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The Social Media Content Factory
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Metrics that matter
1.
Metrics That Matter by
Sparkloft Media HOW TO DEFINE, MEASURE & ACHIEVE THEM
2.
© 2014 Sparkloft
Media @Sparkloft© 2014 Sparkloft Media A little about the speakers @Sparkloft
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© 2014 Sparkloft
Media Confidential© 2014 Sparkloft Media Brag much? Social Media Strategy App Design and Development Social Media Campaigns Social Ad Buys Community Management Training and Speaking 21 Languages spoken 80+ Satisfied customers 27 Team members 45,000+ Hours spent annually on social media @Sparkloft
4.
© 2014 Sparkloft
Media Confidential© 2014 Sparkloft Media Getting on the same page Goal travel around the world Objective visit at least 100 countries by the age of 50 KPIs total countries visited, countries visited per year Method of measurement counting unique country stamps in the passport @Sparkloft
5.
© 2014 Sparkloft
Media @Sparkloft ! MOST COMMON GOALS Awareness Interest Intent Action Customer Satisfaction Advocacy Efficiency
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© 2014 Sparkloft
Media @Sparkloft ! SMART OBJECTIVES Specific Measurable Actionable Relevant Time-related
7.
© 2014 Sparkloft
Media @Sparkloft Goal vs Objective Objective increase awareness of [Destination] in key international markets (UK, Ireland, Australia, New Zealand) by 10% in the next 6 months Goal destination awareness
8.
© 2014 Sparkloft
Media Confidential© 2014 Sparkloft Media Key Performance Indicators @Sparkloft
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© 2014 Sparkloft
Media @Sparkloft A PROCESS FOR SUCCESS
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© 2014 Sparkloft
Media @Sparkloft 2 3 4 5 Objective Key Performance Indicators (KPIs) Strategy Tactics In an orderly fashion 6 Measurement 1 Goal
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© 2014 Sparkloft
Media @Sparkloft AWARENESS
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© 2014 Sparkloft
Media @Sparkloft Awareness KPIs 1 Reach (Organic/Viral/Paid) 2 Demographics & Markets 3 Fan Acquisition (Change in Page Growth Rate) 4 Click-Throughs 5 Referral Traffic 6 Publishing Volume 7 Earned Media 8 Other
13.
© 2014 Sparkloft
Media @Sparkloft How to make it work Campaigns with Low Barrier to Entry Social Partnerships Media Buy Campaigns with a WOW factor
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© 2014 Sparkloft
Media @Sparkloft EARNED MEDIA
15.
© 2014 Sparkloft
Media @Sparkloft 1 2 3 4 Media/Influencer Mentions Media Impressions Story Type Website/Blogger Tier Earned media KPIs 5 Visuals 6 Reader Response 7 Client Mentions 8 Other
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© 2014 Sparkloft
Media @Sparkloft Earned media case study
17.
© 2014 Sparkloft
Media @Sparkloft Earned media case study 10 posts from blogger $250 1 blog post x = $2,500 Ad equivalency $.027 Industry average per impression 50,000 Circulation (readership) x = $1,350 Ad equivalency $3,850 Ad equivalency just from the blog posts +
18.
© 2014 Sparkloft
Media @Sparkloft New media model Judiaann Woo Director, Global Communications, Travel Oregon Points 0 1 2 Story Type Mention / Roundup Dedicated Posts Website / Blog Tier Tier 2 Tier 1 Visuals No One Photo Multiple Photos/ Videos Reader Response Not Relevant Positive Inspired Travel Travel Oregon Mention None Mention Mention & Link TOTAL HIGH = 10
19.
© 2014 Sparkloft
Media @Sparkloft INTEREST
20.
© 2014 Sparkloft
Media @Sparkloft Interest KPIs 1 Share of Mind 2 Link Click-Throughs 3 Engagement #’s (Shares/Likes/Comments) 4 Engagement Rate 5 Other
21.
© 2014 Sparkloft
Media @Sparkloft Interest case study
22.
© 2014 Sparkloft
Media @Sparkloft How to make it work Engagement Campaigns Storytelling and Story Instigating Media Buy Campaigns with a WOW factor Engaging Content
23.
© 2014 Sparkloft
Media @Sparkloft INTENT
24.
