DEVELOPING A
MEASUREMENT
FRAMEWORK
ENGAGEX 2015

SOCIAL MEDIA MEASUREMENT
IT’S NOT ONE SIZE FITS ALL

DEFINE SUCCESS
HOW CAN WE MEASURE IT

MEANINGFUL MEASUREMENT
MEASURING BEHAVIOR CHANGE
“If you change the way you look at things the, the things
you look at change”
- Dr. Wayne W. Dyer

THE BASICS
WHAT YOU CAN & SHOULD MEASURE
OWNED PAID EARNED

VALUE OF SOCIAL ACTIONS
NOT ALL ARE EQUAL
Light engagement High quality engagement Sales
Follow See Watch Talk Share Create Buy
Acquisition Awareness Investment Participation Amplification Creation Sales leads
Follow -owned
social
presences in
social
Like a brand
post on -owned
channels
Watch more
than 75% of a
video
Comment on a
brand post or
engage directly
with
Share content
with own
community
Users create
content and
share with their
communities,
either
unsolicited or
inspired by
campaign
activity
Click through
to ecommerce
page,
demonstrate
intent to
purchase or
recommend a
product to
others
Awareness Amplification Advocacy

“Word of mouth is the primary
factor behind 20-50% of all
purchasing decisions.”
McKinsey, ‘A new way to measure
word-of-mouth marketing’, 2010

SOCIAL MEDIA ROI
DOES IT EXIST?!

“Facebook brand fans spend 43%
more in respective categories versus
non-fans, despite not having higher
income”
Syncapse The Value of a Facebook
Fan, 2013

THE VALUE OF A FAN
OUR RESULTS
Put a monetary value on a
Facebook fan for Skype
Understand reasons for
‘liking’ Skype on Facebook
Based on our findings we
were able to…
Create a simple
measurement framework that
helped solved for ROI

“Building social advocates (people
who share their brand passion with
others) delivers at least a 12x ROI;
more than twice the ROI of other
marketing programs”
Harvard Business Review

Connected
The measure of the
overall reach
generated by social
sharing
 Forum
memberships
 Fan networks
 Follower networks
 Blogger
readerships
Involved
The measure of the
actions taken by
voices to create and
share content
 Shares
 Diggs
 Retweets
 Posts
 Comments
 Interactions per
fan
Immersed
The measure of
brand advocacy
 Brand love
 Expressed
preference
 Recommendation
 Frequency and
positivity of brand
conversations
 Persuasion
Interested
The measure of the
actions taken by
voices to consume
content
 Video views
 Social traffic
 Subscribers
 New fans
 New followers
Disconnected
All those in social
media not reached
by conversations
and content
Social value to brand
(sales, repeat sales, recommendation driven sales)
ActionsConnections
Low engagement High engagement
MEASURING ADVOCACY
FROM FRENEMY TO SUPERFAN

92% of people trust recommendations
from people they know.
58% trust branded websites.
36% trust ads on social networks.
Nielsen Global Trust in Advertising
Survey, 2014

EQUIVELANT MEDIA VALUE
HOW TO CALCULATE
INDUSTRY STANDARD CPM
Cost per 1000 impressions for
traditional display advertising
TRUST VALUE MULTIPLIER
“WOM value” people trust social
media content more than
traditional advertising

SOCIAL CONVERSION MODEL
MEASURING FRAMEWORK
INFLUENCE
 Uplift in brand conversations
 Uplift in sentiment
 Increase in share of voice
 Conversations within new audiences
RETENTION
 Community engagement (sharing, liking,
commenting, posting, participating)Advocates
LEADS / CONVERSIONS
 Social traffic to website
 Leads to partner channels
 Community purchase uplift (via polls)
 Attributable sales uplift (inc customer transaction
exit polls, campaign/sales correlation, YOY / MOM
uplift)
AWARENESS
 Reach of earned conversations
 Reach of owned content
 Reach of supporting media (bought)
 $ media equivalent value for
conversations using our EMV
(equivalent media value) calculator
ACQUISITION
 Growth in new fans and followers
 Newsletter and forum registrants
 $ per fan (qualitative research)

MEASUREMENT CAN BE FUN!
EXAMPLE MODEL

MEASUREMENT CAN BE FUN!
EXAMPLE MODEL

MEASURE CONSISTENTLY
EXAMPLE DASHBOARD

Thank you 
@1000heads
t: +212 941 1000
e: deanna.sandmann@1000heads.com