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Developing	
  a	
  Best	
  Prac9ces	
  
                                         Approach	
  to	
  Social	
  Media	
  
                                                         Measurement	
  
                                                                Chuck	
  Hemann|	
  VP,	
  Digital	
  Analy9cs	
  
                                                  EDELMAN	
  DIGITAL	
  |	
  @chuckhemann	
  	
  ON	
  TWITTER	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
WARNING:	
  I	
  AM	
  A	
  MATH	
  GEEK!!	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/	
  
PROPER	
  PLANNING	
  PREVENTS	
  POOR	
  PERFORMANCE	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/7855449@N02/4712815719/in/set-­‐72157606844282993	
  
HERE’S	
  THE	
  GOOD	
  NEWS…	
  

                                                                                                  “In	
  2009,	
  more	
  data	
  was	
  
                                                                                                  generated	
  by	
  individuals	
  
                                                                                                  than	
  in	
  the	
  en9re	
  history	
  
                                                                                                  of	
  mankind	
  through	
  
                                                                                                  2008”	
  
                                                                                                        Andreas	
  Weigend,	
  Former	
  Chief	
  Scien9st	
  
                                                                                                                                          Amazon.com	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/	
  
BUT	
  HERE’S	
  THE	
  BAD	
  NEWS…	
  

                                                                                                  “In	
  2009,	
  more	
  data	
  was	
  
                                                                                                  generated	
  by	
  individuals	
  
                                                                                                  than	
  in	
  the	
  en9re	
  history	
  
                                                                                                  of	
  mankind	
  through	
  
                                                                                                  2008”	
  
                                                                                                        Andreas	
  Weigend,	
  Former	
  Chief	
  Scien9st	
  
                                                                                                                                          Amazon.com	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/	
  
UNDERSTANDING	
  WHAT	
  LISTENING	
  CAN	
  AND	
  CAN’T	
  DO	
  


  Ability	
  to	
  op9mize	
  content	
  in	
  real-­‐9me	
  
                              	
  
   Foster	
  a	
  beNer	
  customer	
  experience	
  
                              	
  
   Learn	
  about	
  poten9al	
  product	
  issues	
  
                              	
  
     Marke9ng	
  through	
  conversa9on	
  
                              	
  
          Gain	
  business	
  intelligence	
  
                              	
  
                              	
  
  …HOWEVER,	
  IT	
  ISN’T	
  MEASUREMENT!!	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/	
  
NO	
  STRATEGIC	
  DIRECTION	
  =	
  LEAKY	
  FOUNDATION	
  	
  

                                                                                                 Planning	
  at	
  the	
  beginning	
  and	
  end	
  
                                                                                                                   is	
  essen9al	
  
                                                                                                                            	
  
                                                                                                   Human	
  resources	
  internally	
  to	
  
                                                                                                    direct	
  and	
  execute	
  is	
  cri9cal	
  
                                                                                                                            	
  
                                                                                                      Listening	
  and	
  measuring	
  
                                                                                                      everything	
  isn’t	
  feasible	
  
                                                                                                                            	
  
                                                                                                  Don’t	
  rely	
  on	
  just	
  what’s	
  publicly	
  
                                                                                                                    available	
  	
  
                                                                                                                            	
  



@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/kimiallover/5452421112/	
  
THE	
  WAY	
  MOST	
  ORGANIZATIONS	
  UTILIZE	
  LISTENING	
  DATA	
  




@chuckhemann	
  	
  ON	
  TWITTER	
  
THE	
  WAY	
  MOST	
  ORGANIZATIONS	
  SHOULD	
  USE	
  LISTENING	
  DATA	
  




@chuckhemann	
  	
  ON	
  TWITTER	
  
WHERE	
  DO	
  WE	
  START?	
  




@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/94379417@N00/4808475862/	
  
TOOLS,	
  TRAINING,	
  REPORTING	
  AND	
  SCOPE	
  	
  
                                                                                              Has	
  there	
  been	
  an	
  internal	
  decision	
  
                                                                                                            made	
  on	
  a	
  tool?	
  
                                                                                                                          	
  
                                                                                              Do	
  you	
  have	
  a	
  training	
  protocol	
  in	
  
                                                                                               place?	
  –	
  Both	
  tools	
  and	
  broader	
  
                                                                                                         enterprise	
  training?	
  
