Chapter 10 of Social Media Marketing

1. SOCIAL
MEDIA
METRICS
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2. What Matters is Measured
 Reach: The number of people exposed to a message.
 Frequency: The average number of times someone is
exposed to a message.
 Site Stickiness: The ability of a site to draw repeat visits
and keep people on the site.
 Relative pull: a comparison of how well different creative
executions generate a response of creative advertising.
 Clickthroughs: The number of people exposed to an
online ad or link who actually click on it.
 Sales Conversions: The number of people who click
through who go on to purchase a product.
 Viewthroughs:The number of people who are exposed
and do not click through, but who later visit the brand’s
website.
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3. Numbers versus Metrics
Four thousand two hundred and thirty-one is a
measurement. Without context, it is merely a
number.When compared with your personal best,
company expectations, or your competitors’ efforts,
that number becomes a metric. It is now indicative
of value, importance or a change in results.
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4. Figure 10.1 The Engagement
Food Chain
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5. Figure 10.2 Strategic Options
for Social Media Measurement
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6. Key Performance Indicators
 Measurements within a defined contexts are
metrics.
 Measurements require context to provide useful
feedback.
 Metrics that we tie to objectives are key
performance indicators.
 Objectives must be well-defined before we can
identify key performance indicators.
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7. Monthly Reporting Example
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8. The DATA Approach
 Define: Define the results that the program is
designed to promote.
 Assess: Assess the costs of the program and the
potential value of the results.
 Track: Track the actual results and link those
results to the program.
 Adjust: Adjust the program based on results to
optimize future outcomes.
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9. DEFINE
 Motivating some behavior from the target
audience.
 Influencing brand knowledge and attitudes.
 Accomplishing the first two objectives with
fewer resources than might be required with
other methods.
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10. SMART Objectives
 Specific
 Measurable
 Appropriate
 Realistic
 Time-oriented
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11. Which One is Smart?
 “We will tell everyone we can about our Facebook
page and see if they like it so much they’ll buy
more product.”
 “We will promote our new Facebook page in print
ads placed in the June issue of Rolling Stone. On
July 15th we will count the number of Facebook
users who ‘like’ our brand and compare sales to
the same period last year.”
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12. Table 10.1 Commonly Used
Social Media Metrics
 WOM volume
 Asset popularity
 Media mentions
 Brand liking
 Reach
 Engagement
 Customer value
 Ratings and
bookmarks
 SEO
 Traffic
 Share of voice
 Influence
 Sentiment
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13. Elements of the
Marketing Metrics Matrix
 Activity Metrics (input): What is placed in the
indicated social media spaces.
 Interaction Metrics (responses): How the target
market engages with the social media platform
and activities.
 Performance/Return Metrics (outcome):
Outcomes that directly support the success of the
brand, financially or otherwise.
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14. Return Metrics
 The return on impressions model demonstrates how
many media impressions were generated by the
social media tactics employed.
 The return on social media impact model attempts
to track coverage across media and in different
markets against sales over time
 The return on target influence model relies upon
survey data to assess the effectiveness of social
media marketing
 The return on earned media model uses a metric
called advertising equivalency value to equate
publicity in news media outlets to its paid advertising
equivalent
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15. ASSESS
 Opportunity Cost: What else could employees or
volunteers have done if they weren’t spending
time contributing to the brand’s social media
activity?
 Speed of Response: Social media enable
companies to identify crisis situations quickly and
respond quickly.
 Message Control: The brand’s message will be
shared or manipulated in ways that the brand
would rather not have happened.
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16. Blog Value Index (BVI)
BVIa = [adh (aay/1,000)] / [abt * ehw]
 adh = average daily hits
 aay = average advertising yield
 abt = average number of hours spent per day
blogging
 ehw = employee hourly wage of the blogger
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17. TRACK
 Identify tracking mechanisms.
 Establish baseline comparisons.
 Create activity timelines.
 Develop transaction data.
 Measure transaction precursors.
 Overlay timelines and look for patterns.
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18. Tracking Approaches
1. ForwardTracking: Developed prior to launching
the activity or campaign.
2. CoincidentTracking: Begins during the activity
or campaign.
3. ReverseTracking: Conducted after an activity or
campaign has concluded.
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19. Figure 10.4 A Baseline
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20. ADJUST
 Apply what you’ve learned to future activities and
investments.
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21. Start Measuring
 Content consumption
 Content augmentation
 Content sharing
 Content loyalty
 Content conversations
 Content engagement
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