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Social Media Measurement for Solos      Kami Watson Huyse, APR, @kamichat                   @kamichat
Kami Huyse                     Founder            zoeticamedia.com               @kamichat@kamichat
A quick poll    @kamichat
@kamichat
@kamichat
@kamichat
what will you find out?                      @kamichat
Under-measuringOnly 22% had a strategy that ties analysis back tobusiness objectives.Econsultancy Online Measurement & Str...
Purpose of Measurement    Diagnose           Prioritize         Evaluate• Diagnose: Determine what works and what doesn’t•...
Industry Standards• The Barcelona Declaration of Measurement  Principles.• Valid Metrics Framework for Public Relations  M...
Awareness                         Knowledge                            Interest                         Support           ...
Steps to Measurement1. Set measureable objectives2. Choose your metrics3. Choose tools4. Implement5. Analyze and Present6....
Set Measureable Objectivespecific easurablettainableesults-Orientedime Bound                  @kamichat                   ...
Goal vs. ObjectivesGoal:Increase registration for this year’s conference         Objective:By               prior to the e...
Ask…1. Why?  2. Why?    3. Why?                           What Are Your       4. Why?       Key Performance Indicators    ...
Measurement Rubric                                        Objective                               Metric                  ...
Choose Your Metrics   Activity  Attention Awareness  Attitudes   Actions    @kamichat
You need                Activity          To get               Attention   Which brings                AwarenessWhich cult...
ActivityIs all about what YOU do:•   How many posts?•   How many comments?•   How many tweets?•   How many connections?•  ...
@kamichat
Sample Activity Report         @kamichat
AttentionIs all about Reach or Opportunities to See•   Visits•   Potential reach•   Demographics•   Click throughs        ...
Social Networks      @kamichat
Competitive Benchmark         @kamichat
Click Throughs     @kamichat
AwarenessIs all about engagement (with you)…•   Do they LIKE or comment?•   Are they mentioning you?•   What is your share...
Pure Michigan Site Survey        @kamichat
@kamichat
Average PTA (Facebook)         @kamichat
AttitudesIt’s all about their conversation (about you)…•   What is the sentiment?•   Are they committed?•   Are they satis...
Sentiment “Harlem Shake”          @kamichat
Search + Brand     @kamichat
Pre and Post Survey        @kamichat
ActionsIt’s all about what they actually do(rather than say)…•   What are the financial results?•   What is the value of c...
@kamichat
Revenue EventsObjective:Increase registration for this year’s conference         Objective:By               prior to the e...
Calculating Revenue EventsTicket price    $150                x100 sold               $15,000               -$2,500 costs ...
Financial                          Customer          Sales                          Cost of Support     Revenue Events    ...
Cost Per Lead• Webinar Activities:  – Write a blog post about the webinar  – Put a short post on LinkedIn with a link to t...
Channel Revenue TrackingChannel      Visits    YTD Visits Revenue         YTD          $/Visit                            ...
Customer Lifetime Value          @kamichat
@kamichat            Source: Adobe Digital Index
Track Value by Keyword or Visit             @kamichat
Anas Younes, MD: Lymphoma             MD AndersonProblem: Too Few peoplesigning up for clinical trialsObjective: Build rep...
ResultsSmall but motivated followingof patients and other medicalprofessionals - 913 followers,3,000 fans/LIKES• 18 months...
Compare CostCampaign:•Online Campaign Only•Influencer OutreachResults:•Cost per impression- Television: $1- Social Media: ...
Talent Acquisition LinkedIn                                            • Unqualified Resumes                              ...
Easy Correlations Calculation!    Correlate Share of Discussion to Results (Leads)            Period Period Perio Period P...
Regression Analysis        @kamichat
Choose Your ToolsListen     Engage     Measure          @kamichat
A global reference to the hundreds ofcompanies that offer products and services for listening to what people are saying in...
Listening Tools     @kamichat
Engagement Measurement Tools            @kamichat
Influence Tools1st   Generation   2nd Generation    3rd Generation       KRED                      Proprietary            ...
Relationship Mining: NextGen Influence      http://www.tellagence.com        @kamichat
Unstructured Data Mining        (Big Data)          @kamichat
Analytics Tools Your SiteCompetitors                   @kamichat
Analysis Tools   DIY: Multi-ChannelAttribution Spreadsheet        @kamichat
Recommended     Reading           @kamichat
@kamichat
@kamichat
@kamichat
@kamichat
@kamichat
@kamichat
@kamichat
Questions?kami@zoeticamedia.com@kamichat         @kamichat
Kami Huyse                   Zoetica, CEO             zoeticamedia.com                    @kamichat            Links for t...
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Social Media Measurment for Solo Practitioners

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In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).

