Metrics can be a marketer’s ally: they allow businesses to measure performance against specific initiatives and overall company goals. But assessing social success isn’t about measuring every metric available. By measuring what matters and using these insights to take action, smart marketers are refining their social strategy and building stronger social programs. Hear measurement best practices from brands that have tamed their data and unleashed real insights. Learn how you can shift your social reporting focus to save time and effort and hone in on insights that yield smarter (more successful) social marketing programs.

1. Making Metrics Ma!er: The
Shi" from Social Measurement
to Analysis for Insight
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2. Brad Blake
VP, Associate Director of Digital/
Social Strategy, Hill Holliday
David Gallon
Director of Social Media, Aeropostale
Jason Lauritzen
Social Media Program Manager,
Houston Methodist
Natanya Anderson
Director of Social Media,
Whole Foods Market
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Meet the Panelists

3. Making Metrics Ma!er:
The Shi" from Social Measurement
to Analysis for Insight
Brad Blake, Hill Holliday
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4. “Measure what is measurable, and
make measurable what is not so.”
Galileo Galilei
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5. Spredfast
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6. New platforms emerge
Established platforms change
Products evolve

7. Spredfast
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Do page likes matter?

8. Does engagement matter?
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9. Do followers matter?
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10. Do relationships matter?
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11. It depends…
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12. Beyond Vanity: Concrete
Business Metrics You Can Use
Jason Lauritzen, Social Media Program Manager,
Houston Methodist
@jasonlauritzen
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13. Spredfast
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Mad Men tactics are
far from gone. Don
Drapers exist and
that’s a big problem.
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14. That bacon meme I
posted got 500 likes!
Aww …. Yeah!
Traditional definitions of social media success:
• Facebook likes
• Retweets
• +1s
• Repins
• Comments
• Shares
• Impressions
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These vanity metrics have
deficiencies:
• They estimate reach and engagement and little else*
• They create a false sense of business success since
they have a number and are generated in real-time

15. Increase revenue Reduce costs
Metrics we look at to assess those two areas:
• ROI (net dollar)
• Ad spend efficiency (ROI as percentage)
• Customer service cost savings
• Lead value
• Donations
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All our success metrics share a
common theme:

