what gets measured gets improved social media roi

What Gets Measured Gets ImprovedSocial Media ROI

Presented by:Rebekah Seragih

Adonai Training LLP

Copyright © 2011 Adonai Training LLP. All rights reserved.

Agenda

Why Measure

What’s to Measure – 100 Metrics

How to Measure

Example of some of the Social Media Measurement Tools

Case Study – Facebook Insights

Copyright © 2011 Adonai Training LLP. All rights reserved. 2

Why Measure

While much has been written questioning the value ofsocial media this landmark study has found that themost valuable brands in the world are experiencing adirect correlation between top financial performanceand deep social media engagement. The relationship isapparent and significant:

socially engaged companies are in factmore financially successful.

Social Media Brand Engagement Database: Ranking the Top 100 Global Brands


http://www.engagementdb.com/Report

http://www.engagementdb.com/Report

Laying the Table

In social media, it is no longer about showing your dinner party your snapshots, it’s about showing the world your snaps, videos, views and information and allowing the world to comment on it. This is where virality get serious.

What people are saying about you online is now more important than your advertising cost and returns.

Social media is no longer a fad or a hype but a significant part of your marketing mix.


100 Ways to Measure Social Media

David Berkowitz, “100 Ways to Measure Social Media” – Inside the Marketers Studio Blog (www.marketerstudio.com/2009/11/100-ways-to-measure-social-media.html)

1. Volume of consumer-created buzz for a brand based on number of posts

2. Amount of buzz based on number of impressions

3. Shift in buzz over time4. Buzz by time of

day/daypart5. Downloads & Uploads

6. Seasonality of buzz7. Competitive buzz8. Buzz by Category/topic9. Buzz by Social Channel

(forums social networks, blogs, Twitter etc.)

10. Buzz by stage in purchase funnel (e.g. researching vs completing transaction vs post-purchase)

11. Asset popularity (e.g. if several videos are embedded, which is used more)

12. Mainstream media mention

13. Fans14. Followers15. Friends16. Growth rate of fans,

followers & friends

And much more…

http://www.marketerstudio.com/2009/11/100-ways-to-measure-social-media.html











What’s Next

How do I measure?


Identifying Goals

Never step plunge into social media marketing without setting your business goals to meet and the social media objectives.

This is the realm of public opinion and customer conversations.

It is viral and information is difficult to contain once it is out.

Never step into a scene without a clear idea of why you are there and what you want out of it.


Set Clear Measurable Objectives

Goals drive metrics, and metrics drive results.

Figure out what problem(s) you need to solve, and those goals will determine your metrics.

E.g. If your goal is improving reputation or relationships with your audiences, then measure:

relationship scores

Recommendations

Positioning

Engagement

Remember: You can't manage what you can't measure, so set measurable goals.


The 3 Big Goals in Business

Increase Revenue

Lowered CostsImproved Customer

Satisfaction

SM

Step 1

Measure what’s Matter

Determine what are the social

media objectives for each of these

business goals you want to achieve.

Be Specific!


Design Your Social Media Campaigns

Step 2Business Goals

Social Media Objectives for each

Goal

Design Your Social Media Campaigns to meet the objectives


Social Media Campaign Framework

Social Media Objectives

Where are they -Social Networks (e.g.

Facebook, Twitter)

Listen to Conversations

Conceptualize Your Campaign

Get their Attention –Reaching Your

Audience

Get Them to Like You – Get Emotional –

Recognize Sentiments

Get Them to Interact – Response –

Triggering Actions

Convince them to Buy – sell Values,

Beliefs, Information

Get Them to Share -Referral

Do your measurement on an ongoing basis –before, during and after the campaign

Social Media Measurement Tools

Use these tools to measure your social media objectivesFree Tools:

Facebook InsightsTwitter SearchHootsuiteBit.lyTweetDeckWeb Traffic – Google AnalyticsIncoming marketing (search) effectiveness, use Hubspot –free website, Facebook, and Twitter graderListening Tools:

Social Mention – www.socialmention.comGoogle AlertsJoin Twitter, then search Twitter and use TweetDeck


http://www.socialmention.com/

Facebook Insights – User Overview


Facebook Insights – User Overview

Statistic Definition Meaning Insights

New Likes No. of new people who have liked your page for the first time.

Awareness of your Page

How did they get to know of your Page?Source?

Lifetime Likes The Total No. of people who have liked your page.

Your contents are valuable & they stay on

What are the types of contents that draw them in & keep them in?

Active Users 1-day, 7-day, 30-day count of people who have interacted with or viewed your Page or its posts.

The value of your Page or Posts’ contents by daily, weekly or monthly

What are the types of contents that draw them in & keep them in?

What is the triggerpoints or touch points that trigger a response and action?


Facebook Insights – Daily Active Users Breakdown

Take note of the sudden increase or decrease in the chart.




Unique Page Views No. of distinct people who view any of your Page on a given day

The content of a particular page is drawing the attention of the fans and non-fans.

Analyze what are the contents or activities that are drawing in the fans or keeping them out. Usually this is based on a campaign or activity promotion.

Post Viewers No. of distinct people who view your posts on a given day

The message and the wordings are catching the attention of your fans.

Determine the typesof message and wordings vs the personas of the fans. They must match.Design future announcements, wall postings using the same message and wordings.




