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Social Media Measurement for Product Development, Non-Profits & Influencer Marketing Class 7: New York University Social Media Analytics I @BrianHonigman

Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

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Page 1: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

Social Media Measurement for Product Development,

Non-Profits & Influencer Marketing

Class 7: New York University Social Media Analytics I

@BrianHonigman

Page 2: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Social Media Measurement For Product Development

Page 3: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

The Four Stages of a Product Life Cycle

Stage 1: Introduction

Stage 2: Growth

Stage 3: Mature

Stage 4: DeclineSource: Irwin/McGraw-Hill

Page 4: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Product Development Goals:

*Product Cycle Time

*Product Performance

Page 5: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Product Cycle Time

Page 6: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Product Cycle Time

Cycle Time Lead Time Speed to Market

Competitors Performance

Time Saved Between Stages Revenue

Number of Products to Market

Social Sentiment

Social Engagement:

Comments, Shares

Page 7: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Proctor & Gamble

Page 8: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Apple IOS 9

Page 9: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Product Performance

Page 10: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Product Performance

Social Engagement:

Comments, Shares

Social Sentiment

Revenue and Profit

Impressions Product QualityCost Reduction: Manufacturing

Costs etc.

Page 11: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Netflix

Page 12: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Diamond Candles

Page 13: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Social Media Measurement For Non-Profits

Page 14: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Non-Profits Goals:*Fundraising

*Brand Recognition

*Recruitment

*Impact on Cause

Page 15: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Fundraising

Page 16: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Fundraising

Donations/Gifts Cost Per Dollar Raised

Donor Retention Rate

Donor Growth Conversion Rate Average Gift Per Donor

Frequency of Contact with

Donors

Social Engagement:

Comments, Shares

Social Referral Traffic

Page 17: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Movember

Page 18: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Brand Recognition

Page 19: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Brand Recognition

Social Mentions Inbound Links Market Share

Social Engagement Impressions Audience

Growth

Influencer Engagement

Social Referral Traffic

Assisted/Direct Conversions

Page 20: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Charity Water

Page 21: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Recruitment

Page 22: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Recruitment

Number of Applicants

Number of Volunteers Sign-Ups

Employee Retention

Volunteer Retention

Growth of Workforce

Social Mentions Social Engagement

Social Referral Traffic

Page 23: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Pencils of Promise

Page 24: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Impact on Cause

Page 25: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Impact on Cause

Reduction of Issue

People Reached

Countries, States, Cities,

Towns, Villages Served

Social Mentions, Engagement

Cause Specific Metric: Schools

Built, Skills Taught

Media Coverage

Page 26: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: ALS Association

Page 27: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Social Media Measurement For Influencer Marketing

Page 28: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Page 29: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Influencer Marketing Goals:

*Drive Awareness

*Generate Sales

*Increase Engagement

Page 30: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Awareness + Engagement

Page 31: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Awareness + Engagement

Social Mentions Inbound Links Media Sentiment

Social Interactions:

Likes, Shares etc.Referral Traffic Audience

Growth

Leads Generated Impressions Assisted/Direct

Conversions

Page 32: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Swiffer

Page 33: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Goal: Generate Sales

Page 34: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Metrics: Generate Sales

Net Promoter Score Revenue Intention to

Repurchase

Customer Acquisition

CostLife Time Value

Assisted / Direct

Conversions

Page 35: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Gap

Page 36: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Gap

Page 37: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

@BrianHonigman

Example: Gap

Page 38: Social Media Measurement for Product Development, Non-Profits & Influencer Marketing

Questions!?

@BrianHonigman