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Slides of the presentation I gave at Haaga-Helia eServiceBusiness seminar 21.10.2009.
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Measuring Social MediaTommi Holmgren / Director, Digital Business
+358 40 523 5023 / [email protected]
1torstaina 22. lokakuuta 2009
Can you really measure “social media”?
Measure interactions that have some demonstrable relevance for your business.
2torstaina 22. lokakuuta 2009
€
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
L
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
L
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
L
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
