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The best tactics for achieving your social media objectives
Citation preview
Metrics That Matter
by Sparkloft Media
HOW TO DEFINE, MEASURE & ACHIEVE THEM
© 2014 Sparkloft Media @Sparkloft© 2014 Sparkloft Media
A little about the speakers
@Sparkloft
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Brag much?
Social Media Strategy
App Design and Development
Social Media Campaigns
Social Ad Buys
Community Management
Training and Speaking
21 Languages
spoken
80+ Satisfied
customers
27 Team
members
45,000+ Hours spent annually
on social media
@Sparkloft
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Getting on the same page
Goal travel around the world
Objective visit at least 100 countries by the age of 50
KPIs total countries visited, countries visited per year
Method of measurement counting unique country stamps in the passport
@Sparkloft
© 2014 Sparkloft Media @Sparkloft
!
MOST COMMON GOALS
Awareness
Interest
Intent
Action
Customer Satisfaction
Advocacy
Efficiency
© 2014 Sparkloft Media @Sparkloft
!
SMARTOBJECTIVES
Specific
Measurable
Actionable
Relevant
Time-related
© 2014 Sparkloft Media @Sparkloft
Goal vs Objective
Objective
increase awareness of [Destination] in key international markets (UK, Ireland, Australia, New Zealand) by 10% in the next 6 months
Goal
destination awareness
© 2014 Sparkloft Media Confidential© 2014 Sparkloft Media
Key Performance Indicators
@Sparkloft
© 2014 Sparkloft Media @Sparkloft
A PROCESS FOR SUCCESS
© 2014 Sparkloft Media @Sparkloft
2
3
4
5
Objective
Key Performance Indicators (KPIs)
Strategy
Tactics
In an orderly fashion
6 Measurement
1 Goal
© 2014 Sparkloft Media @Sparkloft
AWARENESS
© 2014 Sparkloft Media @Sparkloft
Awareness KPIs
1 Reach (Organic/Viral/Paid)
2 Demographics & Markets
3Fan Acquisition (Change in Page Growth Rate)
4 Click-Throughs
5 Referral Traffic
6 Publishing Volume
7 Earned Media
8 Other
© 2014 Sparkloft Media @Sparkloft
How to make it work
Campaigns with Low Barrier to Entry
Social Partnerships
Media Buy
Campaigns with a WOW factor
© 2014 Sparkloft Media @Sparkloft
EARNED MEDIA
© 2014 Sparkloft Media @Sparkloft
1
2
3
4
Media/Influencer Mentions
Media Impressions
Story Type
Website/Blogger Tier
Earned media KPIs
5 Visuals
6 Reader Response
7 Client Mentions
8 Other
© 2014 Sparkloft Media @Sparkloft
Earned media case study
© 2014 Sparkloft Media @Sparkloft
Earned media case study
10 posts from blogger
$250 1 blog post
x = $2,500 Ad equivalency
$.027 Industry average
per impression
50,000 Circulation
(readership)x = $1,350
Ad equivalency
$3,850 Ad equivalency just from the blog posts
+
© 2014 Sparkloft Media @Sparkloft
New media model
Judiaann Woo Director, Global Communications, Travel Oregon
Points 0 1 2
Story Type Mention / Roundup Dedicated Posts
Website / Blog Tier Tier 2 Tier 1
Visuals No One PhotoMultiple Photos/
Videos
Reader Response Not Relevant Positive Inspired Travel
Travel Oregon Mention None Mention Mention & Link
TOTAL HIGH = 10
© 2014 Sparkloft Media @Sparkloft
INTEREST
© 2014 Sparkloft Media @Sparkloft
Interest KPIs
1 Share of Mind
2 Link Click-Throughs
3 Engagement #’s (Shares/Likes/Comments)
4 Engagement Rate
5 Other
© 2014 Sparkloft Media @Sparkloft
Interest case study
© 2014 Sparkloft Media @Sparkloft
How to make it work
Engagement Campaigns
Storytelling and Story Instigating
Media Buy
Campaigns with a WOW factor
Engaging Content
© 2014 Sparkloft Media @Sparkloft
INTENT
© 2014 Sparkloft Media @Sparkloft
Intent KPIs
1
2
3
Volume of Conversation
Sentiment of Conversation
Intent to ______
Other4
© 2014 Sparkloft Media @Sparkloft
Intent case study
© 2014 Sparkloft Media @Sparkloft
Intent case study
“Did the campaign motivate you to travel to or within Oregon during the
campaign period?”
