harvest digital | social media metrics
DESCRIPTION
Insight in to successfully tracking social mediaTRANSCRIPT
- 1. Tracking social media success
Mike Teasdale, Planning Director
[email protected] - 2. Key clients
- 3. Which dial do you look at if a plane is flying at you?
@miketeasdale #adconf - 4. Which number system is best for counting goats?
- 5. Which social media site has most influence on Quickens
online sales?
- 6.
- 7. Which social media metric is most important for
Sheraton?
- 8.
- 9. What is your TripAdvisor rating?
What was the last review? - 10. If somebody tweets in one of our hotels, we will monitor
those tweets through RSS feeds, we will often respond and well feed
it off to the respective department in the hotel.
Daniel Kertzner, Regional Director of Marketing,
Starwood Hotels and Resorts - 11.
- 12. Its nice to think of the customer journey like
this
- 13. But really it looks more like this
- 14. (So how are network media agencies making sense of
this?)
- 15.
- 16.
- 17.
- 18.
- 19.
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- 21.
- 22. Could this be the most lucrative formula of all time?
Ad Rank = Bid Price x Quality Score
Ad Rank = Bid Price x Click Through Rate
Perfect alignment of business goals and user needs.
Users get more relevant ads.
Business gets maximum revenue. - 23. What might an integrated digital solution look
like?
- 24. Reach
Engagement
Purchase
Cost per impact
Cost per engagement
Cost per sale - 25. Focusing on engagement
On-site behaviour (> x pages, > xx seconds, etc)
Video views
Banner interactions
Comments, likes, retweets - 26. Combining primary customer research with data
- 27. Borrowing techniques from User Centred Design
Concept maps
Personas
User journeys
Site maps
Scamps
Wireframes
Usability issues & recommendations following user testing
Issues prioritisation matrix - 28. Look at relevant data sources
Web metrics data
External data
- Search position reports
- 29. Reputation
- 30. Social media reach (friends, followers, likes)
- PPC search
- 31. Adserver data
- 32. Email marketing data