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Rethinking Digital Metrics 
@BarryHand from @HandmadeMKTG 
#BreakingNewsConf 
This presentation was delivered live, and I ...
Over the past decade, I’ve helped companies rapidly grow through effective 
measurement. Typically I work directly with th...
Rethink: Why Do We Use Current Metrics? 
Now is a great time to rethink your metrics, either planning for future or review...
Rethink: Why Do We Trust These Metrics? 
Do you know why you are trusting these metrics?
Rethink: Are These Metrics Shaping Our 
Strategy? 
Are you optimising towards these metrics? thereby dictating your strate...
Let’s look at a common metrics that brands use – Facebook Likes.
“We Have To Get MORE LIKES!” 
As this is a visible (and vanity) metric, typically management focus will be to increase 
th...
MORE LIKES = BETTER 
Because as we all know, more likes is better – right?
LIKES = GROWTH 
But let’s say that we’re increasing our likes to achieve business growth. If we 
doubled our likes, would ...
UPS Pulse of Online Shopper – Europe. Sept 
2013 
RESEARCH 
Research study to help understand behavior of people who like ...
HEAVY USERS 
The research found that brand likers fall into two disproportionate groups – 1) Heavy 
users – who interact w...
DEAL SEEKERS 
…and 2) Deal seekers who have low loyalty and primarily interested in freebies.
Likers Are Not A Diverse Group 
What this research shows is that likes are not – as often assumed to be – a diverse 
group...
This is a risk for a growth strategy, as growth generally comes from lots of light 
users.
Rethink: Does More Likes Help Growth? 
Brands should consider this, and understand their own strategy if focused on 
incre...
ENGAGEMENT? 
Recent marketing focus has been on engagement, so how does this metric stack 
up?
People Talking About This 
Facebook have developed a metric (PTAT) to help marketers, it is available on all 
brand pages ...
Example of People Talking About This metric available on page.
Also applies at Facebook post level.
MORE! 
As a vanity metric, often brands will optimise towards increasing it.
RSVP to a page’s 
event 
claim an offer 
Like a page 
Post on the page 
wall 
Like a post 
Comment on a post 
Share a post...
Dr. Karen Nelson-Field – Facebook fans: A fan for 
life. 
Research 
• Took 200 top brands 
Research: Large Scale Study int...
Top 200 Brands on Facebook 
They used 200 of the top brands on Facebook, including many which people would 
consider as pa...
Bulk of "talking" 
is actually once off "joining” 
By reviewing the publically available metrics of Total Likes and PTAT –...
Research 
Only 0.45% of fan base engage 
• In any given week < half of one percent 
(0.45%) of a brand's fan base bother w...
Genius Metric: 
People Talking About This 
Let’s stop for a minute and congratulate the Facebook marketing team for creati...
Genius Metric: Fans 
Also, another stroke of genius is called page likers ‘fans’ – this gives an impression 
of a diverse ...
Brands focus on their page likes and celebrate these milestones.
And will tell the world…
Create campaigns…
Do it in their own unique style (Top Gear)
Create advertising (Cadburys)
Lots of brands are doing this…
Creating press releases with their management teams smiling proudly…
Rethink: Are We Obsessing with Vanity 
Metrics? 
Is that your objective?
Burger King Norway had 38,000 fans at the end of 2013 but struggled with low 
engagement…
But many of them were Deal Seekers and undesirable.
They created a campaign to appeal to true fans – offering a free Big Mac to any fan 
who wanted one – but with the catch o...
30,000 ‘Fans’ Lost 
30,000 took up this offer and were subsequently removed.
5x Engagement 
Within days, the remaining fans who did not avail of the offer engaged more often 
and helped increase the ...
9 Months On: Less than 1% Engagement 
Looking how this has played out 9 months on, shows that engagement is back to 
previ...
Rethinking Digital Metrics 
Supplier metrics 
are based on their 
business models 
Fans aren’t talking 
about your brand 
...
Rethinking Digital Metrics 
@BarryHand 
Need some help? Shoot me a message!
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Rethinking Digital Metrics - #BreakingNewsConf

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My slides from the #BreakingNewsConf conference in Dublin - Sept 10th 2014

Why do we prioritise digital metrics such as likes, or followers above brand objectives? Does optimising towards these metrics actually benefit a brand or is it all just one big waste of time?

