36
Measurement and Evaluation Week #11 April 9, 2014 Utica College PRL 408: Social Media Thomas Armitage
| Date post: | 21-Oct-2014 |
| Category: |
Social Media |
| View: | 120 times |
| Download: | 0 times |
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?
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/
