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Demystifying Social Media Measurement with Key Performance Indicators

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Aquent
Aquent

The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing. Learn how to: • Identify the focal point for measuring social media activity • Align strategic measurement with business objectives • Create Key Performance Indicators for social media measurement • Recognize metrics that offer insight into your customers' social activity • Use a framework for truly understanding social media marketing

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DEMYSTIFYING SOCIAL MEDIA MEASUREMENT Presented by: American Marketing Association Sponsored by: Aquent Speakers: Alli Libb, American Marketing Association John Lovett, Web Analytics Demystified
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@JohnLovett
[object Object],Social Media Hits Mainstream Source: Pew Internet & American Life Project http://pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx
Social Media Is No Joke ,[object Object],[object Object],[object Object]
Postmodern Marketing Requires New Thinking Yada, yada yada…. IS ANYONE LISTENING? Yada, yada
Image Source: Twitter Cocktail Party apture.s3.amazonaws.com
Did you hear what she said? No, but her brand is awesome.
[object Object],[object Object],Finding Focus Amid the Cacophony of Noise
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By the numbers… ,[object Object],[object Object],[object Object],Source: BazzarVoice “ CMOs Plan for Higher Social Media Measurability in 2010 ” December 8, 2009
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Introducing… ,[object Object]
Measure by Business Objective ,[object Object],[object Object],[object Object],[object Object]
Align KPIs with Business Objectives ,[object Object],[object Object],[object Object],[object Object]
Use a Framework for Measurement Objective KPI KPI KPI
Foster Dialog & Measure Success Dialog Share of Voice Audience Engagement Conversation Reach
Dialog: Objectives & Indicators in Action ,[object Object],[object Object],[object Object]
Dialog: Objectives & Indicators in Action ,[object Object],[object Object],[object Object]
Dialog: Objectives & Indicators in Action ,[object Object],[object Object],[object Object]
Promote Advocacy & Measure Success Advocacy Active Advocates Advocate Influence Advocacy Impact
Advocacy Requires… ,[object Object],[object Object],[object Object]
Advocacy KPIs In Action
Facilitate Support & Measure Success Support Resolution Rate Resolution Time Satisfaction Score
Support Requires… ,[object Object],[object Object],[object Object]
Support KPIs In Action
Spur Innovation & Measure Success Innovation Topic Trends Sentiment Ratio Idea Impact
Innovation Requires… ,[object Object],[object Object],[object Object]
Innovation KPIs In Action
Social Marketing Analytics Framework Objective KPI KPI KPI
Wait a minute… What about Twitter, and Facebook, and YouTube, and…
Wait a minute… What about Twitter, and Facebook, and YouTube, and…
Specific Channels Are Secondary to Strategy ,[object Object],[object Object],[object Object]
Ahem… Aren’t you forgetting something here?!?!! Yeah Dude, What about the vendors?
Ahem… Aren’t you forgetting something here?!?!! Yeah Dude, What about the vendors?
The Social Bandwagon Confuses Marketers ,[object Object],[object Object],[object Object]
A New Social Media Measurement Playbook is Mandatory ,[object Object],[object Object],[object Object]
Want to Learn More?
[object Object],[object Object],[object Object],[object Object],Questions?

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