Measuring Social Media 20091022

Measuring Social MediaTommi Holmgren / Director, Digital Business

+358 40 523 5023 / tommi.holmgren@mec.fi

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Can you really measure “social media”?

Measure interactions that have some demonstrable relevance for your business.

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€

What’s your Big Picture?

Paid Media Owned Media Earned Media

DisplaySMS

Content

Brandedcommunities

Directresponse

SEM

Mobile

In-game ads Webstore

TV

PrintRetail

marketing

Cinema

OOH

Radio Resellers Stores

Directmail Prochures

Events

Customerservice

Website

Meetings

Newsletter

SEOMicrosites

RSSCommunities

Reviews and ratings

Wikis

Blogs

Blogs

UGCDiscussions& mentions

Customerfeedback

ArticlesPR

WOM

Viralpassalong

Comparison

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#1 Increase sales throughconsumer advocacy or visibility in social media

#2 Improve marketing message by understanding customers better

#3 Make better products/services by understanding customers better

#4 Improve efficiency byembracing communities incustomer service

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The Social Feedback Cycle

Measure impactof interactions

Measure relevanceof interactions

Measure contentof interactions

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Examples of metrics

Measure contentof interactions

discussions, mentions, emotional resonance, positive/negative sentiments, sources of content, ...

Measure relevanceof interactions

comments, time spent with content, context, engagement, ...

Measure impactof interactions

attention, awareness, attitudes, viral pass along, referrals, leads, sales, cross-channel impact ...

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It’s typically notthe lack of data...

...it’s just howit’s being used.

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FREE!Google Blogs & Google Alerts

WHAT IT DOES:Search for your brand/product/competitor to understand what is said about them in blogs and save an alert for instant notification.

GOOD FOR:Listening, gaining insights about attitudes and sentiments. Competitor intelligence. “Quick-and-dirty approach”

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FREE!Your web CMS (and Google Analytics)

WHAT IT DOES:Keeps your “home base” sorted out. Understand the customer flows, conversion logics, level of engagement, attitudes of current customers etc.

GOOD FOR:Making sure you actually realize the results of all the buzz online and that you continue the relevant themes customers relate with.

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FREE!Participation, being curious and active

WHAT IT DOES:Much better view on the essence of social mediathan by outsourcing data collection and activities to your PR agency.

GOOD FOR:Learning before doing.

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Online buzz monitoring (Whitevector, Meltwater, ...)COMMERCIA

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WHAT IT DOES:Collects data from thousands of sources and shows what, where and how your brand vs. competitors are visible. Evaluate sentiments and links to actual mentions.

GOOD FOR:Continuous social media monitoring, when you know what you actually want and why. Also good for gathering insight and improving your own segmentation.

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Online advertising management systemsCOMMERCIA

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WHAT IT DOES:On top of measuring basic campaign stats (impressions, clicks etc) can give a good view on how consumers interact with e.g. viral content outside of your site.

GOOD FOR:Measuring the performance of your own marketing activities. Should form your “holy trinity” of measurement together with web analytics and buzz monitoring.

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CRMCOMMERCIA

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WHAT IT DOES:Keeps track of your current customers, and could do much more than it usually does.

GOOD FOR:Understanding the potential referrers, links between customers, power of word of mouth and doing it in an organized manner.

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Key take aways

LISTEN FIRST

CONTINUOUS ACTIVITY

WHO IS RESPONSIBLE

IT’S YOUR BUSINESS14torstaina 22. lokakuuta 2009

www.mec.fi/blogitommi.holmgren@mec.fi+358 40 523 5023

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