                                                                                                                          	
  
                                                                                                   Have	
  you	
  outlined	
  a	
  regular	
  
                                                                                                         repor9ng	
  schedule?	
  
                                                                                                                          	
  
                                                                                              Have	
  you	
  developed	
  a	
  compe99ve	
  
                                                                                                                        set?	
  
                                                                                                                          	
  
                                                                                                Will	
  you	
  listen	
  for	
  the	
  broader	
  
                                                                                                                 category?	
  
@chuckhemann	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/basegreen/205733912/	
  
DEVELOPING	
  YOUR	
  RESPONSE	
  MATRIX	
  




@chuckhemann	
  	
  ON	
  TWITTER	
  
FRAMING	
  YOUR	
  LISTENING	
  APPROACH	
  BASED	
  ON	
  THE	
  FIVE	
  W’S	
  
                                         What	
  are	
  people	
  saying	
  about	
  your	
  brand	
  
                                                                      	
  
                                         Where	
  people	
  are	
  talking	
  about	
  your	
  brand	
  
                                                                      	
  
                                         When	
  people	
  are	
  talking	
  about	
  your	
  brand	
  
                                                                      	
  
                                             Who	
  is	
  talking	
  about	
  your	
  brand	
  
                                                                      	
  
                                         Why	
  people	
  are	
  talking	
  about	
  your	
  brand	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
ANSWERING	
  ‘WHY’	
  THROUGH	
  SOCIAL	
  DATA	
  IS	
  PROBLEMATIC	
  
                                                      Analy9cs	
  planorms	
  scratch	
  the	
  
                                                         surface	
  of	
  why	
  a	
  “fan”	
  or	
  
                                                       “follower”	
  acts	
  the	
  way	
  they	
  
                                                                          do	
  
                                                                           	
  
                                                          Essen9al	
  to	
  answer	
  this	
  
                                                      ques9on	
  from	
  a	
  planning	
  and	
  
                                                         measurement	
  standpoint	
  
                                                                           	
  
                                                         Surveys	
  and	
  focus	
  groups	
  
                                                                  aren’t	
  dead	
  	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
ENSE	
  SO 	
  FAR?	
  
M AKING	
  S
CHANNELING	
  OUR	
  INNER	
  MYTH	
  BUSTER	
  
    Social	
  media	
  cannot	
  be	
  
               measured	
  
                     	
  
   ROI	
  stands	
  for	
  something	
  
     other	
  than	
  return	
  on	
  
              investment	
  
                     	
  
 Social	
  media	
  measurement	
  is	
  
   different	
  than	
  tradi9onal	
  
     media	
  measurement	
  
                     	
  
  Social	
  media	
  is	
  meant	
  to	
  be	
  
 organic	
  and	
  we	
  already	
  have	
  
            too	
  much	
  data	
  
                     	
  

@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
COMMON	
  MEASUREMENT	
  QUESTIONS	
  SCRATCH	
  THE	
  SURFACE	
  

       COMMON	
  MEASUREMENT	
  QUESTIONS	
                                                    ANSWERS/GOALS	
  	
  

                                                                          Unique	
  Monthly	
  Visitors	
  
  How	
  many	
  people	
  did	
  we	
  reach?	
                          Like/follower	
  counts	
  
                                                                          Number	
  of	
  Social	
  Media	
  Impressions	
  
                                                                          Share	
  of	
  Voice/Conversa9on	
  
  Did	
  the	
  program	
  create	
  conversa9on?	
  
                                                                          Rank	
  posts	
  by	
  tonality	
  

  How	
  do	
  I	
  get	
  ad	
  equivalency	
  so	
  the	
  brand	
  can	
  
                                                                              Non-­‐standard	
  ad	
  equiv	
  or	
  CPM	
  model	
  
  compare	
  this	
  to	
  our	
  adver9sing?	
  	
  

  Were	
  our	
  fans/followers	
  engaged?	
  	