© 2014 Sparkloft Media @Sparkloft
ACTION
© 2014 Sparkloft Media @Sparkloft
Action KPIs
1 Direct/Assisted Bookings
2 Surveys filled out
3 Newsletter Signups
4 Conference Registrations
5 Conference Bookings
6 App Downloads
7 ROI
8 Others?
© 2014 Sparkloft Media @Sparkloft
Action case study
3,066 total claims
2,000% ROI in 72 hours
© 2014 Sparkloft Media @Sparkloft
Action case study
1 Referral
25% Conversion
2 Social
Network
3 Paid
Advertising
4 Email
25% 25%25%
© 2014 Sparkloft Media @Sparkloft
CUSTOMER SATISFACTION
© 2014 Sparkloft Media @Sparkloft
Customer satisfaction KPIs
1 Inquiries Addressed
3 Sentiment of Engagement
4 Engagement by Topic
5 Time to Resolution
6 Other
2 Inquiries Addressed without Escalation
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
One-On-One Daily Interactions
140 Twitter
Responses
40 Facebook wall posts
742 Facebook Comments
16 Facebook
direct messages
100+ Spam
Messages
On Average Per Month
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
Customer Service Food and Beverages
Prices
37.5
75
112.5
150
Jul Aug Sep Oct
30
60
90
120
Jul Aug Sep Oct
10
20
30
40
Jul Aug Sep Oct
Positive Negative
© 2014 Sparkloft Media @Sparkloft
Satisfaction case study
PERCEPTION
TASTE
FUNCTIONALITY
MOST DISCUSSED ATTRIBUTES
© 2014 Sparkloft Media @Sparkloft
ADVOCACY
© 2014 Sparkloft Media @Sparkloft
1 Engagement
2 Engagement Rate
3 Influencer Engagement
4 Volume of Fan Advocacy
Advocacy KPIs
5 Other
© 2014 Sparkloft Media @Sparkloft
Advocacy case study
RELATIONSHIPSEngaging Influencers
© 2014 Sparkloft Media @Sparkloft
Advocacy case study
Special Treatment
© 2014 Sparkloft Media @Sparkloft
How to make it work
Influencer Programs
Fan SpecialsLoyalty Programs
One-On-One Interactions
© 2014 Sparkloft Media @Sparkloft
EFFICIENCY
© 2014 Sparkloft Media @Sparkloft
1
2
3
Call & E-Mail Volume Reduction
Electronic Resource Downloads
Addition of New Platforms
Efficiency KPIs
© 2014 Sparkloft Media @Sparkloft
Efficiency case study
% of people who say they would have called otherwise
X average cost per call
# of unique customers who complained on Twitterx
= money saved in call center costs
© 2014 Sparkloft Media @Sparkloft
METHODS OF MEASUREMENT
© 2014 Sparkloft Media @Sparkloft
Effic
ienc
y
Advoc
acy
Cus
tom
er S
atisf
actio
n
Actio
n
Inte
nt
Inte
rest
Awar
enes
s
Measurement
Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔
Survey ✔ ✔ ✔ ✔ ✔
In-built platform analytics ✔ ✔ ✔
3rd party social media meausrement tools
✔ ✔ ✔ ✔ ✔ ✔ ✔
Google Analytics ✔ ✔ ✔
Qualitative research/ measurement system
✔ ✔ ✔
Ad equivalency ✔ ✔
Goals/ Methods of measurement
© 2014 Sparkloft Media @Sparkloft
ONE FINAL EXERCISE
© 2014 Sparkloft Media @Sparkloft
WHAT METRICS MATTER TO YOU?
© 2014 Sparkloft Media @Sparkloft
Put on your thinking caps
Download our cheat sheet HERE
© 2014 Sparkloft Media @Sparkloft
Let’s stay in touch
Twitter !
Facebook !
Pinterst !