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As presented at PodCamp Toronto 2014 Likes. Shares. Viral impressions. Organic reach. Clicks. Social media offers a wealth of analytic tools showing how people are interacting with your content. Tallies of eyeballs and counts of social gestures. Yet few brands or agencies are actually paying attention to the metrics that matters most in marketing and communications. Come for a discussion as to what the most important thing that you're not likely tracking is, and walk out with some solid ideas and best practices of how to track it. Those with Math Anxiety, fear not. This is a session about getting answers and not crunching numbers.
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TheMost ImportantMETRIC
You Won’tFindinFACEBOOKINSIGHTS
Rob ClarkDirector, Insights and MeasurementEdelman Digital@theelusivefish
each of my LIKES is worth MAD STACKSand everybody be liking me.
Like if you think puppies
are cute.Share if you care.
Yarrr. Talk Like A Pirate Day
Mateys. Like if ye be a pirate.
For no apparent reason, here is a photograph of a
sloth.You’re welcome.
The first thing I’m going to do tonight is
___________.
A one-click social gesture
with ambiguous meaning
“I Agree” “I Disagree”
High five!
I think I’m sharing this.
‘bookmark’ this for
later.I clicked by mistake!
Do we count these things because they matter?Or do we think they matter because they can be counted?
For the next slide:
STAND UP IF YOU WOULD LIKE THIS ON FACEBOOK
For the next slide:
STAND UP IF YOU WOULD SHARE THIS ON FACEBOOK
For the next slide:
STAND UP IF YOU WOULD LEAVE A COMMENT ON THIS
DISCLOSURE - CLIENT
So what do you think?
Which of the three pieces of Facebook Content achieved their goal, here in this room?
RAISE YOUR HAND IF YOU KNOW THE DATE THAT GAURDIANS OF THE GALAXY OPENS IN THEATRES
RAISE YOUR HAND IF YOU THINK COKE COULD BE PART OF A WINTER OUTING
RAISE YOUR HAND IF YOU THINK OREO IS AS CANADIAN AS MOM & APPLE PIE
Well… Maybe beavers and maple syrup.
How’d they do?
What we think we are hoping to achieve…
What we are hoping to achieve…
What we are hoping to achieve…
• Awareness• Education/Understanding• Establish a Need or Want• Create a Positive Association• Form or Change an Opinion• Establish or Regain Trust
What we are hoping to achieve…
• Awareness• Education/Understanding• Establish a Need or Want• Create a Positive Association• Form or Change an Opinion• Establish or Regain Trust
But how do we know what people are thinking? ?
ASKTHEM!?
Do you want to build a snowman?
On a scale of one to five?
Hands up if in your head you
sang the question
‘Do you want to build a
snowman?’
Jan Mar Jun Sep
General Public
?What should we be asking
Start with your communications objectives
• Awareness• Education/Understanding• Establish a Need or Want• Create a Positive Association• Form or Change an Opinion• Establish or Regain Trust
And your business objectives
• Purchase behaviour• Purchase consideration• Likelihood to recommend• Reputation• Customer / Client• Employee• Vendor• Investor
Best Practices1Ensure the full audience has an opportunity to participate.Use known information about your population to pinpoint sample bias/error
Best Practices2Anonymity for participants.Private survey vs. public poll.Good stewardship of personal info.Transparency into how info will be used.
Best Practices3Clear questions written in plain language.
give me
ambiguity or
give me
something else
You, I, and that guy’s grandma should all be able to read the question and understand it just the same.
Best Practices4Succinct.
Ask only what you MUST know the answer to.
Best Practices5Avoid incentives.
Adds a layer of selection bias that’s generally not necessary.
Best Practices6Identify when they became a fan.
Are you changing minds or attracting the changed minds?
Questions?
Photo CreditsBreaking Bad … Huell – AMCScientists – BrokenCitiesCoins – xJason.Rogersx Brain – Blake Ferguson Surveyer – LibookpersonCrowd – SreejithK Carrot – Kate Vogal Calendar – -Ebelien- Photographer – epSos.de
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