Ian West

Managing DirectorOne-Marketing Ltd

“Social media and the data and insight we can glean from it means we have

reached marketing nirvana”David Beard, Sage pre-sales manager

Why are marketers not making more use of metrics and social media data?

We don’t see the value

8%

We don’t understand the

data15%

Lack of budget to

purchase the tools43%

Don’t have the specialist

expertise to run the tools

32%

We don’t know which tools are

available29%

Not enough time to run

analysis52%

CIM Social Media Benchmark 2012

SOCIAL MEDIA MEASUREMENT

What?Who?Why?How?

How much?

What?Who?Why?How?

How much?

WHAT ARE WE MEASURING?

What are we measuring?

I’ve got 100 new customers.

II’ve got 5,000 followers

on Twitter and 2,000Likes on Facebook.

Monitoring v measuring

Monitoring• Listening• Who’s saying what• Soft• Qualitative• Emotional

Measuring• Gathering data• Analysing• Hard facts• Quantitative• Pragmatic

Beware snake oil salesmen

Back to our SMART objective

SpecificMeasurableAchievableRealisticTime based

What can we measure?

What can we measure?

• Exposure• Engagement• Influence

• Lead generation

Measuring social media exposure

• Twitter, Facebook, YouTube, Blog etc.

• Brand awareness• How many

Measuring engagement

• How many people actually took some action?• Twitter – how many times were links clicked,

hashtags used, replies and DMs?• Facebook - how many times were links

clicked, by how many people, how many likes?

• Blogs – number of comments, subscribers, posts shared?

• Emails – how many opened, clicked, shared?

Measuring influence

• Sentiment• Key influencers• Advocates

Measuring lead generation

Measurement toolsSocdir.com

Measurement toolsSocialbro.co

m

Measurement toolsKlout.com

Analysis - DIY

Accept complexity

Cause and effect

The traditional funnel

After Fred Zimny, McKinsey The consumer decision journey, 2011

,

Awareness of the offer

Familiarity

Consideration of features/benefits

Purchase decision

Loyalty

The loyalty loop

After Fred Zimny, McKinsey The consumer decision journey, 2011

,

A word of warning

A word of warning

You don’t fatten a pig by weighing it

www.socialgoodguy.com