I Heart Social Media Metrics - Getting Started with Social Measurement
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Presentation on how to think about planning a social media measurement strategy for your organization. There is no magic bullet, and it helps to understand where your organization is today, so you can create a plan that returns value for your social media strategy. Presentation by John Normoyle, Digital Strategist, to the American Association of Airport Executives, Sept. 8, 2014. San Diego.
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I Heart Social Media Metrics - Getting Started with Social Measurement
- 1. AAAE Airport Social Media Summit #SANSoMe John Normoyle – Digital Strategist Sept. 8, 2014
- 2. A Little About Me… @johnnormoyle Digital Strategist @AllisonPR in San Francisco 12 years Digital Marketing Experience Agency & In-house Love traveling!
- 3. SNN > NYC > SFO
- 4. Measurement Sweet Spot… Part Computer Science Part Communications Strategy Emotions & Messaging Technology & Data Sweet Spot
- 5. Our Mission: Help maximize organizations opportunity to use social media to achieve objectives.
- 6. Social Metrics Help Win…
- 7. What we will talk about… 1. 5 Stages of Social Metrics Love 2. What is Measurement? 3. 5 Steps to Measurement Success 4. Guided Tour: Basic Metrics Per Platform 5. Tools & How to Use Them
- 8. 5 Stages of Social Metrics Love Denial Fear Confusion Delight Improved Results Source: Beth Kantar
- 9. 1. Denial
- 10. 2. Fear
- 11. 3. Confusion
- 12. 4. Delight
- 13. 5. Acceptance: Improved Results Great! What do the metrics say? I’d like to do a photo contest.
- 14. What is Social Measurement? What you want to achieve, not your frequency in using a tool.
- 15. Social Measurement = Linked to Value, Not Activity Activity Being Measured Creation of Value Source: Emarketeer
- 16. Measurement Must be Linked to Objectives A defined business objective (What it is you want to use social media to achieve)
- 17. 5 Steps to Measurement Success Research & Strategy Do Activity Refine & Adapt Analysis Measure
- 18. 5 Steps to Measurement Success 1. Research & Strategy: – Find Source of Value & Define Objectives 2. Do Activity: – Execute Program on Social 3. Measure: – Gather Data & Metrics 4. Analyze: – Review Metrics & Marry to Objectives 5. Refine & Adapt: – Results Inform Future Strategy
- 19. Setting Benchmarks… 1. Focus on what is important to you & customers 2. Keep competitive set secondary
- 20. Calculating Social Media Reach Calculating Share of Conversation Source: Simply Measured
- 21. S.M.A.R.T. Social Goals S • Specific: • State exactly what you want to accomplish. M • Measureable: • Identify data that will allow you to evaluate if you meet goal. A • Attainable: • Ensure goal is realistic & attainable, but allow room to stretch. R • Relevant: • What is your priority and is it aligned with org objectives? T • Time-bound: • Set a target date “by when”. Helps set sense of urgency.
- 22. GUIDED TOUR: BASIC METRICS PER PLATFORM
- 23. Facebook Insights What’s Important? • Likes: Community Growth Over Time • Reach: The Number of People Served Activity • Engagement: Interactions with Posts • People: Demographic Info • Paid vs Organic • Negative Feedback
- 24. Twitter Analytics What’s Important? • Followers: – Size – Interests – Location – Gender • Tweets: – Impressions – Engagements – Engagement Rates
- 25. LinkedIn Analytics What’s Important? • Followers: – Total – Benchmarks – Seniority • Updates: – Reach – Engagement
- 26. Instagram: What’s Important? • Instagram does not have an analytic program, yet. • Use Iconosquare.com (Free) – Statistics – Content – Engagement
- 27. Some Other Tools You May Like… • Sysomos – Conversation Analysis • MyTopTweet.com – Find engaging content quickly • FollowerWork.com – Analysis of Twitter Followers • Bit.ly – Track clicks • SocialBakers.com – Facebook Analysis
- 28. Value of Active Social Listening • Extract value from listening • Create expectation with customers that their airport is listening • Incredibly valuable research data #SANSoMe
- 29. #KneeDefender
- 30. Thank You! Follow Me: @johnnormoyle Connect with Me: linkedin.com/in/johnnorm oyle Email Me: john@allisonpr.com
Editor's Notes
- Good morning everyone. Few marketing conferences ever start with a upbeat and interesting conversation around numbers. Its just not generally what a group of communications professionals and marketers get excited about. Its usually more engaging to talk about amazing content, and new tools. Me included. But I hope this morning that I can help you leave this conference and update your status to “in a relationship” with social media metrics.