Veröffentlicht in: Unterhaltung & Humor

Social Media Measurment for Solo Practitioners

  1. 1. Social Media Measurement for Solos Kami Watson Huyse, APR, @kamichat @kamichat
  2. 2. Kami Huyse Founder zoeticamedia.com @kamichat@kamichat
  3. 3. A quick poll @kamichat
  4. 4. @kamichat
  5. 5. @kamichat
  6. 6. @kamichat
  7. 7. what will you find out? @kamichat
  8. 8. Under-measuringOnly 22% had a strategy that ties analysis back tobusiness objectives.Econsultancy Online Measurement & Strategy Report for 2012Only 30% are regularly reporting to management.Alterian Annual Survey: How Engaged is One’s Brand?Fifty-seven percent say “poorly defined success metricsand key performance indicators” were three majorobstacles to social media marketing adoption.2012 B2B Social Media Marketing: A Surge in Adoption @kamichat
  9. 9. Purpose of Measurement Diagnose Prioritize Evaluate• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value @kamichat
  10. 10. Industry Standards• The Barcelona Declaration of Measurement Principles.• Valid Metrics Framework for Public Relations Measurement• Coalition for Public Relations Research Standards• The #SMM Standards Conclave @kamichat
  11. 11. Awareness Knowledge Interest Support Action Social/Community Engagement • Content creation (e.g. assets created, videos/podcasts) • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events)Public Relations Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Impressions/Target • Key message • Expressed opinions • Endorsement by audience alignment of interest journalists or impressions [traditional & social • Social network influencers • Earned media site media] Followers • Rankings on industry Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists • % share of • % share of Linkbacks • Expressed opinions Effect conversation conversation • % share of of support • Video views conversation • Social network Fans • Prominence • Likes • Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Aided awareness company/product (to consumer/ • Stated intention to • Active advocates • Owned media site attributes and customer) buy • Brand engagement visitors per day features • Visitors to website • Brand preference/Target Audience • Social network • Brand association • Click-thru to site Loyalty/Trust • Leads/sales Effect channel visitors and differentiation • Time spent on site • Endorsement • Revenue • Downloads from site • Requests for quote • Calls • Links to site • Market share • Event/meeting • Trial • Cost savings attendanceNOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For @kamichatsimplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters areknown to be in your Target Audience, you could reflect those metrics under Target Audience Effect. 12
  12. 12. Steps to Measurement1. Set measureable objectives2. Choose your metrics3. Choose tools4. Implement5. Analyze and Present6. Adjust and Repeat @kamichat
  13. 13. Set Measureable Objectivespecific easurablettainableesults-Orientedime Bound @kamichat http://bit.ly/SMARTObjectives
  14. 14. Goal vs. ObjectivesGoal:Increase registration for this year’s conference Objective:By prior to the event, over will have registered using the “friends ofonline influencer” and we will be ahead of usual registration numbers. @kamichat
  15. 15. Ask…1. Why? 2. Why? 3. Why? What Are Your 4. Why? Key Performance Indicators 5. Why? Photo Credit: http://www.flickr.com/photos/haley8/243182310/in/photostream/ @kamichat
  16. 16. Measurement Rubric Objective Metric Date SM Manager Hire manager at Fund level to # of qualified applicants` April 2013 report to Communications Social Media Cross-program team to advance Capacity built April 2013 digital communication Team SM Policy Enact social media policy and train # of people trained May 2013 all employees ExChange Blog Launch fund level blog Google Analytics and Social Summer 2013TACTICS Shares Ambassadors Form team of ten influencers #Social Footprint of June 2013 Ambassadors, Messages shared by Ambassadors, Reach of messages Interest Survey Get a clear understanding of the Survey Monkey Report March 2013 interests and participation in social media by donors, former donors and mailing list participants Digital Partners Build a strong digital partner Twitter lists, RT rates , # of June 2013 and network sharing content at least 3- partners Ongoing Network 4 times per week @kamichat
  17. 17. Choose Your Metrics Activity Attention Awareness Attitudes Actions @kamichat
  18. 18. You need Activity To get Attention Which brings AwarenessWhich cultivates Attitudes Which leads to Actions @kamichat
  19. 19. ActivityIs all about what YOU do:• How many posts?• How many comments?• How many tweets?• How many connections?• Avg. response time? @kamichat
  20. 20. @kamichat
  21. 21. Sample Activity Report @kamichat
