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PBRL 3150: Social Media Measurement

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Patrick Powers
Patrick Powers
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Social Media Measurement PBRL 3150 Social Media for Strategic PR Feb. 28, 2012
Our Mission • Identify key performance indicators. • Understand tools and services. • Provide clear reporting and analysis. Social Media Measurement PBRL 3150 Social Media for Strategic PR
ROI = (Gain – Cost) / Cost Social Media Measurement PBRL 3150 Social Media for Strategic PR
The Cost Social media is only free if your time is worthless. Social Media Measurement PBRL 3150 Social Media for Strategic PR
The Gain • Build brand awareness and affinity. • Increase number of event attendees. • Increase number of sales. • Drive web traffic. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Two Core Metrics Success on a social platform is determined by two factors — influence and engagement. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Set Measurable Objectives • Prompt __ people to inquire. • Increase engagement by __ percent. • Drive __ people to the website. • Get __ people to apply. Social Media Measurement PBRL 3150 Social Media for Strategic PR
―Number of fans and followers is NOT a business metric — what you do with them is.‖ -Jeremiah Owyang Social Media Measurement PBRL 3150 Social Media for Strategic PR
What are your key performance indicators? Social Media Measurement PBRL 3150 Social Media for Strategic PR
Key Performance Indicators • Feedback (likes, comments, mentions, shares etc.) • Total and unique views. • Website referrals. • Conversions. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Business Objective Key Performance Indicator Foster Dialog Share of Voice Audience Engagement Conversation Reach Promote Events Active Advocates Advocate Influence Conversation Reach Customer Service Response Time Resolution Rate Generate Leads Active Advocates Conversation Reach Conversions Social Media Measurement PBRL 3150 Social Media for Strategic PR
Don’t measure everything, just the things that matter. Social Media Measurement PBRL 3150 Social Media for Strategic PR
It begins here … Social Media Measurement PBRL 3150 Social Media for Strategic PR
General Trends Social Media Measurement PBRL 3150 Social Media for Strategic PR
Advanced Segments Social Media Measurement PBRL 3150 Social Media for Strategic PR
Social Interaction Tracking Social Media Measurement PBRL 3150 Social Media for Strategic PR
Specific Campaigns Social Media Measurement PBRL 3150 Social Media for Strategic PR
Specific Campaigns Social Media Measurement PBRL 3150 Social Media for Strategic PR
URL Builder Social Media Measurement PBRL 3150 Social Media for Strategic PR
View Insights Social Media Measurement PBRL 3150 Social Media for Strategic PR
Facebook Insights Social Media Measurement PBRL 3150 Social Media for Strategic PR
Metric Meaning Total Likes The number of unique people who like your page. Friends of Fans The number of unique people who were friends of people who liked your page. People Talking The number of people in a week who have About This created a story about your page, i.e., liked, commented, shared, or posted. Weekly Total Reach The number of unique people in a week who have seen any piece of content from your page. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Page Posts Social Media Measurement PBRL 3150 Social Media for Strategic PR
Metric Meaning Reach The number of unique people who have seen your post. Engaged Users The number of unique people who have clicked on your post. Talking About This The number of unique people who have created a story on your page post. Virality Percentage of people who saw your posted and created story from it. Social Media Measurement PBRL 3150 Social Media for Strategic PR
The real gold in a Facebook page is mined from exported data. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Exported Data • Story types created (like, comments). • Consumptions by type (view, click). • Organic, paid and viral impressions. • Organic, paid and viral reach. • Lifetime negative feedback. Social Media Measurement PBRL 3150 Social Media for Strategic PR
• Followers • Following • Tweets • Lists Social Media Measurement PBRL 3150 Social Media for Strategic PR
Hootsuite Social Media Measurement PBRL 3150 Social Media for Strategic PR
TwitterCounter Social Media Measurement PBRL 3150 Social Media for Strategic PR
Additional Resources • TwitterGrader by Hubspot • Wildfire Social Monitor • TweetStats • Klout Social Media Measurement PBRL 3150 Social Media for Strategic PR
YouTube Social Media Measurement PBRL 3150 Social Media for Strategic PR
Foursquare Social Media Measurement PBRL 3150 Social Media for Strategic PR
Klout Social Media Measurement PBRL 3150 Social Media for Strategic PR
Unless a measurement tool addresses your specific social media goals, the score it spits out is useless. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Now what do I do? Social Media Measurement PBRL 3150 Social Media for Strategic PR
Social media measurement is only as valuable as the analysis that follows. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Creating a Report • Make it easy to read and understand. • Report key performance indicators. • Monitor and highlight trends. • Offer recommendations. • Explain causation. Social Media Measurement PBRL 3150 Social Media for Strategic PR
Social Media Measurement PBRL 3150 Social Media for Strategic PR
Social Media Measurement PBRL 3150 Social Media for Strategic PR
Discussion Social Media Measurement PBRL 3150 Social Media for Strategic PR

