social measurementwebinarsep2013
DESCRIPTION
Social Media Measurement webinar from the CIM Practical Insights series September 2013TRANSCRIPT
Social Media Measurement Daniel Rowles
Presentation title
#practicalinsights
Who Am I? • Daniel Rowles • CIM Course Director • 15 Years experience in digital marketing
– Both client and agency side – Mercedes, British Council, Sony, L’Oreal, Dupont,
Aviva, John Lewis, Vodafone, Warner Bros, O2,
• @danielrowles • #practicalinsights
Presentation title
#practicalinsights
• Social Measurement in Perspective • Going Beyond Volume • Social Listening Tools • Social Scoring • Social Media and Analytics
What I’ll Cover
Social Media Measurement in Perspective
Presentation title
#practicalinsights
Planning and Risk Assessment
• Listening Projects • Measurement Framework • Panel sign off • Social Policy • Training • Monitoring • Escalation policy • Crisis response team
Question:
What is your biggest social media challenge?
Presentation title
#practicalinsights Volume-based metrics
• 10 Million Followers • What does that mean?
– Engagement – Sentiment – Share of Voice – Revenue
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#practicalinsights
EdgeRank
Question:
What is your biggest social media challenge?
Presentation title
#practicalinsights
Social and Search
“The importance of developing an engaging, shareable brand increases
each day : algorithms and people FAVOUR THE MOST ENGAGING
BRANDS”
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#practicalinsights
Goo.gl Reporting
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#practicalinsights
Tweriod
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#practicalinsights
LinkedIn Insights
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#practicalinsights
Social Measures
• Sales • Customer support • PR • Business intelligence
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#practicalinsights
Social Measures
• Frequency – buy more often • Reach – get more customers/awareness • Yield – spend more per purchase
• Much of social is about reach, but at what quality?
• Measures: Primary, Secondary, Tertiary
Presentation title
#practicalinsights
Levels of Measurement
• Primary: Sales, Lead forms, Download of particular content
• Secondary: Engagement, Downloads, Page Views, • Tertiary: Likes, Follows
Presentation title
#practicalinsights
Social Influence
Question:
Is Klout useful or just about ego?
Presentation title
#practicalinsights
Twitter Klout Plugin
Question:
Is Klout useful or just about ego?
Presentation title
#practicalinsights
Twtrland.com
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#practicalinsights
SocialMention.com - FREE
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#practicalinsights
Viralheat
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#practicalinsights
Brandwatch
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#practicalinsights
Listen
Build Relationships
Share Content
Measuring Engagement
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#practicalinsights Considering Objectives
Goal • Sell Products/Services
Objective
• Create Awareness and Engagement
Measure
• Share of Voice • Audience Engagement
Tactics
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#practicalinsights Meaningful Information
Share of Voice
Mentions of Brand Mentions of Topic
Audience Engagement
Comments, shares,likes,retweets
Views
Social and Analytics
Presentation title
#practicalinsights
Visitor Flow
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#practicalinsights
Improving Visitor Flow
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#practicalinsights
Social Traffic
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#practicalinsights
Setting Goals
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#practicalinsights
Beyond the Last Click
Social Search Conversion
Search Conversion
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#practicalinsights
Multi Channel Funnels
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#practicalinsights
Conclusions • Identify clear objectives • Align measurement with objectives • Set analytics goals • Understand user journey • Interpret, Plan, Implement, Test
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#practicalinsights CIM Social Courses
Implementing social media campaigns – 1 day course Upcoming dates: London – 23 Sept 2013, 5 Dec 2013, 11 Feb 2014 and 06 May 2014. For more details and to book online: www.cim.co.uk/0745 Advanced social media – a practical guide – 1 day course Upcoming dates: London – 20 Nov 2013, 15 Jan 2014, 14 Mar 2014, 23 Jun 2014. For more details and to book online: www.cim.co.uk/0286 Digital Marketing - 3 day course Upcoming dates: London – 9 Nov 2013 and 24-26 Feb 2014. Moor Hall, Cookham – 11-13 Dec 13 and 7-9 Apr 13. For more details and to book online: www.cim.co.uk/0066 *CIM members receive a 10% discount on all course prices*. For further information on any of our short training courses, please e-mail [email protected] or call +44 (0)1628 427200.
Presentation title
#practicalinsights
Questions: • @DanielRowles • [email protected] • www.targetinternet.com
The recording of this Practical Insights webinar will be available on Marketing Expert within the next 48 hours. To access Marketing Expert visit the CIM website www.cim.co.uk Log-in and click on Resources/Marketing Expert. The Practical insights button will be displayed on the right hand side of the Marketing expert homepage.