Page 1

© Emarketeers 2007
A bit about me
• 20 years agency experience
(Saatchi & Saatchi / Publicis)
• 7 years experience in social
media
• Trainer ...
Making the wrong
assumptions about the
social media environment
Being seduced by
the tools

Page 3

© Emarketeers 2013
Einstein

“Not everything that
can be counted counts,
and not everything that
counts can be counted”
Page 4

© Emarketeers...
A story about social media measurement

?
Page 5

© Emarketeers 2013
Objective = maximising
reach and engagement

Page 6

© Emarketeers 2013
Page 7

© Emarketeers 2013
Page 8

© Emarketeers 2013
How does this
translate into a
business benefit?
What is the link
between your
Facebook
activity and the
metrics?

Page 9
...
?

?

Translation
into a business
benefit?

Page 10

© Emarketeers 2013
“The great thing
about Facebook is
that it tells me what
people think of my
latest TV ad”
Page 11

© Emarketeers 2013
Perhaps you shouldn’t
be measuring social
media activity.
Perhaps social media
activity is the measure

Page 12

© Emarket...
Perhaps a
Facebook Like
is a bit like a
degree celsius

Page 13

© Emarketeers 2013
So activities designed
simply to generate social
media ‘engagement’ is like
putting a thermometer in
warm water in order t...
Page 15

© Emarketeers 2013
The UK’s 3rd most engaging post in November 2012

Page 16

© Emarketeers 2013
The UK’s 2rd most engaging post in November 2012

Page 17

© Emarketeers 2013
The UK’s most engaging post in November 2012

Page 18

© Emarketeers 2013
Competitions = most effective way of creating
Facebook ‘engagement’

Competitions
Does not mean that the most effective wa...
A word about scale

Facebook is a good way
of reaching 0.0022% of
your audience

Page 20

© Emarketeers 2013
How to use your social media agency

Page 21

© Emarketeers 2013
There are no audiences in social media

Facebook was designed to
help geeks get girlfriends
Page 22

© Emarketeers 2013
Different environments
Social media

Traditional media
World of the audience

Audience creation task

Channel and message
...
Different environments
Social media

Traditional media

World of the individual
Behaviour
identification and
response
Set ...
It is never sensible to measure frequency of tool usage
Measurement
is related to
what you want
to make, not
your
effectiv...
Measurement linked to value, not activity

Activity being
measured

Creation of value

Page 26

© Emarketeers 2013
Measurement must be linked to objectives

A defined business objective
(what it is you want to use social media to achieve...
Why do organisations overlook objectives?

Travel with
their existing
marcoms
objectives

Assume that reach
and frequency ...
Activity

t

Page 29

m en
s u re
Mea

Obje
ctive
s

Organisations that understand objectives

© Emarketeers 2013
Organisations that have worked this out

Vodafone identified a longterm need to hire 40 specialist
technicians (in an area...
Organisations that have worked this out

Process – train existing
employees on social
networking and publication
technique...
Insight

Social media is a
business process
It can be applied to almost any
area of a business
It is driven by behaviour i...
Organisations that have worked this out
Business Objective
• Identify the occasions on which

consumers most enjoy cheese
...
Insight

Listening and the creation
of intelligence is where the
greatest value lies
All your social media activity should...
Page 35

© Emarketeers 2013
IBM: Listening for leads

Page 36

© Emarketeers 2013
Logitech

KachWachi has saved
Logitech $250,000 in
call deflection costs
Page 37

© Emarketeers 2013
Lego Mindstorms

Productive engagement – the
engagement your customers
want to give, rather than
the engagement you want t...
We all got seduced by the Facebook fairy

airy
Page 39

© Emarketeers 2013
The future battlefield

“My kingdom for a
monitoring
dashboard!”

Extracting value from listening and response
Creating th...
In summary - what most organisations are doing

Audience
creation

Mount Social Media
Page 41

Measurement = how
many “eng...
Learnings
Have to measure the creation
of value, not the rate of
activity
Activity becomes connected to
value – via establ...
Learning
A social media strategy is a
business process strategy
It is about behaviour
identification and response, not
cha...
Go with the social media gravity!

15 November 2013

Page 44

© Emarketeers 2013
Thank you!
• See all our courses at:
http://www.emarketeers.com/training-courses

• Or call us on 0845 680 1235 or follow ...
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Are You Measuring The Right Social Media Metrics?

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It was Einstein who said "just because you can measure something doesn't mean you should".

In the world of social media, Facebook 'likes' are very easy to measure, but very hard to value. Is it therefore possible that we are basing our activity in social media around things that are easy to measure, rather than the things that create the most value?

In this lunchtime webinar, Richard Stacy discusses the value of measuring social media metrics and which ones we should be focussing on.

Published in: Education, Technology, Business
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Are You Measuring The Right Social Media Metrics?