                         Engagement	
  

                                        WHAT	
  WE	
  SHOULD	
  BE	
  ASKING	
  MORE	
  OFTEN	
  

  Did	
  the	
  program	
  drive	
  results?	
                            Sales/Leads/Consumer	
  Sa9sfac9on	
  


@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
MARKETERS	
  ARE	
  CURRENTLY	
  JUST	
  FEEDING	
  THE	
  BEAST	
  
    Top	
  metrics:	
  
            	
  
   Two	
  for	
  reach/	
  
     exposure	
  
            	
  
      One	
  for	
  
    preference,	
  	
  
            	
  
   One	
  for	
  ac9on	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
GETTING	
  A	
  GRASP	
  ON	
  THE	
  MEASUREMENT	
  BASICS	
  

        Why	
  measure?	
  
                        	
  
               Op9mize	
  
                  	
  
   Understand	
  what	
  we	
  are	
  
       trying	
  to	
  achieve	
  
                  	
  
     Allocate	
  9me/money	
  
  Jus9fy	
  increased	
  spending	
  /	
  
              new	
  work	
  
                  	
  
      Get	
  beNer	
  results?	
  
                                 	
  
                          	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
THE	
  HOLY	
  TRINITY	
  OF	
  SOCIAL	
  MEDIA	
  MEASUREMENT	
  

           Maximum	
  
           Insight	
  from	
  
           Measurement	
  
                                                      PRIMARY	
  
                                                      RESEARCH	
  




                                          CONTENT	
               PLATFORM	
  
                                        OPTIMIZATION	
          PERFORMANCE	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
UNDERSTANDING	
  CONTENT	
  PERFORMANCE	
  –	
  SOCIAL	
  CONTENT	
  
OPTIMIZATION	
  (SCO)	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
BUILDING	
  A	
  CONTENT	
  MEASUREMENT	
  INDEX	
  




@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
ARRIVING	
  AT	
  THE	
  RIGHT	
  PLATFORM	
  METRICS	
  IS	
  A	
  FAMILIAR	
  PROCESS	
  
                                                                Understanding	
  what	
  your	
  
                                                                   campaign	
  goals	
  and	
  
                                                                     objec9ves	
  are	
  
                                                                                 	
  
                                                                 Conduc9ng	
  benchmark	
  
                                                                       research	
  
                                                                                 	
  
                                                                Developing	
  your	
  strategy	
  
                                                                      and	
  tac9cs	
  
                                                                                 	
  
                                                               Execu9on	
  of	
  your	
  campaign	
  
                                                                                 	
  
                                                                  Measure	
  and	
  tweak	
  

                                                                                	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
TYPICAL	
  METRICS	
  ACROSS	
  THE	
  BIG	
  FOUR	
  

                  FACEBOOK	
                                     TWITTER	
                                  YOUTUBE	
                           FLICKR	
  
                     Comments	
                                Clicks	
  (or	
  CTR)	
                       Subscribers	
               Total	
  Photo	
  Views	
  

                          Likes	
                                  Retweets	
                            Total	
  Video	
  Views	
      Total	
  Photo	
  Uploads	
  

               Total	
  Interac9ons	
                          Retweets/Post	
                           Views	
  per	
  Upload	
   Average	
  view	
  per	
  photo	
  

              Total	
  Clicks	
  (or	
  CTR)	
                  Tweet	
  Reach	
                              Comments	
               Number	
  of	
  comments	
  

                        Shares	
                              Retweet	
  Reach	
                                Ra9ngs	
                   Number	
  of	
  likes	
  

                    Impressions	
                    Average	
  Reach	
  Per	
  Tweet	
                        Favorites	
  

                     Pageviews	
                   %	
  of	
  posts	
  that	
  are	
  @	
  replies	
  

                    Overall	
  Likes	
                        Number	
  of	
  lists	
  

             Comment	
  Sen9ment	
                                 Followers	
  

                  Demographics	
                                   Sen9ment	
  


          …NOW	
  BURN	
  THIS	
  SLIDE	
  FROM	
  YOUR	
  MEMORY	
  BANKS	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
SURVEYS	
  ARE	
  AN	
  INTEGRAL	
  PART	
  OF	
  THE	
  MEASUREMENT	
  PROCESS	
  