Liked a Post No. of people who like what you have posted on a given day

This determine the value of your post and whether the contents touch anemotion point of your fans

They enjoy the contents and this indicates you are heading in the right directions

Commented on a Post No. of people who responded with a comment on a post and engaging with you in a conversation on a given day

This determine the value of your post and whether the contents touch anemotion point of your fans that they want to share with you and the world to see

This means that the fans are engaging with you and the contents have touched a good or sour point in your fans.

Wall Posts No. of people who posted their status in your Page’s wall posts on a given day

The fans are seeking for your opinions, comments assistance, or wanting to share some information with your other fans of the same interest

They look at you as a subject matter expert if they are seeking for help or sharing their opinions. They want to engage in a conversation by taking the first step to post in your Page’s wall.


Facebook Insights – Referral Source


Facebook Insights – Referral Source


New Likes No. of new people who have liked your page for the first time on a given day.

Awareness of your Page

How did they get to know of your Page?Source?

Unlikes No. of fans who have disliked your page on a given day.

This means that they do not enjoy your contents, it is of no value to them or they found your posting a nuisance.

Measure the rate of likes vs unlikes. This will give you a benchmark whether these fans are the targeted fans or the contents are irrelevant and are noise to them

Like Sources This is a breakdown of the number of Page likes from the most common places where people like your Page

This indicate your online presence and the social networks where you are mentioned and pointing the fans back to Facebook

Focus on those sources that generate a high traffic to your Facebook Page and generate more campaigns or activities at these sources.

Facebook Insights - Activity



Page Views Total hits to your Facebook Page – fans and non-fans

Fans or non-fans who view your Page from various sources

Analyze what are the contents or activities that are drawing in the fans.

Unique Page Views The total unique logged-in Facebook users who visited your Page – fans and non-fans

These fans and non-fans are in Facebook and they viewed your News Feed. For the non-fans, they view the News Feed on their friends’ walls who share your wall postings on their own walls.

Analyze what are the contents or activities that are drawing in the fans or keeping them out. Usually this is based on a campaign or activity promotion.




Total Tab Views Total Page view by Tags – logged into Facebook or not.

Tab Views are usually used for campaigns or promotion. This determined whether the campaign, activity, visual, contents are catching the attention of your fans and non-fans.

Analyze which activity, contents, wordings and visual layouts attract the highest view. Try a combination to get the right tab contents for your fans.

External Referrers Top referring external domain sending traffic to your Page.

This indicates that your Page has its presence in other domains and they are drawing in the fans for you.

Invest your marketing efforts in these external domains and to engage them in your online marketing.


Facebook Insights – Interactions Overview


Facebook Insights – Interactions Overview


Post Views The number of times people (Fans & Non-Fans) have viewed a News Feed story posted by your Page.

The contents posted is drawing your Fans’ attention.

The contents have gone viral. Your fans love it & they share it with their friends.

Analyze the chart to see which contents and what types of contents posted that spurred your fans into action.

Post Feedback The number of likes and comments made on the News Feed stories posted by your Page.

The post is engaging or enticing that it caused your fans to engage with you & start a conversation.

If there is a lot of likes& comments, then identify a trend or pattern that kicks your fans into action.

Analyze the personas of these fans & modify your future campaigns to meet their needs.

Determine whether the comments are feedback on your company, product or services that require your attention.


About The Author


Rebekah Seragih

A Business and Marketing Strategist in her own rights, Rebekah has beenoffering consultancy advices on business strategy, marketing, training,operations, crisis management and change management to MNCs,governments and businesses for more than 15 years. She has beeninvolved in major international projects amounting more than US$30million. As the pioneer Strategists in Asia in her field, one of herachievements is the design and engineering the first touch screen ATMmachine in Asia and implementing it throughout Asia and Europe with oneof the international bank. She has also strategized and designed the world’scredit card merchant tracking system that resulted in merchant credit cardfraud management.

Rebekah has conducted seminars, workshops and trainings to audience allover the world which includes corporations, business owners,governments, and financial institutions. For the past 8 years, she has herpassion in building schools in developing countries for the poor makingeducation available to the needy and orphans. She is also involved inselective charity programs round the globe.

Looking to do much more, she has engineered her own holding companywith a special focus on being a social entrepreneur in all the niche businessstart--ups under the holding group to make a difference in the lives ofothers.

About Adonai Training

Adonai is a leading training and online media consultancy company in Asia. Led by amateurprofessionals, our corporate and public training arm you with the latest knowledge, toolsand skills to make you a success. Our training includes online marketing media, socialmedia, branding, management, training, professional certification, entrepreneur start-upprograms, and etc.

Our foremost consulting authority on business strategy, social media, digital media, onlinespace, creative marketing and branding helps Brands & Organizations create customizedand unique social media and business solutions. Our clients range from major brands,government agencies, business owners, small-to-medium size companies to financialinstitutions. Our consulting services include:

Social Media Strategy & PlanningSocial Media Marketing & EngagementSocial Media MonitoringContents Generation & Article WritingOnline Campaign Creation & ManagementOnline analyticsWebsite and Micro-site development such as corporate blogMobile ApplicationSearch Engine Optimization (SEO) & SEO Copywriting

We believe your success is our success…Copyright © 2011 Adonai Training LLP. All rights reserved. 26

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what gets measured gets improved social media roi

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social channel

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