Metrics that Matter Multimedia and content sharing sites
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Media and Measurement 1990 TV Print OOH Radio WOM Telephone
Survey Warranty Card Credit/ Payment Info Mail Focus groups
Sale!
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Media and Measurement 2000 TV Print OOH Radio WOM Telephone
Survey Warranty Card Credit/ Payment Info Online Ads Search Clicks
Page Views Sessions Mail Focus groups Sale! Register Optin
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Media and Measurement 2011 TV Print OOH Radio WOM Telephone
Survey Warranty Card Credit/ Payment Info Online Ads Search Review
Product Tweet Re- Tweet Fan Like Review Blog Post Digg Make video
Book mark Share Focus groups Sale! Social Media Rate Clicks Page
Views Sessions Register Optin
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Some Social Metrics # Video Views % YouTube Favorites % YouTube
channel subscribers % YouTube Video Plays # of YouTube Channel
Comments # of YouTube video reviews # slideshare views # delicious
bookmarks # diggs # of Blog Mentions # of Forum mentions # of
Facebook mentions # of Twitter mentions # @mentions # of reviews
mentions # of comments Positive : Negative Mentions for any channel
# Twitter followers Twitter Follower-Rate # reviews # stars in
reviews Thread size Unique contributors Unique commenters #
Facebook fan pages # Facebook fans Facebook Fan Rate Facebook Likes
Email Open Rate Email Click Rate Email Forward rate Email opt-out
rate # of Email subscribers # of SMS subscribers Clicks/ CTR
Impressions Traffic Reach Registration Opt-in Page views
Visit/session length (% site visits > 60 secs) Click path
analysis Eye tracking studies #/% Downloads Changes in SERP
results/ rankings Earned/ Owned traffic Inbound links
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Three kind of marketing metrics Videos posted Tweets responded
to Online media served Changes in perception (NPS, Intent to
purchase, customer satisfaction) Consumer engagements (Like, Click,
Download) Submission of information (email, lead form, shopping
preferences ) Revenue Cost Savings Better ROI Higher market share
ACTIVITIES CONSUMER RESPONSE BUSINESS OUTCOMES
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Online Reputation Management
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People buy from People. You have to do good work to have a good
reputation, online or offline. Ongoing conversations about you and
your firm happen everyday when someone needs a referral or is
deciding who to hire. You can monitor and shape these
conversations
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SOCIAL MEDIA IS A BIG UNIVERSE AND EVERYONE IS TALKING
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Bring outside ideas into organization Generate more word of
mouth Increase customer loyalty Increase product/brand awareness
Improve new product success ratios Improve public relations
effectiveness Reduce customer acquisition costs Reduce customer
support costs Reduce market research costs Reduce product
development costs REPUTATION MANAGEMENT CAN HELP YOU
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REPUTATION MANAGEMENT CAN HELP YOUANALYZE ACTIVITY
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REPUTATION MANAGEMENT CAN HELP YOUUNDERSTAND DEMOGRAPHICS
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REPUTATION MANAGEMENT CAN HELP YOUUNDERSTAND SENTIMENT
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REPUTATION MANAGEMENT CAN HELP YOUIDENTIFY INFLUENCERS
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REPUTATION MANAGEMENT CAN HELP YOUIDENTIFY TOPICS
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REPUTATION MANAGEMENT CAN HELP YOUSHARE INTELLIGENCE
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The rules of branding have changed Your online reputation is
defined by all (visible) content available about your company, its
products/services, employees, partners, affiliates, clients and
suppliers.! Earned media (be it negative, neutral or positive) is
more trusted by consumers/candidates/partners by far, meaning it is
important to monitor what is being said on the web and to work on
these touchpoints.! Your online reputation has to be built over a
long term process and not a one-shot campaign strategy.
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Understand the customer Off-line channels are only influential
in the consider phase! During the evaluation stage, people use
search engines much less than Amazon and other retail sites that
show consumer reviews and allow product comparisons ! Display ads
are only relevant if they include a promotional offer and only when
consumers are already ready to buy! 1/10 consumers visit the brands
website! Consumers have strong relationships with several brands
after purchase! Consumers often talk about and rate their purchases
after the fact! Consumers tend to turn to review sites for
troubleshooting advice!
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Your online reputation
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Reputation Analysis 4 Factors to Measure Your Online Reputation
Volume - how much content there is on the Web about you Relevance -
how consistent the content is with who you say you are Diversity -
how diverse is your web content Purity - how much content is
related to YOU
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Your brand personality
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A basic brand A Basic brand typically means products/services
for which people dont usually talk about, mostly because there isnt
much to say. A basic brand can do or create funny or useful content
to set itself apart. ! Surprise consumers, differentiating yourself
easily from the market.
