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Making the numbers count
Sullivan McIntyre • 6Consultingtwitter.com/Sullivan6c
linkedin.com/in/SullivanMcIntyrewww.socialmediamonitoring.co.uk
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Making the numbers count:
SMM & ROI
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Social Media Monitoring
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Social Media Monitoring
• Automated mining of data
• Collation of information
• Gaining of knowledge
• Generation of insight
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Data
• Raw keyword matches
• Relevancy is key:
– Good = 10% irrelevant
– Bad = 91% irrelevant!
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Information
• Relevant mentions with metadata
• Demographics
– Ages
– Location
– Occupations
– Gender
• Sentiment scores
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Knowledge
• Comprehension of
Key Themes
• Trends in sentiment
• Specific links between
cause and effect
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Insight
• Actionable – what do we do about it?
• Examples:
– Asset Optimization
– Personalisation
– Engagement Strategies
• Strategic and Tactical
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ROI
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The basics
• SM needs to justify its existence
• Operational costs:
– Money
– Time
– Staff
• Two overarching approaches
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Fundamentalist
• Concerned with the fundamentals
• Utilise hard metrics, all financial
• Influential proponent:
@thebrandbuilder
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Fluffy
• Concerned with qualitative aspects
• Unclear of link between soft
measures and return
• HITS /Clickthrus
• Brand Awareness
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What to measure
Business outcomes are key:
• Sales
• Leads
• Prospects
‘Hard’ metrics that can be proven
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But...
Measures should be bespoke to client
And, what about:
• Public sector?
• Charities?
• Brand awareness measurements?
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And...
• How can you prove a negative?
– Preventing brand damage through engagement can be a key goal
• Confounding variables
– Charts of SM activity assume correlation is causation
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Conclusions
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DOs and DON’Ts
• Do tie SM engagement back to CRM
and business processes
• Do measure business outcomes
• Do make up your own mind!
• Don’t expect SM to be ‘free’
• Don’t be afraid to call BS!
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