Social media measurement
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What should you be measuring in social media and why? What stats will actually be useful to you and what will you do with the data. First steps in social media measurement.
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Social media measurement
- 1. Ian West Managing Director One-Marketing Ltd
- 2. “Social media and the data and insight we can glean from it means we have reached marketing nirvana” David Beard, Sage pre-sales manager
- 3. Why are marketers not making more use of metrics and social media data? We don’t understand the data 15% Not enough time to run analysis We don’t see the value 8% Lack of budget to purchase the tools 43% Don’t have the specialist expertise to run the tools 32% 52% We don’t know which tools are available 29% CIM Social Media Benchmark 2012
- 5. What? Who? Why? How? How much?
- 6. What? Who? Why? How? How much?
- 7. WHAT ARE WE MEASURING?
- 8. What are we measuring? I’ve got 100 new customers. II’ve got 5,000 followers on Twitter and 2,000 Likes on Facebook.
- 9. Monitoring v measuring Monitoring • Listening • Who’s saying what • Soft • Qualitative • Emotional Measuring • Gathering data • Analysing • Hard facts • Quantitative • Pragmatic
- 10. Beware snake oil salesmen
- 11. Back to our SMART objective Specific Measurable Achievable Realistic Time based
- 12. What can we measure?
- 13. What can we measure? • Exposure • Engagement • Influence • Lead generation
- 14. Measuring social media exposure • Twitter, Facebook, YouTube, Blog etc. • Brand awareness • How many
- 15. Measuring engagement • How many people actually took some action? • Twitter – how many times were links clicked, hashtags used, replies and DMs? • Facebook - how many times were links clicked, by how many people, how many likes? • Blogs – number of comments, subscribers, posts shared? • Emails – how many opened, clicked, shared?
- 16. Measuring influence • Sentiment • Key influencers • Advocates
- 21. Analysis - DIY
- 23. Cause and effect
- 24. The traditional funnel After Fred Zimny, McKinsey The consumer decision journey, 2011 , Awareness of the offer Familiarity Consideration of features/benefits Purchase decision Loyalty
- 25. The loyalty loop After Fred Zimny, McKinsey The consumer decision journey, 2011 ,
- 26. A word of warning
- 27. A word of warning You don’t fatten a pig by weighing it