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1. SOCIAL MEDIA
MEASUREMENT

2. MESURE DES MEDIAS
SOCIAUX
2 choses à garder en tête

3. Les médias sociaux ne
sont pas une stratégie,
mais des outils au service
d’une stratégie globale ou
de tactiques sectorielles

5. QUELQUES TENDANCES

6. What is social media ROI ?

9. The key to social media success is
understanding your audience.

10. Nearly 4 in 5 active Internet users
visit social networks and blogs.

11. 70% of active online adult social networkers
shop online, 12% more likely than the
average adult user

12. Socially engaged consumers spend 20 to
40% more than other customers.

13. 53% of active social networkers
follow a brand.

14. How do consumers access social media?
• 97% - Computer
• 55% - Mobile Phone
• 3% - Gaming Console
• 9% - iPad
• 2% - Internet-Enabled TV
• 2% - E-Reader
• 1% - Handheld Music Player
Are you
ready?!

15. What is the ROI of social media?

16. According to Oliver Blanchard,
you’re asking the wrong question.

17. What is the ROI of [insert activity
here] in social media?
Oliver Blanchard
The BrandBuilder Blog
Author of Social Media
ROI

21. Social Media Marketing Process
Discovery
Listening
PlanningExecution
Measurement

22. DISCOVERY
Social Media Marketing Process

23. Start Monitoring
Brand
Mentions Product
Mentions
[Keyword]
Mentions
Competitor
Mentions
Influencer
Mentions

24. What to Identify
Social Networks
Forums
Associations
Key Influencers
Popular Topics

28. LISTENING
Social Media Marketing Process

29. Understand your audience!

30. How are your customers using
social media?

31. Where are they participating?

32. Do they interact with other
companies?

33. What are they already saying about
you?

34. What is their activity level on each
social network?

35. Who are the key influencers on
each network?

36. Save time and money by properly
evaluating potential advocates.

37. Create a Scorecard
Advocate
Share of
Voice
Reach Topics
Customer
Overlap
Peter Parker 5% 50,000
Arachnoids,
Red Heads,
Goblins
Medium
Hulk Hogan 2% 25,000
Tank Tops,
Weight
Lifting
High
Eric Cartman 12% 120,000
Cheesy
Poofs, Racial
Slurs
Low

38. Don’t overlook social media as a
product innovation hub.

39. Monitor both your brand, your
competitors’ brands and keyword
mentions for customer pains.

40. PLANNING
Social Media Marketing Process

41. Step 1: identify your business
objectives

42. Types of Social Media Goals
• Engagement
• Brand Recognition
• Reach
• Share of Voice
• Sales
• Brand Loyalty
• Customer Support
• Product
Development
• Brand Sentiment
• Brand Advocates
• Brand Trust

43. Get more specific!
• Reduction in sales cycles
• Reduction in customer support costs
• Number of product improvement suggestions from [social
network]
• Increase in product reviews/ratings
• Number of people in [specific location] who follow us on
Twitter

44. Other KPIs to Consider
• Volume of consumer-
created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/
engagement rate
• Number of interactions
• Store locator views
• Registrations by
channel
• User-initiated views

45. Step 2: identify your value add

46. Wal-Mart:
Low Prices
Southwest Airlines:
Freedom
Harley Davidson:
Rebellion

47. EXECUTION
Social Media Marketing Process

48. How is social media impacting your
other online marketing activities?

50. MEASUREMENT
Social Media Marketing Process

51. Brand Awareness
Brand
Recognition
Share of
Voice
ReachEngagement

52. To measure Share of Voice compare
brand mentions to competitors.

54. To measure Engagement, measure
participation.

55. Engagement = Engagement
[Social Network] Interactions
Total Views

56. To measure Reach, compare audience
participation to your audience reach.

58. Customer Oriented Goals
Customer
Support
Brand
Sentiment
Brand
Advocates
Product
Development

59. Measuring Customer Support
Reduction
in Support
Costs
Reduction
in On-Site
Support
Increase
Resolution
Rate
Improved
Customer
Satisfaction
Increase
Resolution
Rate
Leads
Generated
by Support

60. Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises

61. Measuring Product Innovation
Number of new
product ideas
Number of new
product ideas
built
R&D time saved
Traditional
research cost
savings

62. Measuring the success of your brand advocates fulfills two
goals:
1. Provides an understanding of the ROI you receive
2. Provides you with data to better incentivize advocates

63. It is okay to reward advocates for
their hard work. Wouldn’t you want
to be rewarded?

71. PITTFALLS

76. TIME TO ORGANIZE

79. The future of social media measurement
• Social is one of many signals
• Predictive analytics
• Data is king