What you're missing in social media measurement, presented by Nichole Kelly

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

What you're missing in socialmedia measurement

NICHOLE KELLYSOCIAL MEDIA EXPLORER

What You’re Missing in Social Media Measurement

Nichole Kelly, CEO, SME Digital

What’s holding us back from measuring social media ROI?

Twitter: @Nichole_Kelly

We’ve zoomed in too far


We’re measuring a single channel world


Can we fix it? Yes. There are short cuts.

There is one key to measuring social media ROI


Isolating social users in the database

USERS


Conduct a data flow audit


Link tagging is the number 1 short cut

Source = SLC + channel promoted in Medium = Content type Campaign = Content 8tle


Additional data to consider for tagging

•  Social Account Name •  Line of business •  Product •  Organic or Paid •  Size and ad type if paid •  Department •  Unique ID for status update


Gap analysis •  Will the current process work for real-time link

creation? •  Is there a need for operationalizing link tagging? •  How much content curation do you do? –  Only works for links sent to company website with

primary web analytics code •  How many microsites and other company

websites don’t have primary web analytics code?


What impact will it have? It changes everything

Organic search top converting source

. . . . . .

Engagement Consideration Acquisition

Customer Retention

Measuring the Social Media Customer Journey 51%

7.1% cheaper average cost per website visit 39%

29%

79% 92

cheaper average cost per acquisition increase in average

cost per engagement

higher average product adoption for social link clickers

% of negative reviews 8 % of positive reviews

$.15 average CPM

Q2 $.75 ACPE Higher CPE a result of increase in ad Budget for 2nd QTR Brand campaign

$11.75 In Q2 Increase in paid ad spend increased CPM, but CPSV declined

than non-social link clickers

Awareness

✔

5.1 in Q2. Up from 4.9 in Q1.

Q2 Report – June 2014

*An engaged social media user is someone who clicks on a link shared

on a social channel

Advocacy Loyalty

41% higher average 3-year customer value

$1580 in Q2 High negative reviews in York, PA – Escalated to reg. manager

cheaper average cost per thousand impressions (CPM) than paid search only

than non-social link clickers

Control Group Analysis – 1st party link clickers Social’s Influence on Consideration

Visit 171% more o?en than the average site visitor with 259% more page views

They spend 323% more 8me on site and bounce 72% less o?en

They are far more likely to visit the site mul8ple 8mes. On average they have a 950% li? in mul8ple visits over the average site visitor.

They consume our content and do it o?en with a 2672% increase in 51 to 200+ visits


Control Group Analysis – 3rd party link clickers Social’s Influence on Consideration

They visit our site a?er consuming curated content. Visit 188% more o?en than the average site visitor with 302% more page views.

They spend 474% more 8me on site and bounce 71% less o?en

They are far more likely to visit the site mul8ple 8mes. On average they have a 1351% li? in mul8ple visits over the average site visitor.

They consume our content with wild voracity with a 4915% increase in 51 to 200+ visits


Control Group Analysis – Social’s Influence on Consideration


Control Group Analysis – Influence on Consideration


Not everything that can be counted counts, and not

everything that counts can be counted.

-Albert Einstein

Email: [email protected] Book: How to Measure Social Media

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014