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Basic Brand - Blendtec A famous basic brand Blenders are basic,
inexpensive and easy to use. Its not the kind of product you spend
hours talking about, and Blendtec managers know that. They created
a web series called Will it blend ? where they successfully surf on
trends (Ipad, Old Spice Actor). They now have 58 000 + fans on
Facebook and are most certainly the most discussed blender
Brand.
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A functional brand Most brands are functional (even if they
dream of being something else). People mention functional brands at
length online because people have questions about how their
products or services work The brand should engage and answer
wherever discussions are taking place Engaging through social media
should help decrease the others funnels, meaning increased
satisfaction, marketing insights and decreased customer service
costs.
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Functional brands Best Buy Functional brands People are going
to shop with companies they think really care. Brian.J. Dunn Best
Buy CEO You dont have to go above and beyond people are just
looking for answers to their questions be quick, short and relevant
Twelpforce is an efficient customer service on Twitter because Best
Buy succeeded in uniting all of their specialists of all of their
products in one place.
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An exciting brand Exciting brands have self-made fans on
Facebook and around the web that talk about them. A lot. (Nike,
adidas, Apple, Sony) Unfortunately, not many brands are quite as
exciting! These brands should focus on regularly creating top-notch
content so that enthusiasts can dig in and enjoy. To determine the
R.O.I. for this type of brand, the best is to compare the buzz
around each campaign and make sure that the volume of conversations
is growing (and that sentiment is improving).
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Exciting Brand Harley Davidson A famous exciting brand Harley
Davidson is a unique brand followed by diehard enthusiasts (how
many other brands have been tattooed like this ?) Yet they dont
have to work as hard as other brands online. Rain or shine, their
fans will follow. Encouraging REAL LIFE meetings can foster
community feelings and behavior
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A vital brand There are some brands that affect people in a
very direct manner (health, the environment) These brands should
listen carefully to what people are saying to discover meaningful
insights. The second stage of attack is identifying sympathetic
ears that can serve as force multipliers (opinion leaders like
journalist or bloggers are an example) in the case of a crisis,
when internal specialists opinions will fall on deaf ears.
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Your brand personality - tips Start small but think big (and
long term) Monitor online conversations and respond (to questions,
negative comments, extremely positive comments) with a community
manager Accept that you might not know what your best strategy is
(between us : no one does reallybut I wont tell) but you have to
test, even if your boss wants immediate results! Dont box your
brand into just one type
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ListenRespondEngage Measure Reputation Management Process
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Online Reputation Assessment Online Reputation Marketing Grader
Social Mention Competitive and Keyword Analysis
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Hubspot Marketing Grader
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Sitebeam
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Social Mention
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Measurement & evaluation
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Measurement and Evaluation The level of data which we can
capture regarding our performance varies from platform to platform
As social media platforms continue to evolve you can expect this to
go from strength to strength A well structured social media
engagement strategy will possess a central creative concept which
can be deployed across different platforms It may include both
paid-for and non paid-for marketing activity This potential mixture
of both bought and un-bought social media activity, combined with
different levels of data across platforms can make consistency a
challenge With this is mind it is important to select KPIs which
have flexibility built in
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Traffic (page views, unique visitors, bounce rate, popular
pages, returning visitors, search terms etc) Google Analytics Alexa
Engagement (friends, followers, likes, retweets, comments, uploads,
referrals, polls etc.) Mapmyfollowers PeerIndex Facebook insights
Sentiment (Content and keyword analysis, positive, negative, by
group, by market segment, recommendations etc.) eWatch Alterian A
list of social media monitoring, measuring and engagement tools
Measurement and evaluation
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Blog measurement
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Platforms and metrics Blogs Number of actively generated posts
Audience reached Total impressions Tone of posts Sentiment Key
messages Number of comments URL links
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Google Analytics
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Twitter measurement
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Platforms and metrics Twitter Number of actively generated
Tweets Number of Retweets Number of Followers Total audience
reached Tone of posts Sentiment Key messages URL links
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Tweetstats.com
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Tweetreach
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Put in a term, a url or hashtag and it calculates the following
two measures: Reach the number of different people who follow
people who have talked about the search in some way. Exposure how
many times someone could have seen a particular reference to the
topic e.g. if 4 people have tweeted it who all have a follower in
common then that follower will have been exposed to it 4 times but
will only count as 1 in the reach figures. Only covers 7 days
previous and for a maximum of 50 Tweets, as part of free service
scope to search further using paid for service Brainstorm various
keywords and phrases relevant to activity or clients Best to
perform search once a week during the campaign, as Tweetreach only
searches a limited time period
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Tweetreach
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Facebook measurement
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Facebook Insights - overview Facebook Insights provides
Facebook Page owners and Facebook Platform developers with metrics
around their content To see metrics on your Facebook Page or
Platform application, go to the Insights Dashboard Insights is a
free service for all Facebook Pages and Facebook Platform
application and websites
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Facebook Insights how to maximise use With Page Insights, you
can: Assess the performance of your Page Learn which content
resonates with your audience Optimise how you publish to your
audience so that people will tell their friends about you For
example, you can look at each of your posts and see the ones that
are spreading most virally. Post more of this type of content if
you want to increase the number of people talking about you
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Facebook Insights metrics Four metrics at the top of your
Insights tab allow you to quickly assess the size and engagement of
your audience 1. Total Likes: The number of unique people who like
your Page as of the last day of your selected date range. 2.
