Knowing What Success Looks Like On Social & How To Measure It Effectively - Andy Sitta

OPENING SLIDE

#TheSocialStandard #TheSocialStandard 26 July 2016 | Browns, Covent Garden

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What is the value of social for brands?

“41% of companies said they had no idea whether or not their social media efforts were actually paying off.” (Convince and Convert)

“88% of marketing professionals didn’t feel they could accurately measure the effectiveness of their social media

campaigns.” (Fast Company)

the good old question

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IT STARTS WITH AN OBJECTIVE

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Business Objective

Social Objective

Right Platform

Right Content

It is not that hard to provide measurable outcomes for your social activities, but you have to know what you’re trying to achieve.

In reality, every business is different and hence, social will play a different role each time. Not everyone needs a Twitter account or to be on Snapchat. But as long as a brand knows what are its key objectives, the activities on social should present themselves naturally.

each objective = different metric(s)

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Social is rather complex – ‘to engage your fans’ is not the only possible objective. Social can be utilised as a traffic driver or a means for customer service. Putting the right objective in place will ensure brands’ ability to measure ROI.

Awareness -> CPV, reach, social mentions

Engagement -> CPE, Engament rate

Traffic -> CPC

Conversion -> cost per download, cost per sign up

Customer care -> Avg. response time

Step 1: understand what’s behind each metric

Step 2: know how to use it

KNOWING THE METRICS

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REACH VS. IMPRESSIONS

Do you really know these metrics?

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RELEVANCe SCORE

CPM

VIDEO VIEWS

LIKE -> How good are you at being relevant?

COMMENT -> How good are you at driving conversations?

SHARE -> How good are you at spreading the message?

ENGAGEMENT RATE -> How good are you at getting people’s attention?

All engagements are not equal

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QUALITY VS. QUANTITY

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stay on the light side…

• Quality pays off in the long term

• The only way to build engaged communities

Getting the numbers up quickly is tempting,

might look good in the short term, but there’s

little value.

social listening

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most overrated

most underratedMore like Twitter

listening

inaccurate

conversations

audience insights

Customer service & feedback

looking at the whole picture

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Social

Web

Online

Offline

Users’ journeyWhat’s being measured

Social shouldn’t be in a vacuum. It

works best when it resonates with

other marketing communications &

activities. At the same time, it has to

be measured accordingly.

1 + 1 = 3

Using common sense

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These are just numbers after all. We need numbers to back up our decisions. This is a

universal fact, not just in marketing. But as professionals we have a duty to make sure

the numbers we are using represent the reality or at least are as close to it as they

can be. Ideally, we should be using numbers to inform our decisions, not just to boost

our egos or cover up our mistakes.

Start with defining your objectives

Choose the right metrics

Understand the metrics & rethink how you’re using them

Go for quality over quantity

Look at social from a wider angle

Use your head and test hypotheses using a T&L approach

Summary

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Panel discussionSOCILA COMMERCE

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THANK YOU @GrowWithOrganic | @SittaAndy

Let's keep the conversation going -> #TheSocialStandard