Presentation from Social Media Masters 2011: What metrics matter in measuring success? How do you track them efficiently (and inexpensively)? And what do you so with the numbers once you have them? This presentation focuses on gaining greater insight into the performance metrics that matter, and direct you toward strategies that help to continually evaluate and optimize the results of social media marketing.

1. Making Sense of
Measurement
Candace McCaffery
Cookerly Public Relations
@candacemcc

2. Making
Sense of
Measurem
ent
HOW DO YOU
MEASURE A
RELATIONSHIP?

3. Business
realities mean 70% of marketers plan
measurement is to increase social
spending by more than
not only desired, 10% in 2011
but necessary source: Mashable
Survey of
Corporate
Strategists
by
Altimeter
Group, Nov
2010

4. Why are you reaching your
measure? audience?
are they listening?
is it having an
impact?
is there a benefit to
your business for
what you are doing?
could you do it better?

5. Amid all the data, how do you define
measures that matter?

6. Social
media
ROI
is
what
you
get
for
the
7me
and
resources
you
put
into
social
media
channels/programs
based
on
a)
your
business/marke7ng
objec7ves
and
b)
the
goals
of
any
specific
campaign

7. Match your • Increase Brand
measures to Awareness
• Enhance Customer
your business Experience
• Reputation
objectives Management
• Customer Retention
• Drive Behavior
Change
• Drive Innovation/
R&D
• Acquisition/Sales

8. Match your • Increase Brand
measures to Awareness
Likes/Fans
your business Followers
Website traffic/new
objectives visits
Share of Voice
Enhance Customer Experience
Reputation Management
Customer Retention
Drive Behavior Change
Drive Innovation/R&D
Acquisition/Sales

9. Match your Increase Brand Awareness
• Enhance Customer
measures to Experience
your business Interactions
Click-thrus
objectives Time on Site
Shares
Reputation Management
Customer Retention
Drive Behavior Change
Drive Innovation/R&D
Acquisition/Make Sales

10. Match your Increase Brand Awareness
Enhance Customer Experience
measures to • Reputation
Management
your business Sentiment
objectives Authority/Influence
Customer Retention
Drive Behavior Change
Drive Innovation/R&D
Acquisition/Sales

11. Match your Increase Brand Awareness
Enhance Customer Experience
measures to Reputation Management
Customer Retention
your business Engagement
Clickthrus
objectives # Clients Served
Repeat website traffic
Conversion
Drive Behavior Change
Drive Innovation/R&D
Acquisition/Sales

12. Match your Increase Brand Awareness
Enhance Customer Experience
measures to Reputation Management
Customer Retention
your business • Drive Behavior
Change
objectives Clickthrus
Shares
Conversion
Conversation
Drive Innovation/R&D
Acquisition/Sales

13. Match your Increase Brand Awareness
Enhance Customer Experience
measures to Reputation Management
Customer Retention
your business Drive Behavior Change
• Drive Innovation/
objectives R&D
Conversation
Poll responses
Forum responses
Sentiment
Acquisition/Sales

14. Match your Increase Brand Awareness
Enhance Customer Experience
measures to Reputation Management
Increase Retention
your business Drive Behavior Change
Drive Innovation/R&D
objectives • Acquisition/Sales
Click thrus
Campaign Conversion

15. The Basics+
• Reach/Velocity
• Relevance
• Influence
• Authority
• Engagement/
Interaction
• Attention
• Sentiment
• Share of Voice
• Advocacy

16. Objectives-Based Measurement Plan

17. Match your reports to
your audience

18. Connect it All
Paid measurement
tools increase
efficiencies in
measurement, but
you can do it all for
little to no outside
expenditures

19. Free/Low Cost Resource Toolkit
Facebook Insights
Google Analytics
URL Shorteners
Tweetdeck/HootSuite
Social Mention
ViralHeat
Google Alerts
Technorati Authority
Klout
... and just plain "human"
content analyis

20. Share of Voice Step by Step
HOW DO YOU
MEASURE A
RELATIONSHIP?

21. Source: Jay Baer
Share of Voice Step by Step

23. Google Analytics:
mining the measures

24. Using The Tools
• Traffic: Referral Sources
• Engagement: Time on Site
from Social Channels
Share of Voice StepConversion:
• Source & by Step
Campaign Tagging &
Goals
• Message Targeting:
Advanced Segmentation

25. Referring Sites:
Quantity & Quality
Share of Voice Step by Step

26. URL Tagging for Tracking Social
Media Impact/Conversion

27. URL Tagging for Tracking
Impact/Conversion
• Track social media channels individually
• Track specific campaigns/contests
• Test messaging
• Report direct impact of social media
marketing

28. Goal Setting

29. Goal Setting
• Tied to URL/Destination,
Page Views or Time on Site
• Reverse Goal Paths show
direct link to social channels

30. Additional Google Analytics Add-Ons
Share of Voice Step by Step
HootSuite Pro DO YOU
HOW
MEASURE A
RELATIONSHIP?

31. Takeaways:
• Measurement should be defined by your
business objectives
• What you measure may be different for
everyone
• Combination of tools often makes the
most sense
• You can get to an ROI for the efforts you
make

32. Questions?