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Social Media Metrics 
Workshop 
September 20th, 2014
About Nicolas Malo 
• 18 years of experience in Cyber, Online, E-Marketing, Digital Marketing 
• Focusing full time on Dig...
Many Thanks to all Attendees of thisWorkshop! 
3 #measurecamp @nicolasmalo
Many Thanks to all Attendees of thisWorkshop! 
4 #measurecamp @nicolasmalo
Many Thanks to all Attendees of this Workshop! 
5 #measurecamp @nicolasmalo
Workshop Objective 
Discuss Social Media Metrics by using the POEM Model 
6 
Paid Media 
Owned 
Media 
Earned 
Media
Paid Media 
7 
Paid Media 
Facebook Ads 
LinkedIn Ads 
Sponsored Tweets 
Video Ads 
Etc…
Owned Media 
8 
Owned 
Media 
Facebook Page 
Twitter Page 
Google+ Page 
Blog 
Website 
Apps 
Etc…
Earned Media 
9 
Earned 
Media 
Word-of-mouth on social 
platforms
Part 01 Paid Media
A Few Indicators to Start With 
• Share of Traffic from Social Media Campaigns 
• Campaign Reach 
• Paid Social Reach 
• C...
Indicators Suggested by Participants (1) 
• Ad impressions 
• Unique impressions 
• # of clicks to web sites 
• # of uniqu...
Indicators Suggested by Participants (2) 
• Bounce Rate for Social Paid Media 
• Return On Ad Spent (ROAS) 
13 #measurecam...
Part 02 Owned Media
A Few Indicators to Start With 
• # of fans, followers, etc… 
• Audience Reach 
• Engagement Rate 
• Video / Blog Views 
•...
Indicators Suggested by Participants (1) 
• SEO Ranking for Social Owned Media 
• Total Reach for Social Owned Media 
• # ...
Indicators Suggested by Participants (2) 
• # of comments / # of page views for blog posts 
• Uniques visitors, visits, pa...
Indicators Suggested by Participants (3) 
• Apps Download Rates 
• # Apps Reviews 
• Average Apps Ratings 
• # goal conver...
Part 03 Earned Media
A Few Indicators to Start With 
• Share of social referred traffic 
• # of mentions, comments, likes, shares 
• Ratio of n...
Indicators Suggested by Participants (1) 
• # of Shares 
• # of Brand Mentions 
• Ratio of Positive vs Negative Social Ref...
Indicators Suggested by Participants (2) 
• # of Links 
• Network Density 
• Advocacy / Network Mapping 
22 #measurecamp@n...
Nicolas Malo 
OPTIMALWAYS 
45/1 avenue de Flandre 
59290 Wasquehal 
France 
Tel : +33 3 59 36 50 35 
nmalo@optimalways.com...
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MeasureCamp - Social Media Metrics Workshop

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MeasureCamp V - September 20th, 2014

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MeasureCamp - Social Media Metrics Workshop

  1. 1. Social Media Metrics Workshop September 20th, 2014
  2. 2. About Nicolas Malo • 18 years of experience in Cyber, Online, E-Marketing, Digital Marketing • Focusing full time on Digital Analytics for the last 6 years • Author, Speaker, Trainer, Teacher and Consultant in Digital Analytics, based in Lille (Northern France) • Online Tutor for the UBC Award of Achievement in Digital Analytics • DAA Certified Web Analyst, Adobe SiteCatalyst Implementation Certified, AT Internet Analyzer Certified, Comscore Digital Analytix Certified, Google Analytics Qualified and Tag Commander Certified 2 #measurecamp @nicolasmalo
  3. 3. Many Thanks to all Attendees of thisWorkshop! 3 #measurecamp @nicolasmalo
  4. 4. Many Thanks to all Attendees of thisWorkshop! 4 #measurecamp @nicolasmalo
  5. 5. Many Thanks to all Attendees of this Workshop! 5 #measurecamp @nicolasmalo
  6. 6. Workshop Objective Discuss Social Media Metrics by using the POEM Model 6 Paid Media Owned Media Earned Media
  7. 7. Paid Media 7 Paid Media Facebook Ads LinkedIn Ads Sponsored Tweets Video Ads Etc…
  8. 8. Owned Media 8 Owned Media Facebook Page Twitter Page Google+ Page Blog Website Apps Etc…
  9. 9. Earned Media 9 Earned Media Word-of-mouth on social platforms
  10. 10. Part 01 Paid Media
  11. 11. A Few Indicators to Start With • Share of Traffic from Social Media Campaigns • Campaign Reach • Paid Social Reach • Clicktrough Rate (CTR) for Social Media Campaigns • Conversion Rate from Social Paid Media 11 #measurecamp@nicolasmalo
  12. 12. Indicators Suggested by Participants (1) • Ad impressions • Unique impressions • # of clicks to web sites • # of unique visitors • Share of social audience by demographics 12 #measurecamp@nicolasmalo
  13. 13. Indicators Suggested by Participants (2) • Bounce Rate for Social Paid Media • Return On Ad Spent (ROAS) 13 #measurecamp@nicolasmalo
  14. 14. Part 02 Owned Media
  15. 15. A Few Indicators to Start With • # of fans, followers, etc… • Audience Reach • Engagement Rate • Video / Blog Views • Conversion Rate from Social Owned Media 15 #measurecamp@nicolasmalo
  16. 16. Indicators Suggested by Participants (1) • SEO Ranking for Social Owned Media • Total Reach for Social Owned Media • # of Likes / Shares / Comments on Social Owned Media • Share of Positive vs Negative Comments • Share of Audience by Top Content Groupings 16 #measurecamp@nicolasmalo
  17. 17. Indicators Suggested by Participants (2) • # of comments / # of page views for blog posts • Uniques visitors, visits, pages views for Social Owned Media on Web sites • # of Links to Social Owned Media • Pages per session for Social Owned Media • Apps Ranks 17 #measurecamp@nicolasmalo
  18. 18. Indicators Suggested by Participants (3) • Apps Download Rates • # Apps Reviews • Average Apps Ratings • # goal conversions for Social Owned Media • % of Returning Visits 18 #measurecamp@nicolasmalo
  19. 19. Part 03 Earned Media
  20. 20. A Few Indicators to Start With • Share of social referred traffic • # of mentions, comments, likes, shares • Ratio of negative vs positive mentions • Share of voice • Conversion Rate from Earned Social Media 20 #measurecamp@nicolasmalo
  21. 21. Indicators Suggested by Participants (1) • # of Shares • # of Brand Mentions • Ratio of Positive vs Negative Social Referrals • Velocity of Share • # of PR Referrals 21 #measurecamp@nicolasmalo
  22. 22. Indicators Suggested by Participants (2) • # of Links • Network Density • Advocacy / Network Mapping 22 #measurecamp@nicolasmalo
  23. 23. Nicolas Malo OPTIMALWAYS 45/1 avenue de Flandre 59290 Wasquehal France Tel : +33 3 59 36 50 35 nmalo@optimalways.com www.optimalways.com

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