SOCIAL MEDIA METRICS   Part 1 - Measurement Strategy
BEFORE WE PROCEED“I hate to break it toyou but ‘social media isn’t measurable’ is      an excuse”
ARE YOU READY TO             DISCOVER?The direct unfiltered brutally    honest nature of much   online discussion is blackg...
WHY MEASURE THISSOCIAL MEDIA THING?
WHY MEASURE?• Consumers   are not listening• Consumers   are creating• Consumers   are selecting• Consumers   want YOU to ...
TANGIBLE BENEFITS                      Reassure consumers that they are being heard   Identify your real influencers       ...
SO HOW DO YOUMEASURE THIS SOCIAL   MEDIA THING?
STEP 1: CAN’T HAVE STRATEGY WITHOUT GOALS• Define        your goals  •   eg: How many people share my website or what impac...
SUCCESS•   IS NOT just Attention -    “Increase in number of    followers”•   IS MORE than just boosting    sales•   IS de...
STEP 2: DEFINE YOUR             SUCCESS METRIC # of people who filled in “more info” form                                  ...
WHAT IS IT WE AREMEASURING  AGAIN?
CORE METRICS• Measure       Exposure •   Network size - Number of Facebook     fans, twitter followers, youtube video     ...
THE ‘WHOLE BRAIN’ METRICS                                Left Brain Metrics         Right Brain Metrics                   ...
EXAMPLECampaign Objective                                Goal                               Success Metric                ...
THANK YOU By Zarik (@Z_h_N)   #SchulichSMM
Upcoming SlideShare
Loading in …5
×

Social Media Metrics - part 1 Measurement Strategy

1,979 views
1,935 views

Published on

Published in: Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,979
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
99
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • Gather perceptions - consumer and competitor\n Reassure consumers that they are being heard\n Identify your real influencers; reach your target market quicker\n Improve customer service and crisis management\n Aid product development\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Social Media Metrics - part 1 Measurement Strategy

    1. 1. SOCIAL MEDIA METRICS Part 1 - Measurement Strategy
    2. 2. BEFORE WE PROCEED“I hate to break it toyou but ‘social media isn’t measurable’ is an excuse”
    3. 3. ARE YOU READY TO DISCOVER?The direct unfiltered brutally honest nature of much online discussion is blackgold...texas tea to companies that want to spot trends or find out what customers really think The Economist, March 11, 2006
    4. 4. WHY MEASURE THISSOCIAL MEDIA THING?
    5. 5. WHY MEASURE?• Consumers are not listening• Consumers are creating• Consumers are selecting• Consumers want YOU to pay attention
    6. 6. TANGIBLE BENEFITS Reassure consumers that they are being heard Identify your real influencers Aid product developmentReach your target market quicker Gather brand perceptions Improve customer service and crisis management
    7. 7. SO HOW DO YOUMEASURE THIS SOCIAL MEDIA THING?
    8. 8. STEP 1: CAN’T HAVE STRATEGY WITHOUT GOALS• Define your goals • eg: How many people share my website or what impact has a particular campaign had or is this trend about my brand true?• Base campaign goals on relevant metrics that translate into a business context • Quantitative: Sales, new leads, new subscribers • Qualitative: Satisfaction, loyalty, feedback , interaction, sphere of influence• Social media fragmentation does not make this easy
    9. 9. SUCCESS• IS NOT just Attention - “Increase in number of followers”• IS MORE than just boosting sales• IS defining and tracking your success metric based on your campaign GOAL• Success = Meeting goals !
    10. 10. STEP 2: DEFINE YOUR SUCCESS METRIC # of people who filled in “more info” form # of people who tweeted something about us Increase in page rank Overall brand sentiment # of unique visitors # of repeat visitors Rate of growth of network/influence # of comments and comment frequency # of influential blog links # of new sales leads# of people who used a specific promotional coupon # of views Cost reduction of support team Amount of user feedback actually implemented # of times a day/week we post comments
    11. 11. WHAT IS IT WE AREMEASURING AGAIN?
    12. 12. CORE METRICS• Measure Exposure • Network size - Number of Facebook fans, twitter followers, youtube video views, who re-tweeted, how many blog post views etc.• Measure Influence • Soft Metrics - positive and negative brand sentiments, kind of people engaging with the brand - key influencers to the average joe• Measure Engagement • Twitter and Facebook(wall) link click throughs and comments, replies, private messages, youtube video comments, blog comments and referrals etc.
    13. 13. THE ‘WHOLE BRAIN’ METRICS Left Brain Metrics Right Brain Metrics Quantitative Qualitative Activity Number of posts Comments Your initiations Update frequency Number of followers/fans Customer sentiment Interactivity Number of comments Learning Audience responses Number of views Overall Buzz Amount of user content Number of leads Returns Sales Success storiesFinancial and brand impact Costs of customer service Learning Promotion conversion Source: http://brainzooming.com/?p=3018
    14. 14. EXAMPLECampaign Objective Goal Success Metric Number of positive comments per hour/per e.g. X amount positive conversation about dayBuild brand loyalty and trust your product/company per week Amount of comments each conversation generates Amount of suggestions that were purely Increase customer e.g. Amount of customer comments/ feedback received and amount actually customer generated and you hadn’t thought of satisfaction acted upon Percentage of these implemented Increase in sales and store traffic before and E.g. X amount increase in sales by XYZ date after promotion Increase store sales Number of people who heard about X% increase in footfalls promotion through social media sources X page rank by XYZ date Number of influential blogs linking to you Increase online authority X% organic traffic per month Number of repeat visitors $X from referrals Page rank relative to competitors
    15. 15. THANK YOU By Zarik (@Z_h_N) #SchulichSMM

    ×