                                                                                  •       Minimum	
  of	
  200	
  people	
  in	
  any	
  given	
  
                                                                                          survey	
  period	
  
                                                                                          •  Exposed	
  to	
  messaging	
  through	
  social	
  
                                                                                          •  Not	
  exposed	
  to	
  social	
  messaging	
  

                                                                                  •       Iden9fy	
  how	
  you’re	
  going	
  to	
  survey	
  
                                                                                          people	
  and	
  on	
  what	
  frequency	
  
                                                                                          •  Preferably	
  every	
  quarter	
  using	
  the	
  
                                                                                              same	
  method	
  so	
  as	
  to	
  not	
  confuse	
  
                                                                                              respondents	
  

                                                                                  •       Offline	
  research	
  synergies	
  whenever	
  
                                                                                          possible	
  
                                                                                          •  Language	
  and	
  ques9ons	
  should	
  be	
  
                                                                                              similar	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/splorp/17126790/	
  
FIELDING	
  SURVEYS	
  OUTSIDE	
  OF	
  FACEBOOK	
  
                                                                           TwiPer	
  
            A	
  Direct	
  Message	
  can	
  be	
  sent	
  to	
  new	
  TwiNer	
  followers	
  direc9ng	
  them	
  to	
  a	
  survey	
  
         planorm	
  (e.g.	
  Survey	
  Monkey)	
  and	
  offering	
  a	
  coupon	
  as	
  an	
  incen9ve.	
  Email	
  addresses	
  
          could	
  be	
  collected	
  via	
  the	
  external	
  survey	
  planorm	
  to	
  allow	
  for	
  longitudinal	
  tracking	
  
                                                                               	
  
                                                                          YouTube	
  
           A	
  link	
  to	
  an	
  external	
  survey	
  planorm	
  (e.g.	
  Survey	
  Monkey)	
  could	
  be	
  included	
  in	
  the	
  
         “About	
  Me”	
  sec9on	
  of	
  the	
  brand’s	
  YouTube	
  channel.	
  A	
  coupon	
  could	
  be	
  offered	
  as	
  an	
  
          incen9ve	
  and	
  email	
  addresses	
  could	
  be	
  collected	
  via	
  the	
  external	
  survey	
  planorm	
  to	
  
                                                         allow	
  for	
  longitudinal	
  tracking	
  
                                                                               	
  
                                                                            Flickr	
  
                A	
  link	
  to	
  an	
  external	
  survey	
  planorm	
  (e.g.	
  Survey	
  Monkey)	
  could	
  be	
  included	
  in	
  
         individual	
  photo	
  cap9ons	
  and	
  the	
  profile	
  sec9on	
  of	
  the	
  brand’s	
  Flickr	
  Page.	
  A	
  coupon	
  
               could	
  be	
  offered	
  as	
  an	
  incen9ve	
  and	
  email	
  addresses	
  could	
  be	
  collected	
  via	
  the	
  
                                     external	
  survey	
  planorm	
  to	
  allow	
  for	
  longitudinal	
  tracking	
  


@CHUCKHEMANN	
  	
  ON	
  TWITTER	
  
HOW	
  OFTEN	
  YOU	
  MEASURE	
  DEPENDS	
  ON	
  YOUR	
  THIRST	
  FOR	
  INFO	
  
                                                                                                               How	
  dynamic	
  is	
  your	
  content	
  
                                                                                                                          going	
  to	
  be?	
  
                                                                                                                                   	
  
                                                                                                                How	
  ozen	
  are	
  you	
  going	
  to	
  
                                                                                                                   be	
  expected	
  to	
  report	
  
                                                                                                                               results?	
  
                                                                                                                                   	
  
                                                                                                                 Do	
  you	
  have	
  the	
  internal	
  
                                                                                                                resources	
  to	
  handle	
  regular	
  
                                                                                                                 repor9ng	
  requirements?	
  
                                                                                                                                   	
  
                                                                                                               What	
  social	
  planorms	
  are	
  you	
  
                                                                                                                   using	
  to	
  engage	
  your	
  
                                                                                                                           audience?	
  


@CHUCKHEMANN	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/	
  
IT	
  ALL	
  SEEMS	
  SO	
  STRAIGHTFORWARD…	
  RIGHT?	
  
