Manu Prasad's presentation on the Power Panel: Measurement beyond fans, likes and comments at the IndiaSocial Summit 2012

1. Ehrenberg-Bass 1.3 .45
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

2. ROFL
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

3. Monthly Active Users/ Lifetime Likes
ENGAGE
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

4. I know it when I see it
What is the value exchange?
Product.. Content…Social…
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

5. Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

6. Paid, Owned, Earned , Shared
(social plugins), Promoted
(Sponsored Stories)
Content, (site/blog) Product/Feature
Introduction (demo videos), Social-
only contests, Job Postings, Brand
Communication, (persona and tonality)
Corporate Communication
Facebook Insights - Audience:
Demographics (age, location, gender),
Reach (organic/paid/viral, unique users
by frequency), People Talking About
This, Engaged Users,
Traffic, (utm source) Bounce, Brand
Track, Response to contests,
Cost/Reach
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

7. Beyond the shopfront
Exclusive Deals, Pre & Post -purchase
sharing , Group buying, Facebook
Connect/Open Graph on site for
recommendations, reviews...
Actual Transactions, Transaction Value
Repeat Transactions, Cost/Sale
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

8. Listen
Define scope and Manage expectations
Link to resources
sCRM baby steps - connect the dots
Identify Super fans
Reduction in Call volumes,
Community-resolved issues
C-Sat indices eg.TAT
Positive mentions
Referrals
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

9. Experiences, Opinions, Perceptions –
Product, Design, Marketing
Who is interacting with the what
kind of content (Paid/Owned)
Competitor Intelligence
Idea dipsticks
Quality and quantity of feedback
Resonance of idea among larger
audience
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra

10. “Done is better than
perfect”
Manu Prasad @manuscrypts
Manu Prasad @manuscrypts
Head Head – Social @myntra
– Social @myntra