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How exactly social media contributes to the company’s bottom line? Are dollars really hidden in the number of Tweets and Facebook Likes? Measures such as brand mentions, video shares and fan counts are straightforward, but what becomes really important is to understand the real impact of a brand’s social media presence Adopting a perspective of establishing clear objectives that SMM campaign is set to achieve first, is helpful in understanding what metrics will be appropriate to measure the effectiveness and success of the program. Oosterveer proposes a number of useful measurement categories for SMM campaigns: Conversational Exchange is key measurement of engagement and interaction. By tracking the number and the type of responses to posts, marketers learn what topics resonate with their audiences and what approach is most effective in engaging them. Reach measures the overall network of people who interact and engage with the brand. Content Amplification measures the number of shares for each post, for example, re-tweets. This allows evaluating if brand’s posts gain momentum outside of immediate network. Sentiment is the measure of feelings expressed by people toward the brand’s post. Content Appreciation measure focuses specifically on the number of buttons that people select to express their appreciation for something, for example: Likes on Facebook or +1 on Google+ among others. Measuring SMM campaigns should have both a short-term and a long-term orientation. While short-term orientation is tactical and corresponds with immediate results, long-term orientation is strategic and requires flexibility and adaptation to the evolving brand community.
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Social Media Marketing Campaigns:
Objective Driven MetricsPresented By: Viktorija Trunova & Peter Demangos
Consumer Path to Purchase
AWARENESS
INVESTIGATION
PURCHASE
ENGAGEMENT & REPURCHASE
LOYALTY
Where does Social Media Marketing Fit?
Social Media Landscape
• Business Objective• Member Interaction• User Experience• Longer Term Utility• Integration • Flexibility
Attributes of Successful SMM Campaign
• Conversational Exchange • Reach• Content Amplification• Sentiment• Content Appreciation
5 Useful Measurements
Key Metrics / KPIs
http://www.youtube.com/watch?v=uWm27gcIq_M&feature=related
Successful SMM Campaigns
http://www.youtube.com/watch?v=2ETTMygBbac
Successful SMM Campaigns
• IKEAo Objective: ENGAGEo How: RIPPLE EFFECTo What: FACEBOOKo Result: User Generated Promotion
• Starbuckso Objective: DRIVE PURCHASEo How: TARGET & ENGAGEo Result: 8000 participants -> 1.5M people
120,000 new customers
Successful SMM Campaigns
• Define Objectives:
• Develop Specific KPI’s:
• Select Appropriate Metrics
• Track
Key Takeaways
