Online recruitment seminar 2011 social media roi herwin wevers
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Transcript of Online recruitment seminar 2011 social media roi herwin wevers
SOCIAL MEDIA MEASUREMENT
Pan European Online Recruitment Seminar
Herwin WeversFacebook.com/WebBoomm
Twitter.com/HerwinWevers
Linkedin.com/in/WebBoommWebBoomm.com/nl
Social Media Marketing
Trend #8
Possible?
What are we measuring?
NO
YES
•Look for Correlations
•Matched Market Analysis
•Social Media Metrics
Brand metrics are still the most
common things to measure
Although budgets are rising, the ROI
question is still not answered
BOSS: HOW MANY FRIENDS DO YOU HAVE?
SECRETARY: 3978
BOSS: WOW. OUR BIGGEST COMPETITOR ONLY
HAS 876
BOSS: HOW LONG DOES THAT TAKE?
SECRETARY: ONE MONTH SIR
BOSS: CAN YOU CREATE AND MAINTAIN OUR
COMPANY PAGE?
SECRETARY: SURE. GIVE ME 5 MINUTES
#1 Mention on Facebook #2 Visit from Tweeted Link
#3 Pictures from Search query
#4 Video from Search query
#5 Brand from Search query
Typical Lifecycle of Brand Impressions & Visits Prior To Conversion
Conversion
#1 Mention on Facebook #2 Visit from Tweeted Link
#3 Pictures from Search query
#4 Video from Search query
#5 Brand from Search query
Typical Lifecycle of Brand Impressions & Visits Prior To Conversion
Q: Which of these channels should get the credit for conversion?
A: Probably all of them, but that´s not how analytics tools measure.
But is Nearly Useless By Itself
Via http://www.seomoz.org/blog/4-essential-seo-infographics
http://blog.eloqua.com/the-content-grid-v2/
SO YOU CAN´T TRACK IT…..
OR CAN YOU?
RULE #1
ROI IS A BUSINESS METRIC, NOT A MEDIA METRIC
RULE #2
ROI STANDS FOR RETURN ON INVESTMENT. PERIOD.
RULE #3
EVERY VARIABLE YOU INCLUDE HAS A VALUE
#1 ESTABLISH A BASELINE
#2 CREATE ACTIVITY LINE
#3 MONITOR VOLUMES (MENTIONS)
#4 LOOK AT TRANSACTIONAL DATA
#5 OVERLAY ALL DATA ON A SINGLE
TIMELINE
#6 LOOK FOR PATTERNS
Matched Market Analysis
• Measures narrow market level activities
• Markets, regions
• Uses “test” and “control” cells that are statistically matched to ensure same sales behavior of the product in the markets
• Proven methodology
Increasingly CPG Companiesare Using Social Media to Measurably Drive Sales
What CPG brands look forin credible sales & ROI measurement
• Actual offline sales data – not just purchase intent
• Ability to measure sales lift/incremental sales
• Able to isolate campaign impact through statistically valid and industry proven methodologies
• Projectable to a larger campaign or roll-out universe
• 3rd party validation
FACEBOOKOFFLINE
Offline & Facebook conversations are sufficiently geo concentrated
Matched Market Analysis –Why it can work for Social Media Analysis
1. Large marketers, like CPGs, are increasingly demanding that social marketing spend is accountable
2. ROI is a financial metric
3. Deliver ROI by approaching social marketing with a direct response mindset
4. Track volume, time, and location of campaign impressions, then correlate with actual transaction data
5. Work with 3rd party analytics providers, internal analytics teams, & industry experts to use methods like matched market analysis, marketing mix modeling
Key Takeaways
…Or stick With The Social Media Metrics
•Traffic data - how many visits and visitors did social drive to our sites?
•Fan/follower data - how many people are in our various networks and how are they growing?
•Social interaction data - how are people interacting with, sharing and re-sharing our content on social networks?
•Social content performance - how is the content we're producing on social sites performing?
T
• Followers (and follower growth over time) - the unique number of Twitter users who've "followed" my account
• @ Replies - the number of tweets sent that begin with my account name
• @ Mentions - a tweet that includes my account name, but uses it inside the tweet
• Brand Mentions - tweets that contain the brand/account name but don't use the @ symbol
• Best Performing Content - the content I shared on Twitter that earned the most clicks, retweets and shares.
Twitter Metrics
#1 Company Page
LinkedINMetrics
#3: Growh of Followers#2 Unique visitors
#4: Views #5: Appearances' in Search #6: Site´s Source Traffic Google Analyics
Twitter Monitoring Tools
Twitter Audit