A guide to realistic social media and measurement
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Transcript of A guide to realistic social media and measurement
Social media measurement Tracking, measuring and reporting
September 2014
Title of Presentation
2
Session focus
Using the right approach at the right
time(s).
3
Session outline
1. Putting measurement in perspective
2. Importance of objectives
3. Mini case studies
4. Getting set up
5. Tools you can use
6. Tips and hints
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Putting measurement in perspective
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Perspective, context, challenges and disclaimers
Before we get practical, some perspective is
required.
(And some all important a** covering)
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What?!?!?!?
There are so many guides and theories out there that it can get very confusing.
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Ummmm…
There are also so many terms connected to measurement which can sometimes add to the
confusion.
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The social media lifecycle
Inactive
Semi-Active
ActiveMaturing
Innovating
Results are directly impacted by where the business in questioned in situated within the social media
lifecycle.
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Show me the money
Increasingly, there is a direct correlation between impact and the amount of budget allocated to channel
and content promotion.
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Too much of a good thing?
When it comes to available data, we are blessed with an embarrassment of riches. However, this level of
information can also be a curse.
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Programs v campaigns
‘Always on’ Creative campaigns
Ongoing analytics Campaign-focused metrics
Ideally, social media and content activity that takes place on your owned channels should be a long-term
play which lends analytics toward improving performance month-on-month.
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Sectors matter
Like for like comparisons across sectors is unrealistic given the uneven levels of organic interest depending
on the subject matter.
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Impossible without…
Measurement is impossible without benchmarks. Benchmarks are not possible with a appropriate sample
size.
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Key outtake
As nice as it would be, a generic solution doesn’t exist primarily due to an
extended set of variables.
But, some guiding principles do exist.
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Importance of objectives
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Setting tangible objectives should be common sense, but are often overlooked.
The very first step
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Sales? Advocacy?
Awareness? Cost reduction?*
Traffic / referrals? Loyalty?
Customer satisfaction? Brand positioning?
Audience generation? Inbound leads?
Social media objectives menu
These are just some examples of objectives that can be linked to social media and digital content activity.
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Measurement framework example
Facebook Purpose
Primary: Customer EngagementSecondary: Customer Service
Twitter Purpose
Primary: Customer ServiceSecondary: Customer Engagement
Pinterest Purpose
Primary: Website ReferralsSecondary: Customer Engagement
Brand / Communications Objective (And / Or Desired Action) **To be filled in**
Facebook Metrics
Interaction (Post Likes / Comments / Shares)
Receptiveness (Fan Posts / External Likes)
Reach (Weekly Total Reach)Engagement (Engagement Rate)
Conversion (Referrals to target URL)Popularity (Page Likes / PTA)
Twitter Metrics
Interaction (Cust Retweets / Mentions)Receptiveness (Brand Retweets / Replies)
Reach (Monthly Total Reach)Engagement (Broadcast v Conversations
%)Influence (TweetLevel Score)
Popularity (Followers)
Pinterest Metrics
Interaction (Cust Likes / Repins)Receptiveness (Brand Likes / Repins)Conversion (Referrals to target URL)
Popularity (Followers)
Facebook Reporting
Weekly: Pop, Int, Rec, ReaMonthly: All
Quarterly: All + Competitor Comparison
Twitter Reporting
Weekly: Pop, Int, RecMonthly: All
Quarterly: All + Competitor Comparison
Pinterest Reporting
Monthly: AllQuarterly: All + Competitor Comparison
Business Objective (And / Or Desired Action)**To be filled in**
Social Media Objective(s)**To be filled in**
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Measurement framework example
Business objective(s)
Marketing / brand objective(s)
Social media objective(s)
Social media channel purpose(s)
Social media and content performance data
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Example one: Music for RAIN
Soft metrics:
ViewsVisibility / reach
Mentions
Hard metrics:
Website trafficConversions
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Example one
http://bit.ly/CCM4RCaseStudy
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Example two: Red Wine Society
Soft metrics:
Visibility / reachSocial actions
Hard metrics:
Website trafficConversions (loyalty club sign ups)
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Example three: Video campaign
Soft metrics:
ViewsMentions
Social actions
Hard metrics:
ReferralsCost per contact
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Example four: Competitor comparison
This analysis was used to inform strategy and set benchmarks as opposed to measuring in a more traditional
sense
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Example five: Product recall
Digg Dialogue Activity identified as a key turning
point
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Example six: Professional services
Soft metrics:
TrafficPage time
Popular pages
Hard metrics / indicators:
Search engine rankingsInbound leads
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Be SMART
Using SMART principles is still a must.
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Getting set up
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A basic process
1. Establish tangible objective(s) / goal(s)
2. Match ‘soft’ metrics to the objectives goals
3. Put tracking and measurement processes / tools in place
4. Things you can measure
5. Monitoring in real-time
6. Reporting
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Tracking and measurement tools
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Monitoring performance in real time
Monitoring performance in real-time is one of the most overlooked aspects of digital marketing.
It allows for:
• Adjustments to content plans based on results
• Adjustments to promotion budgets
• Consideration of additional activities
In reality, social media metrics are probably more valuable from a continued optimisation perspective as opposed to a post-campaign output.
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Reporting
Reporting is very much determined on all the things we’ve covered so far.
There is no such thing as a uniform template.
There is no such thing as an all-in-one reporting solution.
It is a manual process, supported by available and relevant data.
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A template / approach we use (monthly)
One big thing
Key insights
Looking ahead
This supported by a quarterly review which delves deeper into both quantitative and qualitative data.
It also features competitor set comparisons.
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Quant v Qual
Quantitative
data
Qualitative data
Output levels
Social actions
Popularity metrics
Volume of mentions
Volume of traffic
Ranking v competitors
Interactions
Specific content
Customer queries
Theme receptiveness
Visitor tonality
It’s not just about the numbers.
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Tips and hints
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One: Retro is a no no
Get your tracking in place before the activity
commences.
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Two: Best friend
Understand Google Analytics inside out.
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Three: Don’t get plucky
Stress the importance of benchmarks.
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Four: Real value
Using data to optimise campaigns while live is
often more valuable that the final report.
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Five: Owned v earned
Earned media data is often difficult to obtain.
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Six: Beyond reach
Relevance and resonance before reach.
Hard to measure, but should always be top of
mind.
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Seven: Up and down
Month-on-month data is often the only relevant
metric you can report on.
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Eight: Be flexible
The solution you develop today might not be relevant tomorrow.
Make this a key part of education within your
organisation.
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For more information:Adam VincenziniFounder and Managing PartnerKamberKamber.com.au