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

4

Putting measurement in perspective

5

Perspective, context, challenges and disclaimers

Before we get practical, some perspective is

required.

(And some all important a** covering)

6

What?!?!?!?

There are so many guides and theories out there that it can get very confusing.

7

Ummmm…

There are also so many terms connected to measurement which can sometimes add to the

confusion.

8

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.

9

Show me the money

Increasingly, there is a direct correlation between impact and the amount of budget allocated to channel

and content promotion.

10

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.

11

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.

12

Sectors matter

Like for like comparisons across sectors is unrealistic given the uneven levels of organic interest depending

on the subject matter.

13

Impossible without…

Measurement is impossible without benchmarks. Benchmarks are not possible with a appropriate sample

size.

14

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.

15

Importance of objectives

16

Setting tangible objectives should be common sense, but are often overlooked.

The very first step

17

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.

18

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**

19

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

20

Example one: Music for RAIN

Soft metrics:

ViewsVisibility / reach

Mentions

Hard metrics:

Website trafficConversions

21

Example one

http://bit.ly/CCM4RCaseStudy

22

Example two: Red Wine Society

Soft metrics:

Visibility / reachSocial actions

Hard metrics:

Website trafficConversions (loyalty club sign ups)

23

Example three: Video campaign

Soft metrics:

ViewsMentions

Social actions

Hard metrics:

ReferralsCost per contact

24

Example four: Competitor comparison

This analysis was used to inform strategy and set benchmarks as opposed to measuring in a more traditional

sense

25

Example five: Product recall

Digg Dialogue Activity identified as a key turning

point

26

Example six: Professional services

Soft metrics:

TrafficPage time

Popular pages

Hard metrics / indicators:

Search engine rankingsInbound leads

27

Be SMART

Using SMART principles is still a must.

28

Getting set up

29

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

30

Tracking and measurement tools

31

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.

32

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.

33

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.

34

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.

35

Tips and hints

36

One: Retro is a no no

Get your tracking in place before the activity

commences.

37

Two: Best friend

Understand Google Analytics inside out.

38

Three: Don’t get plucky

Stress the importance of benchmarks.

39

Four: Real value

Using data to optimise campaigns while live is

often more valuable that the final report.

40

Five: Owned v earned

Earned media data is often difficult to obtain.

41

Six: Beyond reach

Relevance and resonance before reach.

Hard to measure, but should always be top of

mind.

42

Seven: Up and down

Month-on-month data is often the only relevant

metric you can report on.

43

Eight: Be flexible

The solution you develop today might not be relevant tomorrow.

Make this a key part of education within your

organisation.

44

For more information:Adam VincenziniFounder and Managing PartnerKamberKamber.com.au