The document discusses the importance of using metrics to measure the effectiveness of social media campaigns. It provides examples of common metrics used to measure reach, engagement, brand awareness, and sales conversions. Additionally, it emphasizes that the choice of metrics should depend on the specific objectives and timeline of the social media campaign.

1. David Pruett, Conor Casey, Jesse Rabishaw

2. What Matters Is Measured
Some believed that applying metrics to something as organic
as Social Media was “mission impossible”
Social Media is meant to be about participation and
relationships between brands and consumers
Developed a host of valuable metrics, but the metrics we use
must be appropriate for the objectives we set for the campaign
In many ways, social media marketing mimics online
advertising in terms of the viable metrics available to measure
effectiveness

3. Advertisers can Measure...
Reach: # of people exposed to message
Frequency: average # of times someone is exposed
and Analyze...
Site Stickiness: ability of a site to draw repeat visits
and to keep people on a site
Relative Pull: comparison of how well different
creative executions generate a response

4. Brands can Monitor...
Clickthroughs: # of people exposed to an online ad
or link who actually click on it
Sales Conversions: # of people who click through
who go on to purchase the product
Viewthroughs: # of people who are exposed and do
not click through, but who later visit the brand’s
website

5. Engagement
We also need to know the degree of engagement
people feeling during and after the interaction, and
how these exposures influenced their feelings about
the brand.
Try to collect numbers that are more diagnostic such
as measures of...
Brand likeability, brand image, brand awareness, brand
loyalty, brand affiliation, congruency, and purchase
intent.

6. Engagement Food Chain

7. KPI’s & Timeline
Key Performance Indicators (KPIs): are those
metrics that are tied to organizational objectives
It’s important to remember that the metrics we use
may shift as a campaign progresses
Metrics should be tied to each stage in the campaign
timeline

8. NBA Cares Instagram
Forbes writes, "The NBA Cares Instagram following
increased from 6,854 on October 14, 2013 to 29,373 on
April 18, 2014 (an increase of roughly 425%). In that
same time-span, its Twitter followers grew from
68,219 to 79,500 and its YouTube channel video views
went from 633,044 to 1,294,271." Not too shabby for a
campaign focused more on the NBA's philanthropic
efforts than on the excitement of court-side hoops.

9. Doritos #crashthesuperbowl
User generated content is a win-win for customers
and brands
Brands get more awareness, exposure, and impressions,
and..
Customers get their voices heard
https://www.youtube.com/user/CrashtheSuperBowl

10. Question
Why do we use social media metrics?

12. Define
SMART objectives
Social Media Metrics
Return Metrics

13. Assess
Opportunity Cost
Speed of Response
Message Control

14. Track
Forward Tracking
Coincident Tracking
Reverse Tracking
Baselines
Measurement Map

15. Adjust
What could we have done differently?
What happens next?

16. Facebook’s Atlas
Gives the option for advertisers access information
and show you ads on third party sites and apps
First time advertisers can get information from
mobile users

17. Whipping Childhood Cancer
http://www.wfsb.com/story/26634673/whipping-childhood-
cancer-challenge-goes-viral
What do you think?

18. Measuring
We can choose from a variety of different approaches
and tools to measure the differences of the
effectiveness of a social media campaign
Some may want a simple start before they dive in and
develop a full measurement program for their social
media marketing campaign

19. Ways to Measure
Content Consumption
 This deals with what type of demographic(s) are
interacting with and consuming the brand-generated
content. Is it the demographic(s) you
planned on marketing to?
Content Augmentation
What type of people are adding/changing content
by adding to conversation with posts? How is the
content augmented? Is this consistent with what
you want from the campaign?

20. More Ways to Measure…
Content Sharing
The rate at which people are exposed to the brand
messages sharing the content with others using
share tools. Does the rate of sharing suggest the
campaign momentum?
Content Loyalty
How many consumers have subscribed to branded
content with RSS feeds? How many by registering
for access to the site?

21. More Ways to Measure…
Content Conversations
This deals with which demographic discusses the
brand, who is linking the the brand websites, and
what the comment to post ratio is
Content Engagement
Whether or not the number of friends to the brand
profile is growing or not, along with how many
people are contributing to the content such as
comments and photos

22. Samuel Adams’ HelYUM Beer
http://www.youtube.com/watch?v=Wau7r8NmtuY

23. Samuel Adams’ Helium Beer
April Fools prank. Video reached a broader social
audience thanks to the short-form and perfect-for-social
story telling.
New beer ingredient is helium
After taking a sip, the drinkers voice changed as if
they had breathed in helium

24. Qudoba’s Queso Showdown
Facebook and twitters users could vote online for their new
favorite Qudoba queso
The votes were updated in real-time over the contest
Shows that fans are still engaged with the effort and it
generated more buzz and excitement for the whole endeavor

25. Questions
What are some social media campaigns that used
metrics as a way to evaluate performance?
Is this method useful?
25

26. Sources
 http://www.exacttarget.com/blog/au/the-most-brilliant-social-media-campaigns-of-2014-so-far/
 "Doritos®." YouTube. YouTube, n.d. Web. 30 Sept. 2014.
 "Nbacares on Instagram." Instagram. N.p., n.d. Web. 30 Sept. 2014
 Tuten, Tracy L., and Michael R. Solomon. "What Matters Is Measured." Social Media Marketing. Boston:
Pearson, 2013. N. pag. Print.
 Young, Heike. "The 30 Most Brilliant Social Media Campaigns of 2014 (So Far) - The ExactTarget Blog." The
ExactTarget Blog. N.p., 28 Apr. 2014. Web. 30 Sept. 2014.
 Santich, Kate. "Parents Unite in Whipping Childhood Cancer Campaign."OrlandoSentinel.com. Orlando
Sentinel, 19 Sept. 2014. Web. 01 Oct. 2014.
 McGarry, Caitlin. "How Facebook's New Ad Platform Lets Brands Track You Around The Web." PCWorld. PC
World, 29 Sept. 2014. Web. 01 Oct. 2014.