a guide to realistic social media and measurement
DESCRIPTION
Social media measurement and performance analysis is one of the most debated topics in the current marketing environment. Recently I hosted a workshop for the PRIA which attempted to put social media measurement in perspective, especially when linking it to tangible business objectives. This is not an exhaustive presentation, nor will it answer every question linked to social media measurement, but it will hopefully give you a useful resource to refer to.TRANSCRIPT
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Social media measurement Tracking, measuring and reporting
September 2014
Title of Presentation
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Session focus
Using the right approach at the right
time(s).
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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