MEASURINGSOCIAL MEDIA  SUCCESS  proving to the  cynics that your  activity is working
☺ BENHARRISONCOMM MGRt: @generalbene:generalben@gmail.com
PART ONE: METRICS
= customer satisfaction                          + revenue  - operating costs   THE BIG 3 GOALS
surveys            CS                      finding                 RE   customers            OCcost percontact THE BIG 3 P...
preference             CS                       action                  RE             OC reachTHE BIG 3 METRICS
PREFERENCE          ACTION    REACHHOW IT BREAKS DOWN
%, # +/-PREFERENCE          ACTION ∑    REACH   %, # Vol.HOW IT BREAKS DOWN
MORE ON CONVERSATION         IMPACT     bit.ly/smetrics
PART TWO:MONITORING
Social Media in the enterpriseMSFT            social - companyVarious twitteraccounts, social - australia           evange...
social – company  Social Media in the enterprise                                                Image blogs               ...
your twitter                  twitterverse  Social Media in the enterprise    your facebook page/group          the facebo...
your twitter  Social Media in the enterprise    your facebook page/group                                  mentions, commen...
twitterverse  Social Media in the enterprise        other websites                           your company mentions        ...
monitor how your  Social Media in the enterpriseaudience speaks, not howyour company mentions           you doMSFT        ...
Social Media in the enterpriseSentiment data from yourmonitoringMSFT                                All tracked           ...
∑ mentions of organisation over time  % positive company sentiment over time  total drives through to donation page per so...
PART THREE: A WORD ONENGAGEMENT
BUSINESS: “dear socialteam, kindly deliver unto us 500   registrations to said event”
BUSINESS: “after all, youhave, like, 100,000 followers.    So no probs, right?
ASSISTING GOALS
∑   a+w+dEDGERANK
SERVICETIMELY NEWS ANDEXCLUSIVESFREE STUFFA HUMAN FACE OR VOICECLEVER/FUNNY/AWESOMEMEDIAPERSONAL INTERACTION   +ENGAGEMENT
thanks!t: @generalbene:generalben@gmail.com
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#CU12: Measuring social media success – Ben Harrison at Connecting Up 2012

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Businesses venturing into social media is going to want to have clear proof that what you’re doing has an impact. This session aims to help you classify your activity into easy metrics to convey what you’re doing in terms that will make sense to the business.

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  • Session: Measuring social media success – Proving to the cynics that your activity is workingBusinesses venturing into social media is going to want to have clear proof that what you’re doing has an impact. This session aims to help you classify your activity into easy metrics to convey what you’re doing in terms that will make sense to the business. At this session you will learn about:- social media monitoring and metrics- key metrics to use- how to apply these metrics to a variety of scenarios.Speaker Bio: As Community Manager for Microsoft Australia, Ben is tasked with overseeing all of the social media channels that fall under the region's umbrella. His primary concerns are to ensure that all channels are consistently growing, maintaining a high standard of response, engagement and accuracy, plus ensuring that there is a return on investment with all ventures. In order to complete these goals Ben manages an international team and strives to be across not only the latest in social and online technology, but the entire suite of products and features available at Microsoft Australia.
  • im currently employed – how many community managers, people titles community manager in the room
  • I talk about my experience from the microsoft angle in enterprise, but this I believe is helpful for NGOs.
  • Business goals are Revenue-trials, events, downloads, whitepapers, case studiesOperating costsStaff, tools, spend, cost per click, cost per advocateCustomer SatisfactionSurveys share of voice, sentiment tracking
  • As a barometer for customer satisfaction, the business surveys both its customers and its potential audiences regularly.You may have received one yourself – the idea is to gauge purchase intent and perception of the product.The revenue driving activity is various – this forms the main arm of the operation and varies by segment. Essentially, as the formula goes, revenue needs customers, customers need awareness. We’re out to drive and influence awareness. This can be as simple as driving a trial download or whitepaper, or driving attendance to an event. Reading a case study. Watching a video. Finally, as efficient marketers, we’re looking to drive the cost of attaining this awareness down. Costs per click, per registration, per download – how many ads have to be bought, how much does the segment on tv cost on a per eyeball basis.
