social benchmarking training
TRANSCRIPT
1EMC CONFIDENTIAL—INTERNAL USE ONLY
SOCIAL MEDIABENCHMARKING
Presented By Jon Gogel, EMC Social Team
Overview
Why Benchmark?
Normalizing Data
Demo1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
Next Steps
3EMC CONFIDENTIAL—INTERNAL USE ONLY
WHY BENCHMARK?
Benchmark
Verb: Measure Something Against A Standard
Noun: Any Standard Or Reference By Which Others Can Be Measured
In Order For Us To Measure In A Meaningful Way, Everything Must Be Analyzed By Comparison Or In Context
We Had 500 Clicks To Our
Landing Page Link
Interpret These Findings…
This Month, There Were 2,000
Engagements
In Q2 Of 2013, We Had 3,000
Fans & Followers
So What | Is This Good, Bad, Remarkable?
We Had 500 Clicks To Our
Landing Page Link
Interpret These Findings…
This Month, There Were 2,000
Engagements
In Q2 Of 2013, We Had 3,000
Fans & Followers
So What | Is This Good, Bad, Remarkable?
VANITY METRICS |
Not Actionable Ignore ContextFalse Conclusions
500 Clicks To Our Landing Page,
80% Of Page Traffic Is From Social
Interpret These Findings…
Unique Engagements
Increased By 1k This Month
We Gained 200 New Followers In Q2,
Our Average is 130
Insight| Context Is King
500 Clicks To Our Landing Page
80% Of Page Traffic Is From Social
Interpret These Findings…
Unique Engagements
Increased By 1k This Month
We Gained 200 New Followers In Q2
Our Average is 130
Insight| Context Is King
ACTIONABLE METRICS|
Reference ContextProvide GuidanceStill Need Investigating
9EMC CONFIDENTIAL—INTERNAL USE ONLY
Normalizing Data
Which Is More Impressive?
As You Grow, So Should Your Idea Of Performance
100 Clicks From 3,000 Followers
500 Clicks From 10,000 Followers
OR
Which Is More Impressive?
Relating Metrics Like Engagement To Audience Size Normalizes KPIs Into A Benchmark That Can Be Measured Against
3.3%Clicks Per Follower
Ratio
5% Clicks Per Follower
RatioOR
Easy Ways To Normalize
Engagement %
Engagement
Total Audience
Growth Rates
(New Figure – Old Figure )
Old Figure
Net New Fans: New Fans – Lost Fans
Overview
Why Benchmark?
Normalizing Data
Demo1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
Next Steps
14EMC CONFIDENTIAL—INTERNAL USE ONLY
SIMPLY MEASUREDBENCHMARK DEMO
LOG IN
WWW.SIMPLYMEASURED.COM
AVERAGESYOUR BESTTO PEERS
Reports To Benchmark Against Peers Include:
Benchmark Peers
AVERAGESYOUR BESTTO PEERS
Custom Competitive Data Collections Can Be Created For Up To 10 EMC Twitter/Facebook Accounts
Benchmark Peers
AVERAGESYOUR BESTTO PEERS
Run Multiple Twitter Channel Report On: ―Twitter All‖
Demo
19EMC CONFIDENTIAL—INTERNAL USE ONLY
TO PEERS AVERAGESYOUR BEST
Reports To Benchmark Your Best Include:
Benchmark Your Best
TO PEERS AVERAGESYOUR BEST
Run Facebook Fan Page Report On: ―EMC Corp‖
Demo
TO PEERS YOUR BEST AVERAGES
All Reports Will Let You Benchmark Against An Average
Identify Your Top Metric And Average It Out By Day Or By Post During Time Frame
Benchmark Averages
TO PEERS YOUR BEST AVERAGES
Run Twitter Account Report On: ―EMCCorp‖
Compares Individual Tweets To Daily Engagement Averages
Demo
TO PEERS YOUR BEST AVERAGES
Reports Will Also Call Out Days And Posts That Exceed Averages For The Time Period
Demo
TO PEERS YOUR BEST AVERAGES
OTHER WAYS TO BENCHMARK?
Overview
Why Benchmark?
Normalizing Data
Demo1. Comparing To Peers
2. Comparing To Your Best
3. Comparing To An Average
Next Steps
26EMC CONFIDENTIAL—INTERNAL USE ONLY
NEXT STEPS
Strategize A List Of Peers To Measure Against
Keep Up To Date With New And Unique Campaigns
Balance Benchmarks With Data Normalization
Sync Up Engagement Formulas In Industry Research
Final Thought…
Pick A Few Meaningful
Metrics & Delve Deep