  22. 22. AttentionIs all about Reach or Opportunities to See• Visits• Potential reach• Demographics• Click throughs @kamichat
  23. 23. Social Networks @kamichat
  24. 24. Competitive Benchmark @kamichat
  25. 25. Click Throughs @kamichat
  26. 26. AwarenessIs all about engagement (with you)…• Do they LIKE or comment?• Are they mentioning you?• What is your share of voice?• How often do they visit?• Who is referring?• % of followers engaged? @kamichat
  27. 27. Pure Michigan Site Survey @kamichat
  28. 28. @kamichat
  29. 29. Average PTA (Facebook) @kamichat
  30. 30. AttitudesIt’s all about their conversation (about you)…• What is the sentiment?• Are they committed?• Are they satisfied?• Would they recommend? @kamichat
  31. 31. Sentiment “Harlem Shake” @kamichat
  32. 32. Search + Brand @kamichat
  33. 33. Pre and Post Survey @kamichat
  34. 34. ActionsIt’s all about what they actually do(rather than say)…• What are the financial results?• What is the value of customers?• How are processes impacted?• What innovations emerge?• What about ROI? @kamichat
  35. 35. @kamichat
  36. 36. Revenue EventsObjective:Increase registration for this year’s conference Objective:By prior to the event, over will have registered using the “friends ofonline influencer” and we will be ahead of usual registration numbers. @kamichat
  37. 37. Calculating Revenue EventsTicket price $150 x100 sold $15,000 -$2,500 costs @kamichat
  38. 38. Financial Customer Sales Cost of Support Revenue Events Average Lifetime ValueCorrelation and Regression Impact on Value Results Process Innovation Leads and Closing New Ideas Adopted Fulfillment Employee Turnover Rate Channel Success Employee Satisfaction @kamichat
  39. 39. Cost Per Lead• Webinar Activities: – Write a blog post about the webinar – Put a short post on LinkedIn with a link to the blog post – Tweet the link to the blog post• Cost: $150 (Salaried employee)• Return: 100 leads – Avg. cost of a digital lead $40 x 100 = $4,000 @kamichat
  40. 40. Channel Revenue TrackingChannel Visits YTD Visits Revenue YTD $/Visit RevenueFacebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16Twitter 41 250 $ 8.00 $ 8.00 $ 0.20 @kamichat
  41. 41. Customer Lifetime Value @kamichat
  42. 42. @kamichat Source: Adobe Digital Index
  43. 43. Track Value by Keyword or Visit @kamichat
  44. 44. Anas Younes, MD: Lymphoma MD AndersonProblem: Too Few peoplesigning up for clinical trialsObjective: Build reputationAnd clinical trial base to sustainable levels, at least double @kamichat
  45. 45. ResultsSmall but motivated followingof patients and other medicalprofessionals - 913 followers,3,000 fans/LIKES• 18 months quadrupled patients in clinical trials• “Go-to” resource for info about lymphoma, thought leadership @kamichat
  46. 46. Compare CostCampaign:•Online Campaign Only•Influencer OutreachResults:•Cost per impression- Television: $1- Social Media: $.22•ROI$2.6 million in revenue- How did you hear?- Why did you visit?- Revenue per visitor http://bit.ly/JTAResults @kamichat
  47. 47. Talent Acquisition LinkedIn • Unqualified Resumes • Recruiter FeesLink Humans by Laurent Brouat @kamichat • Expatriate Costs
  48. 48. Easy Correlations Calculation! Correlate Share of Discussion to Results (Leads) Period Period Perio Period Period PeriodTime 1 2 d3 4 5 6SoD % 10.5 14.5 19.5 19.0 10.0 50.0Leads 4 6 45 50 30 15Correlation -0.05 -0.28 -0.69 -0.68 -1 In an empty cell, enter the cell numbers of the starting and ending values in each row like this: =Correl(B2:G2,B3:G3) Hit enter … and it returns a correlation of r = .547. @kamichat
  49. 49. Regression Analysis @kamichat
  50. 50. Choose Your ToolsListen Engage Measure @kamichat
  51. 51. A global reference to the hundreds ofcompanies that offer products and services for listening to what people are saying in social media. Currently at 409 listings. socialmediaanalysis.com/directory/ @smanalysis @kamichat
  52. 52. Listening Tools @kamichat
  53. 53. Engagement Measurement Tools @kamichat
  54. 54. Influence Tools1st Generation 2nd Generation 3rd Generation KRED Proprietary FrameworksAnd more… SCORE SAY @kamichat SEE
  55. 55. Relationship Mining: NextGen Influence http://www.tellagence.com @kamichat
  56. 56. Unstructured Data Mining (Big Data) @kamichat
  57. 57. Analytics Tools Your SiteCompetitors @kamichat
  58. 58. Analysis Tools DIY: Multi-ChannelAttribution Spreadsheet @kamichat
  59. 59. Recommended Reading @kamichat
  60. 60. @kamichat
  61. 61. @kamichat
  62. 62. @kamichat
  63. 63. @kamichat
  64. 64. @kamichat
  65. 65. @kamichat
  66. 66. @kamichat
  67. 67. Questions?kami@zoeticamedia.com@kamichat @kamichat
  68. 68. Kami Huyse Zoetica, CEO zoeticamedia.com @kamichat Links for this presentation: http://www.diigo.com/ list/kamichat/mpb2bpreso@kamichat

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