social media measurement for product development, non-profits & influencer marketing

Social Media Measurement for Product Development,

Non-Profits & Influencer Marketing

Class 7: New York University Social Media Analytics I

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@BrianHonigman

Social Media Measurement For Product Development

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The Four Stages of a Product Life Cycle

Stage 1: Introduction

Stage 2: Growth

Stage 3: Mature

Stage 4: DeclineSource: Irwin/McGraw-Hill

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Product Development Goals:

*Product Cycle Time

*Product Performance

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Goal: Product Cycle Time

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Metrics: Product Cycle Time

Cycle Time Lead Time Speed to Market

Competitors Performance

Time Saved Between Stages Revenue

Number of Products to Market

Social Sentiment

Social Engagement:

Comments, Shares

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Example: Proctor & Gamble

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Example: Apple IOS 9

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Goal: Product Performance

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Metrics: Product Performance

Social Engagement:

Comments, Shares

Social Sentiment

Revenue and Profit

Impressions Product QualityCost Reduction: Manufacturing

Costs etc.

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Example: Netflix

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Example: Diamond Candles

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Social Media Measurement For Non-Profits

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Non-Profits Goals:*Fundraising

*Brand Recognition

*Recruitment

*Impact on Cause

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Goal: Fundraising

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Metrics: Fundraising

Donations/Gifts Cost Per Dollar Raised

Donor Retention Rate

Donor Growth Conversion Rate Average Gift Per Donor

Frequency of Contact with

Donors

Social Engagement:

Comments, Shares

Social Referral Traffic

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Example: Movember

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Goal: Brand Recognition

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Metrics: Brand Recognition

Social Mentions Inbound Links Market Share

Social Engagement Impressions Audience

Growth

Influencer Engagement

Social Referral Traffic

Assisted/Direct Conversions

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Example: Charity Water

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Goal: Recruitment

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Metrics: Recruitment

Number of Applicants

Number of Volunteers Sign-Ups

Employee Retention

Volunteer Retention

Growth of Workforce

Social Mentions Social Engagement

Social Referral Traffic

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Example: Pencils of Promise

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Goal: Impact on Cause

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Metrics: Impact on Cause

Reduction of Issue

People Reached

Countries, States, Cities,

Towns, Villages Served

Social Mentions, Engagement

Cause Specific Metric: Schools

Built, Skills Taught

Media Coverage

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Example: ALS Association

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Social Media Measurement For Influencer Marketing

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Influencer Marketing Goals:

*Drive Awareness

*Generate Sales

*Increase Engagement

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Goal: Awareness + Engagement

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Metrics: Awareness + Engagement

Social Mentions Inbound Links Media Sentiment

Social Interactions:

Likes, Shares etc.Referral Traffic Audience

Growth

Leads Generated Impressions Assisted/Direct

Conversions

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Example: Swiffer

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Goal: Generate Sales

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Metrics: Generate Sales

Net Promoter Score Revenue Intention to

Repurchase

Customer Acquisition

CostLife Time Value

Assisted / Direct

Conversions

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Example: Gap

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Example: Gap

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Example: Gap

Questions!?

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