitter + recommendation Traffic
  42. 42. Passive recommendation value bychannels (without the webshop) ( Traffic + Traffic + Traffic ) * CPC Amount
  43. 43. Passive recommendation ROI Value + Value + Value + Sales from incentive program Investment in channels
  44. 44. These are the basics and we are only scratching the surface here.
  45. 45. To really make the change,we need more marketing scientists.
  46. 46. Marketing scientist: A person who is not afraid of thedata, analytics and measurement.(Usually referred as “the boring stuff” by marketers.)
  47. 47. The boring stuff will beyour friend in the future.
  48. 48. Better it.
  49. 49. Riku Vassinen