My colleague Jon Gogel (@JonGogel on Twitter) put together an incredible deck on how Social Media needs a baseline in metrics. That said, metrics without insight is meaningless. Combining Simply Measured with business insight, you can improve upon your use of numbers to improve how social media impacts your business results.

1. 1EMC CONFIDENTIAL—INTERNAL USE ONLY
SOCIAL MEDIA
BENCHMARKING
Presented By
Jon Gogel, EMC Social Team

2. Overview
 Why Benchmark?
 Normalizing Data
 Demo
1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
 Next Steps

3. 3EMC CONFIDENTIAL—INTERNAL USE ONLY
WHY BENCHMARK?

4. Benchmark
Verb:
Measure Something Against A Standard
Noun:
Any Standard Or Reference By Which Others Can Be Measured
In Order For Us To Measure In A Meaningful Way,
Everything Must Be Analyzed By Comparison Or In Context

5. We Had 500
Clicks To Our
Landing Page Link
Interpret These Findings…
This Month,
There Were 2,000
Engagements
In Q2 Of 2013,
We Had 3,000
Fans & Followers
So What | Is This Good, Bad, Remarkable?

6. We Had 500
Clicks To Our
Landing Page Link
Interpret These Findings…
This Month,
There Were 2,000
Engagements
In Q2 Of 2013,
We Had 3,000
Fans & Followers
So What | Is This Good, Bad, Remarkable?
VANITY METRICS |
Not Actionable
Ignore Context
False Conclusions

7. 500
Clicks To Our
Landing Page,
80% Of Page Traffic
Is From Social
Interpret These Findings…
Unique
Engagements
Increased By 1k
This Month
We Gained 200 New
Followers In Q2,
Our Average is 130
Insight| Context Is King

8. 500
Clicks To Our
Landing Page
80% Of Page Traffic
Is From Social
Interpret These Findings…
Unique
Engagements
Increased By 1k
This Month
We Gained 200 New
Followers In Q2
Our Average is 130
Insight| Context Is King
ACTIONABLE METRICS|
Reference Context
Provide Guidance
Still Need Investigating

9. 9EMC CONFIDENTIAL—INTERNAL USE ONLY
Normalizing Data

10. Which Is More Impressive?
As You Grow, So Should Your Idea Of Performance
100 Clicks From
3,000 Followers
500 Clicks From
10,000 Followers
OR

11. Which Is More Impressive?
Relating Metrics Like Engagement To Audience Size Normalizes
KPIs Into A Benchmark That Can Be Measured Against
3.3%
Clicks Per Follower
Ratio
5%
Clicks Per Follower
Ratio
OR

12. Easy Ways To Normalize
Engagement %
Engagement
Total Audience
Growth Rates
(New Figure – Old Figure )
Old Figure
Net New Fans: New Fans – Lost Fans

13. Overview
 Why Benchmark?
 Normalizing Data
 Demo
1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
 Next Steps

14. 14EMC CONFIDENTIAL—INTERNAL USE ONLY
SIMPLY MEASURED
BENCHMARK DEMO

15. LOG IN
WWW.SIMPLYMEASURED.COM

16. AVERAGESYOUR BESTTO PEERS
Reports To Benchmark
Against Peers Include:
Benchmark Peers

17. AVERAGESYOUR BESTTO PEERS
Custom Competitive Data Collections Can Be Created For Up
To 10 EMC Twitter/Facebook Accounts
Benchmark Peers

18. AVERAGESYOUR BESTTO PEERS
Run Multiple Twitter Channel
Report On: ―Twitter All‖
Demo

19. 19EMC CONFIDENTIAL—INTERNAL USE ONLY
TO PEERS AVERAGESYOUR BEST
Reports To Benchmark
Your Best Include:
Benchmark Your Best

20. TO PEERS AVERAGESYOUR BEST
Run Facebook Fan Page
Report On: ―EMC Corp‖
Demo

21. TO PEERS YOUR BEST AVERAGES
All Reports Will Let You Benchmark
Against An Average
Identify Your Top Metric And Average It
Out By Day Or By Post During Time
Frame
Benchmark Averages

22. TO PEERS YOUR BEST AVERAGES
Run Twitter Account
Report On: ―EMCCorp‖
Compares Individual
Tweets To Daily
Engagement Averages
Demo

23. TO PEERS YOUR BEST AVERAGES
Reports Will Also Call Out
Days And Posts That
Exceed Averages For The
Time Period
Demo

24. TO PEERS YOUR BEST AVERAGES
OTHER WAYS TO
BENCHMARK?

25. Overview
 Why Benchmark?
 Normalizing Data
 Demo
1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
 Next Steps

26. 26EMC CONFIDENTIAL—INTERNAL USE ONLY
NEXT STEPS

27. Strategize A List Of Peers To Measure Against
Keep Up To Date With New And Unique Campaigns
Balance Benchmarks With Data Normalization
Sync Up Engagement Formulas In Industry Research

28. Final Thought…
Pick A Few Meaningful
Metrics & Delve Deep