Marketing Plan - Social Media. The Sparks Foundation
Andrew Cherwenka | Measurement
1. Social Media
Measurement
CM1 Community Manager Conference
Andrew Cherwenka
CEO/Co-Founder Authintic
@cherwenka
November 14, 2013
Descriptive version with brilliant text!
2. This was Facebook back in 2009, when the Community Manager title was adequate. One wall, lots of responding.
3. The Facebook IPO and popularity surge changed everything for the CM role. Now you’re strategists, designers, copywriters.
You have massive exposure. Managing the community is a small part of your job. You’re social content strategists.
4. As social content strategists, you need to deliver solid reports. But most data reports are like the Aeron chair. They might be
pretty but they’re usually a bad allocation of resources. (Analogy from Brad Feld.)
5. Remember these social media war rooms? The goal was to maximize the # of screens and charts. Pretty but not helpful.
6. And here’s what execs typically get. Massive reports, tons of numbers and graphs. Sadly, no insights.
10. “We need to make
Page Insights
more actionable.”
11. 90 columns
180 days
66 tabs
1M data points
You sit on a ton of data. Every time you pull up a FB Insights report, it’s another million numbers. Don’t get sucked into the
data. Be clear on what your purpose is on these reports. I’d say there are 3.
12. Drive action
Justify costs
Make more $
From my perspective, these are the 3 main goals for any report. This fits for client-side and agency-side alike.
13. Who’s measuring now? Note: about half of the 50 CMs in the room said yes, half said no.
21. The same client can have 3 different goals. In this case it’s awareness for one brand, online revenue and loyalty for the others.
22. What % of your customers
buy more than once
every 90 days?
%
1-15%
15-30%
>30%
Focus
Acquisition
Retention
Loyalty
Source: Lean Analytics by Alistair Croll & Benjamin Yoskovitz
Here’s a chart to help guide the goals discussions. Remember, you’re strategists. Don’t wait for answers. Help reach them.
25. Client
The audit can look however you want. I summarize per line and break out each row with descriptive evaluations.
26. Drive action
Justify costs
Make more $
Capturing the entire ecosystem opens up opportunities. Don’t just settle for Facebook. Represent your brand everywhere.
29. Likes, Reach, Engagement
Insights: lorem ipsum
Facebook’s top 3 measurements are similar to Avinash’s top 3. Don’t try to beat FB. Use what they give you and add insights.
30. Likes
Insights: lorem ipsum
In a weekly report, I would simply screen cap the main things and add a line of insights. But remember to ADD INSIGHTS.
35. Monthly Engagement Report
Brand:
Month:
!
Actionable Insight
Single line of detail
Actionable Insight
Single line of detail
Actionable Insight
Single line of detail
For monthly and quarterly reports, I’d add a bit more detail. But keep it simple. Execs want 3 bullet points. Not 50.
36. Monthly Engagement Report
Brand:
Month:
!
Coupons really work
It boosted your reach by 115%
Fans want advice
37 of the 62 posts were advice questions
Product pics under perform
Pics with faces had +37% engagement
Your reports have to be read. Otherwise it’s just data porn. Or the Aeron chair. Keep it simple and insightful.
37. Drive action
Justify costs
Make more $
Applied analytics means the analytics get applied. Make sure the data is used. Your report should drive action.
38. Okay, let’s talk about justifying costs. Proving value. What’s this lump of gold worth?
40. Don’t know that either. My co-founder wrote the first scientific paper on the value of a fan in 2010. Many #s are out there.
41. Join
View
Interact
Add
Propagate
$
$$
$$$
$$$$
$$$$$
But here’s the thing: a paid impression is worth something. A user-generated impression is worth more since it’s more
trustworthy, right? A comment is worth more than that. A user-uploaded photo propagated to her friends is worth even more.
42. Earned Media
*base values $0.30 CPM, $1.18 CPC
How much more? Take a guess and make it an editable column. If your multiplier is way off then let the client reduce it. This is
an old example but the logic still applies. Agree on a base value (cpm and cpc). Then choose a multiplier.
43. Drive action
Justify costs
Make more $
The point is to show some kind of earned media dollar value. Then use the same multipliers month after month.
46. Drive action
Justify cost
Get paid
Summary: keep your own 3 goals in mind when preparing your reports. If the report doesn’t drive action, justify the cost of
your social media activities, or help you and/or your client get paid then improve the report.
47. Andrew Cherwenka
Christopher Berry
Co-Founder, CEO
acherwenka@authintic.com
@cherwenka
Co-Founder, Chief Science Officer
cberry@authintic.com
@cjpberry
New York City 902 Broadway, 4th Flr, New York, NY 10010
Toronto 10 Dundas St East, Suite 502, Toronto ON, M5B 2G9
!
1.888.743.0021 www.authintic.com
