Making Sense of Social Media Measurement
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Transcript of Making Sense of Social Media Measurement
Making Sense of Measurement
Candace McCaffery Cookerly Public Relations
@candacemcc
Making Sense of
Measurement HOW DO YOU
MEASURE A RELATIONSHIP?
Business realities mean
measurement is not only desired,
but necessary
Survey of Corporate Strategists by Altimeter Group, Nov 2010
70% of marketers plan to increase social spending by more than 10% in 2011 source: Mashable
Why measure?
are you reaching your audience? are they listening? is it having an impact? is there a benefit to your business for what you are doing? could you do it better?
Amid all the data, how do you define measures that matter?
Social media ROI is what you get for the 7me and resources you put into social media channels/programs based on a) your business/marke7ng objec7ves and b) the goals of any specific campaign
Match your measures to your business objectives
• Increase Brand Awareness
• Enhance Customer Experience
• Reputation Management
• Customer Retention • Drive Behavior
Change • Drive Innovation/
R&D • Acquisition/Sales
Match your measures to your business objectives
• Increase Brand Awareness
Likes/Fans Followers Website traffic/new visits Share of Voice Enhance Customer Experience Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
Match your measures to your business objectives
Increase Brand Awareness • Enhance Customer
Experience Interactions Click-thrus Time on Site Shares Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Make Sales
Match your measures to your business objectives
Increase Brand Awareness Enhance Customer Experience • Reputation
Management Sentiment Authority/Influence Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
Match your measures to your business objectives
Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention Engagement Clickthrus # Clients Served Repeat website traffic Conversion Drive Behavior Change Drive Innovation/R&D Acquisition/Sales
Match your measures to your business objectives
Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention • Drive Behavior
Change Clickthrus Shares Conversion Conversation Drive Innovation/R&D Acquisition/Sales
Match your measures to your business objectives
Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention Drive Behavior Change • Drive Innovation/
R&D Conversation Poll responses Forum responses Sentiment Acquisition/Sales
Match your measures to your business objectives
Increase Brand Awareness Enhance Customer Experience Reputation Management Increase Retention Drive Behavior Change Drive Innovation/R&D • Acquisition/Sales Click thrus Campaign Conversion
• Reach/Velocity • Relevance • Influence • Authority • Engagement/
Interaction • Attention • Sentiment • Share of Voice • Advocacy
The Basics+
Objectives-Based Measurement Plan
Match your reports to your audience
Connect it All
Paid measurement tools increase efficiencies in measurement, but you can do it all for little to no outside expenditures
Facebook Insights Google Analytics URL Shorteners Tweetdeck/HootSuite Social Mention ViralHeat Google Alerts Technorati Authority Klout ... and just plain "human" content analyis
Free/Low Cost Resource Toolkit
HOW DO YOU MEASURE A
RELATIONSHIP?
Share of Voice Step by Step
Share of Voice Step by Step
Source: Jay Baer
Google Analytics: mining the measures
Share of Voice Step by Step
Using The Tools
• Traffic: Referral Sources • Engagement: Time on Site
from Social Channels • Source & Conversion:
Campaign Tagging & Goals
• Message Targeting: Advanced Segmentation
Share of Voice Step by Step
Referring Sites: Quantity & Quality
URL Tagging for Tracking Social
Media Impact/Conversion
URL Tagging for Tracking
Impact/Conversion
• Track social media channels individually • Track specific campaigns/contests • Test messaging • Report direct impact of social media
marketing
Goal Setting
Goal Setting
• Tied to URL/Destination, Page Views or Time on Site
• Reverse Goal Paths show direct link to social channels
HOW DO YOU MEASURE A
RELATIONSHIP?
Share of Voice Step by Step
Additional Google Analytics Add-Ons
HootSuite Pro
Takeaways: • Measurement should be defined by your
business objectives • What you measure may be different for
everyone • Combination of tools often makes the
most sense • You can get to an ROI for the efforts you
make
Questions?