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Social Media Measurement
That Works
Kami Watson Huyse, @kamichat #SMDayHOU
• Diagnose: Determine what works and what doesn’t
• Prioritize: Build into planning, make decisions
• Evaluate: Demonstrat...
@kamichat #SMDayHOU
Industry Standards
• The Barcelona Declaration of Measurement
Principles.
• Valid Metrics Framework for Public Relations
M...
Set Measureable Objectives
pecific
easurable
ttainable
esults-Oriented
ime Bound
http://bit.ly/SMARTObjectives@kamichat #S...
Goal vs. Objectives
Goal:
Increase registration for this year’s conference
Objective:
By prior to the event, over
will hav...
Choose Your 5A Metrics
Activity
Attention
Awareness
Attitudes
Actions
@kamichat #SMDayHOU
You need Activity
To get Attention
Which brings Awareness
Which cultivates Attitudes
Which leads to Actions
@kamichat #SMD...
Activity
Is all about what YOU do:
• How many posts?
• How many comments?
• How many tweets?
• How many connections?
• Avg...
@kamichat #SMDayHOU
Sample Activity Report
@kamichat #SMDayHOU
Attention
Is all about Reach or Opportunities to See
• Visits
• Potential reach
• Demographics
• Click throughs
@kamichat ...
Competitive Benchmark
@kamichat #SMDayHOU
Shares in Social Networks
@kamichat #SMDayHOU
Click Throughs
@kamichat #SMDayHOU
1 click for every
1,000 views
Hunt Alternatives Op-Eds
@kamichat #SMDayHOU
Echo Effect
We took a look at Swanee’s most recent op-eds in the Boston Globe. The
majority of Globe readers shared her ar...
Digital Echo (Traditional to Social)
@kamichat #SMDayHOU
Awareness
Is all about engagement (with you)…
• Do they LIKE or comment?
• Are they mentioning you?
• What is your share o...
Benchmarking Tools (Cross Network)
@kamichat #SMDayHOU
@kamichat #SMDayHOU
Attitudes
It’s all about their conversation (about you)…
• What is the sentiment?
• Are they committed?
• Are they satisfi...
Sentiment “Harlem Shake”
@kamichat #SMDayHOU
Search + Brand
@kamichat #SMDayHOU
Pure Michigan Site Survey
@kamichat #SMDayHOU
Actions
It’s all about what they actually do
(rather than say)…
• What are the financial results?
• What is the value of c...
Financial
Sales
Revenue Events
Correlation and Regression
Customer
Cost of Support
Average Lifetime Value
Impact on Value
...
@kamichat #SMDayHOU
ROI measures how
effectively an
organization is using its
resources to generate a
financial profit.
Revenue Events
Objective:
Increase registration for this year’s conference
Objective:
By prior to the event, over
will hav...
Calculating Revenue Events
Ticket price $150
x100 sold
$15,000
-$2,500 costs
@kamichat #SMDayHOU
Action: Sales
Revenue Event
Campaign:
•Online Campaign Only
•Influencer Outreach
Results:
•Cost per impression
- Televisio...
Action: Financial
Channel Revenue Tracking
Channel Visits YTD Visits Revenue YTD
Revenue
$/Visit
Facebook 3,390 9,236 $ 2,...
Financial
Sales
Revenue Events
Correlation and Regression
Customer
Cost of Support
Average Lifetime Value
Impact on Value
...
Action: Customer
Lifetime Value
@kamichat #SMDayHOU
Financial
Sales
Revenue Events
Correlation and Regression
Customer
Cost of Support
Average Lifetime Value
Impact on Value
...
Action: Process
Cost of Leads
• Webinar Activities:
– Write a blog post about the webinar
– Put a short post on LinkedIn w...
Action: Financial
Program Sign Ups
Problem: Too Few people
signing up for clinical trials
Objective: Build reputation
And ...
Results
• 18 months quadrupled patients in clinical
trials
• “Go-to” resource for info about lymphoma,
thought leadership
...
Financial
Sales
Revenue Events
Correlation and Regression
Customer
Cost of Support
Average Lifetime Value
Impact on Value
...
Action: Innovation
@kamichat #SMDayHOU
Action: Innov. Talent Acquisition
• Unqualified Resumes
• Recruiter Fees
• Expatriate CostsLink Humans by Laurent Brouat @...
Kami Huyse | @kamichat | #SMDayHOU@kamichat #SMDayHOU
KPIs Weight Tool 1 Tool 2 Tool 3
Awareness 100
(Must Have)
X X
Understanding 80
(Like to Have)
X X X
Business Action 60
(N...
Listening Tools
@kamichat #SMDayHOU
Engagement Measurement Tools
@kamichat #SMDayHOU
Tool Links
• Listening: http://ow.ly/hVl3P
• Engagement: http://ow.ly/hVlgJ
• Influence: http://ow.ly/hVlm3
• Data Mining:...
Recommended
Reading
@kamichat #SMDayHOU
@kamichat #SMDayHOU
@kamichat #SMDayHOU
@kamichat #SMDayHOU
@kamichat #SMDayHOU
@kamichat #SMDayHOU
@kamichat #SMDayHOU
Questions?
kami@zoeticamedia.com
@kamichat
713-568-5750 @kamichat #SMDayHOU
Kami Huyse
Zoetica, CEO
zoeticamedia.com
@kamichat
This presentation:
www.zoeticamedia.com/
blog
@kamichat #SMDayHOU
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Social Media Measurement That Works