Published in: Marketing
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Rethinking Digital Metrics - #BreakingNewsConf

  1. 1. Rethinking Digital Metrics @BarryHand from @HandmadeMKTG #BreakingNewsConf This presentation was delivered live, and I have added additional notes as a guide.
  2. 2. Over the past decade, I’ve helped companies rapidly grow through effective measurement. Typically I work directly with the business or marketing leader.
  3. 3. Rethink: Why Do We Use Current Metrics? Now is a great time to rethink your metrics, either planning for future or reviewing current position.
  4. 4. Rethink: Why Do We Trust These Metrics? Do you know why you are trusting these metrics?
  5. 5. Rethink: Are These Metrics Shaping Our Strategy? Are you optimising towards these metrics? thereby dictating your strategy.
  6. 6. Let’s look at a common metrics that brands use – Facebook Likes.
  7. 7. “We Have To Get MORE LIKES!” As this is a visible (and vanity) metric, typically management focus will be to increase the number of Facebook Likes.
  8. 8. MORE LIKES = BETTER Because as we all know, more likes is better – right?
  9. 9. LIKES = GROWTH But let’s say that we’re increasing our likes to achieve business growth. If we doubled our likes, would we double our business?
  10. 10. UPS Pulse of Online Shopper – Europe. Sept 2013 RESEARCH Research study to help understand behavior of people who like brand pages – research across Europe and updated annually.
  11. 11. HEAVY USERS The research found that brand likers fall into two disproportionate groups – 1) Heavy users – who interact with lots of brands and often.
  12. 12. DEAL SEEKERS …and 2) Deal seekers who have low loyalty and primarily interested in freebies.
  13. 13. Likers Are Not A Diverse Group What this research shows is that likes are not – as often assumed to be – a diverse group who have warm feelings towards a brand.
  14. 14. This is a risk for a growth strategy, as growth generally comes from lots of light users.
  15. 15. Rethink: Does More Likes Help Growth? Brands should consider this, and understand their own strategy if focused on increased Facebook Likes.
  16. 16. ENGAGEMENT? Recent marketing focus has been on engagement, so how does this metric stack up?
  17. 17. People Talking About This Facebook have developed a metric (PTAT) to help marketers, it is available on all brand pages and visible to everyone.
  18. 18. Example of People Talking About This metric available on page.
  19. 19. Also applies at Facebook post level.
  20. 20. MORE! As a vanity metric, often brands will optimise towards increasing it.
  21. 21. RSVP to a page’s event claim an offer Like a page Post on the page wall Like a post Comment on a post Share a post Answer a question Mention the page in a post Tag the page in a photo Check in at a place Share/like a check-in deal Write a recommendation Looking closer at what makes up this metric indicates that quite a lot of touch points increase the PTAT metric.
  22. 22. Dr. Karen Nelson-Field – Facebook fans: A fan for life. Research • Took 200 top brands Research: Large Scale Study into Social Media Research from the Ehrenberg-Bass Institute in Australia set about to understand engagement in social media.
  23. 23. Top 200 Brands on Facebook They used 200 of the top brands on Facebook, including many which people would consider as passion brands.
  24. 24. Bulk of "talking" is actually once off "joining” By reviewing the publically available metrics of Total Likes and PTAT – were able to understand impact of new page likes on PTAT – as new likes is a factor in calculated PTAT.
  25. 25. Research Only 0.45% of fan base engage • In any given week < half of one percent (0.45%) of a brand's fan base bother with the brand This then showed that engagement for these top brands is generally low, across all categories with no brand achieving more than 1% engagement once new page likes was removed from PTAT.
  26. 26. Genius Metric: People Talking About This Let’s stop for a minute and congratulate the Facebook marketing team for creating a metric called ‘People Talking About This’ when it is not the case.
  27. 27. Genius Metric: Fans Also, another stroke of genius is called page likers ‘fans’ – this gives an impression of a diverse group of people that are desirable.
  28. 28. Brands focus on their page likes and celebrate these milestones.
  29. 29. And will tell the world…
  30. 30. Create campaigns…
  31. 31. Do it in their own unique style (Top Gear)
  32. 32. Create advertising (Cadburys)
  33. 33. Lots of brands are doing this…
  34. 34. Creating press releases with their management teams smiling proudly…
  35. 35. Rethink: Are We Obsessing with Vanity Metrics? Is that your objective?
  36. 36. Burger King Norway had 38,000 fans at the end of 2013 but struggled with low engagement…
  37. 37. But many of them were Deal Seekers and undesirable.
  38. 38. They created a campaign to appeal to true fans – offering a free Big Mac to any fan who wanted one – but with the catch of being permanently banned.
  39. 39. 30,000 ‘Fans’ Lost 30,000 took up this offer and were subsequently removed.
  40. 40. 5x Engagement Within days, the remaining fans who did not avail of the offer engaged more often and helped increase the pages engagement metrics…
  41. 41. 9 Months On: Less than 1% Engagement Looking how this has played out 9 months on, shows that engagement is back to previous levels – albeit with a significantly smaller audience. Was this a good idea?
  42. 42. Rethinking Digital Metrics Supplier metrics are based on their business models Fans aren’t talking about your brand Develop your own theory on how digital supports your objectives Overall, here are 3 key takeaways on rethinking Dig@ital BMaetrrircys.Hand
  43. 43. Rethinking Digital Metrics @BarryHand Need some help? Shoot me a message!

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