social mediameasurement forcultural orgsCulture 24 / July 2010 / Jenni Lloyd

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we help to connect organisations withthe people who matter to them using thesocial web

Dedicated team of social specialists; founded in 2000.

Full service consultancy: strategy, research, online PR,

applied technology, social design & community

management.

Thought leaders: instigators of ‘MeasurementCamp’

a little bit of social proof :)

Deciding what to measure in social media can be a tricky job. There isa massive range of things you could measure but it’s important tomake sure that:• it doesn’t become time-consuming and a barrier to ‘doing’;• the things you are measuring are meaningful i.e. they relate to

your wider objectives.Therefore, the key is to carefully choose how you’re going to report onyour success and align it with what your organisation needs toachieve.

1 Creating a measurement framework

First agree on the objectives your social media activity will contribute towards

Mapping outcomes to objectives

Activity: External•Increase brand awareness amongst targetaudiences.•Build brand loyalty•Turn audiences into advocates•Engage with and influence target audiences.•Increase 'share of voice' against competitors•Drive visitor numbers / merchandise sales

Activity: Internal

•Protect brand reputation

•Turn our employees into advocates

•Reduce the cost of attracting visitors

Organisational•Increase visitor numbers by x% by x date•Increase repeat visits by x% by x date•Increase school visits by x% by x date

Then agree what the outcome of achieving these through social spacesmight be.

Looking at outcomes: external

Increase brand awareness amongst our targetaudiences

More people finding us online

Build brand loyalty People actively seeking to stay up-to-date with usand our work and visiting repeatedly

Turn our audiences into advocates People talking and telling others about us online

Engage with and influence our target audiences People actively engaging with us online

Drive consideration Website conversions referred from social channelsIncreased brand searches

Looking at outcomes: internal

Protect brand reputation Fewer negative brand mentions online; fast,comprehensive response to those that do occur

Turn our employees into advocates Trained, empowered staff initiating & responding toconversations in social spaces

Staff across touchpoints being aware of andpromoting brand presence in social spaces

Staff generating compelling, conversation-worthycontent and sharing it in social spaces

Reduce the cost of sales brand activity supporting paid search to create costefficient traffic

improvement in organic rankings

List all of the relevant elements of your activity that are measurable –and the associated metrics. Note – the list of stats you could get is endless, sofocus on the ones that relate directly to your objectives:

What you could measure

Facebook•Page views

•New fans

•Likes

•Comments

•Interactions per week

•Active fans

Twitter•New followers

•@replies

•Retweets

YouTube•Channel subscribers

•Channel views

•Total upload views

•Comments on videos

Forums

•Page views

•Unique visitors

•Threads

•Replies

•Referrals to websites

Mapping metrics to outcomes: externalIncrease brand awareness amongstour target audiences

More people finding us in socialspaces

Facebook:•Page views•YouTubeSearch engines•Increased brand searches

Build brand loyalty People actively seeking to stay up-to-date with us and our work and visitingrepeatedly

Facebook:•Page views/fans/likes/commentsWebsite•Increase in repeat visits referred fromsocial spaces + conversions

Turn our audiences into advocates People talking and telling others aboutus online

Listening tool•Increased positive mentions•Increase share of voice

Engage with and influence ourtarget audiences

People actively engaging with usonline

Facebook interactions/post quality/av.#interactions per postYouTube commentsTwitter (RTs, @replies)

Drive consideration Website conversions referred fromsocial channels

Web analytics

Increased brand searches SEM report

Mapping metrics to outcomes: internalProtect brand reputation Fewer negative brand mentions

online; fast, comprehensive responseto those that do occur

Turn our employees into advocates Trained, empowered staff initiating &responding to conversations in socialspacesStaff across touchpoints being awareof and promoting brand presence insocial spacesStaff in resort generating compelling,conversation-worthy content andsharing it in social spaces

Reduce the cost of sales brand activity supporting paid searchto create cost efficient traffic

PPC costsNumber of paid clicks to conversion

Increased brand searches SEM reports

SummaryMeasuring social media activity shouldn’t be purely tool-based; socialtechnologies are tools to better help you achieve your objectives.

It’s easy to get lost in the increasing number of stats available, but if we keepfocused on why we’re using them, then maintaining a useful measurementframework will be much easier.

The objectives and metrics used will need to be scrutinised, amended andadded to over time.

Keeping a monthly log should be frequent enough, any more than this and itbecomes too time consuming.

Before campaigns/events create benchmark reports and evaluate changeafter to gauge impact on the objectives.

2 Influence & sentiment

3 Visualising conversation

3 Visualising conversation

Thanks for listening :)

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