Social Media Measurement webinar from the CIM Practical Insights series September 2013

1. Social Media Measurement
Daniel Rowles

2. Presentation title
#practicalinsights
Who Am I?
• Daniel Rowles
• CIM Course Director
• 15 Years experience in digital marketing
– Both client and agency side
– Mercedes, British Council, Sony, L’Oreal, Dupont,
Aviva, John Lewis, Vodafone, Warner Bros, O2,
• @danielrowles
• #practicalinsights

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#practicalinsights
• Social Measurement in Perspective
• Going Beyond Volume
• Social Listening Tools
• Social Scoring
• Social Media and Analytics
What I’ll Cover

4. Social Media Measurement in
Perspective

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#practicalinsights
Planning and Risk Assessment
• Listening Projects
• Measurement Framework
• Panel sign off
• Social Policy
• Training
• Monitoring
• Escalation policy
• Crisis response team

6. Question:
What is your biggest social
media challenge?

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#practicalinsights
Volume-based metrics
• 10 Million Followers
• What does that mean?
– Engagement
– Sentiment
– Share of Voice
– Revenue

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#practicalinsights
EdgeRank

9. Question:
What is your biggest social
media challenge?

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#practicalinsights
Social and Search
“The importance of developing an
engaging, shareable brand increases
each day : algorithms and people
FAVOUR THE MOST ENGAGING
BRANDS”

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#practicalinsights
Goo.gl Reporting

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#practicalinsights
Tweriod

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#practicalinsights
LinkedIn Insights

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#practicalinsights
Social Measures
• Sales
• Customer support
• PR
• Business intelligence

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#practicalinsights
Social Measures
• Frequency – buy more often
• Reach – get more customers/awareness
• Yield – spend more per purchase
• Much of social is about reach, but at what quality?
• Measures: Primary, Secondary, Tertiary

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#practicalinsights
Levels of Measurement
• Primary: Sales, Lead forms, Download of particular
content
• Secondary: Engagement, Downloads, Page Views,
• Tertiary: Likes, Follows

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#practicalinsights
Social Influence

18. Question:
Is Klout useful or just about ego?

19. Presentation title
#practicalinsights
Twitter Klout Plugin

20. Question:
Is Klout useful or just about ego?

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#practicalinsights
Twtrland.com

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#practicalinsights
SocialMention.com - FREE

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#practicalinsights
Viralheat

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#practicalinsights
Brandwatch

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#practicalinsights
Listen
Build
Relationships
Share
Content
Measuring Engagement

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#practicalinsights
Considering Objectives
Goal
• Sell Products/Services
Objective
• Create Awareness and
Engagement
Measure
• Share of Voice
• Audience Engagement
Tactics

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#practicalinsights
Meaningful Information
Share of
Voice
Mentions of Brand
Mentions of Topic
Audience
Engagement
Comments,
shares,likes,retweets
Views

28. Social and Analytics

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#practicalinsights
Visitor Flow

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#practicalinsights
Improving Visitor Flow

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#practicalinsights
Social Traffic

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#practicalinsights
Setting Goals

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#practicalinsights
Beyond the Last Click
Social Search Conversion
Search Conversion

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#practicalinsights
Multi Channel Funnels

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#practicalinsights
Conclusions
• Identify clear objectives
• Align measurement with objectives
• Set analytics goals
• Understand user journey
• Interpret, Plan, Implement, Test

36. Presentation title
#practicalinsights
CIM Social Courses
Implementing social media campaigns – 1 day course
Upcoming dates:
London – 23 Sept 2013, 5 Dec 2013, 11 Feb 2014 and 06 May 2014.
For more details and to book online: www.cim.co.uk/0745
Advanced social media – a practical guide – 1 day course
Upcoming dates:
London – 20 Nov 2013, 15 Jan 2014, 14 Mar 2014, 23 Jun 2014.
For more details and to book online: www.cim.co.uk/0286
Digital Marketing - 3 day course
Upcoming dates:
London – 9 Nov 2013 and 24-26 Feb 2014.
Moor Hall, Cookham – 11-13 Dec 13 and 7-9 Apr 13.
For more details and to book online: www.cim.co.uk/0066
*CIM members receive a 10% discount on all course prices*.
For further information on any of our short training courses, please e-mail
businessdevelopment@cim.co.uk or call +44 (0)1628 427200.

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#practicalinsights
Questions: • @DanielRowles
• danielrowles@me.com
• www.targetinternet.com
The recording of this Practical Insights webinar will be
available on Marketing Expert within the next 48 hours.
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www.cim.co.uk
Log-in and click on Resources/Marketing Expert.
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