AAAE Airport Social Media Summit#SANSoMe

John Normoyle – Digital StrategistSept. 8, 2014

A Little About Me…

@johnnormoyle

Digital Strategist @AllisonPRin San Francisco

12 years Digital Marketing Experience

Agency & In-house

Love traveling!

SNN > NYC > SFO

Emotions &

Messaging

Measurement Sweet Spot…

Technology &

Data

Part Computer Science Part Communications Strategy

Sweet Spot

Our Mission:

Help maximize organizations opportunity to use social media to achieve objectives.

Social Metrics Help Win…

What we will talk about…

1. 5 Stages of Social Metrics Love

2. What is Measurement?

3. 5 Steps to Measurement Success

4. Guided Tour: Basic Metrics Per Platform

5. Tools & How to Use Them

5 Stages of Social Metrics Love

Denial

Fear

Confusion

DelightImproved Results

Source: Beth Kantar

1. Denial

2. Fear

3. Confusion

4. Delight

5. Acceptance: Improved Results

Great! What do the metrics

say?

I’d like to do a photo contest.

What is Social Measurement?

What you want to achieve,

not your frequency in using a tool.

Social Measurement =Linked to Value, Not Activity

Activity Being Measured Creation of Value

Source: Emarketeer

Measurement Must be Linked to Objectives

A defined business objective (What it is you want to use social media to achieve)

5 Steps to Measurement Success

Research &

Strategy

Do Activity

MeasureAnalysis

Refine & Adapt

1. Research & Strategy: – Find Source of Value & Define Objectives

2. Do Activity: – Execute Program on Social

3. Measure: – Gather Data & Metrics

4. Analyze: – Review Metrics & Marry to Objectives

5. Refine & Adapt: – Results Inform Future Strategy

5 Steps to Measurement Success

Setting Benchmarks…

1. Focus on what is important to you & customers2. Keep competitive set secondary

Calculating Social Media Reach

Calculating Share of Conversation

Source: Simply Measured

S.M.A.R.T. Social Goals

S

• Specific:

• State exactly what you want to accomplish.

M

• Measureable:

• Identify data that will allow you to evaluate if you meet goal.

A

• Attainable:

• Ensure goal is realistic & attainable, but allow room to stretch.

R

• Relevant:

• What is your priority and is it aligned with org objectives?

T

• Time-bound:

• Set a target date “by when”. Helps set sense of urgency.

GUIDED TOUR: BASIC METRICS PER PLATFORM

Facebook Insights

What’s Important?

• Likes: Community Growth Over Time

• Reach: The Number of People Served Activity

• Engagement: Interactions with Posts

• People: Demographic Info

• Paid vs Organic

• Negative Feedback

Twitter Analytics

What’s Important?

• Followers: – Size

– Interests

– Location

– Gender

• Tweets: – Impressions

– Engagements

– Engagement Rates

LinkedIn Analytics

What’s Important?

• Followers:

– Total

– Benchmarks

– Seniority

• Updates:

– Reach

– Engagement

Instagram:

What’s Important?

• Instagram does not have an analytic program, yet.

• Use Iconosquare.com(Free)

– Statistics

– Content

– Engagement

Some Other Tools You May Like…

• Sysomos– Conversation Analysis

• MyTopTweet.com– Find engaging content

quickly

• FollowerWork.com– Analysis of Twitter Followers

• Bit.ly– Track clicks

• SocialBakers.com– Facebook Analysis

Value of Active Social Listening

• Extract value from listening

• Create expectation with customers that their airport is listening

• Incredibly valuable research data

#SANSoMe

#KneeDefender

Thank You!

Follow Me: @johnnormoyle

Connect with Me:

linkedin.com/in/johnnormoyle

Email Me:

john@allisonpr.com