Social Media Measurement

08/22/2012

Social Media MeasurementDaniel Backhaus@InTheBackhaus

#DEast12

#DE12Infuz

October 2nd, 2012

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SOCIAL MEDIA MEASUREMENT

01 THE CHALLENGE

SOCIAL MEDIA STRATEGY

02 BEGINNING WITH THE END IN MIND

WHAT TO MEASURE

03WHAT TO MEASURE

03 QUANTITATIVE AND QUALITATIVE METRICS

EXAMPLE APPROACH

05 TOOLS, TECHNIQUES AND SOLUTIONS

ANALYSIS

04 GETTING PAST DATA AND INFORMATION TO REAL INSIGHT

Interdependence is and ought to be as much

the ideal of man as self-sufficiency.

Man is a social being.

Mahatma Gandhi

SOCIAL MEDIA MEASUREMENT01 THE CHALLENGE

Social Media – It’s Like Free Advertising, Right?

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There’s no Free Lunch and Other Facts of Life

Turns out, earned media has to be earned.

Earning it is hard.

And time-consuming.

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And time-consuming.

And expensive.

And, like any other investment, it needs to be justified. And that requires

measuring it, assessing its effectiveness, its cost and ROI.

GDP vs. GNH

GDP – like traditional ad buys – is familiar and based on hard data

GNH – like social media – is foreign, poorly defined and squishy

Measuring – and valuing – things like engagement, sentiment, influence

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Measuring – and valuing – things like engagement, sentiment, influence

and affinity is difficult

Social media success – like happiness – will mean different things

It’s free, right? No, but like happiness, it can’t be bought

Web Metrics & Analytics

Many large, sophisticated companies are just starting to get a handle on

effective Web Metrics & Analytics and few have truly mastered it.

Lack of Tools?

Lack of Data?

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Lack of Data?

Lack of Investment?

Possibly, but doubtful.

Measuring Success

Measuring the impact of social media is just like measuring other online

initiatives@

Many touchpoints, all interlinked, countless access pathsMore Channels

@ only more so. Way more so, in fact.

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More Interaction Interaction is the heart and soul of social media

More Data Each channel, every touchpoint, each interaction spawns

data6 and then this data spawns more data.

More Complexity The end result is vastly more complexity. This is what hinders

meaningful measurement more than lack of data or tools.

Social Media Shifts Conversion Funnel to an Ecosystem

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Social Media is Part of the Larger Ecosystem

Track the path-to-conversion

We monitor each consumer touch point to

track the full path-to-purchase and identify

the optimal channel mix

Identify optimal channel mix

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My Personal Social Media Universe

The Complete Social Media Universe

By Brian Solis

and JESS3

v3.0 available athttp://jess3.com/the-conversation-prism-v3/

Strategy without tactics is the slowest

route to victory.

Tactics without strategy is the noise

before defeat.

Sun Tzu

02 BEGIN WITH THE END IN MIND

SOCIAL MEDIA STRATEGY

Sun Tzu

Business Goals Should Drive Social Media Goals

Social Media Goals Should Drive Everything Else

SM Platforms A youth-oriented consumer brand will target different people on

& Targeting different platforms than a financial services company. Likewise,

your goals and objectives will also affect platform choice.

Approach If your primary goal is to drive brand equity, your approach will be

different than if you’re trying to generate leads or drive sales.different than if you’re trying to generate leads or drive sales.

Tools & Tool selection and organizational structure should be driven by

Structure your situation, goals and needs. If you’ve done your homework,

you will find suitable tools.

Metrics Your choice of platforms, targeting, and approach will determine

& KPIs relevant metrics and KPIs.

Which Platforms / Channels Are Most Important?

Who Are Consider your business, the strength of your brand, the nature of

You? your product or service, and your corporate culture.

Who Are You Your target audience may affect your platform focus as well. Teens

Targeting? will dwell in different places than mid-career professionals.

What Can You Social media can be hard. And time consuming. Not to mention

Support? expensive. Do you have the right resources and enough of them?

Doing less, but better, will often deliver better results.

What Are Your Are you looking to drive online transactions or build brand affinity?

Goals? Effective and realistic goal-setting is crucial to proper targeting.

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Measure what is measurable,

and make measurable what is not so.

Galileo Galilei

WHAT TO MEASURE03 QUANTITATIVE & QUALITATIVE METRICS

Some Quantitative Social Media Metrics

• # Facebook Fans

• # Facebook Fan Pages

• # Facebook Likes

• # Facebook mentions

• # E-Mail subscribers

• # Blog mentions

• # Inbound links

• # del.icio.us Bookmarks

• # diggs

• # Twitter followers

• # YouTube subscribers

• # YouTube Comments

• # of reviews

• # of Shares

• # Downloads

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• # E-Mail subscribers

• E-Mail Open Rate

• E-Mail CTR

• E-Mail Forwards

• Impressions

• Traffic

• Page Views

• # Twitter followers

• # Twitter mentions

• # @mentions

• Unique visitors

• Unique commenters

• Registrations

• visit / session length

• # Downloads

• Earned / Paid Traffic

• Inbound links

• SERP rankings

• Klout Score

• # LinkedIn Followers

• # SlideShare Views

Some Qualitative Social Media Indicators

Here’s where the squishy part comes in@ a lot of these will depend on

who you are, what your goals are, why you’re doing it, and who your

target audience is.

