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Slide presentation on measuring social media - how to measure your social fire presented at SMX Toronto April 26, 2012
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@aknecht
Justifying The Investment: Analytics
For Social Media
Measuring the Right Stuff
Alan K’necht
@aknecht
Social Analytics in Perspective
• Followers are the hits of social media!
@aknecht
Social Analytics in Perspective
• Brands that only focus on Twitter follower counts & Facebook fans are missing the point of social marketing
• They’re measuring the wrong thing and wasting money!
@aknecht
State of Social Analytics
• Similar spot as web analytics circa 1999– Measuring followers, fans, etc.– Counting likes, shares, etc.
@aknecht
Why Measure the Wrong Stuff?
• Quality Analytics takes:– Knowledge– Time– Training– Tools– Responsibility
• All require $$$$
@aknecht
What to Measure
• Social Marketing is a Fire!
@aknecht
Measure:How Big is Your Social
Fire?• Fire requires 3 things to be
successful– Fuel (Quality Fans/followers)– Oxygen (Quality Content)– Heat (Likes, Shares, etc.)
• How do you measure these?• How much to spend on measuring
them?
@aknecht
Where to Spend the Budget
• Define your social engagement objectives – Why are you participating?
• Define appropriate measurements (KPI) to measure success in obtaining these objectives
@aknecht
Where to Spend the Budget
• Identify appropriate measurement tools
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Free vs Paid Tools
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Free vs Paid Tools
• Choose the best tools for what you need to measure, regardless of cost
• Free has it’s own costs
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Where to Spend the Budget
• Training – on the proper use of the tools – to understand if social engagement is
meeting corporate objectives
@aknecht
Where to Spend the Budget
• Educating & training staff to improve social engagement in support of corporate objectives
@aknecht
Paying for Responsibility
• Assign responsibility for social engagement to the entire organization
• Measure & reward success of the organization
@aknecht
You Can’t Measure it All
• Social engagement occurs – On-line– Off-line
• Easier to measure online• Very difficult to measure offline-
(Except bad engagements)
@aknecht
Final Thoughts
• You reap what you sow - 10 fold• If you don’t invest in Social
Analytics you get nothing back• With investment comes knowledge• What you do with that
knowledge….?
@aknecht
Final Thoughts
One enthusiastic unpaid brand advocate is worth more than 1 million unengaged followers who never see your posts
