Measuring Social Media 20091022


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Slides of the presentation I gave at Haaga-Helia eServiceBusiness seminar 21.10.2009.

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Measuring Social Media 20091022

  1. 1. Measuring Social Media Tommi Holmgren / Director, Digital Business +358 40 523 5023 / torstaina 22. lokakuuta 2009 1
  2. 2. Can you really measure “social media”? Measure interactions that have some demonstrable relevance for your business. torstaina 22. lokakuuta 2009 2
  3. 3. What’s your Big Picture? Paid Media Owned Media Earned Media Display Content Newsletter Reviews and ratings SMS Mobile Microsites Direct SEO Viral Wikis Blogs pass response Branded RSS Blogs communities Communities along UGC In-game ads Web Discussions € SEM store Website Comparison & mentions Resellers Stores Customer TV Radio service Customer Meetings WOM feedback Cinema Direct Retail Events OOH mail Prochures PR Print marketing Articles torstaina 22. lokakuuta 2009 3
  4. 4. #1 Increase sales through consumer advocacy or visibility in social media #2 Improve marketing message by understanding customers better #3 Make better products/services by understanding customers better #4 Improve efficiency by embracing communities in customer service torstaina 22. lokakuuta 2009 4
  5. 5. The Social Feedback Cycle Measure relevance of interactions Measure impact Measure content of interactions of interactions torstaina 22. lokakuuta 2009 5
  6. 6. Examples of metrics discussions, mentions, emotional Measure content resonance, positive/negative of interactions sentiments, sources of content, ... Measure relevance comments, time spent with of interactions content, context, engagement, ... attention, awareness, attitudes, Measure impact viral pass along, referrals, leads, of interactions sales, cross-channel impact ... torstaina 22. lokakuuta 2009 6
  7. 7. It’s typically not’s just how the lack of data... it’s being used. torstaina 22. lokakuuta 2009 7
  8. 8. E! RE Blogs & Google Alerts FGoogle WHAT IT DOES: Search for your brand/ product/competitor to understand what is said about them in blogs and save an alert for instant notification. GOOD FOR: Listening, gaining insights about attitudes and sentiments. Competitor intelligence. “Quick-and-dirty approach” torstaina 22. lokakuuta 2009 8
  9. 9. E! RE web CMS (and Google Analytics) FYour WHAT IT DOES: Keeps your “home base” sorted out. Understand the customer flows, conversion logics, level of engagement, attitudes of current customers etc. GOOD FOR: Making sure you actually realize the results of all the buzz online and that you continue the relevant themes customers relate with. torstaina 22. lokakuuta 2009 9
  10. 10. REE! FParticipation, being curious and active WHAT IT DOES: Much better view on the essence of social media than by outsourcing data collection and activities to your PR agency. GOOD FOR: Learning before doing. torstaina 22. lokakuuta 2009 10
  11. 11. IAL MM ERC CO Online buzz monitoring (Whitevector, Meltwater, ...) WHAT IT DOES: Collects data from thousands of sources and shows what, where and how your brand vs. competitors are visible. Evaluate sentiments and links to actual mentions. GOOD FOR: Continuous social media monitoring, when you know what you actually want and why. Also good for gathering insight and improving your own segmentation. torstaina 22. lokakuuta 2009 11
  12. 12. IAL MM ERC CO Online advertising management systems WHAT IT DOES: On top of measuring basic campaign stats (impressions, clicks etc) can give a good view on how consumers interact with e.g. viral content outside of your site. GOOD FOR: Measuring the performance of your own marketing activities. Should form your “holy trinity” of measurement together with web analytics and buzz monitoring. torstaina 22. lokakuuta 2009 12
  13. 13. IAL MM ERC CO CRM WHAT IT DOES: Keeps track of your current customers, and could do much more than it usually does. GOOD FOR: Understanding the potential referrers, links between customers, power of word of mouth and doing it in an organized manner. torstaina 22. lokakuuta 2009 13
  14. 14. Key take aways LISTEN FIRST CONTINUOUS ACTIVITY WHO IS RESPONSIBLE IT’S YOUR BUSINESS torstaina 22. lokakuuta 2009 14
  15. 15. +358 40 523 5023 torstaina 22. lokakuuta 2009 15