Social media metrics that matter april 2012 final
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Transcript of Social media metrics that matter april 2012 final
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Social Media Metrics that Matter
Priscilla Selwine | Sr Business Manager | April 18 2012
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© 2012 Regalix Inc. Confidential, All Rights Reserved
About Priscilla
Marketing and advertising professional with over 8 years of
experience
Manages both B2B and B2C clients in helping them leverage
the Internet to achieve their marketing goals and objectives.
Masters in Business Administration (Marketing) and a
Graduation in Mass Media with a specialization in
Advertising.
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Social Media is here to stay…..
Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs
48% of users responded to a retailers offer posted on Facebook or twitter
- Source : Neilson Online
Social networking services will replace email as the main communication platform by 2014 (Source: Gartner)
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© 2012 Regalix Inc. Confidential, All Rights Reserved
6 Parameters to consider for your social media program
1. Listen to your customers
2. Determine your audience
3. Define your social media
objective
4. Decide the right channel
for you to participate in
5. Define your content
strategy
6. Define your metrics for
measuring
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Finding meaning in your metrics
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Most Common mistakes with Metrics
NO
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© 2012 Regalix Inc. Confidential, All Rights Reserved
What’s wrong with those metrics???
Miss measuring the value to
your business
Miss measuring the contribution
to the Social media Objective
Miss measuring what's Critical
to your Business
Miss getting the holistic
perspective
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© 2012 Regalix Inc. Confidential, All Rights Reserved
What Metrics is right for you?
Social
Media
Metrics
Financial
Branding
Risk Mgmt
Digital
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© 2012 Regalix Inc. Confidential, All Rights Reserved
DIGITAL Dimension
Search Engine Traffic
Social Content Consumption
Influence and Influencers
Network Size and ReachMmeasure
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Some metrics to look at
Platform Objective Metric Alternate Metric
Facebook Customer Engagement Av. #Comments/Post Av. # Shares/Week
Twitter General Awareness Av. New Followers/Post Av. #RTs/Post
LinkedIn Thought Leadership # Best Answers # InRecommendations
YouTube Sales/Lead Generation # Leads or Sales/View Likes/Views
Google+ Customer Service # Hangouts/Week NetPromoter Score
Pinterest General Awareness # Likes/Pin # Repins
SlideShare Sales/Lead Generation # Leads or Sales/View # Downloads
iTunes Thought Leadership # Downloads/Month Ratings
Quora Thought Leadership # Best Answers Referring Traffic
Blog General Awareness # Unique Visitors/Month Comments/P
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© 2012 Regalix Inc. Confidential, All Rights Reserved
FINANCIAL Dimension
Responses on socially enabled
platforms
Share of Wallet
Impact on Return RatesMmeasure
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© 2012 Regalix Inc. Confidential, All Rights Reserved
WalmartlabsKosmix was a social media startup in the Bay Area. It was bought in 2011 by Walmart and converted into @WalmartLabs, a research and development lab that analyzes social and mobile data for e-commerce.
Track interests of people living around a Walmart
Communicate to customers on their SN of choice
Using social media to bridge the gap between online
and offline.
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© 2012 Regalix Inc. Confidential, All Rights Reserved
BRAND Dimension
Brand perception
Brand Association
Brand Reach
Brand HealthMmeasure
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Brand Perception map
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© 2012 Regalix Inc. Confidential, All Rights Reserved
RISK MANAGEMENT Dimension
measure
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Method to the metric madness
Who are the stakeholders
What dimensions would they require
Which metrics fit into these dimensions
What is the rate of change for the time period
under consideration
Which tools will help tracking
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Framework for tracking social media
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Parting Notes
Measure what matters
Move away from the ‘activity syndrome’
Ensure synergy with other marketing channels
Use both Quantitative and Qualitative data
Build your own custom framework
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Cisco Social Media Framework
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© 2012 Regalix Inc. Confidential, All Rights Reserved
QUESTIONS
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© 2012 Regalix Inc. Confidential, All Rights Reserved 21
Get in Touch
Forefront of InnovationDigital Marketing ServicesTechnology Enabled ServicesRegalix Labs
Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team
Fortune 500 and Venture Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 4 Offices
Industry Recognition
visit: www.regalix.com
If you have any questions about this webinar please feel free to get in touch with the speaker Priscilla Selwine, [email protected]
For a free evaluation of your website / ecommerce portal, please get in touch with Ritu Josan, [email protected]