Metrics that matter

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The best tactics for achieving your social media objectives

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Metrics that matter

  1. 1. Metrics That Matter by Sparkloft Media HOW TO DEFINE, MEASURE & ACHIEVE THEM
  2. 2. © 2014 Sparkloft Media @Sparkloft© 2014 Sparkloft Media A little about the speakers @Sparkloft
  3. 3. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Brag much? Social Media Strategy App Design and Development Social Media Campaigns Social Ad Buys Community Management Training and Speaking 21 Languages spoken 80+ Satisfied customers 27 Team members 45,000+ Hours spent annually
 on social media @Sparkloft
  4. 4. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Getting on the same page Goal travel around the world Objective visit at least 100 countries by the age of 50 KPIs total countries visited, countries visited per year Method of measurement counting unique country stamps in the passport @Sparkloft
  5. 5. © 2014 Sparkloft Media @Sparkloft ! MOST COMMON GOALS Awareness Interest Intent Action Customer Satisfaction Advocacy Efficiency
  6. 6. © 2014 Sparkloft Media @Sparkloft ! SMART
 OBJECTIVES Specific Measurable Actionable Relevant Time-related
  7. 7. © 2014 Sparkloft Media @Sparkloft Goal vs Objective Objective increase awareness of [Destination] in key international markets (UK, Ireland, Australia, New Zealand) by 10% in the next 6 months Goal destination awareness
  8. 8. © 2014 Sparkloft Media Confidential© 2014 Sparkloft Media Key Performance Indicators @Sparkloft
  9. 9. © 2014 Sparkloft Media @Sparkloft A PROCESS FOR SUCCESS
  10. 10. © 2014 Sparkloft Media @Sparkloft 2 3 4 5 Objective Key Performance Indicators (KPIs) Strategy Tactics In an orderly fashion 6 Measurement 1 Goal
  11. 11. © 2014 Sparkloft Media @Sparkloft AWARENESS
  12. 12. © 2014 Sparkloft Media @Sparkloft Awareness KPIs 1 Reach (Organic/Viral/Paid) 2 Demographics & Markets 3 Fan Acquisition (Change in Page Growth Rate) 4 Click-Throughs 5 Referral Traffic 6 Publishing Volume 7 Earned Media 8 Other
  13. 13. © 2014 Sparkloft Media @Sparkloft How to make it work Campaigns with Low Barrier to Entry Social Partnerships Media Buy Campaigns with a WOW factor
  14. 14. © 2014 Sparkloft Media @Sparkloft EARNED MEDIA
  15. 15. © 2014 Sparkloft Media @Sparkloft 1 2 3 4 Media/Influencer Mentions Media Impressions Story Type Website/Blogger Tier Earned media KPIs 5 Visuals 6 Reader Response 7 Client Mentions 8 Other
  16. 16. © 2014 Sparkloft Media @Sparkloft Earned media case study
  17. 17. © 2014 Sparkloft Media @Sparkloft Earned media case study 10 posts from blogger $250 1 blog post x = $2,500 Ad equivalency $.027 Industry average per impression 50,000 Circulation (readership) x = $1,350 Ad equivalency $3,850 Ad equivalency just from the blog posts +
  18. 18. © 2014 Sparkloft Media @Sparkloft New media model Judiaann Woo Director, Global Communications, Travel Oregon Points 0 1 2 Story Type Mention / Roundup Dedicated Posts Website / Blog Tier Tier 2 Tier 1 Visuals No One Photo Multiple Photos/ Videos Reader Response Not Relevant Positive Inspired Travel Travel Oregon Mention None Mention Mention & Link TOTAL HIGH = 10
  19. 19. © 2014 Sparkloft Media @Sparkloft INTEREST
  20. 20. © 2014 Sparkloft Media @Sparkloft Interest KPIs 1 Share of Mind 2 Link Click-Throughs 3 Engagement #’s (Shares/Likes/Comments) 4 Engagement Rate 5 Other
  21. 21. © 2014 Sparkloft Media @Sparkloft Interest case study
  22. 22. © 2014 Sparkloft Media @Sparkloft How to make it work Engagement Campaigns Storytelling and Story Instigating Media Buy Campaigns with a WOW factor Engaging Content
