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What should you be measuring in social media and why? What stats will actually be useful to you and what will you do with the data. First steps in social media measurement.
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Ian West
Managing DirectorOne-Marketing Ltd
“Social media and the data and insight we can glean from it means we have
reached marketing nirvana”David Beard, Sage pre-sales manager
Why are marketers not making more use of metrics and social media data?
We don’t see the value
8%
We don’t understand the
data15%
Lack of budget to
purchase the tools43%
Don’t have the specialist
expertise to run the tools
32%
We don’t know which tools are
available29%
Not enough time to run
analysis52%
CIM Social Media Benchmark 2012
SOCIAL MEDIA MEASUREMENT
What?Who?Why?How?
How much?
What?Who?Why?How?
How much?
WHAT ARE WE MEASURING?
What are we measuring?
I’ve got 100 new customers.
II’ve got 5,000 followers
on Twitter and 2,000Likes on Facebook.
Monitoring v measuring
Monitoring• Listening• Who’s saying what• Soft• Qualitative• Emotional
Measuring• Gathering data• Analysing• Hard facts• Quantitative• Pragmatic
Beware snake oil salesmen
Back to our SMART objective
SpecificMeasurableAchievableRealisticTime based
What can we measure?
What can we measure?
• Exposure• Engagement• Influence
• Lead generation
Measuring social media exposure
• Twitter, Facebook, YouTube, Blog etc.
• Brand awareness• How many
Measuring engagement
• How many people actually took some action?• Twitter – how many times were links clicked,
hashtags used, replies and DMs?• Facebook - how many times were links
clicked, by how many people, how many likes?
• Blogs – number of comments, subscribers, posts shared?
• Emails – how many opened, clicked, shared?
Measuring influence
• Sentiment• Key influencers• Advocates
Measuring lead generation
Measurement toolsSocdir.com
Measurement toolsSocialbro.co
m
Measurement toolsKlout.com
Analysis - DIY
Accept complexity
Cause and effect
The traditional funnel
After Fred Zimny, McKinsey The consumer decision journey, 2011
,
Awareness of the offer
Familiarity
Consideration of features/benefits
Purchase decision
Loyalty
The loyalty loop
After Fred Zimny, McKinsey The consumer decision journey, 2011
,
A word of warning
A word of warning
You don’t fatten a pig by weighing it
www.socialgoodguy.com