Many qualitative insights can be derived from quantitative data but others

will require surveys, research and benchmarking to ascertain:

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will require surveys, research and benchmarking to ascertain:

• Sentiment

• Affinity

• Preference

• Loyalty

• Influence

• Engagement

• Advocacy

• Tone

• Attitude

Klout attempts to take these factors into account in their algorithm and,

while imperfect, it is probably the best off-the-shelf proxy currently available.

• Respect

• Authority

• Credibility

It is much more difficult to measure

nonperformance than performance.

Harold S. Geneen

ANALYSIS04 GETTING PAST DATA AND INFORMATION TO INSIGHT

People Over Technology

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The More Things Change@

The more they stay the same. When you’ve been around as long as I have

You’ve seen most problems before@

@and sometimes several times.

Allow me to introduce you to Dr. Russell Ackoff, often referred to as the

father of modern systems thinking.

“Managers who don't know how to measure what they want settle for

wanting what they can measure.”

Relationship WisdomWisdom builds on our past to give us new

understanding and, by incorporating values,

judgment and experience, the ability to predict.

Principles

UnderstandingUnderstanding is cognitive and analytical. It is

the process by which one can synthesize new

knowledge from what was already known.

Evolving ain’t Easy@ or Optional

Data Relevance

Knowledge Knowledge is information aggregated to a point

where it has meaning and purpose – the how

Patterns

Information Data becomes information when it has meaning and we understand

context and relationship – the who, what, where, and when

Relations

knowledge from what was already known.Causality

Source: Ackoff, Russell L., "From Data to Wisdom",

Journal of Applied Systems Analysis, Volume 16, 1989 p 3-9.

For every complex problem there is an answer

that is clear, simple, and wrong.

H. L. Mencken

EXAMPLE APPROACH05 TOOLS, TECHNIQUES AND SOLUTIONS

H. L. Mencken

Build Target Audience Profiles Based on Goals

Social Relevance3rd Party Data

Target Audiences

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Refine Audience Profiles with Quantitative Research

Audience research and insights will be used pre, during and post

campaign to inform creative and targeting strategies

� Search (Intent)

� Social Sharing (relevance)

� Geography� Geography

� Demographic

� Interests

� Website Affinities

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Enhance Audience Profiles with Qualitative Research

We use surveys and more to collect

qualitative data about:

� Awareness

� Stage in consideration process

� Intent to purchase

� Usage

� Sentiment towards brand

� Satisfaction with experience

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• Develop strategy, value proposition and user

experience based on audience profile research

• Develop communication strategy for the entire

consumer lifecycle of each profile across channels

Develop Experiences Based on Audience Profiles

• Develop a test roadmap to hone and perfect key

business questions related to consumer messaging

(tone, value proposition, offer, etc)

• Test, measure, optimize

Audience Profiles

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Target Relevant Content Across Channels, Measure

•The “P” shown above represents the tracking pixel being placed. This pixel allows us to monitor behavior and engagement.

•The “T” shown above represents a tracking tag being included in the link. This tag allows us to monitor engagement.

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Develop a Test Roadmap to Optimize Performance

Test #1 Test #2 Test #3 Test #4

Audience Participant Influencer Lover

A BV

s.

A BV

s.

A BV

s.

A BV

s.

Need / Motivation Difference / Value Offer / Incentive Anxiety / Friction

Imagery Copy Value Functionality

% Lift % Lift % Lift % Lift

+ Conversions + Conversions + Conversions + Conversions

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Analyze Engagement Across Digital Channels

Set up and manage digital analytics to deliver insights

across all digital efforts, including social media

� Audience: Insights on visitor demos, behaviors and

social interactions

� Channels: Insights on channel traffic, engagement and

conversions conversions (SEO, Social, Website analytics)

� Content: Insights about content, page flow and site

interaction events

� Conversions: Insights and optimizations based on

defined goals and KPIs

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Dashboards monitor social chatter

volume, sentiment, demographics

and influencers.

Measure all social chatter

Analyze Engagement Across Social Tools

Measure all social chatter

• Monitor sentiment

• Identify influencers

• Align social with online sales

• Monitor social impact on sales

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Compile Data into Executive Dashboards

We create custom data dashboards for

each management layer to integrate online

data sources with offline sales data and/or

customer data.

� Customization: Set up custom views of � Customization: Set up custom views of

data sources for key stakeholders

� Integration: Monitor trends between

online and offline activities

� Distribution: Easily distribute the data

among your organization without the need

for platform access / logins

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Example of a Custom Tool: STL Tweets

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www.STLTweets.com

Example of a Custom Tool: STL Index

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www.STLIndex.com

Example of a Custom View / Report: STL Index

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http://report.stltweets.com/

Example of a Custom View / Report: STL Index

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http://report.stltweets.com/

Thank you!

Daniel Backhaus

VP, Marketing

@inTheBackhaus

Daniel.Backhaus@infuz.com

404.819.2694

www.infuz.com

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