Social Audience Panel Digiday Social
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There are two core metrics that influence engagement in social media: reach and return on investment. Effective social media measurement requires tying metrics to business goals and understanding how social behavior is non-linear. A five step process for success includes setting objectives, determining key stakeholders, selecting appropriate metrics, benchmarking over time, and iterating based on results. It is important to understand audience behavior rather than forcing your own agenda and to track meaningful data across the customer lifecycle.
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Social Audience Panel Digiday Social
- 1. Social Audience Measurement & Metrics Michael Burke, Founder and President, appssavvy Dr. Augustine Fou, Digital Strategy Lead, Marketing Science Consulting Group Jon Gibs, VP of Insights, Nielsen Online T.S. Kelly, VP Media Research, Quantcast Stephanie Miller, VP, Return Path - Moderator
- 5. 1. There are no traditional ways to measure social media.
- 6. 2. Social initiatives have impact beyond the absolute reach of the program.
- 7. 3. Every dollar spent in social media must have a return.
- 8. The Takeaway
Notes de l'éditeur
- It’s not just how we measure, but what do we measure. You need a mindset for measurement, as well as tools. Challenge – it’s not consistent, there are few leaders, and no standards. Michael: Co-founder and president of appssavvy -- a direct sales team for hire by brands and agencies to help them utilize and connect with social media applications. In addition to starting appssavvy, Michael’s experience spans Freewebs and Yahoo! and HotJobs.com. Augustine: Digital Strategist. 13 yrs in the trenches of the Internet here in NY's Silicon Alley. PhD from MIT. Jon: TS: VP of Media Research for Quantcast, an audience data service based on directly-measured traffic and inferred audience data. Prior to joining Quantcast, TS was the global head of research for Havas Digital.... also prior stints at Doner Advertising, Nielsen Online, and Clear Channel. 4:00pm – 4:35: Social Audience Measurement & Metrics Round Table - In these trying economic times more emphasis than ever is on metrics and establishing some type of ROI, however getting people to understand and appreciate the value of the media is becoming more and more challenging. Just when we thought we got over the hump of the differences between traditional and digital metrics, we now have social and engagement metrics, and no standards have emerged yet. What are the best metrics to report on? Is it fair that offline marketing shows one picture of a Taxi Top and people think they have done a great job vs. the reams of data that digital can and is asked to provide? How do I value all the influencer audiences I need to address? And how do I have an integrated way of addressing all of them? Where does social media fit in the equation?