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OPENING SLIDE
#TheSocialStandard#TheSocialStandard 26 July 2016 | Browns, Covent Garden
#TheSocialStandard#TheSocialStandard
What is the value of
social for brands?
“41% of companies said they had no idea
whether or not their social media efforts ...
IT STARTS WITH AN OBJECTIVE
#TheSocialStandard
Business
Objective
Social
Objective
Right
Platform
Right
Content
It is not ...
each objective = different
metric(s)
#TheSocialStandard
Social is rather complex – ‘to engage your fans’ is not the only p...
Step 1: understand what’s behind each metric
Step 2: know how to use it
KNOWING THE METRICS
#TheSocialStandard
REACH VS. IMPRESSIONS
Do you really know these
metrics?
#TheSocialStandard
RELEVANCe SCORE
CPM
VIDEO VIEWS
LIKE -> How good are you at being relevant?
COMMENT -> How good are you at driving conversations?
SHARE -> How good are yo...
QUALITY VS. QUANTITY
#TheSocialStandard
stay on the light side…
• Quality pays off in the long term
• The only way to buil...
social listening
#TheSocialStandard
most
overrated
most
underratedMore like Twitter
listening
inaccurate
conversations
aud...
looking at the whole picture
#TheSocialStandard
Social
Web
Online
Offline
Users’ journey
What’s being measured
Social shou...
1 + 1 = 3
Using common sense
#TheSocialStandard
These are just numbers after all. We need numbers to back up our decisions...
Start with defining your objectives
Choose the right metrics
Understand the metrics & rethink how you’re using them
Go for...
Panel discussion
SOCILA COMMERCE
#TheSocialStandard
THANK YOU
@GrowWithOrganic | @SittaAndy
Let's keep the conversation go...
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Knowing What Success Looks Like On Social & How To Measure It Effectively - Andy Sitta

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Andy Sitta, Social Media Consultant at Organic looks at how to know what success looks like in social media campaigns and how to measure it effectively.

Published in: Marketing
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Knowing What Success Looks Like On Social & How To Measure It Effectively - Andy Sitta

  1. 1. OPENING SLIDE #TheSocialStandard#TheSocialStandard 26 July 2016 | Browns, Covent Garden
  2. 2. #TheSocialStandard#TheSocialStandard
  3. 3. What is the value of social for brands? “41% of companies said they had no idea whether or not their social media efforts were actually paying off.” (Convince and Convert) “88% of marketing professionals didn’t feel they could accurately measure the effectiveness of their social media campaigns.” (Fast Company) the good old question #TheSocialStandard
  4. 4. IT STARTS WITH AN OBJECTIVE #TheSocialStandard Business Objective Social Objective Right Platform Right Content It is not that hard to provide measurable outcomes for your social activities, but you have to know what you’re trying to achieve. In reality, every business is different and hence, social will play a different role each time. Not everyone needs a Twitter account or to be on Snapchat. But as long as a brand knows what are its key objectives, the activities on social should present themselves naturally.
  5. 5. each objective = different metric(s) #TheSocialStandard Social is rather complex – ‘to engage your fans’ is not the only possible objective. Social can be utilised as a traffic driver or a means for customer service. Putting the right objective in place will ensure brands’ ability to measure ROI. Awareness -> CPV, reach, social mentions Engagement -> CPE, Engament rate Traffic -> CPC Conversion -> cost per download, cost per sign up Customer care -> Avg. response time
  6. 6. Step 1: understand what’s behind each metric Step 2: know how to use it KNOWING THE METRICS #TheSocialStandard
  7. 7. REACH VS. IMPRESSIONS Do you really know these metrics? #TheSocialStandard RELEVANCe SCORE CPM VIDEO VIEWS
  8. 8. LIKE -> How good are you at being relevant? COMMENT -> How good are you at driving conversations? SHARE -> How good are you at spreading the message? ENGAGEMENT RATE -> How good are you at getting people’s attention? All engagements are not equal #TheSocialStandard
  9. 9. QUALITY VS. QUANTITY #TheSocialStandard stay on the light side… • Quality pays off in the long term • The only way to build engaged communities Getting the numbers up quickly is tempting, might look good in the short term, but there’s little value.
  10. 10. social listening #TheSocialStandard most overrated most underratedMore like Twitter listening inaccurate conversations audience insights Customer service & feedback
  11. 11. looking at the whole picture #TheSocialStandard Social Web Online Offline Users’ journey What’s being measured Social shouldn’t be in a vacuum. It works best when it resonates with other marketing communications & activities. At the same time, it has to be measured accordingly.
  12. 12. 1 + 1 = 3 Using common sense #TheSocialStandard These are just numbers after all. We need numbers to back up our decisions. This is a universal fact, not just in marketing. But as professionals we have a duty to make sure the numbers we are using represent the reality or at least are as close to it as they can be. Ideally, we should be using numbers to inform our decisions, not just to boost our egos or cover up our mistakes.
  13. 13. Start with defining your objectives Choose the right metrics Understand the metrics & rethink how you’re using them Go for quality over quantity Look at social from a wider angle Use your head and test hypotheses using a T&L approach Summary #TheSocialStandard
  14. 14. Panel discussion SOCILA COMMERCE #TheSocialStandard THANK YOU @GrowWithOrganic | @SittaAndy Let's keep the conversation going -> #TheSocialStandard

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