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Making Sense of Social Media Measurement

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Presentation from Social Media Masters 2011: What metrics matter in measuring success? How do you track them efficiently (and inexpensively)? And what do you so with the numbers once you have them? This presentation focuses on gaining greater insight into the performance metrics that matter, and direct you toward strategies that help to continually evaluate and optimize the results of social media marketing.

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Making Sense of Social Media Measurement

  1. 1. Making Sense of Measurement Candace McCafferyCookerly Public Relations @candacemcc
  2. 2. MakingSense ofMeasurem ent HOW DO YOU MEASURE ARELATIONSHIP?
  3. 3. Business realities mean 70% of marketers plan measurement is to increase social spending by more than not only desired, 10% in 2011 but necessary source: MashableSurvey ofCorporateStrategistsbyAltimeterGroup, Nov2010
  4. 4. Why are you reaching yourmeasure? audience? are they listening? is it having an impact? is there a benefit to your business for what you are doing? could you do it better?
  5. 5. Amid all the data, how do you define measures that matter?
  6. 6. Social  media  ROI  is  what  you  get    for  the  7me  and  resources  you  put  into  social  media  channels/programs  based  on  a)  your  business/marke7ng  objec7ves  and  b)  the  goals  of  any  specific  campaign  
  7. 7. Match your •  Increase Brandmeasures to Awareness •  Enhance Customeryour business Experience •  Reputationobjectives Management •  Customer Retention •  Drive Behavior Change •  Drive Innovation/ R&D •  Acquisition/Sales
  8. 8. Match your •  Increase Brandmeasures to Awareness Likes/Fansyour business Followers Website traffic/newobjectives visits Share of Voice Enhance Customer Experience Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
  9. 9. Match your Increase Brand Awareness •  Enhance Customermeasures to Experienceyour business Interactions Click-thrusobjectives Time on Site Shares Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Make Sales
  10. 10. Match your Increase Brand Awareness Enhance Customer Experiencemeasures to •  Reputation Managementyour business Sentimentobjectives Authority/Influence Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
  11. 11. Match your Increase Brand Awareness Enhance Customer Experiencemeasures to Reputation Management Customer Retentionyour business Engagement Clickthrusobjectives # Clients Served Repeat website traffic Conversion Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
  12. 12. Match your Increase Brand Awareness Enhance Customer Experiencemeasures to Reputation Management Customer Retentionyour business •  Drive Behavior Changeobjectives Clickthrus Shares Conversion Conversation Drive Innovation/R&D Acquisition/Sales
  13. 13. Match your Increase Brand Awareness Enhance Customer Experiencemeasures to Reputation Management Customer Retentionyour business Drive Behavior Change •  Drive Innovation/objectives R&D Conversation Poll responses Forum responses Sentiment Acquisition/Sales
  14. 14. Match your Increase Brand Awareness Enhance Customer Experiencemeasures to Reputation Management Increase Retentionyour business Drive Behavior Change Drive Innovation/R&Dobjectives •  Acquisition/Sales Click thrus Campaign Conversion
  15. 15. The Basics+ •  Reach/Velocity •  Relevance •  Influence •  Authority •  Engagement/ Interaction •  Attention •  Sentiment •  Share of Voice •  Advocacy
  16. 16. Objectives-Based Measurement Plan
  17. 17. Match your reports toyour audience
  18. 18. Connect it AllPaid measurementtools increaseefficiencies inmeasurement, butyou can do it all forlittle to no outsideexpenditures
  19. 19. Free/Low Cost Resource ToolkitFacebook InsightsGoogle AnalyticsURL ShortenersTweetdeck/HootSuiteSocial MentionViralHeatGoogle AlertsTechnorati AuthorityKlout... and just plain "human"content analyis
  20. 20. Share of Voice Step by Step HOW DO YOU MEASURE A RELATIONSHIP?
  21. 21. Source: Jay BaerShare of Voice Step by Step
  22. 22. Google Analytics:mining the measures
  23. 23. Using The Tools •  Traffic: Referral Sources •  Engagement: Time on Site from Social ChannelsShare of Voice StepConversion: •  Source & by Step Campaign Tagging & Goals •  Message Targeting: Advanced Segmentation
  24. 24. Referring Sites:Quantity & QualityShare of Voice Step by Step
  25. 25. URL Tagging for Tracking SocialMedia Impact/Conversion
  26. 26. URL Tagging for Tracking Impact/Conversion  •  Track social media channels individually•  Track specific campaigns/contests•  Test messaging•  Report direct impact of social media marketing
  27. 27. Goal Setting
  28. 28. Goal Setting•  Tied to URL/Destination, Page Views or Time on Site•  Reverse Goal Paths show direct link to social channels
  29. 29. Additional Google Analytics Add-OnsShare of Voice Step by StepHootSuite Pro DO YOU HOW MEASURE A RELATIONSHIP?
  30. 30. Takeaways:•  Measurement should be defined by your business objectives•  What you measure may be different for everyone•  Combination of tools often makes the most sense•  You can get to an ROI for the efforts you make
  31. 31. Questions?

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