NYU: Measurement Fundamentals

Measurement Fundamentals

Class 1: New York University Social Media Analytics I

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Why measure?

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Challenges for Effective Measurement in 2016

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*Increasingly Complex.

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*Always Evolving.

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*Difficult to Master.

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*Issues With Technology.

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*No Measurement System is Perfect.

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*Not All Social Media Can Be Measured.

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*ROI Dependent on Channel Mechanic.

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*Not All Social ActionsNeed a Direct ROI.

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Applications of Social Media

Social Media

Customer Service

Human Resources

Public Relations

Corporate Communications

Sales Marketing

Product Development

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Social Media for Marketing

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Social Media for Product Development

Social Media for Customer Service

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Social Media for Sales

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Social Media for Public Relations

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Social Media for Corporate Communications

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Social Media for Human Resources

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Apply This Measurement Framework to Your Campaigns

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STEP 1: Select Your Goals

*More Awareness?

*Additional Sales?

*Happy Customers?

*Increased Loyalty?

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STEP 2: Define Your Audience

• Millennial Parents? • Drag Queen Enthusiasts? • Podcast Listeners? • Ages 18 -35? • Yearly salary of 100K?

STEP 3: Choose a Timeline

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STEP 4: Understand

Relevant Channels / Content Types

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STEP 5: Pair Metrics

STEP 6: Invest in the Right Tools

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STEP 7: Monitor Real-Time Results

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STEP 8: Analyze & Report Results

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Review Measurement Framework

1. Select Your Goals

2. Define an Audience

3. Choose a Timeline

4. Understand Channels

5. Pair Metrics

6. Invest in Select Tools

7. Monitor in Real-Time

8. Analyze & Report

Example 1: Pantene’s

“Dad-Do” Feat. NFL Athletes

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Step 1: Select Your Goals

Step 2: Define Your Audience

Step 3: Choose a Timeline

Step 4: Understand Channels

Apply Measurement Framework to the Pantene Campaign

Step 5: Pair Metrics with Goals

Step 6: Invest in the Right Tools

Step 7: Monitor in Real-Time

Step 8: Analyze & Report Results

Example 2: KLM’s Social

Customer Service

Apply Measurement Framework to the KLM Campaign

Step 1: Select Your Goals

Step 2: Define Your Audience

Step 3: Choose a Timeline

Step 4: Understand Channels

Step 5: Pair Metrics with Goals

Step 6: Invest in the Right Tools

Step 7: Monitor in Real-Time

Step 8: Analyze & Report Results

Example 3: NATO’s PR Campaign

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Apply Measurement Framework to NATO’s Campaign

Step 1: Select Your Goals

Step 2: Define Your Audience

Step 3: Choose a Timeline

Step 4: Understand Channels

Step 5: Pair Metrics with Goals

Step 6: Invest in the Right Tools

Step 7: Monitor in Real-Time

Step 8: Analyze & Report Results

Questions!?

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