Social Media Measurement
for Product Development,
Non-Profits & Influencer Marketing
Class 7: New York University
Social Media Analytics I
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Social Media Measurement
For Product Development

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The Four Stages of a
Product Life Cycle
Stage 1: Introduction
Stage 2: Growth
Stage 3: Mature
Stage 4: Decline
Source: Irwin/McGraw-Hill

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Product Development Goals:
*Product Cycle Time
*Product Performance

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Goal: Product Cycle Time

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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

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Example: Proctor & Gamble

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Example: Apple IOS 9

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Goal: Product Performance

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Metrics: Product Performance
Social
Engagement:
Comments, Shares
Social
Sentiment
Revenue and
Profit
Impressions Product Quality
Cost Reduction:
Manufacturing
Costs etc.

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Example: Netflix

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Example: Diamond Candles

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Social Media Measurement
For Non-Profits

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Non-Profits Goals:
*Fundraising
*Brand Recognition
*Recruitment
*Impact on Cause

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Goal: Fundraising

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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

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Example: Movember

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Goal: Brand Recognition

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Metrics: Brand Recognition
Social Mentions Inbound Links Market Share
Social
Engagement
Impressions
Audience
Growth
Influencer
Engagement
Social Referral
Traffic
Assisted/Direct
Conversions

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Example: Charity Water

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Goal: Recruitment

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Metrics: Recruitment
Number of
Applicants
Number of
Volunteers
Sign-Ups
Employee
Retention
Volunteer
Retention
Growth of
Workforce
Social Mentions
Social
Engagement
Social Referral
Traffic

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Example: Pencils of Promise

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Goal: Impact on Cause

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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

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Example: ALS Association

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Social Media Measurement
For Influencer Marketing

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Influencer Marketing Goals:
*Drive Awareness
*Generate Sales
*Increase Engagement

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Goal: Awareness +
Engagement

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Metrics: Awareness + Engagement
Social Mentions Inbound Links
Media
Sentiment
Social
Interactions:
Likes, Shares etc.
Referral Traffic
Audience
Growth
Leads
Generated
Impressions
Assisted/Direct
Conversions

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Example: Swiffer

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Goal: Generate Sales

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Metrics: Generate Sales
Net Promoter
Score
Revenue
Intention to
Repurchase
Customer
Acquisition
Cost
Life Time Value
Assisted /
Direct
Conversions

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Example: Gap

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Example: Gap

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Example: Gap

Questions!?
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