Measuring Social Media Marketing

Presented By: Isha Shah

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What is Social Media?• Social Networking• Blogs• Wikis• Podcasts• Forums• Content Communities

(YouTube, Flick)• Micro-blogging• Second Life• Social

Tagging/Bookmarking• Skype/ IM• RSS• Widgets• Mash-ups

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Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.”

-Sandeep Singh, Business Director, Quasar Media -WPP

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How Big Is Social Media?

• The Long Tail

• “One blog is created every second"

• 100 million videos a day being watched on YouTube

• More than 110 million blogs being tracked by Technorati

• More than 200 million profiles created by users on social

networking site

• Twitter is 3 times bigger than last year

• YouTube has penetrated by 34.6% which is now bigger than

Wikipedia at 29.1%.

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Power to the people, social media tracker Wave 3” – Universal McCANN

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Then What’s The Issue ????

If marketers spend money on Social Media… what is guarantee of an ROI? What are the measurement metrics?

No yet defined in this industry…

BUT today we will find out HOW does it work?

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Why Social Media?

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Social Media Marketing Direct

Sales ???

Social Media- Customer Segmentation

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Source: Groundswell – Social Technographics Ladder

Research Objectives To identify the types of social media tools used by marketers and the ones

preferred by users To identify the objectives of marketers that uses Social media To identify their how to measure conversion/parameters in social media

marketing To find out if ROI on social media justify the investment

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Sample Size : 12 SM experts/practitioners from India, Singapore, Dubai and USA

Discussion Guide

o Which Social media tools are most often used and which are the ones that are

effective?

o How do you think marketers should be measuring conversions?

o What parameters should be in place?

o Communication and marketing objectives for creating a social media campaign?

o How is ROI calculated?

o Is it worth the investment?

o Any trends/ observation/comments

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Profile Of Interviewees • Mr. Saurabh Pandey, AVP and Head of Internet Marketing at Onikra Credit Rating Agency of

India Ltd• Tom Smith, Head of Consumer Futures Media, EMEA, Universal McCann

• GR Rajesh Kumar, IMRI Institute, India

• Joanna Hamshire, Sr. Consultant, OgilvyOne Worldwide, Singapore

• Anand Padmanabhan, Sr. Analyst, Google, India.

• Ajay Tripathi, Business Director, Id8 Labs, India

• Paul Biggs, Jive Software, Portland.

• Neil Patel, CTO, ACSSEO, US.

• Nelson Bruton, VP at Interchanges, Research Analyst at Marketing Experiments

• K. Bhanuprakash, Senior Consultant - Digital PR / Interactive Solutions, HANMER MS&L ,India.

• Hayden Jackson, Client Services Manager, Karyo Edelman, Vancouver.

• Kapil Bhatia, Digital Marketing Manager, HSBC Bank, UAE

• Mr. Mohammad Sirajjuddin, Regional Head- Digital Media, Y&R, Singapore

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Analysis & Interpretation 6 steps to measure Social Media Marketing

• Setting the OBJECTIVES

• Defining STAKEHOLDERS

• Determining METRICS of measurements

• BENCHMARKING against competition

• Selection of measurement TOOL

• ANALYSIS and Re-strategize

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5 Bubble Social Media Measurement Framework – By Isha

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Kodak Online Today – SM Case StudyWhat did they do?• Blogging: A Thousand Words, Grow Your Biz, and PluggedIn blogs.• Micro-blogging: Chief Blogger and Chief Biz Dev Officer on Twitter.• Online video: YouTube channel.• Organization: Hired a Chief Blogger.• Photo sharing: Flickr photostream.• Podcasting: Kodak Close Up.• Social networks: Facebook fan page.• Tagging: delicious account.

Analytics Used: Awareness Inc, US

How did it make a difference?• Viral Buzz- readership increased by 15%• Readers Loyalty: Increase in no. of comments, posts, views etc• Industry Standing: Awards like IMA (Interactive Media) , PRSA Bronze• Employee participation: increase in conversation , contribution

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ConclusionSPJCM

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Social Media Human Conversations Lack of quantification Difficult to calculate ROI

Use web metrics but search for human conversation quantification.

No “One-size-fits-all measurement” system

Make economic use of “User-generated content”

SMM is the future, it’s definitely worth the efforts!

Thank You

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