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Webinar Download Available: https://www1.gotomeeting.com/register/427039743Social media measurement is in danger of going overboard, with misleading metrics that fail to account for its true value. With marketing budgets under fire, you need metrics that: a) are easily understood by upper management, b) account for the combined impact of traditional and emerging media, and c) don't demand additional investments in dubious measurement tools. Learn the only 3 metrics that truly matter, and how to produce results that your marketing, P.R., customer research, and customer service teams can act on immediately.
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The Only Three Metrics that MatterA Sanity Plea for Social Media Measurement
recorded Webinar available at: https://www1.gotomeeting.com/register/950448491
Eric AndersonVP of Emerging Media
White Horse
Social media marketing is facing the bear.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
And the industry has responded accordingly.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Instant Poll:Are you facing pressure to justify social media programs through stronger metrics?
1. Yes
2. No
3. No social media programs underway or planned
4. N/A
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Accountability is good, but the risk is that complexity will lead to paralysis. Therefore, a sanity plea:
1. Thou shalt not over-quantify
2. Thou shalt not make a false god of direct response
3. Thou shalt not freak out about ROI
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. Thou shalt not over-quantify.
There are seemingly as many social media measurement tools as there are social media tactics.
These tools all claim to give you an at-a-glance read on your social media presence.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. Thou shalt not over-quantify.
They’ve taken their cue from the Web analytics industry with two main features:
1. Proprietary terms.
2. Dashboards. Lots and lots of dashboards.
Online Promoter ScoreSentiment Analysis
Brand Association Map (BAM)Community Health Index
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. Thou shalt not over-quantify.
These tools are great for scraping social media for your brand terms.
But we like the free ones even better.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. Thou shalt not over-quantify.
The fallacy lies in relying on these tools for analysis; your true social media presence is far too nuanced to be captured by software.
Let’s test that…Which would you rather have?
Chicken McNuggets Bird Flu
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. Thou shalt not over-quantify.
When analyzed with a leading social media monitoring tool, bird flu has a more positive reputation than McNuggets.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Instant Poll:How are you currently measuring your social media presence?
1. Using a subscription monitoring tool
2. Manually compiling data and/or using free tools
3. Outsourcing the task to an agency/contractor
4. Not currently measuring
5. Other/NA
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2. Thou shalt not make a false god of direct response.
Social media is about interaction, not direct action.
Insisting on direct response results will destroy its potential for marketing.
We’ve been down this road before, and it wasn’t pretty.
Banner advertising average response rate (CTR)
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2. Thou shalt not make a false god of direct response.
It’s how some banner advertising ended up looking like this.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2. Thou shalt not make a false god of direct response.
Besides, the whole notion of direct response changes once we acknowledge that we don’t always need to drive people to our own site.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. Thou shalt not freak out about ROI.
“There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise.”
- Andrew McAfee, Harvard Business School
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. Thou shalt not freak out about ROI.
A UGC promotion adds about 10% to the production cost of a broadcast campaign, and 0% to the media cost.
The ROI risk is negligible, and the potential rewards are great.
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3. Thou shalt not freak out about ROI.
Jeremiah Owyang, Forrester Research
Yet the direct ROI pressure persists. This is how bad it’s gotten.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. Thou shalt not freak out about ROI.
Intuitively we all know that many good marketing tactics aren’t easily measured. But we still need easy ways to sell them in.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
If we can agree that social media marketing…
1. Is more qualitative than quantitative
2. Is more about connecting with consumers than converting them
3. Is more about reforming traditional marketing than replacing it
Then you really only need one metric to justify the effort…
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Impressions!
The world’s simplest litmus test: does including social media in a marketing program produce more impressions than not including it?
Source: Fox Interactive Media, Never-Ending Friending, 2007
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Impressions are…
1. A universally understood cross-channel metric
2. The essence of brand-building
3. The minimum attributable benefit of social media.
Social media can do much more, but it ought not to be accountable for doing more. Everything else is just…
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Impressions hit the sweet spot for being both useful and easy to measure.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Impressions come in three flavors.
The differences are important; they determine how you’ll use the data across your organization.
C-level
Brand Marketing
Digital Marketing
PR
Customer Service
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1. The Good.
These are the moments of true brand evangelism, when users actively carry your brand message forward.
C-level
Brand Marketing
Digital Marketing
PR
Customer Service
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1. The Good.
What matters is not the quantity of good stuff (a very shaky metric), but the breakdown of its content.
On the brand front, it tells you what positioning you can own.
Friendly staff51%
Nice facilities21%
Strong programs18%
Equipment5%
Certification4%
Customer support
1%
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1. The Good.
On the digital marketing front, it uncovers opportunities to sync up with user interests.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
1. The Good.
On the C-level and PR front, it gives you stories to shout about.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2. The Bad
The differences are important; they determine how you’ll use the data across your organization.
C-level
Brand Marketing
Digital Marketing
PR
Customer Service
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2. The Bad
The bad stuff tends to get buried, but it’s critical to get it in front of your brand team so you can steer a course around it.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2. The Bad
In many cases you need to address the bad stuff directly. When it’s done right, you can make a virtue of it.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. The everyday
The everyday is vital stuff; it’s a measure of how well your brand is woven into the fabric of everyday life.
C-level
Brand Marketing
Digital Marketing
PR
Customer Service
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. The everyday
The brand equity inherent in the everyday is what makes a facial tissue a Kleenex and a bandage a Band-Aid.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
3. The everyday
Better than any tracking study, the everyday tells you how far your brand has extended within a given community.
This tells you where you can take advantage of that equity, and where you need to push it further.
6 3
43
713
8
56
1116
37
Blogs Twitter Review Sites Forums
Positive Negative Neutral/NA
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3. The everyday
The everyday is the truest and by far the most frequent word of mouth datum.
It won’t register as such in the “Engagement” models currently being proposed, and yet it is a very deep form of brand engagement.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
THANK YOU!
I’d love to hear about your experience and perspectives on social media measurement. The recorded Webinar that accompanies this deck is available at: https://www1.gotomeeting.com/register/950448491
Eric Anderson
Big list of free monitoring tools:
http://measurementcamp.wikidot.com/tools-for-measurement
More eloquent sanity pleas than mine:
Calculating Twitter’s ROI for Marketers by Pete Blackshaw
Perhaps Social Media Shouldn’t Matter by Jason Falls
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