16. Leads are considered patient
info. If there aren’t entered
correctly, they can’t be
changed.
The lead-to-conversion time
can be lengthy, e.g., 6 months
or more, and insurance and
similar factors can erode
contribution margin.
Let’s talk about our funnel:
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17. By using that process, we can take
a campaign like this:
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18. And generate actionable reporting like this:
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19. Trackable leads allow
quarterly ROI reports:
@jasonlauritzen
That number helps calculate
aggregate ad spend
efficiency:
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20. By getting the following quarterly data from
our databases:
• Average contribution margin (CM)
• Referrals via word of mouth (WOM)
• Profit margin (PM)
• Conversion rate (CR)
We can then calculate lead value using this
formula:
CM x PM x CR x WOM
To generate lead value reports to fill in the
gaps due to misattribution:
Want to know if you’re spending too much on
paid engagements?
Lead value x social conversion rate = Value per click
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21. How do we calculate cost savings?
We crunch customer lifetime
value (LTV) to get revenue
projections.
We put the content label
“Customer-Save” on 180s or
wins.
1 2 3
We take LTV and multiply it by the
number of saves to get our social
cost savings.
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22. Driving Big Change with
Small Data
Natanya Anderson
Director, Social Media, Whole Foods Market
@natanyap
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23. The journey of a
thousand miles begins
with a single step.
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24. Our Data Journey
Dearth Overload Focused
Action
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25. K.I.S.S. – Questions We Ask
• What element of the business are we trying to impact?
• Who is consuming the data?
• How can we connect the data dots?
• What will make the audience receptive? What will turn them
off?
• Is it repeatable? Does it need to be?
Lesson
learned:
What
the
social
team
team
needs
and
wants
is
almost
never
what
other
teams
need
and
want.
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26. Reframing social
conversation for business-wide
communicators
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Biggest Takeaways How To Reach
WFM Brand
• Content focus is General Grocery Shopping (Product
Availability) and Corporate News, with GMO
labeling news driving mentions, with very little in-store
conversation
• Majority of online demographic is female, under 40
• Utilize incentives, such as earning points for store check-in’s
on Foursquare or Twitter, to encourage life-streaming
dialogue among consumers
• Create and share targeted content such as active lifestyle
and beauty posts to appeal to the largely-female online
audience
Conscionables
• Most likely to mention the WFM brand as a whole
rather than store products or experiences
• Biggest concern for this segment is the labeling and
sale of GMO products at Whole Foods
• Generate brand-focused content around the GMO
initiative, packaging it in shareable formats like
infographics that can be shared via Facebook and Twitter
Experientials
• In-store Food Events, such as cooking classes and
tastings, drive WFM mentions
• Highest instance of Holiday & Special Event
conversation, and tend to have negative sentiment
toward Price Point
• Promote Holiday-related Food Events and “first-timer”
discounts on specialty products
Foodies
• Recipe Sharing and Product Quality drive Foodie
conversation
• Most likely to speak about product price point in
positive manner, mainly resulting from exceptional
quality
• Engage consumers with recipe contests; the winning recipe
as judged by Whole Foods chefs will be published on the
website
Organics
• GMO labeling and product sales at WFM drive
conversation and are mentioned more often than
products’ organic nature
• Restrictive diets, such as vegan and gluten-free, are
important to this audience segment in addition to a
product’s organic nature
• Incorporate GMO initiative information, such as steps
being taken to increase labeling of GMO products, into
segment-targeted content as well as diet-focused recipes
and health tips from experts
Biggest Takeaways How To Reach
Beer
• Largest male demographic (60%, which is
approx. double the other departments)
• Conversation driven by in-store Food Events,
such as tastings
• Tailor content towards males, focusing around
large events such as Super Bowl and NBA Finals
Grocery
• Winning Department Share of Voice
• Product Availability and Recipe & Cooking
themes are most often seen in conversation,
which has the largest Foodie component
• Engage consumers with recipe contests and
Twitter chats utilizing their favorite WFM
products
Meat/
Poultry/
Seafood
• Recipe & Cooking as well as Corporate News,
especially discussing WFM’s stance against
selling GMO salmon, drove conversation
• Meat sold at WFM was noted as far superior to
that sold at regular grocery stores
• Increase consumer awareness of initiatives such
as GMO product labeling and the 5-Step
Animal Welfare Rating by transforming into
infographics and promoting via social media
Produce
• Department with Organics contributing most to
conversation
• Diet & Health-related conversation, with
notable spikes around January (New Year’s
resolutions) and summer
• Promote health-centered recipes utilizing
seasonal products, especially during times of
low content sharing
Wine
• Segment with the most positive mentions
associated with it
• Food Events drive department mentions, which
had the largest component of in-store
conversation
• Partner with lifestyle bloggers to promote
experience and opinion sharing about products
by participating in events like Ladies Night or
Wine Wednesdays

27. Making local Facebook content
more customer-centric Spredfast
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28. Making Metrics Ma!er
David Gallon, Aéropostale
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29. Forget the Past. Think Now.
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We redefined the Aero Brand Platform by taking what we knew about
the evolution of the customer and revisiting the company’s roots. It’s a
platform of authenticity & individuality.

30. Kids can smell a fake.
The past over produced image that brands would create
for their customers is no longer relevant. Kids are smarter
and want to be who they are, not who someone is trying to
make them. Aero Now celebrates the independence and
individuality of this generation by putting them at the
forefront of the brand.
How do you keep it real?
When every minute of every day…
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32. It’s not just about you.
Measuring and analyzing what consumers say about your
brand is a no-brainer. But try listening to the conversation
outside your keywords. Discover what matters to your
audience.
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Follow your followers.
Listening and measuring conversation trends at scale has
allowed us to glean insight, improve our content strategy
and lead the conversation with our followers.

33. Turn insight into action.
The ROI comes in increased engagement & brand relevancy.
Matters
to them
Right for
Us
Builds the
Relationship
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34. This works in small ways everyday.
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Lifestyle
Emotional
Copy

35. Spredfast
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And in big ways…
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