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Measuring social media success

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Presentation for The Internet Show

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Measuring social media success

  1. 1. Measuring socialmedia success@digitalmandsMandi Bateson
  2. 2. So the digital world is your stage. How areyou introducing yourself? How are youwearing your mask? What will it say aboutyou?
  3. 3. NOT ALLDATA ISCREATED
  4. 4. Data merchants =data overloadConsequences:− Confuse correlation and causation− Dump data without context− Lazy filtering
  5. 5. Data merchants =data overloadConsequences:− Confuse correlation and causation− Dump data without context− Lazy filtering
  6. 6. OUTPUTS OUTCOMESNUMBER OF ARTICLES/ REACH VIEWS ATTITUDES BEHAVIOUR BLOGS FORWARDS BELIEFS PURCHASE PERCEPTION TWEETS RETWEETS TONE SOV CONTENT COMMENTS CONSIDERATION PREFERENCE RELATIONSHIPS (NOT A ONE NIGHT STAND) LIKES
  7. 7. In 140 characters or lessData merchants collect more thanstandard identifiers of a personal profile.This is an opportunity and a challenge#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
  8. 8. EMBRACEADAPTIVEMARKETING
  9. 9. a∙dap∙tive mar·ket·ing [uh-dap-tiv mahr-ki-ting]An approach that allows marketers to tailor theiractivities in rapid or unparalleled ways to meet theircustomers’ interests and needs based on data.
  10. 10. REPORTINGMADE TOMEASURE
  11. 11. Measuring the What to measure: the basics sales funnel Research: Share of brand New key search phrases Digital reachDepth of interactions Opt in audienceShare of voice Planning: Depth of interactions Share of voiceKey category phrases (buckets) Traffic by media mixNew key search phrases Testimonials:Traffic by media mix Depth of interactions Share of voice Digital reachDigital reach Lead capture/sales?Opt in audience
  12. 12. Best practice What to measure: the gold standard reporting Set up keyword queries with your audience in mind – search insights can help you with common spelling errors or relevant termsVolume Never trust automatic sentiment – the Australian lexicon alone is enough to give false results (terms like “not bad”, sarcasm,Events sick/mad)TriggersConversation cloudsSentiment (manually filtered)Top authorsTop domains
  13. 13. THECOMPETITIVEADVANTAGE
  14. 14. In 140 characters or lessIt may be relevant to compare Apples andRed Bulls. Set benchmarks against socialobjectives AND product categories#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
  15. 15. YOURDEFINITIONOF SUCCESS
  16. 16. Writing your report− Clarify your objectives and key performance indicators− Present the numbers− Write an analysis and add context to the numbers− Highlight the changes from previous reports− Include recommendations− Include anecdotal feedback− Ask for internal feedback
  17. 17. RECOMMENDEDREADING
  18. 18. Recommended readingaka data nerds of note Photography credit Photography credit
  19. 19. Free ToolsFind some helpWebsite Audithttp://delicious.com/mab397/websiteauditSocial Audithttp://delicious.com/mab397/socialauditPlatform Searchhttp://delicious.com/mab397/platformsearchSearch Audithttp://delicious.com/mab397/searchauditAlertshttp://delicious.com/mab397/alerts
  20. 20. In 140 characters or lessGreat reads: Occams Razor by @avinashhttp://bit.ly/Ijvya0 & @thebrandbuildersSocial Media ROI http://slidesha.re/IjvJCa#internetshowmelAbout 2 minutes ago via The Internet Show | Social Media World 2012
  21. 21. GET IN TOUCHCONTACT US Need to discuss this in more detail? Whether you want to clarify our approach to strategy or just have a burning question about digital in general, please contact me at any time. And feel free to stalk me online as well – here’s a few places you can start. twitter.com/digitalmands Address: au.linkedin.com/in/mandibateson Level 15, 65 Berry Street North Sydney NSW 2060 delicious.com/mab397 Phone: 02 9287 8505 mab397.wordpress.com Email: twitter.com/mab397 mandi.bateson@mindshareworld.com26
  22. 22. CreditsThank you to these photographers for their imagesSlide3 JD Hancock | Flickr10 Fetish Art Identification | Flickr12 Heavy Weight Geek | Flickr15 King_Of_Games | Flickr22 Pedrosimoes7 | Flickr

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