Cross Channel Story Tellers for Social Marketers - Lindzee McCain - Social Fresh EAST 2014


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  • Benchmarking can be tricky business. In order to get it completely right, you’d need to be leverage analyses like regression models and confidence intervals. In the interest of keeping it simple, the most effective and commonly used methods by social marketers are:

    Trailing three periods as an average: For more recent benchmarking (like pre-campaign performance measurement or a monthly report), simply average the last three months.. This will give you a solid rolling average.

    Period over period: With this type of comparison, it makes the most sense to focus on rates and ratios (especially for long-term comparisons like year-over-year.) You should focus on measuring things like Growth Rate and Engagement Rate. This will allow you to normalize over time periods without worrying about the scale differences.
  • Cross Channel Story Tellers for Social Marketers - Lindzee McCain - Social Fresh EAST 2014

    1. 1. Cross-Channel Storytelling for Social Marketers
    2. 2. 2 As marketers, data fuels us. But how can we bring it all together to tell our story most effectively?
    3. 3. @SimplyMeasured@lindzeemccain Social Marketing Survey The survey showed that the majority of marketers struggle with five key areas of their data analysis: • "Big Picture" understanding • Appropriate benchmarking and comparisons • Owned and earned media in context • Gleaning deeper insights • Complete understanding of your audience
    4. 4. 51% of respondents ranked a “Big Picture Understanding” as their biggest challenge for reporting on social performance.
    5. 5. @SimplyMeasured@lindzeemccain Why is it so difficult to see the big picture? • The puzzle pieces don’t seamlessly fit together. • More networks, more metrics! • The problem with stakeholders.
    6. 6. The solution: standardizing and normalizing your cross-channel metrics.
    7. 7. @SimplyMeasured@lindzeemccain Standardizing Terminology The key to putting massive amount of data in context is standardization, and it's surprisingly simple. 1. Aggregate all cross-channel data into one place. 2. Establish standardized terminology. For example, instead of Facebook Likes and Pinterest and Twitter Followers, you'd use a term like "Audience." 3. Bucket the channel-specific metrics into your new standardized terms. Now, you can see your activity cleanly and with holistic context to make your analysis more effective.
    8. 8. 8 Example: Total Engagement
    9. 9. 9 Example: Brand Post Volume and Engagement
    10. 10. 10 Example: Brand Post Volume and Engagement
    11. 11. Without normalizing your cross-channel data, you’re not comparing apples to apples.
    12. 12. Example: Growth Rate
    13. 13. 13 Example: Engagement as a % of Audience
    14. 14. Example: Benchmarking
    15. 15. There are many ways to tell your cross- channel story, but you must first understand it holistically. For the rest of this story, stay tuned for the “5 Data Storytelling Essentials For Social Marketers” whitepaper.
    16. 16. Thank you!