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