Measurement and Evaluation of a Social Media Campaign

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Measurement and Evaluation of a Social Media Campaign. Week 11 for PRL 408 at Utica College. Spring 2014.

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Measurement and Evaluation of a Social Media Campaign

  1. 1. Week #11 April 9, 2014 Utica College PRL 408: Social Media ThomasArmitage
  2. 2.  Brands aren't tracking because…  Why measure?  How would you evaluate…?  The set-up  Key metrics  Tools  Analytics  Recap  Drawing conclusions
  3. 3.  “The 5 Easy StepsTo MeasureYour Social MediaCampaigns” - http://bit.ly/1jFsAkg  “NotTracking Social Media ROI isYour Fault” - http://bit.ly/1gRXoxR
  4. 4. (Cohen, 2013) According to Fast Company, 88% of survey respondents in the marketing profession felt they couldn't accurately measure their social media campaigns' effectiveness.
  5. 5.  They don’t know how  They don’t see the value  They can’t afford to (time + money)
  6. 6.  Are we spending our time and money in the right places?  What messages work best with our audience?  Are customers satisfied with us?  Are we building relationships with enough people and the right people?  Is our work generating leads, customers and sales for us? (Anderson, 2013)
  7. 7.  News announcement  Volunteer effort  Sponsorship of event  Television commercial
  8. 8. Social media activity shouldn’t ever be performed without a plan. And no plan is complete without measurement and an evaluation process.
  9. 9.  Establish goals  SMART  Develop system to measure  Establish metrics or key performance indicators (KPIs)  Who will be measuring?When?
  10. 10. (Smiciklas, 2012)
  11. 11.  Native insights  SimplyMeasured  Bit.ly  Google Analytics  Klout  SocialMention
  12. 12. (XXX, 2013)
  13. 13. How does the leader compare?How does the leader compare? Leader tweets about the same as you. Content is mostly links. Leader has 188 (13%) more followers than you. You send about 2 tweets per day and get an average of 1 interaction per tweet. Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you. Leader tweets about the same as you. Content is mostly links. Leader has 188 (13%) more followers than you. You send about 2 tweets per day and get an average of 1 interaction per tweet. Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you. Engagement Followers Potential Impressions Brand Tweets Engagement Followers Potential Impressions Brand Tweets Competitive LeaderboardCompetitive Leaderboard All Account Avg. Your Account Leading AccountAll Account Avg. Your Account Leading Account 15 @EMAtalkhuman 11 73% of leader 13 26 total engagement 1,653 @EMAtalkhuman 1,465 89% of leader 1,559 3,118 total followers 62k @EMAtalkhuman 51k 81% of leader 56k 113k total impressions 17 @siteseekerinc 17 You are the leader 17 33 total tweets @siteseekerinc How does the leader compare?How does the leader compare? Leader tweets about the same as you. Content is mostly links. Leader has 188 (13%) more followers than you. You send about 2 tweets per day and get an average of 1 interaction per tweet. Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you. Leader tweets about the same as you. Content is mostly links. Leader has 188 (13%) more followers than you. You send about 2 tweets per day and get an average of 1 interaction per tweet. Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you. Engagement Followers Potential Impressions Brand Tweets Engagement Followers Potential Impressions Brand Tweets Competitive LeaderboardCompetitive Leaderboard All Account Avg. Your Account Leading AccountAll Account Avg. Your Account Leading Account 15 @EMAtalkhuman 11 73% of leader 13 26 total engagement 1,653 @EMAtalkhuman 1,465 89% of leader 1,559 3,118 total followers 62k @EMAtalkhuman 51k 81% of leader 56k 113k total impressions 17 @siteseekerinc 17 You are the leader 17 33 total tweets @siteseekerinc
  14. 14. (The 5 easy steps to measure your social media campaigns, 2012)  Determine social goals  Create metrics  Measure  Monitor and report  Adjust and repeat
  15. 15.  If you report your findings, how can this data help you moving forward?
  16. 16.  Goal: Boost online sales by 5% by end of 2014.  Objective: Increase social media referrals by 15% by end of 2014.  Tactics…  Evaluation…
  17. 17.  Mobile and Location Based Services  Q&A for final paper  To do:  Read Chapter 15 in the textbook  Write blog post #3  Read articles from #UticaCollegeSM and comment  foursquare and myspace presenters should be ready to present
  18. 18.  Anderson, M. K. (2013, May 29).The 5 social media metrics your CEO actually cares about. Hubspot Blog. Retrieved onApril 5, 2014 from http://blog.hubspot.com/marketing/social-media-metrics-ceos- cares-about  Cohen, P. (2013, October 8). Social media ROI: why are most companies still not measuring it? Social MediaToday. http://socialmediatoday.com/philcohen4/1801656/social-media-roi- why-are-most-companies-still-not-measuring-it  Smiciklas, M. (2012, May 24). Social media measurement model. Social Media Explorer. Retrieved onApril 5, 2014 from http://www.socialmediaexplorer.com/social-media- measurement/social-media-measurement-model-infographic/  The 5 easy steps to measure your social media campaigns. (2012). KISS Metrics. Retrieved onApril 5, 2014 from https://blog.kissmetrics.com/social-media-measurement/  Why evaluate the performance of marketing. (2013). Boundless. Retrieved onApril 5, 2014 from https://www.boundless.com/marketing/definition/marketing-mix/

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