measuring social media
DESCRIPTION
Examining successful real world social marketing techniques and the metrics used to understand successTRANSCRIPT
Social media bootcamp
Measuring success insocial media
Tom Nixon
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We can tell you the ROI (lie)
We can tell you what people think (lie)
This system solves your problems (lie)
New lies
Circulation figures
Net Promoter Score
TV viewing figures
Political polls
Advertising Value Equivalency (AVE)
Old lies
Open rate
Page views
Click-thru rate
Sales
Abandoned shopping baskets
Conversion rate
Direct response
Social media isn’t a direct response ‘channel’
Measuring social media is easy in practice but difficult in theory
Conversational index
Sentiment
Followers
Influence
Mad science
Social media bootcamp
Repeat business (retention)
Customer referrals
Word of mouth (reputation)
Love
Blue – Hubs
Yellow – Influencers
1. Any measurement beats no measurement.
2. Be clear about your objectives.
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3. Pick 4 or 5 measures and create a dashboard.
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4. Benchmark before you start your campaign.
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5. Use tools, but with a pinch of salt.
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6. Come to Measurement Camp!
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7. Believe in love.
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