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SOCIAL MEDIA
MEASUREMENT
MESURE DES MEDIAS
SOCIAUX
2 choses à garder en tête
Les médias sociaux ne
sont pas une stratégie,
mais des outils au service
d’une stratégie globale ou
de tactiques sectorielles
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
QUELQUES TENDANCES
What is social media ROI ?
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
The key to social media success is
understanding your audience.
Nearly 4 in 5 active Internet users
visit social networks and blogs.
70% of active online adult social networkers
shop online, 12% more likely than the
average adult user
Socially engaged consumers spend 20 to
40% more than other customers.
53% of active social networkers
follow a brand.
How do consumers access social media?
•  97% - Computer
•  55% - Mobile Phone
•  3% - Gaming Console
•  9% - iPad
•  2% - Internet-Enabled TV
•  2% - E-Reader
•  1% - Handheld Music Player
Are you
ready?!
What is the ROI of social media?
According to Oliver Blanchard,
you’re asking the wrong question.
What is the ROI of [insert activity
here] in social media?
Oliver Blanchard
The BrandBuilder Blog
Author of Social Media
ROI
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Social Media Marketing Process
Discovery
Listening
PlanningExecution
Measurement
DISCOVERY
Social Media Marketing Process
Start Monitoring
Brand
Mentions Product
Mentions
[Keyword]
Mentions
Competitor
Mentions
Influencer
Mentions
What to Identify
Social Networks
Forums
Associations
Key Influencers
Popular Topics
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
LISTENING
Social Media Marketing Process
Understand your audience!
How are your customers using
social media?
Where are they participating?
Do they interact with other
companies?
What are they already saying about
you?
What is their activity level on each
social network?
Who are the key influencers on
each network?
Save time and money by properly
evaluating potential advocates.
Create a Scorecard
Advocate
Share of
Voice
Reach Topics
Customer
Overlap
Peter Parker 5% 50,000
Arachnoids,
Red Heads,
Goblins
Medium
Hulk Hogan 2% 25,000
Tank Tops,
Weight
Lifting
High
Eric Cartman 12% 120,000
Cheesy
Poofs, Racial
Slurs
Low
Don’t overlook social media as a
product innovation hub.
Monitor both your brand, your
competitors’ brands and keyword
mentions for customer pains.
PLANNING
Social Media Marketing Process
Step 1: identify your business
objectives
Types of Social Media Goals
• Engagement
• Brand Recognition
• Reach
• Share of Voice
• Sales
• Brand Loyalty
• Customer Support
• Product
Development
• Brand Sentiment
• Brand Advocates
• Brand Trust
Get more specific!
•  Reduction in sales cycles
•  Reduction in customer support costs
•  Number of product improvement suggestions from [social
network]
•  Increase in product reviews/ratings
•  Number of people in [specific location] who follow us on
Twitter
Other KPIs to Consider
• Volume of consumer-
created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/
engagement rate
• Number of interactions
• Store locator views
• Registrations by
channel
• User-initiated views
Step 2: identify your value add
Wal-Mart:
Low Prices
Southwest Airlines:
Freedom
Harley Davidson:
Rebellion
EXECUTION
Social Media Marketing Process
How is social media impacting your
other online marketing activities?
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
MEASUREMENT
Social Media Marketing Process
Brand Awareness
Brand
Recognition
Share of
Voice
ReachEngagement
To measure Share of Voice compare
brand mentions to competitors.
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
To measure Engagement, measure
participation.
Engagement = Engagement
[Social Network] Interactions
Total Views
To measure Reach, compare audience
participation to your audience reach.
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Customer Oriented Goals
Customer
Support
Brand
Sentiment
Brand
Advocates
Product
Development
Measuring Customer Support
Reduction
in Support
Costs
Reduction
in On-Site
Support
Increase
Resolution
Rate
Improved
Customer
Satisfaction
Increase
Resolution
Rate
Leads
Generated
by Support
Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
Measuring Product Innovation
Number of new
product ideas
Number of new
product ideas
built
R&D time saved
Traditional
research cost
savings
Measuring the success of your brand advocates fulfills two
goals:
1.  Provides an understanding of the ROI you receive
2.  Provides you with data to better incentivize advocates
It is okay to reward advocates for
their hard work. Wouldn’t you want
to be rewarded?
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
PITTFALLS
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
TIME TO ORGANIZE
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
The future of social media measurement
• Social is one of many signals
• Predictive analytics
• Data is king

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