social media metrics

Tracking social media success

Mike Teasdale, Planning Director

mike@harvestdigital.com@miketeasdale

About Harvest Digital

What is social media?

Social media is more than just Facebook

How are companies currently measuring social?

What are the issues?

Adobe Quarterly Intelligence Briefing, July 2011

Let’s think about travel…

Which dial do you look at if a plane is flying at you?

@miketeasdale #adconf

Choosing where to go is a complicated business

Beyond last click, Google July 2011

Typical research process before travel purchase

• Online research takes average 24 days

• 21 site visits to 9 different sites

• Time online: one hour 43 minutes

• Average of 20 searches per purchase

Beyond last click, Google July 2011

The traditional sales funnel doesn’t look like this…

McKinsey, Customer Decision Journey, June 2009

…but like this.

During ‘active consideration’ we add more brands to the consideration mix before subtracting them.

…or even like this!

McKinsey, Customer Decision Journey, June 2009

Source: Google: ‘Beyond last click’ 2011

Here’s how that looks for travel

And here’s how much of it First Choice tracked

Social media was part of the journey

Social media sites

It wasn’t trackable. But did it make a difference?

Let’s book into the London Sheraton…

Hmmm… maybe not.

What is your TripAdvisor rating?

What was the last review?

These are the two social media metrics that Sheraton focuses on

for each hotel

But how are these ‘actionable’?

Daniel Kertzner, Regional Director of Marketing,Starwood Hotels and Resorts

“If somebody tweets in one of our hotels, we will monitor those tweets through RSS feeds, we will often respond and we’ll feed it off to the respective department in the hotel.”

Which social media site has most influence on

Quicken’s online sales?

All this stuff is missing the point

Different media deserve different metrics

Six types of engagement conversion

Reach, covering website visitors &

subscribers

Revenue from conversions

Which dial do you look at if a plane is flying at you?

@miketeasdale #adconf

Our goal: quick and dirty metrics that drive action

@miketeasdalemike@harvestdigital.com