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It’s no longer a question of if you should measure the business results of your social media interactions, but what to measure and how. Social media measurement is more than followers and fans. When done right it can give you the business intelligence you need to succeed. During this fast-paced session we will look at a practical framework to build a social media measurement strategy and plan, keep it interesting with some case studies, and dig into some of your hardest measurement questions.

•Discover five ways to approach social media measurement
•Learn how to calculate results from social media, including ROI
•Get a handle on how to pick the right tools to measure business results
•Learn why ROI is not the only thing you should measure

Publié dans : Médias sociaux
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Social Media Measurement That Works

  1. 1. Social Media Measurement That Works Kami Watson Huyse, @kamichat #SMDayHOU
  2. 2. • Diagnose: Determine what works and what doesn’t • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Business Value Diagnose Prioritize Evaluate Purpose of Measurement @kamichat #SMDayHOU
  3. 3. @kamichat #SMDayHOU
  4. 4. Industry Standards • The Barcelona Declaration of Measurement Principles. • Valid Metrics Framework for Public Relations Measurement • Coalition for Public Relations Research Standards • The #SMM Standards Conclave @kamichat #SMDayHOU
  5. 5. Set Measureable Objectives pecific easurable ttainable esults-Oriented ime Bound http://bit.ly/SMARTObjectives@kamichat #SMDayHOU
  6. 6. Goal vs. Objectives Goal: Increase registration for this year’s conference Objective: By prior to the event, over will have registered using the “friends of online and we will be ahead of usual . @kamichat #SMDayHOU
  7. 7. Choose Your 5A Metrics Activity Attention Awareness Attitudes Actions @kamichat #SMDayHOU
  8. 8. You need Activity To get Attention Which brings Awareness Which cultivates Attitudes Which leads to Actions @kamichat #SMDayHOU Choose Your 5A Metrics
  9. 9. Activity Is all about what YOU do: • How many posts? • How many comments? • How many tweets? • How many connections? • Avg. response time? @kamichat #SMDayHOU
  10. 10. @kamichat #SMDayHOU
  11. 11. Sample Activity Report @kamichat #SMDayHOU
  12. 12. Attention Is all about Reach or Opportunities to See • Visits • Potential reach • Demographics • Click throughs @kamichat #SMDayHOU
  13. 13. Competitive Benchmark @kamichat #SMDayHOU
  14. 14. Shares in Social Networks @kamichat #SMDayHOU
  15. 15. Click Throughs @kamichat #SMDayHOU 1 click for every 1,000 views
  16. 16. Hunt Alternatives Op-Eds @kamichat #SMDayHOU
  17. 17. Echo Effect We took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works. January 2, 2013 February 11, 2013 @kamichat #SMDayHOU
  18. 18. Digital Echo (Traditional to Social) @kamichat #SMDayHOU
  19. 19. Awareness Is all about engagement (with you)… • Do they LIKE or comment? • Are they mentioning you? • What is your share of voice? • How often do they visit? • Who is referring? • % of followers engaged? @kamichat #SMDayHOU
  20. 20. Benchmarking Tools (Cross Network) @kamichat #SMDayHOU
  21. 21. @kamichat #SMDayHOU
  22. 22. Attitudes It’s all about their conversation (about you)… • What is the sentiment? • Are they committed? • Are they satisfied? • Would they recommend? @kamichat #SMDayHOU
  23. 23. Sentiment “Harlem Shake” @kamichat #SMDayHOU
  24. 24. Search + Brand @kamichat #SMDayHOU
  25. 25. Pure Michigan Site Survey @kamichat #SMDayHOU
  26. 26. Actions It’s all about what they actually do (rather than say)… • What are the financial results? • What is the value of customers? • How are processes impacted? • What innovations emerge? @kamichat #SMDayHOU
