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