Making Sense of Measurement

Candace McCaffery Cookerly Public Relations

@candacemcc

Making Sense of

Measurement HOW DO YOU

MEASURE A RELATIONSHIP?

Business realities mean

measurement is not only desired,

but necessary

Survey of Corporate Strategists by Altimeter Group, Nov 2010

70% of marketers plan to increase social spending by more than 10% in 2011 source: Mashable

Why measure?

are you reaching your audience? are they listening? is it having an impact? is there a benefit to your business for what you are doing? could you do it better?

Amid all the data, how do you define measures that matter?

Social  media  ROI  is  what  you  get    for  the  7me  and  resources  you  put  into  social  media  channels/programs  based  on  a)  your  business/marke7ng  objec7ves  and  b)  the  goals  of  any  specific  campaign  

Match your measures to your business objectives

•  Increase Brand Awareness

•  Enhance Customer Experience

•  Reputation Management

•  Customer Retention •  Drive Behavior

Change •  Drive Innovation/

R&D •  Acquisition/Sales

Match your measures to your business objectives

•  Increase Brand Awareness

Likes/Fans Followers Website traffic/new visits Share of Voice Enhance Customer Experience Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales

Match your measures to your business objectives

Increase Brand Awareness •  Enhance Customer

Experience Interactions Click-thrus Time on Site Shares Reputation Management Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Make Sales

Match your measures to your business objectives

Increase Brand Awareness Enhance Customer Experience •  Reputation

Management Sentiment Authority/Influence Customer Retention Drive Behavior Change Drive Innovation/R&D Acquisition/Sales

Match your measures to your business objectives

Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention Engagement Clickthrus # Clients Served Repeat website traffic Conversion Drive Behavior Change Drive Innovation/R&D Acquisition/Sales

Match your measures to your business objectives

Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention •  Drive Behavior

Change Clickthrus Shares Conversion Conversation Drive Innovation/R&D Acquisition/Sales

Match your measures to your business objectives

Increase Brand Awareness Enhance Customer Experience Reputation Management Customer Retention Drive Behavior Change •  Drive Innovation/

R&D Conversation Poll responses Forum responses Sentiment Acquisition/Sales

Match your measures to your business objectives

Increase Brand Awareness Enhance Customer Experience Reputation Management Increase Retention Drive Behavior Change Drive Innovation/R&D •  Acquisition/Sales Click thrus Campaign Conversion

•  Reach/Velocity •  Relevance •  Influence •  Authority •  Engagement/

Interaction •  Attention •  Sentiment •  Share of Voice •  Advocacy

The Basics+

Objectives-Based Measurement Plan

Match your reports to your audience

Connect it All

Paid measurement tools increase efficiencies in measurement, but you can do it all for little to no outside expenditures

Facebook Insights Google Analytics URL Shorteners Tweetdeck/HootSuite Social Mention ViralHeat Google Alerts Technorati Authority Klout ... and just plain "human" content analyis

Free/Low Cost Resource Toolkit

HOW DO YOU MEASURE A

RELATIONSHIP?

Share of Voice Step by Step

Share of Voice Step by Step

Source: Jay Baer

Google Analytics: mining the measures

Share of Voice Step by Step

Using The Tools

•  Traffic: Referral Sources •  Engagement: Time on Site

from Social Channels •  Source & Conversion:

Campaign Tagging & Goals

•  Message Targeting: Advanced Segmentation

Share of Voice Step by Step

Referring Sites: Quantity & Quality

URL Tagging for Tracking Social

Media Impact/Conversion

URL Tagging for Tracking

Impact/Conversion

 •  Track social media channels individually •  Track specific campaigns/contests •  Test messaging •  Report direct impact of social media

marketing

Goal Setting

Goal Setting

•  Tied to URL/Destination, Page Views or Time on Site

•  Reverse Goal Paths show direct link to social channels

HOW DO YOU MEASURE A

RELATIONSHIP?

Share of Voice Step by Step

Additional Google Analytics Add-Ons

HootSuite Pro

Takeaways: •  Measurement should be defined by your

business objectives •  What you measure may be different for

everyone •  Combination of tools often makes the

most sense •  You can get to an ROI for the efforts you

make

Questions?