  1. 1. Page 1 © Emarketeers 2007
  2. 2. A bit about me • 20 years agency experience (Saatchi & Saatchi / Publicis) • 7 years experience in social media • Trainer and mentor • Mission: to clarify all the unnecessary complexity and confusion that exists (and in some cases is deliberately being perpetrated) about social media Page 2 © Emarketeers 2013
  3. 3. Making the wrong assumptions about the social media environment Being seduced by the tools Page 3 © Emarketeers 2013
  4. 4. Einstein “Not everything that can be counted counts, and not everything that counts can be counted” Page 4 © Emarketeers 2013
  5. 5. A story about social media measurement ? Page 5 © Emarketeers 2013
  6. 6. Objective = maximising reach and engagement Page 6 © Emarketeers 2013
  7. 7. Page 7 © Emarketeers 2013
  8. 8. Page 8 © Emarketeers 2013
  9. 9. How does this translate into a business benefit? What is the link between your Facebook activity and the metrics? Page 9 © Emarketeers 2013
  10. 10. ? ? Translation into a business benefit? Page 10 © Emarketeers 2013
  11. 11. “The great thing about Facebook is that it tells me what people think of my latest TV ad” Page 11 © Emarketeers 2013
  12. 12. Perhaps you shouldn’t be measuring social media activity. Perhaps social media activity is the measure Page 12 © Emarketeers 2013
  13. 13. Perhaps a Facebook Like is a bit like a degree celsius Page 13 © Emarketeers 2013
  14. 14. So activities designed simply to generate social media ‘engagement’ is like putting a thermometer in warm water in order to raise the temperature Page 14 © Emarketeers 2013
  15. 15. Page 15 © Emarketeers 2013
  16. 16. The UK’s 3rd most engaging post in November 2012 Page 16 © Emarketeers 2013
  17. 17. The UK’s 2rd most engaging post in November 2012 Page 17 © Emarketeers 2013
  18. 18. The UK’s most engaging post in November 2012 Page 18 © Emarketeers 2013
  19. 19. Competitions = most effective way of creating Facebook ‘engagement’ Competitions Does not mean that the most effective way of using Facebook = competitions Does not even mean that Facebook is the most effective way to run a competition Page 19 © Emarketeers 2013
  20. 20. A word about scale Facebook is a good way of reaching 0.0022% of your audience Page 20 © Emarketeers 2013
  21. 21. How to use your social media agency Page 21 © Emarketeers 2013
  22. 22. There are no audiences in social media Facebook was designed to help geeks get girlfriends Page 22 © Emarketeers 2013
  23. 23. Different environments Social media Traditional media World of the audience Audience creation task Channel and message Reaching out Reach and frequency Creating engagement with target audiences Page 23 © Emarketeers 2013
  24. 24. Different environments Social media Traditional media World of the individual Behaviour identification and response Set of tools or infrastructures Page 24 © Emarketeers 2013
  25. 25. It is never sensible to measure frequency of tool usage Measurement is related to what you want to make, not your effectiveness in using a tool Facebook Twitter Page 25 © Emarketeers 2013
  26. 26. Measurement linked to value, not activity Activity being measured Creation of value Page 26 © Emarketeers 2013
  27. 27. Measurement must be linked to objectives A defined business objective (what it is you want to use social media to achieve) Page 27 © Emarketeers 2013
  28. 28. Why do organisations overlook objectives? Travel with their existing marcoms objectives Assume that reach and frequency is the objective Page 28 © Emarketeers 2013
  29. 29. Activity t Page 29 m en s u re Mea Obje ctive s Organisations that understand objectives © Emarketeers 2013
  30. 30. Organisations that have worked this out Vodafone identified a longterm need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees) Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs Page 30 © Emarketeers 2013
  31. 31. Organisations that have worked this out Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million Page 31 © Emarketeers 2013
  32. 32. Insight Social media is a business process It can be applied to almost any area of a business It is driven by behaviour identification and response processes Page 32 © Emarketeers 2013
  33. 33. Organisations that have worked this out Business Objective • Identify the occasions on which consumers most enjoy cheese • Confirm hypothesis that consumers most enjoy their cheese product in a BBQ setting Actions Taken • Strategically place cheese next to eggs and dairy aisles • Developing commercial in breakfast setting • Creating other “breakfast themed” campaigns Usage of social media - listening • Cheese gets the most “buzz” and conversation at breakfast time • Consumers talk more about making omelets than cheese burgers Results/ Outcome • Saved time and money on market research • Increased the sales of the cheese by moving it closer to breakfast foods Source: @drnatalie Page 33 © Emarketeers 2013
  34. 34. Insight Listening and the creation of intelligence is where the greatest value lies All your social media activity should be based on responses to what you hear Page 34 © Emarketeers 2013
  35. 35. Page 35 © Emarketeers 2013
  36. 36. IBM: Listening for leads Page 36 © Emarketeers 2013
  37. 37. Logitech KachWachi has saved Logitech $250,000 in call deflection costs Page 37 © Emarketeers 2013
  38. 38. Lego Mindstorms Productive engagement – the engagement your customers want to give, rather than the engagement you want to create Page 38 © Emarketeers 2013
  39. 39. We all got seduced by the Facebook fairy airy Page 39 © Emarketeers 2013
  40. 40. The future battlefield “My kingdom for a monitoring dashboard!” Extracting value from listening and response Creating the Expectation of Listening Page 40 © Emarketeers 2013
  41. 41. In summary - what most organisations are doing Audience creation Mount Social Media Page 41 Measurement = how many “engagement millimetres” we have pushed the boulder today Failure to understand and locate the source of value in the environment they are operating within © Emarketeers 2013
  42. 42. Learnings Have to measure the creation of value, not the rate of activity Activity becomes connected to value – via establishing objectives Usage of social media (tools) is never an objective in itself – don’t measure your usage of the tools Page 42 © Emarketeers 2013
  43. 43. Learning A social media strategy is a business process strategy It is about behaviour identification and response, not channels and content (reach and frequency) Value is created through the ability to listen and respond (social media is the measure) Page 43 © Emarketeers 2013
  44. 44. Go with the social media gravity! 15 November 2013 Page 44 © Emarketeers 2013
  45. 45. Thank you! • See all our courses at: http://www.emarketeers.com/training-courses • Or call us on 0845 680 1235 or follow us… @Emarketeers http://www.facebook.com/Emarketeers http://www.linkedin.com/company/Emarketeers http://plus.google.com/emarketeers Page 45 © Emarketeers 2013

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