© 2014 Sparkloft
Media @Sparkloft Intent KPIs 1 2 3 Volume of Conversation Sentiment of Conversation Intent to ______ Other4
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© 2014 Sparkloft
Media @Sparkloft Intent case study
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© 2014 Sparkloft
Media @Sparkloft Intent case study “Did the campaign motivate you to travel to or within Oregon during the campaign period?”
27.
© 2014 Sparkloft
Media @Sparkloft ACTION
28.
© 2014 Sparkloft
Media @Sparkloft Action KPIs 1 Direct/Assisted Bookings 2 Surveys filled out 3 Newsletter Signups 4 Conference Registrations 5 Conference Bookings 6 App Downloads 7 ROI 8 Others?
29.
© 2014 Sparkloft
Media @Sparkloft Action case study 3,066 total claims 2,000% ROI in 72 hours
30.
© 2014 Sparkloft
Media @Sparkloft Action case study 1 Referral 25% Conversion 2 Social Network 3 Paid Advertising 4 Email 25% 25%25%
31.
© 2014 Sparkloft
Media @Sparkloft CUSTOMER SATISFACTION
32.
© 2014 Sparkloft
Media @Sparkloft Customer satisfaction KPIs 1 Inquiries Addressed 3 Sentiment of Engagement 4 Engagement by Topic 5 Time to Resolution 6 Other 2 Inquiries Addressed without Escalation
33.
© 2014 Sparkloft
Media @Sparkloft Satisfaction case study One-On-One Daily Interactions 140 Twitter Responses 40 Facebook wall posts 742 Facebook Comments 16 Facebook direct messages 100+ Spam Messages On Average Per Month
34.
© 2014 Sparkloft
Media @Sparkloft Satisfaction case study Customer Service Food and Beverages Prices 37.5 75 112.5 150 Jul Aug Sep Oct 30 60 90 120 Jul Aug Sep Oct 10 20 30 40 Jul Aug Sep Oct Positive Negative
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© 2014 Sparkloft
Media @Sparkloft Satisfaction case study PERCEPTION TASTE FUNCTIONALITY MOST DISCUSSED ATTRIBUTES
36.
© 2014 Sparkloft
Media @Sparkloft ADVOCACY
37.
© 2014 Sparkloft
Media @Sparkloft 1 Engagement 2 Engagement Rate 3 Influencer Engagement 4 Volume of Fan Advocacy Advocacy KPIs 5 Other
38.
© 2014 Sparkloft
Media @Sparkloft Advocacy case study RELATIONSHIPS Engaging Influencers
39.
© 2014 Sparkloft
Media @Sparkloft Advocacy case study Special Treatment
40.
© 2014 Sparkloft
Media @Sparkloft How to make it work Influencer Programs Fan SpecialsLoyalty Programs One-On-One Interactions
41.
© 2014 Sparkloft
Media @Sparkloft EFFICIENCY
42.
© 2014 Sparkloft
Media @Sparkloft 1 2 3 Call & E-Mail Volume Reduction Electronic Resource Downloads Addition of New Platforms Efficiency KPIs
43.
© 2014 Sparkloft
Media @Sparkloft Efficiency case study % of people who say they would have called otherwise X average cost per call # of unique customers who complained on Twitterx = money saved in call center costs
44.
© 2014 Sparkloft
Media @Sparkloft METHODS OF MEASUREMENT
45.
© 2014 Sparkloft
Media @Sparkloft Efficiency Advocacy Custom erSatisfaction Action Intent Interest Awareness Measurement Setting benchmarks ✔ ✔ ✔ ✔ ✔ ✔ ✔ Survey ✔ ✔ ✔ ✔ ✔ In-built platform analytics ✔ ✔ ✔ 3rd party social media meausrement tools ✔ ✔ ✔ ✔ ✔ ✔ ✔ Google Analytics ✔ ✔ ✔ Qualitative research/ measurement system ✔ ✔ ✔ Ad equivalency ✔ ✔ Goals/ Methods of measurement
46.
© 2014 Sparkloft
Media @Sparkloft ONE FINAL EXERCISE
47.
© 2014 Sparkloft
Media @Sparkloft WHAT METRICS MATTER TO YOU?
48.
© 2014 Sparkloft
Media @Sparkloft Put on your thinking caps Download our cheat sheet HERE
49.
© 2014 Sparkloft
Media @Sparkloft Let’s stay in touch Twitter ! Facebook ! Pinterst ! LinkedIn
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