Understanding Social MediaMeasurementKnowing what can and what can’t bemeasured
Social Media Measurement Goggles
1. Why Measure Social Media?2. The Challenge of Measurement3. 5 Steps to Measurement Success
Monitoring vs MeasurementFor the purposes of today:Social Media Monitoring is the process of observingsocial media data in...
Why Measure?
“In God we trust.All others mustbring data”.W. Edwards Deming
The Challenge of Measurement
“Is Facebook playing with us?”
http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/Can you track and attribute sales?
“Zero Moment of Truth”
Now explain it to them?
5 Steps to Successful SocialMedia Measurement
1) Separate out your goalsAwarenessMeasured by brandrecognition, recallRelationshipMeasured bycloseness tocustomers, NPS, ...
ROI is the easy partAre you making more money than you are spendingon social media?IncomeCash revenue + direct cost saving...
Month All Traffic Social Media % SalesOct-11 673918 220 0.03% 1Nov-11 637519 127 0.02% 3Dec-11 654046 182 0.03% 0Jan-12 69...
Referral traffic value (ROI)Month All Traffic Social Media % PPC value*Oct-11 673918 220 0.03% £440Nov-11 637519 127 0.02%...
2) Create your own MeasurementFramework for each goalROI (£)Direct sales + cost savingsTwitter FacebookIndirectsalesAll so...
Closer relationships (CRM)EngagementEngagement(Facebook)Mentions(Twitter)AdvocacyPositivementions
AwarenessEngagementEngagement(FB)Mentions(Twitter)Reache.g. Mentionsover 3 months
3) Get a good measurement toolTool Focus CostSocial Bakers Facebook, YouTube andTwitter analysis withextensive reporting.$...
4) Pick the metrics that work for you1. Fan reach - The number of fans of yourPage who have seen any given post.2. Organic...
1. # of followers / follower growth2. Reach - qualified in some way!3. Engagement – i.e.replies, mentions, RTs4. Clicks – ...
1. Contacts – Collectively for yourstaff2. Followers – Company pages3. Page views / unique visitors4. Engagement – Likes, ...
5) Benchmark using ratios
6) Follow emerging standards1. Content Sourcing & Methods2. Reach & Impressions3. Engagement4. Influence & Relevance5. Opi...
Luke Brynley-JonesFounder & CEOluke@oursocialtimes.com+44 (0)845 463 1435@lbrynleyjoneswww.oursocialtimes.comThank you!Soc...
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
iLive 2013 -  Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
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iLive 2013 - Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t

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  • Monitoring = for Research or EngagementMeasurement = for Evaluation
  • The key to social media success is measurement.
  • The sheer number of social networks…WhatsApp in January processed 18 billion messages a day. SnapChat users sent more than 60 million photos each day.Path is adding 1 million new users per week.
  • Vanity statistics# of fans, followers, friends, contactsThere is SOME value – but the value is in what you do with them.
  • Difficult to quantify:Reach – how many people saw it, paid attention, what impact did it have?Influence – how much do people listen to this person? What impact do they have? Is it just reach? Klout / Kred / PeerindexSentiment – 50% accurate, but useful for spotting crises and for customer service
  • How to measure “engagement”Facebook already does this using EdgeRank - .e. Share / Comment / Like / ClickTo do this properly – you need to measure it per fan/follower (e.g. Social CRM)A general figure can be indicative.
  • Facebook announced a few months back that they has made a mistake in the
  • In strict measurement terms – if you cannot make a direct causal relationship, you don’t have a workable model.Using awareness metrics to deliver ROI won’t work.Using relationship metrics to deliver Awareness won’work
  • Awareness – always a by product of activity. But is it enough to justify your time?
  • Best Buy save $5 million per month on customer support
  • Tying your metrics to business goals.
  • Tying your metrics to business goals.
  • Tying your metrics to business goals.
  • Make sure you stick to the same tools!
  • iLive 2013 - Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t

