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Measurement
Fundamentals
Class 1: New York University
Social Media Analytics I
@BrianHonigman
Challenges for Effective
Measurement in 2015
@BrianHonigman
*Increasingly Complex.
@BrianHonigman
*Always Evolving.
@BrianHonigman
*Difficult to Master.
@BrianHonigman
*Issues With Technology.
@BrianHonigman
*No Measurement
System is Perfect.
@BrianHonigman
*Not All Social Media
Can Be Measured.
@BrianHonigman
*ROI Dependent
on Channel Mechanic.
@BrianHonigman
@BrianHonigman
Apply This Measurement
Framework to Your Campaigns
STEP 1: Create a Campaign
Customer
Service
Marketing
Public
Relations
Sales
Fundraising
Employee
Engagement
STEP 2: Define Your Timeline
@BrianHonigman
STEP 3:
Understand
the Platforms
Used
@BrianHonigman
STEP 4: Select The
Right Tools
@BrianHonigman
@BrianHonigman
STEP 5: Choose Your Goals
*More Awareness?
*Additional Sales?
*Happy Customers?
*Increased Loyalty?
@BrianHonigman
STEP 6: Pair Metrics
STEP 7: Monitor Real-Time Results
@BrianHonigman
STEP 8: Analyze & Report Results
@BrianHonigman
Example 1:
Ziploc’s Little
Beasts Campaign
@BrianHonigman
Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to the Ziploc Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results
Example 2:
KLM’s Social
Customer Service
Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to the KLM Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results
Example 3:
NATO’s PR
Campaign
@BrianHonigman
Step 1: Create a Campaign
Step 2: Define a Timeline
Step 3: Understand the Platforms
Step 4: Select the Right Tools
Apply Measurement Framework
to NATO’s Campaign
Step 5: Choose Your Goals
Step 6: Pair Metrics
Step 7: Monitor Real-Time Results
Step 8: Analyze & Report Results
Questions!?
@BrianHonigman
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals
NYU: Measurement Fundamentals

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NYU: Measurement Fundamentals