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A guide to realistic social media and measurement


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Social media measurement and performance analysis is one of the most debated topics in the current marketing environment.

Recently I hosted a workshop for the PRIA which attempted to put social media measurement in perspective, especially when linking it to tangible business objectives.

This is not an exhaustive presentation, nor will it answer every question linked to social media measurement, but it will hopefully give you a useful resource to refer to.

Published in: Social Media
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A guide to realistic social media and measurement

  1. 1. Social media measurement Tracking, measuring and reporting September 2014 Title of Presentation
  2. 2. 2 Session focus Using the right approach at the right time(s).
  3. 3. 3 Session outline 1. Putting measurement in perspective 2. Importance of objectives 3. Mini case studies 4. Getting set up 5. Tools you can use 6. Tips and hints
  4. 4. 4 Putting measurement in perspective
  5. 5. 5 Perspective, context, challenges and disclaimers Before we get practical, some perspective is required. (And some all important a** covering)
  6. 6. 6 What?!?!?!? There are so many guides and theories out there that it can get very confusing.
  7. 7. 7 Ummmm… There are also so many terms connected to measurement which can sometimes add to the confusion.
  8. 8. 8 The social media lifecycle Inactive Semi- Active Innovating Maturing Active Results are directly impacted by where the business in questioned in situated within the social media lifecycle.
  9. 9. 9 Show me the money Increasingly, there is a direct correlation between impact and the amount of budget allocated to channel and content promotion.
  10. 10. 10 Too much of a good thing? When it comes to available data, we are blessed with an embarrassment of riches. However, this level of information can also be a curse.
  11. 11. Ongoing analytics Campaign-focused metrics 11 Programs v campaigns ‘Always on’ Creative campaigns Ideally, social media and content activity that takes place on your owned channels should be a long-term play which lends analytics toward improving performance month-on-month.
  12. 12. 12 Sectors matter Like for like comparisons across sectors is unrealistic given the uneven levels of organic interest depending on the subject matter.
  13. 13. 13 Impossible without… Measurement is impossible without benchmarks. Benchmarks are not possible with a appropriate sample size.
  14. 14. 14 Key outtake As nice as it would be, a generic solution doesn’t exist primarily due to an extended set of variables. But, some guiding principles do exist.
  15. 15. 15 Importance of objectives
  16. 16. 16 The very first step Setting tangible objectives should be common sense, but are often overlooked.
  17. 17. 17 Social media objectives menu Sales? Advocacy? Awareness? Cost reduction?* Traffic / referrals? Loyalty? Customer satisfaction? Brand positioning? Audience generation? Inbound leads? These are just some examples of objectives that can be linked to social media and digital content activity.
  18. 18. 18 Measurement framework example Business Objective (And / Or Desired Action) Brand / Communications Objective (And / Or Desired Action) Facebook Purpose Primary: Customer Engagement Secondary: Customer Service Twitter Purpose Primary: Customer Service Secondary: Customer Engagement Pinterest Purpose Primary: Website Referrals Secondary: Customer Engagement **To be filled in** Facebook Metrics Interaction (Post Likes / Comments / Shares) Receptiveness (Fan Posts / External Likes) Reach (Weekly Total Reach) Engagement (Engagement Rate) Conversion (Referrals to target URL) Popularity (Page Likes / PTA) Twitter Metrics Interaction (Cust Retweets / Mentions) Receptiveness (Brand Retweets / Replies) Reach (Monthly Total Reach) Engagement (Broadcast v Conversations %) Influence (TweetLevel Score) Popularity (Followers) Pinterest Metrics Interaction (Cust Likes / Repins) Receptiveness (Brand Likes / Repins) Conversion (Referrals to target URL) Popularity (Followers) Facebook Reporting Weekly: Pop, Int, Rec, Rea Monthly: All Quarterly: All + Competitor Comparison Twitter Reporting Weekly: Pop, Int, Rec Monthly: All Quarterly: All + Competitor Comparison Pinterest Reporting Monthly: All Quarterly: All + Competitor Comparison **To be filled in** Social Media Objective(s) **To be filled in**
  19. 19. 19 Measurement framework example Business objective(s) Marketing / brand objective(s) Social media objective(s) Social media channel purpose(s) Social media and content performance data
  20. 20. 20 Example one: Music for RAIN Soft metrics: Views Visibility / reach Mentions Hard metrics: Website traffic Conversions
  21. 21. 21 Example one
  22. 22. 22 Example two: Red Wine Society Soft metrics: Visibility / reach Social actions Hard metrics: Website traffic Conversions (loyalty club sign ups)
  23. 23. 23 Example three: Video campaign Soft metrics: Views Mentions Social actions Hard metrics: Referrals Cost per contact
  24. 24. 24 Example four: Competitor comparison 450 400 350 300 250 200 150 100 50 0 Relative performance by attribute: All Popularity Receptiveness Interaction Network Trust Costa Starbucks Caffe Nero Greggs M&S Pret a Manger Pizza Express Krispy Kreme This analysis was used to inform strategy and set benchmarks as opposed to measuring in a more traditional sense
  25. 25. 25 Example five: Product recall Digg Dialogue Activity identified as a key turning point
  26. 26. 26 Example six: Professional services Soft metrics: Traffic Page time Popular pages Hard metrics / indicators: Search engine rankings Inbound leads
  27. 27. 27 Be SMART Using SMART principles is still a must.
  28. 28. 28 Getting set up
  29. 29. 29 A basic process 1. Establish tangible objective(s) / goal(s) 2. Match ‘soft’ metrics to the objectives goals 3. Put tracking and measurement processes / tools in place 4. Things you can measure 5. Monitoring in real-time 6. Reporting
  30. 30. 30 Tracking and measurement tools
  31. 31. 31 Monitoring performance in real time Monitoring performance in real-time is one of the most overlooked aspects of digital marketing. It allows for: • Adjustments to content plans based on results • Adjustments to promotion budgets • Consideration of additional activities In reality, social media metrics are probably more valuable from a continued optimisation perspective as opposed to a post-campaign output.
  32. 32. 32 Reporting Reporting is very much determined on all the things we’ve covered so far. There is no such thing as a uniform template. There is no such thing as an all-in-one reporting solution. It is a manual process, supported by available and relevant data.
  33. 33. 33 A template / approach we use (monthly) One big thing Key insights Looking ahead This supported by a quarterly review which delves deeper into both quantitative and qualitative data. It also features competitor set comparisons.
  34. 34. 34 Quant v Qual Quantitative data Qualitative data Output levels Social actions Popularity metrics Volume of mentions Volume of traffic Ranking v competitors Interactions Specific content Customer queries Theme receptiveness Visitor tonality It’s not just about the numbers.
  35. 35. 35 Tips and hints
  36. 36. 36 One: Retro is a no no Get your tracking in place before the activity commences.
  37. 37. 37 Two: Best friend Understand Google Analytics inside out.
  38. 38. 38 Three: Don’t get plucky Stress the importance of benchmarks.
  39. 39. 39 Four: Real value Using data to optimise campaigns while live is often more valuable that the final report.
  40. 40. 40 Five: Owned v earned Earned media data is often difficult to obtain.
  41. 41. 41 Six: Beyond reach Relevance and resonance before reach. Hard to measure, but should always be top of mind.
  42. 42. 42 Seven: Up and down Month-on-month data is often the only relevant metric you can report on.
  43. 43. 43 Eight: Be flexible The solution you develop today might not be relevant tomorrow. Make this a key part of education within your organisation.
  44. 44. 44 For more information: Adam Vincenzini Founder and Managing Partner Kamber