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PBRL 3150: Social Media Measurement

  • 1. Social Media Measurement PBRL 3150 Social Media for Strategic PR Feb. 28, 2012
  • 2.
  • 3.
  • 4. Our Mission • Identify key performance indicators. • Understand tools and services. • Provide clear reporting and analysis. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 5. ROI = (Gain – Cost) / Cost Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 6. The Cost Social media is only free if your time is worthless. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 7. The Gain • Build brand awareness and affinity. • Increase number of event attendees. • Increase number of sales. • Drive web traffic. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 8. Two Core Metrics Success on a social platform is determined by two factors — influence and engagement. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 9. Set Measurable Objectives • Prompt __ people to inquire. • Increase engagement by __ percent. • Drive __ people to the website. • Get __ people to apply. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 10. ―Number of fans and followers is NOT a business metric — what you do with them is.‖ -Jeremiah Owyang Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 11. What are your key performance indicators? Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 12. Key Performance Indicators • Feedback (likes, comments, mentions, shares etc.) • Total and unique views. • Website referrals. • Conversions. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 13. Business Objective Key Performance Indicator Foster Dialog Share of Voice Audience Engagement Conversation Reach Promote Events Active Advocates Advocate Influence Conversation Reach Customer Service Response Time Resolution Rate Generate Leads Active Advocates Conversation Reach Conversions Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 14. Don’t measure everything, just the things that matter. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 15. It begins here … Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 16. General Trends Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 17. Advanced Segments Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 18. Social Interaction Tracking Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 19. Specific Campaigns Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 20. Specific Campaigns Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 21. URL Builder Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 22. View Insights Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 23. Facebook Insights Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 24. Metric Meaning Total Likes The number of unique people who like your page. Friends of Fans The number of unique people who were friends of people who liked your page. People Talking The number of people in a week who have About This created a story about your page, i.e., liked, commented, shared, or posted. Weekly Total Reach The number of unique people in a week who have seen any piece of content from your page. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 25. Page Posts Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 26. Metric Meaning Reach The number of unique people who have seen your post. Engaged Users The number of unique people who have clicked on your post. Talking About This The number of unique people who have created a story on your page post. Virality Percentage of people who saw your posted and created story from it. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 27. The real gold in a Facebook page is mined from exported data. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 28. Exported Data • Story types created (like, comments). • Consumptions by type (view, click). • Organic, paid and viral impressions. • Organic, paid and viral reach. • Lifetime negative feedback. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 29. • Followers • Following • Tweets • Lists Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 30. Hootsuite Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 31. TwitterCounter Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 32. Additional Resources • TwitterGrader by Hubspot • Wildfire Social Monitor • TweetStats • Klout Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 33. YouTube Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 34. Foursquare Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 35. Klout Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 36. Unless a measurement tool addresses your specific social media goals, the score it spits out is useless. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 37. Now what do I do? Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 38. Social media measurement is only as valuable as the analysis that follows. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 39. Creating a Report • Make it easy to read and understand. • Report key performance indicators. • Monitor and highlight trends. • Offer recommendations. • Explain causation. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 40. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 41. Social Media Measurement PBRL 3150 Social Media for Strategic PR
  • 42.
  • 43.
  • 44. Discussion Social Media Measurement PBRL 3150 Social Media for Strategic PR