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Measurement beyond
fans, likes & comments




                         Karthik Nagarajan
A ‘like’ is an opportunity.
Not the destination.
What is the ROI of taking
 your client out to golf?
“   ROI? we
    don’t know.
    Today the
    equation to
    measure
    that doesn’t
    exist…
Digital conversations
 about your brand


        Conversations
        in your
        social
        communities




                 Your brand’s TG
Overall chatter about your brand
 Conversations in the intended
   direction / rooting for you
Your overall reach
The number of conversations your
     last message generated
Conversations    Conversations
  about you     generated by you

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Measurement beyond Fans, Likes & Comments - Karthik Nagarajan, GroupM at the IndiaSocial Summit 2012