  • So when we measure social media at Microsoft, we’re looking at 3 categories. The overall idea is based on Ogilvy’s paper “Measuring Results with Conversation Impact”When we look at preference, we’re essentially trying to become a barometer for the brand, product or campaign. That of course still means marketing surveys, but we also can tap into social media monitoring and some other cool stuff that looks outside of our direct contacts.For reach, there’s two parts – obviously we look at the potential of of our own channels – how many followers, likers, etc we have. But what we really want to see how far we can use that amount to influence how many people a message carries to, how many discussions take place on that topic. Then we look outside as well. How many mentions of our product of concern in the universe? What’s more, we can look at positioning - Action, lastly, is a bit more straight forward. When we’re driving a specific marketing activity, an action is a completion of that goal. That’s a registration driven, a download completed, a video viewed, an entry submitted.
  • Finally, to get a bit more granular, let’s get to the actual metrics we look at. For preference – basics are we survey customers we have interacted with in social media. We look at shifts in their opinion in the company over time. For reach we then look at the overall mentions in the market of our campaigns and products, measuring the shift in those mentions over time, particularly over the focus of an existing campaign. Finally for preference and the percentage of positive and negative chatter about those products.If we are campaigning around a product, we look at a shift in both the overall volume and changes in negative and positive sentiment over time. Finally, to check our actions, we are looking at the number of our marketing goals specifically driven specifically by our social media channels.
  • Break things down even further with some sample metricsReach and positioningHow many mentions total and increase over timeHow many mentions as a percentage of total mentionsCost per point of increasePreferenceTotal number of positive brand mentions and shift over timeTotal number as a percentage of the category, vs competitorsNet sentiment, ie positive minus negative, shift over timeActionTotal acquisitions through social mediaTotal registrationsCost per each
  • We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
  • We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
  • This next part is giving a bit of context to what we’re measuring by dividing up the customers and the business in a way that attempts to cover the breadth of market.
  • I’m simplifying, but most of digital australia operates in and around the following channels. By image blogs I mean the more up and coming sections, previously occupied by flickr but now tumblr, instagram and pinterest
  • When we’re monitoring, there is a clear distinction between the channels that are earned, ie channels that are set up on a third party property and then built up over time, as well as channels built and hosted personally by your company, versus the rest of the interaction that happens outside of this sphere of influence
  • Generally a community manager or digital producer is doing the obvious stuff when monitoring incoming channelshootsuite, sprinklr, cotweet, cotweet enterprise, tweetdeck can do a good job of keeping the social channels in check.
  • Why is the rest so important? In the scheme of things, especially in the world of not for profits, your organisation acts as just one influencer amongst many – while your influence is of course important, the influence level of others is often more important in reaching your goalsmonitoring tools are something essential here – you can use something free like social mentionradian6,meltwater, sprinklr, crimson hexagon, sysomos, alterian, brandtology are the paid onesfacebook is a little more closed searchwise and has its own metrics – but they still apply. generally people are very concerned with amassing a lot of followers, but what’s really important is something they call “talking about this” – that’s your true field of influence. One definitely influences the other, but it’s a means to an end, not the end itself!
  • This is a fairly complex subject to break into a slide format, so I will stick mainly to philosophy. second point – it is possible to segment your audience by terminology – do they use industry slang “in the know” words?Are they technical or not technical?Are they familiar with your campaign or cause or are they new to it?Spam elimination is a factor – if you have a product, for example office or windows, you could be up spending a lot of time getting rid of mentions like double glazed windows, or office furnitureAnother factor is language and region – is your company australia only or global? Make sure you pick someone who can focus on your region and your languages of concernsentiment words are important modifiers as well. slang can be important, as well as
  • These are the main touch points for the business – obviously general marketing hits all of these channels, but there are some parts of the business who interact uniquely.
