what to measure in social media
DESCRIPTION
A work in progress to determine the right set of metrics for every (social media) marketing objective.TRANSCRIPT
What to measure in social media and why
nicolasmoerman.com
Marketing Objective
s
Key Performan
ce Indicators
Social
Media
Objective
s
Social
Media
Metrics
Why do you want to use social media?nicolasmoerman.
com
Marketing Objective
s
Key Performan
ce Indicators
Social
Media
Objective
s
Social
Media
Metrics
Define success for marketing objectives nicolasmoerman.
com
Marketing Objective
s
Key Performan
ce Indicators
Social
Media
Objective
s
Social
Media
Metrics
Can social media help obtain marketing KPI’s? nicolasmoerman.
com
Marketing Objective
s
Key Performan
ce Indicators
Social
Media
Objective
s
Social
Media
Metrics
Link metrics to the objectivesnicolasmoerman.
com
Four objectives for social medianicolasmoerman.
com
Tapping in to the conversation
Spreading messages
Reaching advocates & influencers
Engagement&
collaboration
Tapping in to the conversation
How many people talk about the brand?
How many people are reached by these people?
How many main brand topics can be categorized?
nicolasmoerman.com
A different set of questions for each objective...
... determine the right metric for that objective nicolasmoerman.
com
Tapping in to the conversation
Volume
Attitude
And start to measure and analyze, then act nicolasmoerman.
com
Tapping in to the conversationnicolasmoerman.
com
Tapping in to the conversation
Volume
Facebook Lexicon
Twenz
Monniter
Yahoo Sideline
Blogs
Backtype.com
Boardreader.com
Technorati.com
Other platforms
Attitude
Users
Twittergrader
Twitalyzer
Topics
Socialmention.com
trendistic.com
Twendz
Spreading messagesnicolasmoerman.
com
Spreading messages
Reach
Fans/Friends
Followers
Blogs
Subscribers
Visitors
YouTube
Subscribes
Views
Attitude
Users
Twittergrader
Twitalyzer
Topics
Socialmention.com
trendistic.com
Twendz
Conversion
Click through rate
Google Analytics
Reaching advocates & influencersnicolasmoerman.
com
Reaching advocates & influencers
Volume
Brand communication
Attitude
Knowledge & Experience
Reach
Growth
Conversion
Click trough incentives
Identify
Analyze
Stimulate
Engagement & collaborationnicolasmoerman.
com
Engagement & collaboration
Interaction volume
Quality interactions(resolved issues, crowd sourcing ideas,
opinions, suggestions)
Attitude(subjective analysis of the tone of voice &
content)
Always ask yourself two questions
Why do I use Social Media?
How will I know that it worked?
nicolasmoerman.com
Feel welcome to contribute any thoughts... nicolasmoerman.
com
nicolasmoerman.com
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