                                                                                            Marketers	
  are	
  overwhelmed	
  
                                                                                            by	
  the	
  sheer	
  amount	
  of	
  data	
  
                                                                                                            available	
  
                                                                                                                   	
  
                                                                                             Unclear	
  on	
  which	
  metrics	
  
                                                                                             align	
  with	
  campaign	
  goals	
  
                                                                                                                   	
  
                                                                                            Lack	
  of	
  clarity	
  on	
  how	
  ozen	
  
                                                                                              we	
  should	
  be	
  measuring	
  
                                                                                                                   	
  
                                                                                            THE	
  BIGGEST	
  REASON…	
  NO	
  
                                                                                            OBJECTIVE	
  SETTING	
  AT	
  THE	
  
                                                                                                          BEGINNING	
  

                                                                                                                 	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/eddidit/391622578/	
  
LET’S	
  MAKE	
  SURE	
  WE	
  END	
  WITH	
  SOME	
  POSITIVE	
  TAKEAWAYS…	
  	
  
  Nothing	
  presented	
  here	
  
           involves	
  fancy,	
  
   unapproachable	
  tools	
  
                            	
  
 All	
  of	
  this	
  is	
  step-­‐by-­‐step.	
  
               DON’T	
  SKIP!	
  
                            	
  
 Access	
  to	
  quality	
  data	
  and	
  
        insights	
  is	
  a	
  HUGE	
  
  compe99ve	
  advantage	
  
                            	
  
Those	
  insights	
  =	
  more	
  $$	
  for	
  
you	
  to	
  try	
  new	
  things	
  in	
  the	
  
                    future	
  

                         	
  
@CHUCKHEMANN	
  	
  ON	
  TWITTER	
     hNp://www.flickr.com/photos/brianarn/265152959/sizes/m/in/photostream/	
  
Chuck	
  Hemann	
  |	
  @chuckhemann	
  




30	
  

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Developing a Best Practices Approach to Social Media Measurement