- It seems we are all just morphing into our social avatars. I found myself recently referring to colleagues by their Twitter handles, much to the amusement of clients when I refer to “Claire Sauce” on an phone call. I’ve worked in digital marketing for over 12 years, both on the agency side and in-house, where I built the digital marketing department for a major NGO in New York and brought them onto social. Love traveling. 37 flights last year, and hardly into the same airport more than once.
- You are probably detecting a bit of an accent. I thought I would share my background with you via maps I know you probably see a lot. I grew up under the flight plan for the transatlantic flights, so it was only a matter of time.
- My background is part technology, part communications. In a constant pendulum swing from one to the other, but my sweet spot is in the middle. A little like social media measurement.
- I know many of you are the social media evangelists for your airports. Like you, I want to help organizations use social media effectively, appropriately and to the maximum of its abilities. And effective measurement can help rally support.
- The business worlds we operate in, especially as it relates to communications with customers, can be based on a lot of opinion. I want to show you how data can help guide you and confidently. Confidence in: When we need to guide strategy When we want to know if we are being successful When we want to know results Power of data to win arguments Fact vs Opinion
- I will bring you through Spend some time looking at tools live… Ask questions as we go, and I will leave some time at the end also.
- Source: Beth Kantar So we are all somewhere along this path. And depending on what I am working on, I can be in any stage. Lets see if you recognize any of the following, and try and place yourself.
- But Social Media is an Art, not a Science, it can’t be measured! A lot of people involved in Social Media are Marketers or Communications Pros, tend to lean more on the creative side. We are in a people business. “The value of a Cat Video to our brand cannot be measured.” But social is a blend and a lot can be measured.
- But I’ve already setup all these channels and invested all this effort into content and activity, what if I can’t prove its return?
- I know I should be measuring our social media, but not sure what or how.
- Hey, check out these cool metrics! We start to see numbers … Notifications when we log in. Communities are getting bigger. We got retweeted. The excitement builds.
- Measurement and the reporting of how activities on social helping deliver business objectives help: Add more team members Get more budget and resources for content Get more budget for paid advertising support Get more budget and resources for tools
- And what do I mean by that? (next slide)
- Source: EMarketeer Have to measure the creation of value, not the rate of activity. What does the creation of value look like for the programs you run at your airports? What is the activity you are currently monitoring? Source: Emarketeers
- Activity becomes connected to value - via establishing objectives Usage of social media tools is never an objective in itself – don’t measure the usage of tools
- The key to Measurement Success with your social programs is understanding it’s a cycle, not a path.
- What are you trying to improve? Customer experience reports? Foot traffic? Length of time spent at airports? Total spent by customers? Relationships with partners? Run contest or promotions. Ramp up community management activities. Start responding to every customer. Drive checkins. Work with partners for cross-promotions. Are the links being tracked? Is there a unique hashtag? Do the graphic collateral mention the handles or hashtags? Review the analytics provided. Comb through the comments and mentions manually. Spots and take note of trends. Use tools. Use key learning and any insights derived about your customers attitudes, knowledge or behavior to drive future programs.
- Focus on what is important to you and your customers. Good for competitive analysis, but a secondary role.
- Source: Simple Measured Two calculations to help you with benchmarking. Either for yourself or against competitors.
- Making Your Goals Measurable We know what we want to achieve on the business side, more people in the doors, how do we make goals that we can track?
- Engagement: Use this rate to choose which posts to boost with ad spend