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Social Media Measurement
for Product Development,
Non-Profits & Influencer Marketing
Class 7: New York University
Social Media Analytics I
@BrianHonigman
@BrianHonigman
Social Media Measurement
For Product Development
@BrianHonigman
The Four Stages of a
Product Life Cycle
Stage 1: Introduction
Stage 2: Growth
Stage 3: Mature
Stage 4: Decline
Source: Irwin/McGraw-Hill
@BrianHonigman
Product Development Goals:
*Product Cycle Time
*Product Performance
@BrianHonigman
Goal: Product Cycle Time
@BrianHonigman
Metrics: Product Cycle Time
Cycle Time Lead Time
Speed to
Market
Competitors
Performance
Time Saved
Between Stages
Revenue
Number of
Products
to Market
Social
Sentiment
Social
Engagement:
Comments, Shares
@BrianHonigman
Example: Proctor & Gamble
@BrianHonigman
Example: Apple IOS 9
@BrianHonigman
Goal: Product Performance
@BrianHonigman
Metrics: Product Performance
Social
Engagement:
Comments, Shares
Social
Sentiment
Revenue and
Profit
Impressions Product Quality
Cost Reduction:
Manufacturing
Costs etc.
@BrianHonigman
Example: Netflix
@BrianHonigman
Example: Diamond Candles
@BrianHonigman
Social Media Measurement
For Non-Profits
@BrianHonigman
Non-Profits Goals:
*Fundraising
*Brand Recognition
*Recruitment
*Impact on Cause
@BrianHonigman
Goal: Fundraising
@BrianHonigman
Metrics: Fundraising
Donations/Gifts
Cost Per Dollar
Raised
Donor
Retention Rate
Donor Growth Conversion Rate
Average Gift
Per Donor
Frequency of
Contact with
Donors
Social
Engagement:
Comments, Shares
Social Referral
Traffic
@BrianHonigman
Example: Movember
@BrianHonigman
Goal: Brand Recognition
@BrianHonigman
Metrics: Brand Recognition
Social Mentions Inbound Links Market Share
Social
Engagement
Impressions
Audience
Growth
Influencer
Engagement
Social Referral
Traffic
Assisted/Direct
Conversions
@BrianHonigman
Example: Charity Water
@BrianHonigman
Goal: Recruitment
@BrianHonigman
Metrics: Recruitment
Number of
Applicants
Number of
Volunteers
Sign-Ups
Employee
Retention
Volunteer
Retention
Growth of
Workforce
Social Mentions
Social
Engagement
Social Referral
Traffic
@BrianHonigman
Example: Pencils of Promise
@BrianHonigman
Goal: Impact on Cause
@BrianHonigman
Metrics: Impact on Cause
Reduction
of Issue
People
Reached
Countries,
States, Cities,
Towns, Villages
Served
Social Mentions,
Engagement
Cause Specific
Metric: Schools
Built, Skills
Taught
Media
Coverage
@BrianHonigman
Example: ALS Association
@BrianHonigman
Social Media Measurement
For Influencer Marketing
@BrianHonigman
@BrianHonigman
Influencer Marketing Goals:
*Drive Awareness
*Generate Sales
*Increase Engagement
@BrianHonigman
Goal: Awareness +
Engagement
@BrianHonigman
Metrics: Awareness + Engagement
Social Mentions Inbound Links
Media
Sentiment
Social
Interactions:
Likes, Shares etc.
Referral Traffic
Audience
Growth
Leads
Generated
Impressions
Assisted/Direct
Conversions
@BrianHonigman
Example: Swiffer
@BrianHonigman
Goal: Generate Sales
@BrianHonigman
Metrics: Generate Sales
Net Promoter
Score
Revenue
Intention to
Repurchase
Customer
Acquisition
Cost
Life Time Value
Assisted /
Direct
Conversions
@BrianHonigman
Example: Gap
@BrianHonigman
Example: Gap
@BrianHonigman
Example: Gap
Questions!?
@BrianHonigman

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Social Media Measurement for Product Development, Non-Profits & Influencer Marketing