Weitere ähnliche Inhalte Ähnlich wie Are You Measuring The Right Social Media Metrics? (20) Mehr von Emarketeers (12) Kürzlich hochgeladen (20) Are You Measuring The Right Social Media Metrics?2. A bit about me
• 20 years agency experience
(Saatchi & Saatchi / Publicis)
• 7 years experience in social
media
• Trainer and mentor
• Mission: to clarify all the
unnecessary complexity and
confusion that exists (and in
some cases is deliberately
being perpetrated) about
social media
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5. A story about social media measurement
?
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9. How does this
translate into a
business benefit?
What is the link
between your
Facebook
activity and the
metrics?
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11. “The great thing
about Facebook is
that it tells me what
people think of my
latest TV ad”
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12. Perhaps you shouldn’t
be measuring social
media activity.
Perhaps social media
activity is the measure
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14. So activities designed
simply to generate social
media ‘engagement’ is like
putting a thermometer in
warm water in order to
raise the temperature
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16. The UK’s 3rd most engaging post in November 2012
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17. The UK’s 2rd most engaging post in November 2012
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18. The UK’s most engaging post in November 2012
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19. Competitions = most effective way of creating
Facebook ‘engagement’
Competitions
Does not mean that the most effective way of
using Facebook = competitions
Does not even mean that Facebook is the most
effective way to run a competition
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20. A word about scale
Facebook is a good way
of reaching 0.0022% of
your audience
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21. How to use your social media agency
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22. There are no audiences in social media
Facebook was designed to
help geeks get girlfriends
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25. It is never sensible to measure frequency of tool usage
Measurement
is related to
what you want
to make, not
your
effectiveness
in using a tool
Facebook
Twitter
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26. Measurement linked to value, not activity
Activity being
measured
Creation of value
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27. Measurement must be linked to objectives
A defined business objective
(what it is you want to use social media to achieve)
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28. Why do organisations overlook objectives?
Travel with
their existing
marcoms
objectives
Assume that reach
and frequency is
the objective
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30. Organisations that have worked this out
Vodafone identified a longterm need to hire 40 specialist
technicians (in an area not
conventionally associated with
mobile telecoms). A £1.5
million budget was allocated
(advertising and agency fees)
Objective: To hire at least 50%
via direct recruitment (via
social channels), thus saving
agency costs
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31. Organisations that have worked this out
Process – train existing
employees on social
networking and publication
techniques – to raise the
profile of Vodafone’s expertise
and participation in this space.
Note: they did not publish the
availability of jobs
Result: 80% of the hires made
via direct recruitment, saving
approx. £1.3 million
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32. Insight
Social media is a
business process
It can be applied to almost any
area of a business
It is driven by behaviour identification and
response processes
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33. Organisations that have worked this out
Business Objective
• Identify the occasions on which
consumers most enjoy cheese
• Confirm hypothesis that consumers
most enjoy their cheese product in a
BBQ setting
Actions Taken
• Strategically place cheese next to eggs and dairy
aisles
• Developing commercial in breakfast setting
• Creating other “breakfast themed” campaigns
Usage of social media - listening
• Cheese gets the most “buzz” and
conversation at breakfast time
• Consumers talk more about making omelets
than cheese burgers
Results/ Outcome
• Saved time and money on market research
• Increased the sales of the cheese by moving it closer to
breakfast foods
Source: @drnatalie
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34. Insight
Listening and the creation
of intelligence is where the
greatest value lies
All your social media activity should be based
on responses to what you hear
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39. We all got seduced by the Facebook fairy
airy
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40. The future battlefield
“My kingdom for a
monitoring
dashboard!”
Extracting value from listening and response
Creating the Expectation of Listening
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41. In summary - what most organisations are doing
Audience
creation
Mount Social Media
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Measurement = how
many “engagement
millimetres” we have
pushed the boulder
today
Failure to understand
and locate the source
of value in the
environment they are
operating within
© Emarketeers 2013
42. Learnings
Have to measure the creation
of value, not the rate of
activity
Activity becomes connected to
value – via establishing
objectives
Usage of social media (tools) is
never an objective in itself –
don’t measure your usage of
the tools
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43. Learning
A social media strategy is a
business process strategy
It is about behaviour
identification and response, not
channels and content (reach and
frequency)
Value is created through the
ability to listen and respond
(social media is the measure)
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44. Go with the social media gravity!
15 November 2013
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45. Thank you!
• See all our courses at:
http://www.emarketeers.com/training-courses
• Or call us on 0845 680 1235 or follow us…
@Emarketeers
http://www.facebook.com/Emarketeers
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