The 8 Common Types of Social Media Goals &

How to Measure Them

Presented by:Taylor Pratt | @RavenPrattRaven Internet Marketing

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The key to social media success is understanding your audience.

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Nielsen’s State of the Media:The Social Media Reporthttp://raven.im/nielsensm

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Nearly 4 in 5 active Internet users visit social networks and blogs.

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70% of active online adult social networkers shop online, 12% more likely than the average adult user

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Socially engaged consumers spend 20 to 40% more than other customers

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53% of active social networkers follow a brand

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How do consumers access SM?

• 97% - Computer• 37% - Mobile Phone• 3% - Gaming Console• 3% - iPad• 2% - Internet-Enabled TV• 2% - E-Reader• 1% - Handheld Music Player

Are you ready?

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Are you ready?

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What is the ROI of social media?

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According to Oliver Blanchard, you’re asking the wrong question.

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What is the ROI of [insert activity here] in social media?

Oliver BlanchardThe BrandBuilder BlogAuthor of Social Media ROI

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Brand awarenessGoals

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Brand Awareness

Brand Recognition

Brand Recognition

Share ofVoice

Share ofVoice

ReachReachEngagementEngagement

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What’s your value add?

Wal-Mart:Low PricesWal-Mart:Low Prices

Southwest Airlines:Freedom

Southwest Airlines:Freedom

Harley Davidson:Rebellion

Harley Davidson:Rebellion

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The key to measuring brand recognition: word trends

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To measure Share of Voice compare brand mentions to competitors.

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Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1

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To measure Engagement, measure participation.

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Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1

Engagement

Engagement

= Engagement[Social Network] Interactions

Total Views

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To measure Reach, compare audience participation to your audience reach.

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Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1

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Customer orientedgoals

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Customer Oriented Goals

CustomerSupport

CustomerSupport

Brand Sentiment

Brand Sentiment

BrandAdvocates

BrandAdvocates

ProductDevelopment

ProductDevelopment

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Measuring Customer Support

Reduction in

Support Costs

Reduction in On-

Site Support

Increase Resolutio

nRate

Improved Customer Satisfacti

on

Increase Resolutio

nRate

Leads Generate

d by Support

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Measuring Brand Sentiment

Sentiment by volume of posts and impressionsSentiment by volume of posts and impressions

Number of positive reviews generatedNumber of positive reviews generated

Number of mentions of your brand’s value addNumber of mentions of your brand’s value add

Average resolution time to reputation crisesAverage resolution time to reputation crises

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Don’t overlook social media as a product innovation hub.

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Monitor both your brand and your competitor brand and keyword mentions for customer pains.

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Monitor both your brand and your competitor brand and keyword mentions for customer pains.

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Measuring Product Innovation

Number of new product ideas

Number of new product ideas

Number of new product ideas

built

Number of new product ideas

built

R&D time savedR&D time savedTraditional

research cost savings

Traditional research cost

savings

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Measuring the success of your brand advocates fulfills two goals:

1.Provides an understanding of the ROI you receive2.Provides you with data to better incentivize advocates

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It is okay to reward advocates for their hard work. Wouldn’t you want to be rewarded?

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Save time and money by properly evaluating potential advocates.

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Create a Scorecard

AdvocateShare of

VoiceReach Topics

Customer Overlap

Peter Parker

5% 50,000Arachnoids, Red Heads,

GoblinsMedium

Hulk Hogan 2% 25,000Tank Tops,

Weight Lifting

High

Eric Cartman

12% 120,000Cheesy Poofs,

Racial SlursLow

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Reach out to advocates and find out how you can help them.

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If you remember one thing from this presentation…

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The key to successful social media measurement is asking questions.

Thank You!

Taylor Pratt | @RavenPrattRaven Internet Marketing

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