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Loras College 2014 Business Analytics Symposium | Colleen McKenna: Measuring Social Engagement

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With a continuously evolving and expanding landscape, we often see professionals (or even entire organizations) completely overwhelmed and intimidated by social media. Want to know a secret? The truth is that social media is not drastically different from traditional communication approaches--the tools are just changing. This session breaks down the barrier of social media and focuses your efforts back onto strategy and measurement where they belong. After all, how will you know if your efforts are successful if you never measure anything? For more information on the Loras College 2014 Business Analytics Symposium, the Loras College MBA in Business Analytics or the Loras College Business Analytics Certificate visit www.loras.edu/mba or www.loras.edu/bigdata.

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Measuring Social Engagement Colleen McKenna, New Media Specialist Loras College
AGENDA I. Who am I? II. Social Media Confusion III. Focus on Strategy IV. Measuring Social Engagement
WHO AM I? • BA in PR and English Lit from Loras College • MA in PR and Advertising from DePaul University • Senior Account Executive at Bliss Integrated Communication • New Media Strategist and Adjunct Prof. of Communication at Loras College
SOCIAL MEDIA CONFUSION
SOCIAL MEDIA CONFUSION Social is just a trend. It will pass. We need to be on EVERY social platform. We have a presence, but we’re scared of using it. Social media is it’s own discipline, right?
SOCIAL MEDIA CONFUSION • Social media is not drastically different from traditional communication—it’s new tools for doing old things; people talking to people. • ―Technologies are facilitators and enablers, not an end unto themselves.‖-Courtney Hunt
FOCUS ON STRATEGY
FOCUS ON STRATEGY START HERE NOT HERE Business Objective Strategies Tactics
THE CONVERSATION PRISM Brought to you by: Brian Solis & JESS3
FOCUS ON STRATEGY Always start with your business objectives. – A social presence is worthless unless you do something with it. – Without objectives you’re posting just to post.
FOCUS ON STRATEGY Always start with your business objectives. – Objectives should be Specific, Measurable, Attainable, Realistic, Time-bound. – Objectives dictate tactics. Tactics do not dictate your objectives.
FOCUS ON STRATEGY Focusing on business objectives helps your social program by: – Giving purpose to the program – Providing momentum – Involving your entire organization – Showing what is working, what is not
FOCUS ON STRATEGY ―Strategy is done ABOVE the shoulders, tactics are done BELOW the shoulders.‖ -Jeremiah Owyang
MEASURING SOCIAL ENGAGEMENT
MEASURING SOCIAL ENGAGEMENT While social can help impact several business objectives, initially it may help to narrow your focus: – Awareness? – Sales? – Retention?
MEASURING SOCIAL ENGAGEMENT Regularly measure social success against your business objectives with Key Performance Indicators (KPIs) – Provides you a baseline to measure fluctuations – There is not a ―one size fits all‖ approach
MEASURING SOCIAL ENGAGEMENT Business Objective: Increase awareness of our Four State Flagship Rate by 15% by Q2. Social KPIs: – # FB comments on Four State posts – # Twitter replies on Four State tweets – Facebook reach – Twitter reach – Sentiment – Facebook shares – Twitter retweets – Number of Facebook click-throughs – Number of Twitter click-throughs – Etc.
MEASURING SOCIAL ENGAGEMENT When you are identifying your KPIs, do not get caught up in the number of followers or the number of posts…
MEASURING SOCIAL ENGAGEMENT …‖popularity metrics‖ don’t have much of a bearing on business objectives.
MEASURING SOCIAL ENGAGEMENT Conversation Rate Applause Rate Amplification Rate • Tweet replies • Facebook post comment • Instagram photo comment • Pinterest pin comment • Facebook like • Google+ plus • Twitter favorites • Instagram like • Twitter retweet • Facebook share • Google+ re-share • Pinterest re-pin KPIs you should be watching:
MEASURING SOCIAL ENGAGEMENT Once you establish your KPIs, you need to figure out how you will measure them. BUDGET VS. VALUE
MEASURING SOCIAL ENGAGEMENT
MEASURING SOCIAL ENGAGEMENT Your social media strategy and measurement are never cemented. As your business objectives change and new platforms and tools become available, your plan and measurement must adapt and evolve.
Q & A

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Loras College 2014 Business Analytics Symposium | Colleen McKenna: Measuring Social Engagement