  27. 27. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
  28. 28. @kamichat #SMDayHOU ROI measures how effectively an organization is using its resources to generate a financial profit.
  29. 29. Revenue Events Objective: Increase registration for this year’s conference Objective: By prior to the event, over will have registered using the “friends of online influencer” and we will be ahead of usual registration numbers. @kamichat #SMDayHOU
  30. 30. Calculating Revenue Events Ticket price $150 x100 sold $15,000 -$2,500 costs @kamichat #SMDayHOU
  31. 31. Action: Sales Revenue Event Campaign: •Online Campaign Only •Influencer Outreach Results: •Cost per impression - Television: $1 - Social Media: $.22 •ROI $2.6 million in revenue - How did you hear? - Why did you visit? - Revenue per visitor http://bit.ly/JTAResults@kamichat #SMDayHOU
  32. 32. Action: Financial Channel Revenue Tracking Channel Visits YTD Visits Revenue YTD Revenue $/Visit Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72 Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16 Twitter 41 250 $ 8.00 $ 8.00 $ 0.20 @kamichat #SMDayHOU
  33. 33. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
  34. 34. Action: Customer Lifetime Value @kamichat #SMDayHOU
  35. 35. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
  36. 36. Action: Process Cost of Leads • Webinar Activities: – Write a blog post about the webinar – Put a short post on LinkedIn with a link to the blog post – Tweet the link to the blog post • Cost: $150 (Salaried employee) • Return: 100 leads • Cost per Lead: $40 – Avg. cost of a digital lead $40 x 100 = $4,000 @kamichat #SMDayHOU
  37. 37. Action: Financial Program Sign Ups Problem: Too Few people signing up for clinical trials Objective: Build reputation And double clinical trial base @kamichat #SMDayHOU Anas Younes, MD: Lymphoma MD Anderson
  38. 38. Results • 18 months quadrupled patients in clinical trials • “Go-to” resource for info about lymphoma, thought leadership Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES @kamichat #SMDayHOU
  39. 39. Financial Sales Revenue Events Correlation and Regression Customer Cost of Support Average Lifetime Value Impact on Value Process Leads and Closing Fulfillment Channel Success Innovation New Ideas Adopted Employee Acquisition Results @kamichat #SMDayHOU
  40. 40. Action: Innovation @kamichat #SMDayHOU
  41. 41. Action: Innov. Talent Acquisition • Unqualified Resumes • Recruiter Fees • Expatriate CostsLink Humans by Laurent Brouat @kamichat #SMDayHOU
  42. 42. Kami Huyse | @kamichat | #SMDayHOU@kamichat #SMDayHOU
  43. 43. KPIs Weight Tool 1 Tool 2 Tool 3 Awareness 100 (Must Have) X X Understanding 80 (Like to Have) X X X Business Action 60 (Nice to Have) X X X Preference & Advocacy 40 (Don’t Need) X X Create an Evaluation Protocol @kamichat #SMDayHOU
  44. 44. Listening Tools @kamichat #SMDayHOU
  45. 45. Engagement Measurement Tools @kamichat #SMDayHOU
  46. 46. Tool Links • Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ • Influence: http://ow.ly/hVlm3 • Data Mining: http://ow.ly/hVlyp • Analytics: http://ow.ly/hVlCK • Analysis: http://ow.ly/hVlMC @kamichat #SMDayHOU
  47. 47. Recommended Reading @kamichat #SMDayHOU
  48. 48. @kamichat #SMDayHOU
  49. 49. @kamichat #SMDayHOU
  50. 50. @kamichat #SMDayHOU
  51. 51. @kamichat #SMDayHOU
  52. 52. @kamichat #SMDayHOU
  53. 53. @kamichat #SMDayHOU
  54. 54. Questions? kami@zoeticamedia.com @kamichat 713-568-5750 @kamichat #SMDayHOU
  55. 55. Kami Huyse Zoetica, CEO zoeticamedia.com @kamichat This presentation: www.zoeticamedia.com/ blog @kamichat #SMDayHOU

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