    1. 1. Understanding Social MediaMeasurementKnowing what can and what can’t bemeasured
    2. 2. Social Media Measurement Goggles
    3. 3. 1. Why Measure Social Media?2. The Challenge of Measurement3. 5 Steps to Measurement Success
    4. 4. Monitoring vs MeasurementFor the purposes of today:Social Media Monitoring is the process of observingsocial media data in order to gain insight from, orrespond to, conversations about a specific topic.Social Media Measurement is the act of recording andanalysing the results of social media activities with thegoal of evaluating performance.
    5. 5. Why Measure?
    6. 6. “In God we trust.All others mustbring data”.W. Edwards Deming
    7. 7. The Challenge of Measurement
    8. 8. “Is Facebook playing with us?”
    9. 9. http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/Can you track and attribute sales?
    10. 10. “Zero Moment of Truth”
    11. 11. Now explain it to them?
    12. 12. 5 Steps to Successful SocialMedia Measurement
    13. 13. 1) Separate out your goalsAwarenessMeasured by brandrecognition, recallRelationshipMeasured bycloseness tocustomers, NPS, advocacyFinancialbenefitROI or reducedexpenditure
    14. 14. ROI is the easy partAre you making more money than you are spendingon social media?IncomeCash revenue + direct cost savingsExpenditureYour time + direct expenditure + resourcesAsk the right question:minusWhat’s the ROI of [activity x] in Q1 of 2013?
    15. 15. Month All Traffic Social Media % SalesOct-11 673918 220 0.03% 1Nov-11 637519 127 0.02% 3Dec-11 654046 182 0.03% 0Jan-12 696009 4482 0.64% 16Feb-12 642625 9214 1.43% 41Mar-12 807200 7433 0.92% 43% website traffic and sales referred bysocial media
    16. 16. Referral traffic value (ROI)Month All Traffic Social Media % PPC value*Oct-11 673918 220 0.03% £440Nov-11 637519 127 0.02% £254Dec-11 654046 182 0.03% £364Jan-12 696009 4482 0.64% £8,964Feb-12 642625 9214 1.43% £18,428Mar-12 807200 7433 0.92% £14,866*Based on Google Adwords typical cost per click for selected keywords.
    17. 17. 2) Create your own MeasurementFramework for each goalROI (£)Direct sales + cost savingsTwitter FacebookIndirectsalesAll socialchannels
    18. 18. Closer relationships (CRM)EngagementEngagement(Facebook)Mentions(Twitter)AdvocacyPositivementions
    19. 19. AwarenessEngagementEngagement(FB)Mentions(Twitter)Reache.g. Mentionsover 3 months
    20. 20. 3) Get a good measurement toolTool Focus CostSocial Bakers Facebook, YouTube andTwitter analysis withextensive reporting.$100 for 3 accountsTwitsprout Facebook and Twitteranalysis, highlights toptimes for engagment$100 per monthPageLever Facebook analysis, ofmultiple pages, includingalerts (for certainactions).$99 per month for up to 5 pagesTwittercounter # of fans, fan growth,interactions, competitiveanalysisFree. Small fee for reportsSocialDon Analyses pages, fans,interactions, influencers,Free
    21. 21. 4) Pick the metrics that work for you1. Fan reach - The number of fans of yourPage who have seen any given post.2. Organic reach - Organic reach includeseverything except viral views.3. Engagement - The number of peoplewho clicked anywhere in your post.4. People taking about this - People whohave Liked, shared, commented onyour content.5. Clicks - Including Link Clicks, VideoPlays, Photo Views.6. Negative Feedback - Hiding, unlinkingor reporting content as spam.
    22. 22. 1. # of followers / follower growth2. Reach - qualified in some way!3. Engagement – i.e.replies, mentions, RTs4. Clicks – on URLs in Tweets5. Hourly/daily stats – useful forscheduling
    23. 23. 1. Contacts – Collectively for yourstaff2. Followers – Company pages3. Page views / unique visitors4. Engagement – Likes, shares,comments5. Group Members – if you ownthe group6. Group Posts – if you are buildingcloser relationships
    24. 24. 5) Benchmark using ratios
    25. 25. 6) Follow emerging standards1. Content Sourcing & Methods2. Reach & Impressions3. Engagement4. Influence & Relevance5. Opinion & Advocacy6. Impact & Valuehttp://www.smmstandards.com
    26. 26. Luke Brynley-JonesFounder & CEOluke@oursocialtimes.com+44 (0)845 463 1435@lbrynleyjoneswww.oursocialtimes.comThank you!Social Media Agency Audits Strategy Marketing Campaigns Management Monitoring Measurement

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