Measurement and Evaluation

Week #11April 9, 2014

Utica CollegePRL 408: Social MediaThomas Armitage

In today’s lesson…

Brands aren't tracking because… Why measure? How would you evaluate…? The set-up Key metrics Tools Analytics Recap Drawing conclusions

Past week’s articles

“The 5 Easy Steps To Measure Your Social Media Campaigns” - http://bit.ly/1jFsAkg

“Not Tracking Social Media ROI is Your Fault” - http://bit.ly/1gRXoxR

Stat

(Cohen, 2013)

According to Fast Company, 88% of survey respondents in the marketing profession felt they couldn't accurately measure their social media campaigns' effectiveness.

Brands aren’t tracking because…

Brands aren’t tracking because…

They don’t know how They don’t see the value They can’t afford to (time + money)

Why measure?

Why measure?

Are we spending our time and money in the right places?

What messages work best with our audience?

Are customers satisfied with us? Are we building relationships with

enough people and the right people? Is our work generating leads,

customers and sales for us?(Anderson, 2013)

The mix

How would you evaluate…?

News announcement Volunteer effort Sponsorship of event Television commercial

Fact

Social media activity shouldn’t ever be performed without a plan. And no plan is complete without measurement and an evaluation process.

The set-up

Establish goals SMART

Develop system to measure Establish metrics or key performance

indicators (KPIs) Who will be measuring? When?

Video

What should you track?

Types of data

(Smiciklas, 2012)

Key metric: Demographics

Key metric: Psychographics

Key metric: Reach/impressions

Key metric: Referrals

Key metric: Engagement

Key metric: Share of voice

Key metric: ROI and conversions

How will you obtain this data?

Tools

Native insights SimplyMeasured Bit.ly Google Analytics Klout SocialMention

Analytics

Analytics

Analytics

Analytics

(XXX, 2013)

Analytics

Third party software

How does the leader compare?How does the leader compare?

Leader tweets about the same as you. Content is mostly links.

Leader has 188 (13%) more followers than you.

You send about 2 tweets per day and get an average of 1 interaction per tweet.

Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you.

Leader tweets about the same as you. Content is mostly links.

Leader has 188 (13%) more followers than you.

You send about 2 tweets per day and get an average of 1 interaction per tweet.

Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you.

Engagement

Followers

Potential Impressions

Brand Tweets

Engagement

Followers

Potential Impressions

Brand Tweets

Competitive LeaderboardCompetitive Leaderboard All Account Avg. Your Account Leading AccountAll Account Avg. Your Account Leading Account

15@EMAtalkhuman

1173% of leader

1326 total engagement

1,653@EMAtalkhuman

1,46589% of leader

1,5593,118 total followers

62k@EMAtalkhuman

51k81% of leader

56k113k total impressions

17@siteseekerinc

17You are the leader

1733 total tweets

@siteseekerinc

How does the leader compare?How does the leader compare?

Leader tweets about the same as you. Content is mostly links.

Leader has 188 (13%) more followers than you.

You send about 2 tweets per day and get an average of 1 interaction per tweet.

Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you.

Leader tweets about the same as you. Content is mostly links.

Leader has 188 (13%) more followers than you.

You send about 2 tweets per day and get an average of 1 interaction per tweet.

Leader has a 55% share with 3,883 impressions per tweet compared to 45% and 2,971 for you.

Engagement

Followers

Potential Impressions

Brand Tweets

Engagement

Followers

Potential Impressions

Brand Tweets

Competitive LeaderboardCompetitive Leaderboard All Account Avg. Your Account Leading AccountAll Account Avg. Your Account Leading Account

15@EMAtalkhuman

1173% of leader

1326 total engagement

1,653@EMAtalkhuman

1,46589% of leader

1,5593,118 total followers

62k@EMAtalkhuman

51k81% of leader

56k113k total impressions

17@siteseekerinc

17You are the leader

1733 total tweets

@siteseekerinc

Dashboard

Recap of the process

(The 5 easy steps to measure your social media campaigns, 2012)

Determine social goals Create metrics Measure Monitor and report Adjust and repeat

Drawing conclusions

If you report your findings, how can this data help you moving forward?

Example

Goal: Boost online sales by 5% by end of 2014.

Objective: Increase social media referrals by 15% by end of 2014.

Tactics… Evaluation…

Next class, we will discuss…

Mobile and Location Based Services Q&A for final paper

To do: Read Chapter 15 in the textbook Write blog post #3 Read articles from #UticaCollegeSM and

comment foursquare and myspace presenters should

be ready to present

References

Anderson, M. K. (2013, May 29). The 5 social media metrics your CEO actually cares about. Hubspot Blog. Retrieved on April 5, 2014 from http://blog.hubspot.com/marketing/social-media-metrics-ceos-cares-about

Cohen, P. (2013, October 8). Social media ROI: why are most companies still not measuring it? Social Media Today. http://socialmediatoday.com/philcohen4/1801656/social-media-roi-why-are-most-companies-still-not-measuring-it

Smiciklas, M. (2012, May 24). Social media measurement model. Social Media Explorer. Retrieved on April 5, 2014 from http://www.socialmediaexplorer.com/social-media-measurement/social-media-measurement-model-infographic/

The 5 easy steps to measure your social media campaigns. (2012). KISS Metrics. Retrieved on April 5, 2014 from https://blog.kissmetrics.com/social-media-measurement/

Why evaluate the performance of marketing. (2013). Boundless. Retrieved on April 5, 2014 from https://www.boundless.com/marketing/definition/marketing-mix/