iLive 2013 - Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
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Similaire à iLive 2013 - Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
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iLive 2013 - Luke Brynley-Jones Understanding Social Media Measurement: Knowing, what you can measure and what you can’t
- 1. Understanding Social Media Measurement Knowing what can and what can’t be measured
- 2. Social Media Measurement Goggles
- 3. 1. Why Measure Social Media? 2. The Challenge of Measurement 3. 5 Steps to Measurement Success
- 4. Monitoring vs Measurement For the purposes of today: Social Media Monitoring is the process of observing social media data in order to gain insight from, or respond to, conversations about a specific topic. Social Media Measurement is the act of recording and analysing the results of social media activities with the goal of evaluating performance.
- 5. Why Measure?
- 6. “In God we trust. All others must bring data”. W. Edwards Deming
- 7. The Challenge of Measurement
- 12. “Is Facebook playing with us?”
- 13. http://blogs.adobe.com/digitalmarketing/analytics/2012-holiday-shopping-recap/ Can you track and attribute sales?
- 14. “Zero Moment of Truth”
- 16. Now explain it to them?
- 17. 5 Steps to Successful Social Media Measurement
- 18. 1) Separate out your goals Awareness Measured by brand recognition, recall Relationship Measured by closeness to customers, NPS, advoc acy Financial benefit ROI or reduced expenditure
- 19. ROI is the easy part Are you making more money than you are spending on social media? Income Cash revenue + direct cost savings Expenditure Your time + direct expenditure + resources Ask the right question: minus What’s the ROI of [activity x] in Q1 of 2013?
- 20. Month All Traffic Social Media % Sales Oct-11 673918 220 0.03% 1 Nov-11 637519 127 0.02% 3 Dec-11 654046 182 0.03% 0 Jan-12 696009 4482 0.64% 16 Feb-12 642625 9214 1.43% 41 Mar-12 807200 7433 0.92% 43 % website traffic and sales referred by social media
- 21. Referral traffic value (ROI) Month All Traffic Social Media % PPC value* Oct-11 673918 220 0.03% £440 Nov-11 637519 127 0.02% £254 Dec-11 654046 182 0.03% £364 Jan-12 696009 4482 0.64% £8,964 Feb-12 642625 9214 1.43% £18,428 Mar-12 807200 7433 0.92% £14,866 *Based on Google Adwords typical cost per click for selected keywords.
- 23. 2) Create your own Measurement Framework for each goal ROI (£) Direct sales + cost savings Twitter Facebook Indirect sales All social channels
- 26. 3) Get a good measurement tool Tool Focus Cost Social Bakers Facebook, YouTube and Twitter analysis with extensive reporting. $100 for 3 accounts Twitsprout Facebook and Twitter analysis, highlights top times for engagment $100 per month PageLever Facebook analysis, of multiple pages, including alerts (for certain actions). $99 per month for up to 5 pages Twittercounter # of fans, fan growth, interactions, competitive analysis Free. Small fee for reports SocialDon Analyses pages, fans, interactions, influencers, Free
- 27. 4) Pick the metrics that work for you 1. Fan reach - The number of fans of your Page who have seen any given post. 2. Organic reach - Organic reach includes everything except viral views. 3. Engagement - The number of people who clicked anywhere in your post. 4. People taking about this - People who have Liked, shared, commented on your content. 5. Clicks - Including Link Clicks, Video Plays, Photo Views. 6. Negative Feedback - Hiding, unlinking or reporting content as spam.
- 28. 1. # of followers / follower growth 2. Reach - qualified in some way! 3. Engagement – i.e. replies, mentions, RTs 4. Clicks – on URLs in Tweets 5. Hourly/daily stats – useful for scheduling
- 29. 1. Contacts – Collectively for your staff 2. Followers – Company pages 3. Page views / unique visitors 4. Engagement – Likes, shares, comments 5. Group Members – if you own the group 6. Group Posts – if you are building closer relationships
- 30. 5) Benchmark using ratios
- 31. 6) Follow emerging standards 1. Content Sourcing & Methods 2. Reach & Impressions 3. Engagement 4. Influence & Relevance 5. Opinion & Advocacy 6. Impact & Value http://www.smmstandards.com
- 32. Luke Brynley-Jones Founder & CEO luke@oursocialtimes.com +44 (0)845 463 1435 @lbrynleyjones www.oursocialtimes.com Thank you! Social Media Agency Audits Strategy Marketing Campaigns Management Monitoring Measurement
Notes de l'éditeur
- Monitoring = for Research or EngagementMeasurement = for Evaluation
- The key to social media success is measurement.
- The sheer number of social networks…WhatsApp in January processed 18 billion messages a day. SnapChat users sent more than 60 million photos each day.Path is adding 1 million new users per week.
- Vanity statistics# of fans, followers, friends, contactsThere is SOME value – but the value is in what you do with them.
- Difficult to quantify:Reach – how many people saw it, paid attention, what impact did it have?Influence – how much do people listen to this person? What impact do they have? Is it just reach? Klout / Kred / PeerindexSentiment – 50% accurate, but useful for spotting crises and for customer service
- How to measure “engagement”Facebook already does this using EdgeRank - .e. Share / Comment / Like / ClickTo do this properly – you need to measure it per fan/follower (e.g. Social CRM)A general figure can be indicative.
- Facebook announced a few months back that they has made a mistake in the
- In strict measurement terms – if you cannot make a direct causal relationship, you don’t have a workable model.Using awareness metrics to deliver ROI won’t work.Using relationship metrics to deliver Awareness won’work
- Awareness – always a by product of activity. But is it enough to justify your time?
- Best Buy save $5 million per month on customer support
- Tying your metrics to business goals.
- Tying your metrics to business goals.
- Tying your metrics to business goals.
- Make sure you stick to the same tools!