As presented at PodCamp Toronto 2014 Likes. Shares. Viral impressions. Organic reach. Clicks. Social media offers a wealth of analytic tools showing how people are interacting with your content. Tallies of eyeballs and counts of social gestures. Yet few brands or agencies are actually paying attention to the metrics that matters most in marketing and communications. Come for a discussion as to what the most important thing that you're not likely tracking is, and walk out with some solid ideas and best practices of how to track it. Those with Math Anxiety, fear not. This is a session about getting answers and not crunching numbers.

1. The
Most Important
METRIC
You Won‟t
Find
in
FACEBOOK
INSIGHTS

2. Rob Clark
Director, Insights and Measurement
Edelman Digital
@theelusivefish

3. each of my
LIKES
is worth
MAD STACKS
and everybody
be liking
me.

6. Like if you
think puppies
are cute.
Yarrr. Talk Like
A Pirate Day
Mateys. Like if
ye be a pirate.
Share if you care.
For no apparent
reason, here is a
photograph of a
sloth.
You’re welcome.
The first thing
I’m going to
do tonight is
___________.

8. A one-click
social gesture
with ambiguous
meaning
“I Agree”
High
five!
“I Disagree”
I think I‟m
sharing this.
I clicked by
mistake!
„bookmark‟
this for
later.

9. Do we count these things because they matter?
Or do we think they matter because they can be counted?

10. For the next slide:
STAND UP IF YOU
WOULD LIKE THIS
ON FACEBOOK

12. For the next slide:
STAND UP IF YOU
WOULD SHARE
THIS ON
FACEBOOK

14. For the next slide:
STAND UP IF YOU
WOULD LEAVE A
COMMENT ON THIS

15. DISCLOSURE - CLIENT

16. So what do you
think?
Which of the three
pieces of Facebook
Content achieved
their goal, here in
this room?

17. RAISE YOUR
HAND IF YOU
KNOW THE
DATE THAT
GAURDIANS
OF THE
GALAXY
OPENS IN
THEATRES

18. RAISE YOUR
HAND IF YOU
THINK COKE
COULD BE PART
OF A WINTER
OUTING

19. RAISE YOUR
HAND IF YOU
THINK OREO IS
AS CANADIAN
AS MOM &
APPLE PIE
Well…
Maybe beavers and
maple syrup.

20. How‟d they do?

21. What we think we are
hoping to achieve…

22. What we are
hoping to achieve…

23. What we are
hoping to achieve…
•
•
•
•
•
•
Awareness
Education/Understanding
Establish a Need or Want
Create a Positive Association
Form or Change an Opinion
Establish or Regain Trust

24. What we are
hoping to achieve…
•
•
•
•
•
•
Awareness
Education/Understanding
Establish a Need or Want
Create a Positive Association
Form or Change an Opinion
Establish or Regain Trust

25. But how do
we know
what people
are thinking?

26. ASK
THEM!

27. Do you want to build a
snowman?
On a scale of
one to five?

28. Hands up if in
your head
you sang the
question
„Do you want
to build a
snowman?‟

30. Jan
Mar
Jun
Sep

31. General Public

32. What
should we
be asking

33. Start with your
communications objectives
•
•
•
•
•
•
Awareness
Education/Understanding
Establish a Need or Want
Create a Positive Association
Form or Change an Opinion
Establish or Regain Trust

34. And your business objectives
•
•
•
•
Purchase behaviour
Purchase consideration
Likelihood to recommend
Reputation
• Customer / Client
• Employee
• Vendor
• Investor

36. Best Practices
Ensure the full
audience has
an opportunity
to participate.
Use known
information about
your population to
pinpoint sample
bias/error

37. Best Practices
Anonymity for
participants.
Private survey
vs. public poll.
Good stewardship of
personal info.
Transparency into
how info will be used.

38. Best Practices
Clear questions
written in plain
language.
You, I, and that guy‟s
grandma should all be
able to read the
question and
understand it just the
same.
give
me
ambiguity
or
give
me
something
else

39. Best Practices
Succinct.
Ask only what you
MUST know the
answer to.

40. Best Practices
Avoid
incentives.
Adds a layer of
selection bias that‟s
generally not
necessary.

41. Best Practices
Identify when
they became a
fan.
Are you changing
minds or attracting
the changed minds?

43. Questions?

44. Photo Credits
Breaking Bad … Huell – AMC
Scientists – BrokenCities
Coins – xJason.Rogersx
Brain – Blake Ferguson
Surveyer – Libookperson
Crowd – SreejithK
Carrot – Kate Vogal
Calendar – -EbelienPhotographer – epSos.de