My presentation on measuring social media campaigns from Be Wizard 2012

1. How to Measure the Success of
your Social Media Efforts
Hannah Smith - Distilled
@hannah_bo_banna
hannah.smith@distilled.net

2. Hannah Smith
Distilled
hannah.smith@distilled.net
www..distilled.net
www.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
@hannah_bo_banna
hannah.smith@distilled.net

3. Many Leap Straight in...
@hannah_bo_banna
hannah.smith@distilled.net

4. But let’s take a step back…
@hannah_bo_banna
hannah.smith@distilled.net

5. What do you want your Social Media
Campaign to do?
• Get people talking about you
– Brand awareness / engagement / PR
• Shift consumer opinion
– Reposition your brand
• Consumer research
• Manage your reputation online
• Customer Service
@hannah_bo_banna
hannah.smith@distilled.net

6. Reactive vs Proactive Campaigns
Reactive Campaigns:
• Manage your reputation online
• Customer Service
Proactive Campaigns:
• Get people talking about you
• Shift consumer opinion
• Consumer research
@hannah_bo_banna
hannah.smith@distilled.net

7. Dell Hell
@hannah_bo_banna
hannah.smith@distilled.net

8. Reactive Campaigns
• Think PR / Customer Service
• Put processes in place to listen and respond.
People are probably already talking about you online
ignorance might be bliss, but it could be bad for
business.
http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-you-monitor-your-brand
@hannah_bo_banna
hannah.smith@distilled.net

9. Measuring Reactive Campaigns
• What might a PR disaster cost you?
– Might be better not to find out!
@hannah_bo_banna
hannah.smith@distilled.net

10. Measuring Reactive Campaigns
• What is the ROI of customer service?
– Hard to quantify
• Consider using Customer Service metrics
instead
– Time to resolution
– Frequency of escalation
– Is it quicker (and therefore cheaper) to resolve a
complaint via social media than traditional
channels?
@hannah_bo_banna
hannah.smith@distilled.net

11. Let’s get proactive…
@hannah_bo_banna
hannah.smith@distilled.net

12. Proactive Campaigns
@hannah_bo_banna
hannah.smith@distilled.net

13. Wait! What about Sales?
• Sales / Conversions are symptomatic of a
good proactive social media campaign
• But you may struggle if you’re only ‘selling’ via
social media
@hannah_bo_banna
hannah.smith@distilled.net

14. Social Media is about
conversation…
Not
broadcast.
@hannah_bo_banna
hannah.smith@distilled.net

15. Why?
@hannah_bo_banna
hannah.smith@distilled.net

16. Because you need the community to amplify
your messages…
They decide whether or not to allow your
message to spread.
You no longer have control – this is not
about buying reach, it’s about earning it.
@hannah_bo_banna
hannah.smith@distilled.net

17. Want to do a Proactive Campaign?
• Get people talking about you
• Shift consumer opinion
• Consumer research
You’ll need a content strategy…
@hannah_bo_banna
hannah.smith@distilled.net

18. What Should you Measure?
Gauge your audience’s reaction to different
types of content…
Do more of what’s worked well & look to
either improve or remove the stuff that
hasn’t worked.
@hannah_bo_banna
hannah.smith@distilled.net

19. Good things to Measure
• Conversation
• Amplification
• Applause
• Economic Value
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
@hannah_bo_banna
hannah.smith@distilled.net

20. Conversation
Conversation Rate =
# of Audience Comments (or Replies) Per
Post
@hannah_bo_banna
hannah.smith@distilled.net

21. Amplification
• On Twitter:
– Amplification = # of Retweets Per Tweet
• On Facebook, Google Plus:
– Amplification = # of Shares Per Post
• On a blog, YouTube:
– Amplification = # of Share Clicks Per Post (or
Video)
@hannah_bo_banna
hannah.smith@distilled.net

