David Pruett, Conor Casey, Jesse Rabishaw

What Matters Is MeasuredSome believed that applying metrics to something as organic as Social Media was “mission impossible”

Social Media is meant to be about participation and relationships between brands and consumers

Developed a host of valuable metrics, but the metrics we use must be appropriate for the objectives we set for the campaignIn many ways, social media marketing mimics online advertising in terms of the viable metrics available to measure effectiveness

Advertisers can Measure...Reach: # of people exposed to messageFrequency: average # of times someone is exposed

and Analyze...

Site Stickiness: ability of a site to draw repeat visits and to keep people on a siteRelative Pull: comparison of how well different creative executions generate a response

Brands can Monitor...Clickthroughs: # of people exposed to an online ad or link who actually click on itSales Conversions: # of people who click through who go on to purchase the product Viewthroughs: # of people who are exposed and do not click through, but who later visit the brand’s website

EngagementWe also need to know the degree of engagement people feeling during and after the interaction, and how these exposures influenced their feelings about the brand. Try to collect numbers that are more diagnostic such as measures of...

Brand likeability, brand image, brand awareness, brand loyalty, brand affiliation, congruency, and purchase intent.

Engagement Food Chain

KPI’s & TimelineKey Performance Indicators (KPIs): are those metrics that are tied to organizational objectivesIt’s important to remember that the metrics we use may shift as a campaign progresses

Metrics should be tied to each stage in the campaign timeline

NBA Cares InstagramForbes writes, "The NBA Cares Instagram following increased from 6,854 on October 14, 2013 to 29,373 on April 18, 2014 (an increase of roughly 425%). In that same time-span, its Twitter followers grew from 68,219 to 79,500 and its YouTube channel video views went from 633,044 to 1,294,271." Not too shabby for a campaign focused more on the NBA's philanthropic efforts than on the excitement of court-side hoops.

Doritos #crashthesuperbowlUser generated content is a win-win for customers and brands

Brands get more awareness, exposure, and impressions, and..Customers get their voices heard

https://www.youtube.com/user/CrashtheSuperBowl

Question

Why do we use social media metrics?

Define

SMART objectivesSocial Media MetricsReturn Metrics

Assess

Opportunity CostSpeed of ResponseMessage Control

Track

Forward TrackingCoincident TrackingReverse TrackingBaselinesMeasurement Map

Adjust

What could we have done differently?What happens next?

Facebook’s AtlasGives the option for advertisers access

information and show you ads on third party sites and apps

First time advertisers can get information from mobile users

Whipping Childhood Cancerhttp://www.wfsb.com/story/26634673/

whipping-childhood-cancer-challenge-goes-viral

What do you think?

MeasuringWe can choose from a variety of different

approaches and tools to measure the differences of the effectiveness of a social media campaign

Some may want a simple start before they dive in and develop a full measurement program for their social media marketing campaign

Ways to Measure Content Consumption This deals with what type of demographic(s)

are interacting with and consuming the brand-generated content. Is it the demographic(s) you planned on marketing to?

Content AugmentationWhat type of people are adding/changing

content by adding to conversation with posts? How is the content augmented? Is this consistent with what you want from the campaign?

More Ways to Measure…Content SharingThe rate at which people are exposed to the

brand messages sharing the content with others using share tools. Does the rate of sharing suggest the campaign momentum?

Content Loyalty How many consumers have subscribed to

branded content with RSS feeds? How many by registering for access to the site?

More Ways to Measure…Content ConversationsThis deals with which demographic

discusses the brand, who is linking the the brand websites, and what the comment to post ratio is

Content Engagement Whether or not the number of friends to the

brand profile is growing or not, along with how many people are contributing to the content such as comments and photos

Samuel Adams’ HelYUM Beer

http://www.youtube.com/watch?v=Wau7r8NmtuY

Samuel Adams’ Helium BeerApril Fools prank. Video reached a broader

social audience thanks to the short-form and perfect-for-social story telling.

New beer ingredient is heliumAfter taking a sip, the drinkers voice changed

as if they had breathed in helium

Qudoba’s Queso ShowdownFacebook and twitters users could vote online for

their new favorite Qudoba queso The votes were updated in real-time over the contestShows that fans are still engaged with the effort and

it generated more buzz and excitement for the whole endeavor

QuestionsWhat are some social media campaigns that

used metrics as a way to evaluate performance?

Is this method useful?

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Sources http://www.exacttarget.com/blog/au/the-most-brilliant-social-media-campaigns-of-2014-so-far/ "Doritos®." YouTube. YouTube, n.d. Web. 30 Sept. 2014. "Nbacares on Instagram." Instagram. N.p., n.d. Web. 30 Sept. 2014 Tuten, Tracy L., and Michael R. Solomon. "What Matters Is Measured." Social Media Marketing. Boston:

Pearson, 2013. N. pag. Print. Young, Heike. "The 30 Most Brilliant Social Media Campaigns of 2014 (So Far) - The ExactTarget Blog." The

ExactTarget Blog. N.p., 28 Apr. 2014. Web. 30 Sept. 2014. Santich, Kate. "Parents Unite in Whipping Childhood Cancer Campaign."OrlandoSentinel.com. Orlando

Sentinel, 19 Sept. 2014. Web. 01 Oct. 2014. McGarry, Caitlin. "How Facebook's New Ad Platform Lets Brands Track You Around The Web." PCWorld. PC

World, 29 Sept. 2014. Web. 01 Oct. 2014.