Developing a Best Practices Approach to Social Media Measurement

@CHUCKHEMANN ON TWITTER

Developing a Best Prac9ces Approach to Social Media

Measurement Chuck Hemann| VP, Digital Analy9cs

EDELMAN DIGITAL | @chuckhemann ON TWITTER

WARNING: I AM A MATH GEEK!!

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PROPER PLANNING PREVENTS POOR PERFORMANCE

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HERE’S THE GOOD NEWS…

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“In 2009, more data was generated by individuals than in the en9re history of mankind through 2008”

Andreas Weigend, Former Chief Scien9st Amazon.com

hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/

BUT HERE’S THE BAD NEWS…


“In 2009, more data was generated by individuals than in the en9re history of mankind through 2008”

Andreas Weigend, Former Chief Scien9st Amazon.com

hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/

UNDERSTANDING WHAT LISTENING CAN AND CAN’T DO


Ability to op9mize content in real-‐9me

Foster a beNer customer experience

Learn about poten9al product issues

Marke9ng through conversa9on

Gain business intelligence

…HOWEVER, IT ISN’T MEASUREMENT!!

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NO STRATEGIC DIRECTION = LEAKY FOUNDATION


Planning at the beginning and end is essen9al

Human resources internally to direct and execute is cri9cal

Listening and measuring everything isn’t feasible

Don’t rely on just what’s publicly

available

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THE WAY MOST ORGANIZATIONS UTILIZE LISTENING DATA


THE WAY MOST ORGANIZATIONS SHOULD USE LISTENING DATA


WHERE DO WE START?

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TOOLS, TRAINING, REPORTING AND SCOPE


Has there been an internal decision made on a tool?

Do you have a training protocol in place? – Both tools and broader

enterprise training?

Have you outlined a regular repor9ng schedule?

Have you developed a compe99ve

set?

Will you listen for the broader category?

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DEVELOPING YOUR RESPONSE MATRIX


FRAMING YOUR LISTENING APPROACH BASED ON THE FIVE W’S


What are people saying about your brand

Where people are talking about your brand

When people are talking about your brand

Who is talking about your brand

Why people are talking about your brand

ANSWERING ‘WHY’ THROUGH SOCIAL DATA IS PROBLEMATIC


Analy9cs planorms scratch the surface of why a “fan” or

“follower” acts the way they do

Essen9al to answer this ques9on from a planning and measurement standpoint

Surveys and focus groups

aren’t dead

MAKING SENSE SO FAR?

CHANNELING OUR INNER MYTH BUSTER


Social media cannot be measured

ROI stands for something other than return on

investment

Social media measurement is different than tradi9onal media measurement

Social media is meant to be organic and we already have

too much data

COMMON MEASUREMENT QUESTIONS SCRATCH THE SURFACE


COMMON MEASUREMENT QUESTIONS ANSWERS/GOALS

How many people did we reach? Unique Monthly Visitors Like/follower counts Number of Social Media Impressions

Did the program create conversa9on? Share of Voice/Conversa9on Rank posts by tonality

How do I get ad equivalency so the brand can compare this to our adver9sing? Non-‐standard ad equiv or CPM model

Were our fans/followers engaged? Engagement

WHAT WE SHOULD BE ASKING MORE OFTEN

Did the program drive results? Sales/Leads/Consumer Sa9sfac9on

MARKETERS ARE CURRENTLY JUST FEEDING THE BEAST


Top metrics:

Two for reach/ exposure

One for

preference,

One for ac9on

GETTING A GRASP ON THE MEASUREMENT BASICS


Why measure?

Op9mize

Understand what we are trying to achieve

Allocate 9me/money

Jus9fy increased spending / new work

Get beNer results?

PRIMARY RESEARCH

PLATFORM PERFORMANCE

CONTENT OPTIMIZATION

THE HOLY TRINITY OF SOCIAL MEDIA MEASUREMENT


Maximum Insight from Measurement

UNDERSTANDING CONTENT PERFORMANCE – SOCIAL CONTENT OPTIMIZATION (SCO)


BUILDING A CONTENT MEASUREMENT INDEX


ARRIVING AT THE RIGHT PLATFORM METRICS IS A FAMILIAR PROCESS


Understanding what your campaign goals and

objec9ves are

Conduc9ng benchmark research

Developing your strategy

and tac9cs

Execu9on of your campaign

Measure and tweak

TYPICAL METRICS ACROSS THE BIG FOUR


FACEBOOK TWITTER YOUTUBE FLICKR Comments Clicks (or CTR) Subscribers Total Photo Views

Likes Retweets Total Video Views Total Photo Uploads

Total Interac9ons Retweets/Post Views per Upload Average view per photo

Total Clicks (or CTR) Tweet Reach Comments Number of comments

Shares Retweet Reach Ra9ngs Number of likes

Impressions Average Reach Per Tweet Favorites

Pageviews % of posts that are @ replies

Overall Likes Number of lists

Comment Sen9ment Followers

Demographics Sen9ment

…NOW BURN THIS SLIDE FROM YOUR MEMORY BANKS

SURVEYS ARE AN INTEGRAL PART OF THE MEASUREMENT PROCESS


•  Minimum of 200 people in any given survey period •  Exposed to messaging through social •  Not exposed to social messaging

•  Iden9fy how you’re going to survey people and on what frequency •  Preferably every quarter using the

same method so as to not confuse respondents

•  Offline research synergies whenever possible •  Language and ques9ons should be

similar

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FIELDING SURVEYS OUTSIDE OF FACEBOOK


TwiPer A Direct Message can be sent to new TwiNer followers direc9ng them to a survey

planorm (e.g. Survey Monkey) and offering a coupon as an incen9ve. Email addresses could be collected via the external survey planorm to allow for longitudinal tracking

YouTube

A link to an external survey planorm (e.g. Survey Monkey) could be included in the “About Me” sec9on of the brand’s YouTube channel. A coupon could be offered as an incen9ve and email addresses could be collected via the external survey planorm to

allow for longitudinal tracking

Flickr A link to an external survey planorm (e.g. Survey Monkey) could be included in

individual photo cap9ons and the profile sec9on of the brand’s Flickr Page. A coupon could be offered as an incen9ve and email addresses could be collected via the

external survey planorm to allow for longitudinal tracking

HOW OFTEN YOU MEASURE DEPENDS ON YOUR THIRST FOR INFO

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How dynamic is your content going to be?

How ozen are you going to

be expected to report results?

Do you have the internal

resources to handle regular repor9ng requirements?

What social planorms are you

using to engage your audience?

IT ALL SEEMS SO STRAIGHTFORWARD… RIGHT?

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Marketers are overwhelmed by the sheer amount of data

available

Unclear on which metrics align with campaign goals

Lack of clarity on how ozen we should be measuring

THE BIGGEST REASON… NO OBJECTIVE SETTING AT THE

BEGINNING

LET’S MAKE SURE WE END WITH SOME POSITIVE TAKEAWAYS…

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Nothing presented here involves fancy,

unapproachable tools

All of this is step-‐by-‐step. DON’T SKIP!

Access to quality data and

insights is a HUGE compe99ve advantage

Those insights = more $$ for you to try new things in the

future

30

Chuck Hemann | @chuckhemann

Developing a Best Practices Approach to Social Media Measurement

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social data

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