22. Applause
• On Twitter:
– Applause Rate = # of Favorite Clicks Per Post
• On Facebook:
– Applause Rate = # of Likes Per Post
• On Google Plus:
– Applause Rate = # of +1s Per Post
• On a Blog, YouTube:
– Applause Rate = # of +1s and Likes Per Post (or
video)
@hannah_bo_banna
hannah.smith@distilled.net

23. Remember…
• These metrics are often platform centric AND
content centric
– What works well on Twitter might not work on
Facebook
• Figure out which content works best on each
platform
@hannah_bo_banna
hannah.smith@distilled.net

24. Economic Value
This is platform-centric - you’ll need to compare channels e.g.
Twitter versus Facebook to see which are sending...
• Sales
• Enquiries
• Sign up to newsletters / offers
• RSS subscribers
• Take free trial
• Download a coupon
When calculating ROI incorporate both initial and lifetime value.
@hannah_bo_banna
hannah.smith@distilled.net

25. Multi-Channel Funnels
Last click attribution doesn’t tell the whole story…
http://www.distilled.net/blog/web-analytics/google-analytics-multi-channel-funnel-tips-from-my-searchfest-presentation/
@hannah_bo_banna
hannah.smith@distilled.net

26. data you can
ignore…
We <3 Avinash
@hannah_bo_banna
hannah.smith@distilled.net

27. Fans / Followers etc
You should still track followers / fans
BUT…
“Companies over-value followership and
under-value participation. Yes, you can go
out and buy 1000 followers. But if they all
ignore you from that point on, they’re
worthless.”
Ian Lurie: www.portent.com
@portent
@hannah_bo_banna
hannah.smith@distilled.net

28. Visits
• Traffic is great but most sites are unable to
monetise traffic alone
• By all means measure this – but it probably
won’t be a core metric for you
@hannah_bo_banna
hannah.smith@distilled.net

29. Key Takeaways
• Proactive
– Measure via
• Conversations, Amplifications, Applause & Economic Value
• Evaluate different types of content & the platforms
• Reactive
– ROI is tricky here.
• Consider using Customer Service metrics e.g. time to
resolution, frequency of escalation, cost of service etc.
@hannah_bo_banna
hannah.smith@distilled.net

30. Thank you!
@hannah_bo_banna
hannah.smith@distilled.net

31. Hannah Smith
Distilled
hannah.smith@distilled.net
www..distilled.net
www.seo-chicks.com
http://twitter.com/#!/hannah_bo_banna
@hannah_bo_banna
hannah.smith@distilled.net

32. Useful Tools
• Facebook Insights
– http://ads.ak.facebook.com/ads/creative/in
sights/page-insights-guide.pdf
• Wildfire
– http://monitor.wildfireapp.com/
• Simply Measured
– http://simplymeasured.com/
@hannah_bo_banna
hannah.smith@distilled.net

33. Useful Tools
• Social Mention
– http://www.socialmention.com/
• Topsy
- http://topsy.com/
• Crowdbooster
- http://crowdbooster.com/
@hannah_bo_banna
hannah.smith@distilled.net

34. Further Reading
Proactive
• http://www.kaushik.net/avinash/best-social-media-metrics-conversation-
amplification-applause-economic-value/
• http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Reactive
• http://socialmediatoday.com/sgehman/344400/4-toolstechniques-help-
you-monitor-your-brand
• http://www.salesforce.com/uk/socialsuccess/social-media/expert-
interview-brad-cleveland-social-customer-support.jsp
@hannah_bo_banna
hannah.smith@distilled.net

35. Image credits
• Leaping straight in - http://www.flickr.com/photos/billward/5756463308/sizes/z/in/photostream/
• Social Media - http://www.flickr.com/photos/kexino/6336663225/sizes/z/in/photostream/
• Proactive - http://www.flickr.com/photos/kwl/4435490471/sizes/z/in/photostream/
• Cheerleaders - http://www.flickr.com/photos/kwl/4764667152/sizes/z/in/set-72157623544311963/
@hannah_bo_banna
hannah.smith@distilled.net