  • here’s a hypothetical example of some metrics for a campaign
  • We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
  • To get the most return on your marketing goals, your ccontent and your channel needs to be engaging. Of course it should be abundantly clear that your marketing content should be as awesome as possible,But the way that facebook and twitter work makes this engagement even more important. Likelihood of your content appearing in feeds, being commented on, shared, liked is algorithmic.Your likelihood of being retweeted, listened to, depends on what you offer to the customer
  • A word on edge rank – it drives facebook, but I believe the principles of it are good across the boardthe number of edges is the total of affinity plus weight plus decay over time
  • We seem to really like abbreviating things in social. Tumblr, twittr used to drop the e…
  • #CU12: Measuring social media success – Ben Harrison at Connecting Up 2012

    1. 1. MEASURINGSOCIAL MEDIA SUCCESS proving to the cynics that your activity is working
    2. 2. ☺ BENHARRISONCOMM MGRt: @generalbene:generalben@gmail.com
    3. 3. PART ONE: METRICS
    4. 4. = customer satisfaction + revenue - operating costs THE BIG 3 GOALS
    5. 5. surveys CS finding RE customers OCcost percontact THE BIG 3 PRIORITIES
    6. 6. preference CS action RE OC reachTHE BIG 3 METRICS
    7. 7. PREFERENCE ACTION REACHHOW IT BREAKS DOWN
    8. 8. %, # +/-PREFERENCE ACTION ∑ REACH %, # Vol.HOW IT BREAKS DOWN
    9. 9. MORE ON CONVERSATION IMPACT bit.ly/smetrics
    10. 10. PART TWO:MONITORING
    11. 11. Social Media in the enterpriseMSFT social - companyVarious twitteraccounts, social - australia evangelists, customerservice, account managers, partnersCustomers CUSTOMER INTERACTION
    12. 12. social – company Social Media in the enterprise Image blogs facebook websitesMSFT linkedin forums videos twitter blogsVarious twitter accounts, evangelists, social - australiacustomer service, account managers,partnersCustomers SOCIAL CHANNELS
    13. 13. your twitter twitterverse Social Media in the enterprise your facebook page/group the facebook wallMSFT your blogs blogs/media your image blogs other mage blogsVarious twitter your website other websitesaccounts, evangelists, customer general forums your forumsservice, account managers, partners vimeo, etc your video channel all youtube, your linkedin all of linkedinCustomers EARNED/OWNED VS OPEN
    14. 14. your twitter Social Media in the enterprise your facebook page/group mentions, comments, retweets, lik es, shares, follows, clickthroughsMSFT image blogs your your linkedinVarious twitter your website traffic, inbound links, findabilityaccounts, evangelists, customer subscribers your forums views, comments,service, account managers,comments, subscribers your video channel views, partners your blogs comments, subscribers, traffic, findabilityCustomersMONITORING YOUR CHANNELS
    15. 15. twitterverse Social Media in the enterprise other websites your company mentions your product mentionsMSFT blogs/media your campaign mentions your competitors’ mentions general forums your causesVarious twitter accounts, evangelists, all youtube, vimeo, etccustomer service, account managers, all of linkedinpartners wall the facebook a little bit more difficult other image blogsCustomers MONITORING THE SOCIAL SPHERE
    16. 16. monitor how your Social Media in the enterpriseaudience speaks, not howyour company mentions you doMSFT align your products andyour product mentions company with your causes/campaignsyour campaign mentionsVarious twitter keep track of youryour competitors’ mentions competitors as much asaccounts, evangelists, customer your own activity you doservice, account managers, partnersyour causes refine and improve over timeCustomers MONITORING SETUP
    17. 17. Social Media in the enterpriseSentiment data from yourmonitoringMSFT All tracked responses to your activity Various twitterMentions of your causes and customer accounts, evangelists,products through your owned service, account managers, partnersmedia and monitoringCustomersWHAT YOU HAVE AT THIS POINT
    18. 18. ∑ mentions of organisation over time % positive company sentiment over time total drives through to donation page per social channel ∑ total mentions of our org + primary cause over timePUTTING IT ALL TOGETHER
    19. 19. PART THREE: A WORD ONENGAGEMENT
    20. 20. BUSINESS: “dear socialteam, kindly deliver unto us 500 registrations to said event”
    21. 21. BUSINESS: “after all, youhave, like, 100,000 followers. So no probs, right?
    22. 22. ASSISTING GOALS
    23. 23. ∑ a+w+dEDGERANK
    24. 24. SERVICETIMELY NEWS ANDEXCLUSIVESFREE STUFFA HUMAN FACE OR VOICECLEVER/FUNNY/AWESOMEMEDIAPERSONAL INTERACTION +ENGAGEMENT
    25. 25. thanks!t: @generalbene:generalben@gmail.com

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