  23. 23. © 2014 Sparkloft Media @Sparkloft INTENT
  24. 24. © 2014 Sparkloft Media @Sparkloft Intent KPIs 1 2 3 Volume of Conversation Sentiment of Conversation Intent to ______ Other4
  25. 25. © 2014 Sparkloft Media @Sparkloft Intent case study
  26. 26. © 2014 Sparkloft Media @Sparkloft Intent case study “Did the campaign motivate you to travel to or within Oregon during the campaign period?”
  27. 27. © 2014 Sparkloft Media @Sparkloft ACTION
  28. 28. © 2014 Sparkloft Media @Sparkloft Action KPIs 1 Direct/Assisted Bookings 2 Surveys filled out 3 Newsletter Signups 4 Conference Registrations 5 Conference Bookings 6 App Downloads 7 ROI 8 Others?
  29. 29. © 2014 Sparkloft Media @Sparkloft Action case study 3,066 total claims 2,000% ROI in 72 hours
  30. 30. © 2014 Sparkloft Media @Sparkloft Action case study 1 Referral 25% Conversion 2 Social Network 3 Paid Advertising 4 Email 25% 25%25%
  31. 31. © 2014 Sparkloft Media @Sparkloft CUSTOMER SATISFACTION
  32. 32. © 2014 Sparkloft Media @Sparkloft Customer satisfaction KPIs 1 Inquiries Addressed 3 Sentiment of Engagement 4 Engagement by Topic 5 Time to Resolution 6 Other 2 Inquiries Addressed without Escalation
  33. 33. © 2014 Sparkloft Media @Sparkloft Satisfaction case study One-On-One Daily Interactions 140 Twitter Responses 40 Facebook wall posts 742 Facebook Comments 16 Facebook direct messages 100+ Spam Messages On Average Per Month
  34. 34. © 2014 Sparkloft Media @Sparkloft Satisfaction case study Customer Service Food and Beverages Prices 37.5 75 112.5 150 Jul Aug Sep Oct 30 60 90 120 Jul Aug Sep Oct 10 20 30 40 Jul Aug Sep Oct Positive Negative
  35. 35. © 2014 Sparkloft Media @Sparkloft Satisfaction case study PERCEPTION TASTE FUNCTIONALITY MOST DISCUSSED ATTRIBUTES
  36. 36. © 2014 Sparkloft Media @Sparkloft ADVOCACY
  37. 37. © 2014 Sparkloft Media @Sparkloft 1 Engagement 2 Engagement Rate 3 Influencer Engagement 4 Volume of Fan Advocacy Advocacy KPIs 5 Other
  38. 38. © 2014 Sparkloft Media @Sparkloft Advocacy case study RELATIONSHIPS Engaging Influencers
  39. 39. © 2014 Sparkloft Media @Sparkloft Advocacy case study Special Treatment
  40. 40. © 2014 Sparkloft Media @Sparkloft How to make it work Influencer Programs Fan SpecialsLoyalty Programs One-On-One Interactions
  41. 41. © 2014 Sparkloft Media @Sparkloft EFFICIENCY
  42. 42. © 2014 Sparkloft Media @Sparkloft 1 2 3 Call & E-Mail Volume Reduction Electronic Resource Downloads Addition of New Platforms Efficiency KPIs
  43. 43. © 2014 Sparkloft Media @Sparkloft Efficiency case study % of people who say they would have called otherwise X average cost per call # of unique customers who complained on Twitterx = money saved in call center costs
  44. 44. © 2014 Sparkloft Media @Sparkloft METHODS OF MEASUREMENT
  45. 45. © 2014 Sparkloft Media @Sparkloft Efficiency Advocacy Custom erSatisfaction Action Intent Interest Awareness Measurement Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔ Survey ✔ ✔ ✔ ✔ ✔ In-built platform analytics ✔ ✔ ✔ 3rd party social media meausrement tools ✔ ✔ ✔ ✔ ✔ ✔ ✔ Google Analytics ✔ ✔ ✔ Qualitative research/ measurement system ✔ ✔ ✔ Ad equivalency ✔ ✔ Goals/ Methods of measurement
  46. 46. © 2014 Sparkloft Media @Sparkloft ONE FINAL EXERCISE
  47. 47. © 2014 Sparkloft Media @Sparkloft WHAT METRICS MATTER TO YOU?
  48. 48. © 2014 Sparkloft Media @Sparkloft Put on your thinking caps Download our cheat sheet HERE
  49. 49. © 2014 Sparkloft Media @Sparkloft Let’s stay in touch Twitter ! Facebook ! Pinterst ! LinkedIn

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