How to Measure the Success of your Social Media Campaigns


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My presentation on measuring social media campaigns from Be Wizard 2012

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  • Tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell."  Should have responded sooner.
  • How to Measure the Success of your Social Media Campaigns

    1. 1. How to Measure the Success of your Social Media Efforts Hannah Smith - Distilled @hannah_bo_banna
    2. 2. Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.com!/hannah_bo_banna @hannah_bo_banna
    3. 3. Many Leap Straight in... @hannah_bo_banna
    4. 4. But let’s take a step back… @hannah_bo_banna
    5. 5. What do you want your Social Media Campaign to do?• Get people talking about you – Brand awareness / engagement / PR• Shift consumer opinion – Reposition your brand• Consumer research• Manage your reputation online• Customer Service @hannah_bo_banna
    6. 6. Reactive vs Proactive CampaignsReactive Campaigns:• Manage your reputation online• Customer ServiceProactive Campaigns:• Get people talking about you• Shift consumer opinion• Consumer research @hannah_bo_banna
    7. 7. Dell Hell @hannah_bo_banna
    8. 8. Reactive Campaigns• Think PR / Customer Service• Put processes in place to listen and respond.People are probably already talking about you onlineignorance might be bliss, but it could be bad forbusiness. @hannah_bo_banna
    9. 9. Measuring Reactive Campaigns• What might a PR disaster cost you? – Might be better not to find out! @hannah_bo_banna
    10. 10. Measuring Reactive Campaigns• What is the ROI of customer service? – Hard to quantify• Consider using Customer Service metrics instead – Time to resolution – Frequency of escalation – Is it quicker (and therefore cheaper) to resolve a complaint via social media than traditional channels? @hannah_bo_banna
    11. 11. Let’s get proactive… @hannah_bo_banna
    12. 12. Proactive Campaigns @hannah_bo_banna
    13. 13. Wait! What about Sales?• Sales / Conversions are symptomatic of a good proactive social media campaign• But you may struggle if you’re only ‘selling’ via social media @hannah_bo_banna
    14. 14. Social Media is about conversation… Not broadcast. @hannah_bo_banna
    15. 15. Why? @hannah_bo_banna
    16. 16. Because you need the community to amplifyyour messages…They decide whether or not to allow yourmessage to spread.You no longer have control – this is notabout buying reach, it’s about earning it. @hannah_bo_banna
    17. 17. Want to do a Proactive Campaign?• Get people talking about you• Shift consumer opinion• Consumer researchYou’ll need a content strategy… @hannah_bo_banna
    18. 18. What Should you Measure?Gauge your audience’s reaction to differenttypes of content…Do more of what’s worked well & look toeither improve or remove the stuff thathasn’t worked. @hannah_bo_banna
    19. 19. Good things to Measure• Conversation• Amplification• Applause• Economic Value @hannah_bo_banna
    20. 20. ConversationConversation Rate =# of Audience Comments (or Replies) PerPost @hannah_bo_banna
    21. 21. Amplification• On Twitter: – Amplification = # of Retweets Per Tweet• On Facebook, Google Plus: – Amplification = # of Shares Per Post• On a blog, YouTube: – Amplification = # of Share Clicks Per Post (or Video) @hannah_bo_banna
    22. 22. Applause• On Twitter: – Applause Rate = # of Favorite Clicks Per Post• On Facebook: – Applause Rate = # of Likes Per Post• On Google Plus: – Applause Rate = # of +1s Per Post• On a Blog, YouTube: – Applause Rate = # of +1s and Likes Per Post (or video) @hannah_bo_banna
    23. 23. Remember…• These metrics are often platform centric AND content centric – What works well on Twitter might not work on Facebook• Figure out which content works best on each platform @hannah_bo_banna
    24. 24. Economic ValueThis is platform-centric - you’ll need to compare channels e.g.Twitter versus Facebook to see which are sending...• Sales• Enquiries• Sign up to newsletters / offers• RSS subscribers• Take free trial• Download a couponWhen calculating ROI incorporate both initial and lifetime value. @hannah_bo_banna
    25. 25. Multi-Channel FunnelsLast click attribution doesn’t tell the whole story… @hannah_bo_banna
    26. 26. data you can ignore… We <3 Avinash @hannah_bo_banna
    27. 27. Fans / Followers etcYou should still track followers / fansBUT… “Companies over-value followership and under-value participation. Yes, you can go out and buy 1000 followers. But if they all ignore you from that point on, they’re worthless.” Ian Lurie: @portent @hannah_bo_banna
    28. 28. Visits• Traffic is great but most sites are unable to monetise traffic alone• By all means measure this – but it probably won’t be a core metric for you @hannah_bo_banna
    29. 29. Key Takeaways• Proactive – Measure via • Conversations, Amplifications, Applause & Economic Value • Evaluate different types of content & the platforms• Reactive – ROI is tricky here. • Consider using Customer Service metrics e.g. time to resolution, frequency of escalation, cost of service etc. @hannah_bo_banna
    30. 30. Thank you! @hannah_bo_banna
    31. 31. Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.com!/hannah_bo_banna @hannah_bo_banna
    32. 32. Useful Tools• Facebook Insights – sights/page-insights-guide.pdf• Wildfire –• Simply Measured – @hannah_bo_banna
    33. 33. Useful Tools• Social Mention –• Topsy -• Crowdbooster - @hannah_bo_banna
    34. 34. Further ReadingProactive• amplification-applause-economic-value/•• you-monitor-your-brand• interview-brad-cleveland-social-customer-support.jsp @hannah_bo_banna
    35. 35. Image credits• Leaping straight in -• Social Media -• Proactive -• Cheerleaders - @hannah_bo_banna