  • 1. Developing  a  Best  Prac9ces   Approach  to  Social  Media   Measurement   Chuck  Hemann|  VP,  Digital  Analy9cs   EDELMAN  DIGITAL  |  @chuckhemann    ON  TWITTER   @CHUCKHEMANN    ON  TWITTER  
  • 2. WARNING:  I  AM  A  MATH  GEEK!!   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/  
  • 3. PROPER  PLANNING  PREVENTS  POOR  PERFORMANCE   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/7855449@N02/4712815719/in/set-­‐72157606844282993  
  • 4. HERE’S  THE  GOOD  NEWS…   “In  2009,  more  data  was   generated  by  individuals   than  in  the  en9re  history   of  mankind  through   2008”   Andreas  Weigend,  Former  Chief  Scien9st   Amazon.com   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/  
  • 5. BUT  HERE’S  THE  BAD  NEWS…   “In  2009,  more  data  was   generated  by  individuals   than  in  the  en9re  history   of  mankind  through   2008”   Andreas  Weigend,  Former  Chief  Scien9st   Amazon.com   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/  
  • 6. UNDERSTANDING  WHAT  LISTENING  CAN  AND  CAN’T  DO   Ability  to  op9mize  content  in  real-­‐9me     Foster  a  beNer  customer  experience     Learn  about  poten9al  product  issues     Marke9ng  through  conversa9on     Gain  business  intelligence       …HOWEVER,  IT  ISN’T  MEASUREMENT!!   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/  
  • 7. NO  STRATEGIC  DIRECTION  =  LEAKY  FOUNDATION     Planning  at  the  beginning  and  end   is  essen9al     Human  resources  internally  to   direct  and  execute  is  cri9cal     Listening  and  measuring   everything  isn’t  feasible     Don’t  rely  on  just  what’s  publicly   available       @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/kimiallover/5452421112/  
  • 8. THE  WAY  MOST  ORGANIZATIONS  UTILIZE  LISTENING  DATA   @chuckhemann    ON  TWITTER  
  • 9. THE  WAY  MOST  ORGANIZATIONS  SHOULD  USE  LISTENING  DATA   @chuckhemann    ON  TWITTER  
  • 10. WHERE  DO  WE  START?   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/94379417@N00/4808475862/  
  • 11. TOOLS,  TRAINING,  REPORTING  AND  SCOPE     Has  there  been  an  internal  decision   made  on  a  tool?     Do  you  have  a  training  protocol  in   place?  –  Both  tools  and  broader   enterprise  training?     Have  you  outlined  a  regular   repor9ng  schedule?     Have  you  developed  a  compe99ve   set?     Will  you  listen  for  the  broader   category?   @chuckhemann    ON  TWITTER   hNp://www.flickr.com/photos/basegreen/205733912/  
  • 12. DEVELOPING  YOUR  RESPONSE  MATRIX   @chuckhemann    ON  TWITTER  
  • 13. FRAMING  YOUR  LISTENING  APPROACH  BASED  ON  THE  FIVE  W’S   What  are  people  saying  about  your  brand     Where  people  are  talking  about  your  brand     When  people  are  talking  about  your  brand     Who  is  talking  about  your  brand     Why  people  are  talking  about  your  brand   @CHUCKHEMANN    ON  TWITTER  
  • 14. ANSWERING  ‘WHY’  THROUGH  SOCIAL  DATA  IS  PROBLEMATIC   Analy9cs  planorms  scratch  the   surface  of  why  a  “fan”  or   “follower”  acts  the  way  they   do     Essen9al  to  answer  this   ques9on  from  a  planning  and   measurement  standpoint     Surveys  and  focus  groups   aren’t  dead     @CHUCKHEMANN    ON  TWITTER  
  • 15. ENSE  SO  FAR?   M AKING  S
  • 16. CHANNELING  OUR  INNER  MYTH  BUSTER   Social  media  cannot  be   measured     ROI  stands  for  something   other  than  return  on   investment     Social  media  measurement  is   different  than  tradi9onal   media  measurement     Social  media  is  meant  to  be   organic  and  we  already  have   too  much  data     @CHUCKHEMANN    ON  TWITTER  
  • 17. COMMON  MEASUREMENT  QUESTIONS  SCRATCH  THE  SURFACE   COMMON  MEASUREMENT  QUESTIONS   ANSWERS/GOALS     Unique  Monthly  Visitors   How  many  people  did  we  reach?   Like/follower  counts   Number  of  Social  Media  Impressions   Share  of  Voice/Conversa9on   Did  the  program  create  conversa9on?   Rank  posts  by  tonality   How  do  I  get  ad  equivalency  so  the  brand  can   Non-­‐standard  ad  equiv  or  CPM  model   compare  this  to  our  adver9sing?     Were  our  fans/followers  engaged?     Engagement   WHAT  WE  SHOULD  BE  ASKING  MORE  OFTEN   Did  the  program  drive  results?   Sales/Leads/Consumer  Sa9sfac9on   @CHUCKHEMANN    ON  TWITTER  
  • 18. MARKETERS  ARE  CURRENTLY  JUST  FEEDING  THE  BEAST   Top  metrics:     Two  for  reach/   exposure     One  for   preference,       One  for  ac9on   @CHUCKHEMANN    ON  TWITTER  
