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Social measurementwebinarsep2013
Daniel Rowles gave a presentation on social media measurement. He has over 15 years of experience in digital marketing for clients like Mercedes, British Council, and L'Oreal. In the presentation, he covered topics like going beyond just volume metrics, social listening tools, social scoring, and integrating social media analytics. He discussed measuring objectives like awareness, engagement, share of voice. Levels of measurement include primary metrics like sales and leads, and secondary metrics like engagement. Tools demonstrated for social listening, influence tracking, and analytics included Brandwatch, SocialMention, Viralheat, and LinkedIn Insights.
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Social measurementwebinarsep2013
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- 2. Presentation title #practicalinsights Who AmI? • Daniel Rowles • CIM Course Director • 15 Years experience in digital marketing – Both client and agency side – Mercedes, British Council, Sony, L’Oreal, Dupont, Aviva, John Lewis, Vodafone, Warner Bros, O2, • @danielrowles • #practicalinsights
- 3. Presentation title #practicalinsights • SocialMeasurement in Perspective • Going Beyond Volume • Social Listening Tools • Social Scoring • Social Media and Analytics What I’ll Cover
- 4. Social Media Measurementin Perspective
- 5. Presentation title #practicalinsights Planning andRisk Assessment • Listening Projects • Measurement Framework • Panel sign off • Social Policy • Training • Monitoring • Escalation policy • Crisis response team
- 6. Question: What is yourbiggest social media challenge?
- 7. Presentation title #practicalinsights Volume-based metrics • 10 Million Followers • What does that mean? – Engagement – Sentiment – Share of Voice – Revenue
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- 9. Question: What is yourbiggest social media challenge?
- 10. Presentation title #practicalinsights Social andSearch “The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”
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- 14. Presentation title #practicalinsights Social Measures • Sales • Customer support • PR • Business intelligence
- 15. Presentation title #practicalinsights Social Measures • Frequency – buy more often • Reach – get more customers/awareness • Yield – spend more per purchase • Much of social is about reach, but at what quality? • Measures: Primary, Secondary, Tertiary
- 16. Presentation title #practicalinsights Levels ofMeasurement • Primary: Sales, Lead forms, Download of particular content • Secondary: Engagement, Downloads, Page Views, • Tertiary: Likes, Follows
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- 18. Question: Is Klout usefulor just about ego?
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- 20. Question: Is Klout usefulor just about ego?
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- 26. Presentation title #practicalinsights Considering Objectives Goal • Sell Products/Services Objective • Create Awareness and Engagement Measure • Share of Voice • Audience Engagement Tactics
- 27. Presentation title #practicalinsights Meaningful Information Shareof Voice Mentions of Brand Mentions of Topic Audience Engagement Comments, shares,likes,retweets Views
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- 33. Presentation title #practicalinsights Beyond theLast Click Social Search Conversion Search Conversion
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- 35. Presentation title #practicalinsights Conclusions • Identifyclear objectives • Align measurement with objectives • Set analytics goals • Understand user journey • Interpret, Plan, Implement, Test
- 36. Presentation title #practicalinsights CIM SocialCourses Implementing social media campaigns – 1 day course Upcoming dates: London – 23 Sept 2013, 5 Dec 2013, 11 Feb 2014 and 06 May 2014. For more details and to book online: www.cim.co.uk/0745 Advanced social media – a practical guide – 1 day course Upcoming dates: London – 20 Nov 2013, 15 Jan 2014, 14 Mar 2014, 23 Jun 2014. For more details and to book online: www.cim.co.uk/0286 Digital Marketing - 3 day course Upcoming dates: London – 9 Nov 2013 and 24-26 Feb 2014. Moor Hall, Cookham – 11-13 Dec 13 and 7-9 Apr 13. For more details and to book online: www.cim.co.uk/0066 *CIM members receive a 10% discount on all course prices*. For further information on any of our short training courses, please e-mail businessdevelopment@cim.co.uk or call +44 (0)1628 427200.
- 37. Presentation title #practicalinsights Questions: • @DanielRowles • danielrowles@me.com • www.targetinternet.com The recording of this Practical Insights webinar will be available on Marketing Expert within the next 48 hours. To access Marketing Expert visit the CIM website www.cim.co.uk Log-in and click on Resources/Marketing Expert. The Practical insights button will be displayed on the right hand side of the Marketing expert homepage.