  • 1. Measuring Social Engagement Colleen McKenna, New Media Specialist Loras College
  • 2. AGENDA I. Who am I? II. Social Media Confusion III. Focus on Strategy IV. Measuring Social Engagement
  • 3. WHO AM I? • BA in PR and English Lit from Loras College • MA in PR and Advertising from DePaul University • Senior Account Executive at Bliss Integrated Communication • New Media Strategist and Adjunct Prof. of Communication at Loras College
  • 5. SOCIAL MEDIA CONFUSION Social is just a trend. It will pass. We need to be on EVERY social platform. We have a presence, but we’re scared of using it. Social media is it’s own discipline, right?
  • 6. SOCIAL MEDIA CONFUSION • Social media is not drastically different from traditional communication—it’s new tools for doing old things; people talking to people. • ―Technologies are facilitators and enablers, not an end unto themselves.‖-Courtney Hunt
  • 8. FOCUS ON STRATEGY START HERE NOT HERE Business Objective Strategies Tactics
  • 9. THE CONVERSATION PRISM Brought to you by: Brian Solis & JESS3
  • 10. FOCUS ON STRATEGY Always start with your business objectives. – A social presence is worthless unless you do something with it. – Without objectives you’re posting just to post.
  • 11. FOCUS ON STRATEGY Always start with your business objectives. – Objectives should be Specific, Measurable, Attainable, Realistic, Time-bound. – Objectives dictate tactics. Tactics do not dictate your objectives.
  • 12. FOCUS ON STRATEGY Focusing on business objectives helps your social program by: – Giving purpose to the program – Providing momentum – Involving your entire organization – Showing what is working, what is not
  • 13. FOCUS ON STRATEGY ―Strategy is done ABOVE the shoulders, tactics are done BELOW the shoulders.‖ -Jeremiah Owyang
  • 15. MEASURING SOCIAL ENGAGEMENT While social can help impact several business objectives, initially it may help to narrow your focus: – Awareness? – Sales? – Retention?
  • 16. MEASURING SOCIAL ENGAGEMENT Regularly measure social success against your business objectives with Key Performance Indicators (KPIs) – Provides you a baseline to measure fluctuations – There is not a ―one size fits all‖ approach
  • 17. MEASURING SOCIAL ENGAGEMENT Business Objective: Increase awareness of our Four State Flagship Rate by 15% by Q2. Social KPIs: – # FB comments on Four State posts – # Twitter replies on Four State tweets – Facebook reach – Twitter reach – Sentiment – Facebook shares – Twitter retweets – Number of Facebook click-throughs – Number of Twitter click-throughs – Etc.
  • 18. MEASURING SOCIAL ENGAGEMENT When you are identifying your KPIs, do not get caught up in the number of followers or the number of posts…
  • 19. MEASURING SOCIAL ENGAGEMENT …‖popularity metrics‖ don’t have much of a bearing on business objectives.
  • 20. MEASURING SOCIAL ENGAGEMENT Conversation Rate Applause Rate Amplification Rate • Tweet replies • Facebook post comment • Instagram photo comment • Pinterest pin comment • Facebook like • Google+ plus • Twitter favorites • Instagram like • Twitter retweet • Facebook share • Google+ re-share • Pinterest re-pin KPIs you should be watching:
  • 21. MEASURING SOCIAL ENGAGEMENT Once you establish your KPIs, you need to figure out how you will measure them. BUDGET VS. VALUE
  • 23. MEASURING SOCIAL ENGAGEMENT Your social media strategy and measurement are never cemented. As your business objectives change and new platforms and tools become available, your plan and measurement must adapt and evolve.
  • 24. Q & A

Editor's Notes

  1. According to an eMarketer study, 80 percent of marketers incorrectly begin with social media tactics instead of objectives.
  2. Use social media as a vehicle to support your pre-existing business objectives.
  3. SMART objectives help you with measurement later on.
  4. Strategies: how and why you will achieve your objectives. What platforms are our target audiences using? Tactics: tools/activities that put strategy into operation.
  5. According to IBM’s Global CMO study, 63% of CMOs want to measure the ROI of social media but one of the biggest social media challenges is figuring out what your organization needs to measure. There is not a one size fits all approach or standard success metrics—instead you have to identify the best KPIs for your organization and weigh the cost of the tools versus the value of the information you get from them. Talk about the different levels of Tracking per Jeffery Cohen: Level 1: Not tracking at allLevel 2: Tracking the basics and listening: followers, likes, shares, commentsLevel 3: Tracking and analyzingLevel 4: Tracking, analyzing, integratinghttp://www.exacttarget.com/blog/social-media-success-metrics-must-be-tied-to-business-goals/
  6. According to IBM’s Global CMO study, 63% of CMOs want to measure the ROI of social media but one of the biggest social media challenges is figuring out what your organization needs to measure. There is not a one size fits all approach or standard success metrics—instead you have to identify the best KPIs for your organization and weigh the cost of the tools versus the value of the information you get from them.
  7. Someone merely clicking follow or like and that is it provides little value to your organization or your business objectives. They are ghost followers and empty numbers.