social media metrics
DESCRIPTION
This is a version of a presentation our planning director, Mike Teasdale, gave at Ad:tech 2011 in London. Social media has spawned its own systems of measurement around sentiment, engagement and influence – but why can’t it be measured the same way as other digital channels? Key issues this presentation covers: Social media plays a different role to other digital channels Social works best where it is hardest to measure We don’t need more numbers – we need actionable insight An integrated view is possible, if we ask the right questionsTRANSCRIPT
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