  • 19. GETTING  A  GRASP  ON  THE  MEASUREMENT  BASICS   Why  measure?     Op9mize     Understand  what  we  are   trying  to  achieve     Allocate  9me/money   Jus9fy  increased  spending  /   new  work     Get  beNer  results?       @CHUCKHEMANN    ON  TWITTER  
  • 20. THE  HOLY  TRINITY  OF  SOCIAL  MEDIA  MEASUREMENT   Maximum   Insight  from   Measurement   PRIMARY   RESEARCH   CONTENT   PLATFORM   OPTIMIZATION   PERFORMANCE   @CHUCKHEMANN    ON  TWITTER  
  • 21. UNDERSTANDING  CONTENT  PERFORMANCE  –  SOCIAL  CONTENT   OPTIMIZATION  (SCO)   @CHUCKHEMANN    ON  TWITTER  
  • 22. BUILDING  A  CONTENT  MEASUREMENT  INDEX   @CHUCKHEMANN    ON  TWITTER  
  • 23. ARRIVING  AT  THE  RIGHT  PLATFORM  METRICS  IS  A  FAMILIAR  PROCESS   Understanding  what  your   campaign  goals  and   objec9ves  are     Conduc9ng  benchmark   research     Developing  your  strategy   and  tac9cs     Execu9on  of  your  campaign     Measure  and  tweak     @CHUCKHEMANN    ON  TWITTER  
  • 24. TYPICAL  METRICS  ACROSS  THE  BIG  FOUR   FACEBOOK   TWITTER   YOUTUBE   FLICKR   Comments   Clicks  (or  CTR)   Subscribers   Total  Photo  Views   Likes   Retweets   Total  Video  Views   Total  Photo  Uploads   Total  Interac9ons   Retweets/Post   Views  per  Upload   Average  view  per  photo   Total  Clicks  (or  CTR)   Tweet  Reach   Comments   Number  of  comments   Shares   Retweet  Reach   Ra9ngs   Number  of  likes   Impressions   Average  Reach  Per  Tweet   Favorites   Pageviews   %  of  posts  that  are  @  replies   Overall  Likes   Number  of  lists   Comment  Sen9ment   Followers   Demographics   Sen9ment   …NOW  BURN  THIS  SLIDE  FROM  YOUR  MEMORY  BANKS   @CHUCKHEMANN    ON  TWITTER  
  • 25. SURVEYS  ARE  AN  INTEGRAL  PART  OF  THE  MEASUREMENT  PROCESS   •  Minimum  of  200  people  in  any  given   survey  period   •  Exposed  to  messaging  through  social   •  Not  exposed  to  social  messaging   •  Iden9fy  how  you’re  going  to  survey   people  and  on  what  frequency   •  Preferably  every  quarter  using  the   same  method  so  as  to  not  confuse   respondents   •  Offline  research  synergies  whenever   possible   •  Language  and  ques9ons  should  be   similar   @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/splorp/17126790/  
  • 26. FIELDING  SURVEYS  OUTSIDE  OF  FACEBOOK   TwiPer   A  Direct  Message  can  be  sent  to  new  TwiNer  followers  direc9ng  them  to  a  survey   planorm  (e.g.  Survey  Monkey)  and  offering  a  coupon  as  an  incen9ve.  Email  addresses   could  be  collected  via  the  external  survey  planorm  to  allow  for  longitudinal  tracking     YouTube   A  link  to  an  external  survey  planorm  (e.g.  Survey  Monkey)  could  be  included  in  the   “About  Me”  sec9on  of  the  brand’s  YouTube  channel.  A  coupon  could  be  offered  as  an   incen9ve  and  email  addresses  could  be  collected  via  the  external  survey  planorm  to   allow  for  longitudinal  tracking     Flickr   A  link  to  an  external  survey  planorm  (e.g.  Survey  Monkey)  could  be  included  in   individual  photo  cap9ons  and  the  profile  sec9on  of  the  brand’s  Flickr  Page.  A  coupon   could  be  offered  as  an  incen9ve  and  email  addresses  could  be  collected  via  the   external  survey  planorm  to  allow  for  longitudinal  tracking   @CHUCKHEMANN    ON  TWITTER  
  • 27. HOW  OFTEN  YOU  MEASURE  DEPENDS  ON  YOUR  THIRST  FOR  INFO   How  dynamic  is  your  content   going  to  be?     How  ozen  are  you  going  to   be  expected  to  report   results?     Do  you  have  the  internal   resources  to  handle  regular   repor9ng  requirements?     What  social  planorms  are  you   using  to  engage  your   audience?   @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/  
  • 28. IT  ALL  SEEMS  SO  STRAIGHTFORWARD…  RIGHT?   Marketers  are  overwhelmed   by  the  sheer  amount  of  data   available     Unclear  on  which  metrics   align  with  campaign  goals     Lack  of  clarity  on  how  ozen   we  should  be  measuring     THE  BIGGEST  REASON…  NO   OBJECTIVE  SETTING  AT  THE   BEGINNING     @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/eddidit/391622578/  
  • 29. LET’S  MAKE  SURE  WE  END  WITH  SOME  POSITIVE  TAKEAWAYS…     Nothing  presented  here   involves  fancy,   unapproachable  tools     All  of  this  is  step-­‐by-­‐step.   DON’T  SKIP!     Access  to  quality  data  and   insights  is  a  HUGE   compe99ve  advantage     Those  insights  =  more  $$  for   you  to  try  new  things  in  the   future     @CHUCKHEMANN    ON  TWITTER   hNp://www.flickr.com/photos/brianarn/265152959/sizes/m/in/photostream/  
  • 30. Chuck  Hemann  |  @chuckhemann   30