The document discusses different metrics for measuring social media performance. It presents highlights from a social media comparison between Club Med and Easy Jet. Easy Jet had more fans than Club Med, posted content more frequently, and had a more varied content mix. Easy Jet also had higher response rates, faster response times, and more user engagement. The document concludes by recommending companies focus on engagement metrics and define a model for measuring social media performance.

1. SOCIAL METRICS
WHICH DIRECTION?
Dario Manuli
Marketing Director
BEWE
Milano | 27 Giugno 2013

2. SOCIAL
ANALYTICS
ARE YOU
MAKING THE
RIGHT
CHOICE?

3. FROM
SOCIAL
TO
BUSINESS
(one way ticket)
Altimeter Group ®

4. INTERNAL METRICS
SOCIAL METRICS
EXTERNAL METRICS
WHICH
METRICS?

5. THE
METRICS
MATRIX

6. A
SOCIAL
COMPARISON

7. HIGHLIGHTS /1
FAN DISTRIBUTION
125k
145k
75k

8. HIGHLIGHTS /2
CONTENT FREQUENCY

9. HIGHLIGHTS /2
CONTENT MIX

10. HIGHLIGHTS /3
RESPONSE RATE

11. HIGHLIGHTS /3
RESPONSE TIME

12. HIGHLIGHTS /4
ENGAGEMENT (IPM)

13. HIGHLIGHTS /5
TOP FAN

14. WHAT’S
THE
MATTER
?
Fan: Club Med > Easy Jet
Content Mix: Easy Jet > Club Med
Content Frequency: Easy Jet > Club Med
Response rate: Easy Jet 60% vs Club Med 29%
Response Time: Easy Jet < Club Med
Engagement: Easy Jet > Club Med

15. METRICHE ESTERNEKEEP IT
SIMPLE
FOCUS ON
ENGAGEMENT
DEFINE A
MODEL
TO
SUM UP

16. THANKS 
Dario Manuli
Marketing Director
www.bewe.it | www.bewe.co.uk
www.social-intelligence.bewe.co-uk