social media measurement for product development, non-profits & influencer marketing
TRANSCRIPT
Social Media Measurement for Product Development,
Non-Profits & Influencer Marketing
Class 7: New York University Social Media Analytics I
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Social Media Measurement For Product Development
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The Four Stages of a Product Life Cycle
Stage 1: Introduction
Stage 2: Growth
Stage 3: Mature
Stage 4: DeclineSource: Irwin/McGraw-Hill
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Product Development Goals:
*Product Cycle Time
*Product Performance
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Goal: Product Cycle Time
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Metrics: Product Cycle Time
Cycle Time Lead Time Speed to Market
Competitors Performance
Time Saved Between Stages Revenue
Number of Products to Market
Social Sentiment
Social Engagement:
Comments, Shares
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Example: Proctor & Gamble
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Example: Apple IOS 9
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Goal: Product Performance
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Metrics: Product Performance
Social Engagement:
Comments, Shares
Social Sentiment
Revenue and Profit
Impressions Product QualityCost Reduction: Manufacturing
Costs etc.
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Example: Netflix
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Example: Diamond Candles
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Social Media Measurement For Non-Profits
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Non-Profits Goals:*Fundraising
*Brand Recognition
*Recruitment
*Impact on Cause
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Goal: Fundraising
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Metrics: Fundraising
Donations/Gifts Cost Per Dollar Raised
Donor Retention Rate
Donor Growth Conversion Rate Average Gift Per Donor
Frequency of Contact with
Donors
Social Engagement:
Comments, Shares
Social Referral Traffic
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Example: Movember
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Goal: Brand Recognition
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Metrics: Brand Recognition
Social Mentions Inbound Links Market Share
Social Engagement Impressions Audience
Growth
Influencer Engagement
Social Referral Traffic
Assisted/Direct Conversions
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Example: Charity Water
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Goal: Recruitment
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Metrics: Recruitment
Number of Applicants
Number of Volunteers Sign-Ups
Employee Retention
Volunteer Retention
Growth of Workforce
Social Mentions Social Engagement
Social Referral Traffic
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Example: Pencils of Promise
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Goal: Impact on Cause
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Metrics: Impact on Cause
Reduction of Issue
People Reached
Countries, States, Cities,
Towns, Villages Served
Social Mentions, Engagement
Cause Specific Metric: Schools
Built, Skills Taught
Media Coverage
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Example: ALS Association
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Social Media Measurement For Influencer Marketing
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Influencer Marketing Goals:
*Drive Awareness
*Generate Sales
*Increase Engagement
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Goal: Awareness + Engagement
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Metrics: Awareness + Engagement
Social Mentions Inbound Links Media Sentiment
Social Interactions:
Likes, Shares etc.Referral Traffic Audience
Growth
Leads Generated Impressions Assisted/Direct
Conversions
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Example: Swiffer
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Goal: Generate Sales
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Metrics: Generate Sales
Net Promoter Score Revenue Intention to
Repurchase
Customer Acquisition
CostLife Time Value
Assisted / Direct
Conversions
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Example: Gap
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Example: Gap
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Example: Gap
Questions!?
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