Measuring Social Media is Easy

Measuring Social Media Is EasyQuirk @ Social Media Week

#SMWSOCIALROI

AdWords *sigh*

PR

TV

Social *yay*

Challenges

and #winning

Issue #1: New(ness)

Selling social to your boss

1. Solve a business issue 2. Use data he understands 3. Good and bad examples4. Benefits not features 5. Be realistic / concentrate on now 6. Manage risk 7. Appeal to his ego

The biggest need in social media or analytics isn’t for us to be better analysts, technical specialists or social media managers.

Rather, we need to be better salespeople and communicators.

Remember – you own your data and insights. Those are your products.

Issue #2: Online / Offline

Bridging the “assumption” gap

1. Everything we do is based on assumptions.

2. But we are very bad at doing two things:

• Stating our assumptions

• Testing & validating them

Issue #3: Objectives

Engagement is not an objective

Ask three fundamental questions:

1. Why does this exist?2. What do I want people to do?3. How do we know they are doing that?

Business Objectives

Channel Objectives

Campaign Objectives

KPIs BenchmarkTargets

Increase market penetration by 10% by Feb 2013

Increase reach of 16-24 males by 20% by Feb 2013

Build a loyal community of 16-24 male brand advocates on Facebook by Feb 2013

25k page likes7.5% engagement rate

Competitor likes between 20-25kCurrent likes stands at 18k

6% engagement rate is good

Remember – there’s one more objective that we should have from Social Media: learning.

Learning both about our audience as well as our own endeavours. How many of us set those as objectives and measure the value?

Issue #4: Benchmarks

Comparisons / Case Studies

1. Create your own over time2. Share 3. Here are some that might help:

• http://www.iabuk.net/resources/case-studies• http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/• http://socialmediatoday.com/igiedrius/268023/fantabulous-lists-social-media-case-studies• http://thenextweb.com/socialmedia/2011/07/16/the-roi-of-social-media-10-case-studies/

4. Other media?

Issue #5: Visibility

Getting reporting right

1. Be specific2. Comparisons3. Insight & next steps not commentary4. Tools & shortcomings5. Overlay

• Communication is key• Are you using common reporting templates?• Are you talking in a currency that everyone

understands?• Are you trying to measure revenue? What about

profit, cost savings and additional value?• Are you being clear with your assumptions?

Your own challenges

From your responses, there were three main challenges that arose:

• We use different tools; how do we integrate our reporting?

• How do we achieve reliable measures for sentiment?• How do we prove value to the business?

Ask yourself some tough questions

Equatorial radius: 25,000 km

Orbit: 84 years

Day: 17h 14min

Distance from sun: 3 billion km

27 natural satellites

Uranus

Executives (CEO, MD, FD etc.)

Social Media / Marketing / Brand / Category Managers

Community Managers, Social Media / Brand / Marketing Executives

Engagement Data

Fans, Followers, RT’s, Check-ins, CTR

Social Media Analytics

SOV, WOM, Brand Love, Support Response, Advocacy

Business Metrics

Revenue, Cost Reduction, Reputation, NPS.

© 2010 Alitmeter Group

But remember economic value

Rather than technical or mathematical in nature, our biggest challenges in the field of measurement are cultural and attitudinal.

“To condense fact from the vapor of nuance”

“…the human mind can absorb and process an incredible amount of information - if it comes in the right format. The right interface. If you put the right face on it.”

Neal Stephenson

Thank you

1 - Facebook - albawaba.com/editorchoice/1-5-bosses-reject-candidates-after-seeing-their-facebook-profiles-417984

2 - Adwords - rypmarketing.com/portfolio-ppc.htmlPress coverage - http://www.aspiremarketingltd.com/2011/07/13/on-running-press-coverage/

3 - PR Coverage - aspiremarketingltd.com/wp-content/uploads/2011/07/Press-Coverage-Collage-Mar-11-Jun-11.jpg

4 - Television - about-technology.info/science-and-technology/television

5 - Cheque - dee4life.com/homepage/2011/2/14/fundraising-continues-cheque-these-out.html

6 - Down with this sort of thing - darkling.tv/blog/page/2/

7 - Charlie Sheen - wallpaper4me.com/resize_wallpaper.php?id=6414

8 - New - foginfo.org/new-website/

10 - Sign - warriorfitness.org/2012/05/16/muscle-confusion-got-ya-confused/

11 - Hand Puppets - flickr.com/photos/assbach/262165233/

12 - One Way - cslacker.com/images/view/406

13 - Assumption - idlespeculations-terryprest.blogspot.co.uk/2010/08/oldest-marian-feast.html

14 - Smart - rapidbi.com/10-tips-for-setting-smart-er-goals-and-objectives/attachment/220620101720/

16 - Think Feel Act - blogs.ethz.ch/rindi/2010/12/easy-graphical-illustrations-of-complex-things/

17 - Raised Hands - neonbrand.com/tag/facebook-questions/

20 - Bike - flickr.com/photos/hepcat75/6024138632/

21 - Bench - simple.wikipedia.org/wiki/File:LaGranja_park_bench.jpg

22 - Cases - altupdate.wordpress.com/

23 - Visibility - sustainableguernsey.info/blog/2011/10/goldridge-estate-agents-donate-high-visibility-jackets-to-amherst-primary-school-children/

24 - Report Card - thelastdoordownthehall.blogspot.co.uk/2010/09/report-cards-freebies.html

25 - Hammer to Head - flickr.com/photos/hepcat75/6024138632/

27 - Joker & Batman - dcfan3599.tumblr.com/post/29309849998/after-watching-the-dark-knight-rises-and-looking

29 & 30 - Uranus - iabuk.net/research/library/social-media-measurement-framework

32 - Avinash Kaushik - blog.stamats.com/index.php/2010/09/10/aggregation-of-marginal-gains-big-wins-with-small-changes/

33 - Table - www.kaushik.net

35 - Neal Stephenson - 0.tqn.com/d/physics/1/0/_/0/-/-/Einstein100th.jpg

37 - Awesome planet - carterbsmith.deviantart.com

38 - Picture frame - free-photo-frames.com

Picture credits