Friends of Fans: The number of unique people who are friends with
your fans as of the last day of your selected date range, including
your current fans.
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Facebook Insights metrics 3. Talking About This: The number of
unique people who have created a story about your Page during your
selected date range. A story is created when someone: Likes your
Page Likes, comments on, or shares your Page post Answers a
Question you've asked Responds to your event Mentions your Page
Tags your Page in a photo Checks in or recommends your Place 4.
Total Reach: The number of unique people who have seen any content
associated with your Page (including any Ads or Sponsored Stories
pointing to your Page) during your selected date range.
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Facebook Insights Demographics - Fans The Fans tab provides the
following information on your fans: Gender and Age: The percentage
of people who liked your Page for each age and gender bracket as of
the last day of your selected date range Countries: The number of
people who liked your Page as of the last day of your selected date
range, broken down by country Cities: The number of people who
liked your Page as of the last day of your selected date range,
broken down by city Language: The number of people who liked your
Page as of the last day of your selected date range, broken down by
language
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Facebook Insights Demographics - Reach The Reach tab helps you
understand who the people you are reaching are and how you managed
to reach them. Gender and Age: The percentage of people who saw any
content about your Page for each age and gender bracket, as of the
last day of your selected date range Countries: The number of
people who saw any content about your Page, as of the last day of
your selected date range, broken down by country Cities: The number
of people who saw any content about your Page, as of the last day
of your selected date range, broken down by city Language: The
number of people who saw any content about your Page, as of the
last day of your selected date range, broken down by language. This
is based on the user's default language setting
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Facebook Advertising Analytics
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Social Reach
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LinkedIn measurement
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Measuring LinkedIn Unlike Facebook Pages, LinkedIn does not
come with a rich measurement dashboard To determine whether someone
is influential, the best measure available is the number of
connections they have To determine whether a group is performing
well, the best measure available is the number of members it
contains However, as with Facebook, the most important measure of
your page is what you decided in your strategy Everything you do in
LinkedIn should align with what you wanted to achieve for your
business
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Group analytics
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Company analytics
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Online video measurement
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Youtube Analytics YouTube Analytics is a robust tool that
provides informative data and insights about your content, your
audience, and your programming. What you learn by using YouTube
Analytics can help inform programming and production decisions for
your channel. It helps every creator be smarter and more strategic
with the videos they create.
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YouTube Insight Views & popularity Examine both an
interactive graphical trend line and a heat map of where video
views are coming from. You can adjust the period of time displayed
and the continent, country or even county
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YouTube Insight Demographics See the age and gender of your
audience. You can adjust time and geographical data to explore how
your audience differs before, during or after specific initiatives
or in specific regions
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YouTube Insight Community engagement Observe how many times
viewers rate, favourite or comment on your videos
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YouTube Insight Discovery Understand how people discovered your
video. See specifically which search terms on YouTube or Google led
the user to your video, which related videos led to your discovery
or which websites embed your videos
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YouTube Insight Audience attention The "Hot Spot" feature tells
you which parts of your video are hot and which are cold by looking
at bounce and rewind rate to videos of a similar length. At any
time point in the video, you can see if more or less viewers are
dropping out than on average
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Your Youtube analytics strategy Gain fluency in Youtube
Analytics Regularly assess performance and track optimizations
Refer to the Analytics Tip in each section Make programming or
creative decisions based on your data assessment Track results of
implemented changes
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Sprout Social
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Free Social Analytics tools
http://thenextweb.com/socialmedia/2011/02/18/ social-media-tools/
http://thenextweb.com/socialmedia/2011/02/18/
social-media-tools/
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FOCUS Social Media for Sales You cant rely on your eyes when
your imagination is out of focus Mark Twain You cant rely on your
eyes when your imagination is out of focus Mark Twain Knowledge
speaks, but wisdom listens. Jimi Hendrix Knowledge speaks, but
wisdom listens. Jimi Hendrix The more connections that can be made
in the brain, the more integrated the experience is within memory.
Don Campbell The more connections that can be made in the brain,
the more integrated the experience is within memory. Don Campbell
Never reach out your hand unless you're willing to extend an arm.
Pope Paul VI Never reach out your hand unless you're willing to
extend an arm. Pope Paul VI You cannot improve what you cannot
measure Lord Kelvin You cannot improve what you cannot measure Lord
Kelvin