Social Media Measurement That Works

Kami Watson Huyse, @kamichat #SMDayHOU

@kamichat #SMDayHOU

• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value

Diagnose Prioritize Evaluate

Purpose of Measurement

@kamichat #SMDayHOU

@kamichat #SMDayHOU

Industry Standards

• The Barcelona Declaration of Measurement Principles.

• Valid Metrics Framework for Public Relations

Measurement

• Coalition for Public Relations Research Standards

• The #SMM Standards Conclave

@kamichat #SMDayHOU

Set Measureable Objectives

SMART Objectives–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

http://bit.ly/SMARTObjectives

STEP 1

@kamichat #SMDayHOU

Goal vs. Objectives

Goal:Increase registration for this year’s conference

SMART Objective:By two monthsT prior to the event, over 100 peopleS will have registered using the “friends of online influencer” codeM and we will be 15 percentR ahead of usual registration numbersR.

@kamichat #SMDayHOU

Choose Your 5A Metrics

Activity

Attention

Awareness

Attitudes

Actions

STEP 2

You need Activity

To get Attention

Which brings Awareness

Which cultivates Attitudes

Which leads to Actions

@kamichat #SMDayHOU

Choose Your 5A MetricsSTEP 2

@kamichat #SMDayHOU

Activity

Is all about what YOU do:

• How many posts?• How many comments?• How many tweets?• How many connections?• Avg. response time?

@kamichat #SMDayHOU

@kamichat #SMDayHOU

Sample Activity Report

@kamichat #SMDayHOU

Attention

Is all about Reach or Opportunities to See

• Visits• Potential reach• Demographics• Click throughs

@kamichat #SMDayHOU

Competitive Benchmark

@kamichat #SMDayHOU

Shares in Social Networks

Click Throughs

@kamichat #SMDayHOU

1 click for every 1,000 views

@kamichat #SMDayHOU

Hunt Alternatives Op-Eds

@kamichat #SMDayHOU

Echo EffectWe took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works.

January 2, 2013

February 11, 2013

@kamichat #SMDayHOU

Digital Echo (Traditional to Social)

@kamichat #SMDayHOU

Awareness

Is all about engagement (with you)…

• Do they LIKE or comment?• Are they mentioning you?• What is your share of voice? • How often do they visit?• Who is referring?• % of followers engaged?

@kamichat #SMDayHOU

Benchmarking Tools (Cross Network)

@kamichat #SMDayHOU

@kamichat #SMDayHOU

Attitudes

It’s all about their conversation (about you)…

• What is the sentiment?• Are they committed?• Are they satisfied?• Would they recommend?

@kamichat #SMDayHOU

Sentiment “Harlem Shake”

@kamichat #SMDayHOU

Search + Brand

@kamichat #SMDayHOU

Pure Michigan Site Survey

@kamichat #SMDayHOU

Actions

It’s all about what they actually do (rather than say)…

• What are the financial results?• What is the value of customers?• How are processes impacted?• What innovations emerge?

@kamichat #SMDayHOU

FinancialSales

Revenue EventsCorrelation and Regression

CustomerCost of Support

Average Lifetime ValueImpact on Value

ProcessLeads and Closing

FulfillmentChannel Success

InnovationNew Ideas Adopted

Employee Acquisition

Results

@kamichat #SMDayHOU

ROI measures how effectively an organization is using its resources to generate a financial profit.

@kamichat #SMDayHOU

Revenue Events

Objective:Increase registration for this year’s conference

SMART Objective:By two months prior to the event, over 100 people will have registered using the “friends of online influencer” code and we will be 15 percent ahead of usual registration numbers.

@kamichat #SMDayHOU

Calculating Revenue Events

Ticket price $150x100 sold

$15,000 -$2,500 costs

NET: $12,500/15,000 = .83 x 10083% ROI

@kamichat #SMDayHOU

Action: SalesRevenue Event

Campaign:•Online Campaign Only•Influencer Outreach

Results:•Cost per impression- Television: $1- Social Media: $.22

•ROI$2.6 million in revenue- How did you hear?- Why did you visit?- Revenue per visitor

http://bit.ly/JTAResults

@kamichat #SMDayHOU

Action: FinancialChannel Revenue Tracking

Channel Visits YTD Visits Revenue YTD Revenue

$/Visit

Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72

Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16

Twitter 41 250 $ 8.00 $ 8.00 $ 0.20

@kamichat #SMDayHOU

FinancialSales

Revenue EventsCorrelation and Regression

CustomerCost of Support

Average Lifetime ValueImpact on Value

ProcessLeads and Closing

FulfillmentChannel Success

InnovationNew Ideas Adopted

Employee Acquisition

Results

@kamichat #SMDayHOU

Action: CustomerLifetime Value

@kamichat #SMDayHOU

FinancialSales

Revenue EventsCorrelation and Regression

CustomerCost of Support

Average Lifetime ValueImpact on Value

ProcessLeads and Closing

FulfillmentChannel Success

InnovationNew Ideas Adopted

Employee Acquisition

Results

@kamichat #SMDayHOU

Action: ProcessCost of Leads

• Webinar Activities: – Write a blog post about the webinar– Put a short post on LinkedIn with a link to the

blog post– Tweet the link to the blog post

• Cost: $150 (Salaried employee)• Return: 100 leads• Cost per Lead: $40– Avg. cost of a digital lead $40 x 100 = $4,000

@kamichat #SMDayHOU

Action: FinancialProgram Sign Ups

Problem: Too Few people signing up for clinical trials

Objective: Build reputationAnd double clinical trial base

Anas Younes, MD: LymphomaMD Anderson

@kamichat #SMDayHOU

Results

• 18 months quadrupled patients in clinical trials

• “Go-to” resource for info about lymphoma, thought leadership

Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES

@kamichat #SMDayHOU

FinancialSales

Revenue EventsCorrelation and Regression

CustomerCost of Support

Average Lifetime ValueImpact on Value

ProcessLeads and Closing

FulfillmentChannel Success

InnovationNew Ideas Adopted

Employee Acquisition

Results

@kamichat #SMDayHOU

Action: Innovation

@kamichat #SMDayHOU

Action: Innov. Talent Acquisition

• Unqualified Resumes• Recruiter Fees• Expatriate CostsLink Humans by Laurent Brouat

@kamichat #SMDayHOUKami Huyse | @kamichat | #SMDayHOU

@kamichat #SMDayHOU

KPIs Weight Tool 1 Tool 2 Tool 3

Awareness 100 (Must Have)

X X

Understanding 80 (Like to Have)

X X X

Business Action 60 (Nice to Have)

X X X

Preference & Advocacy

40 (Don’t Need)

X X

Create an Evaluation Protocol

@kamichat #SMDayHOU

Listening Tools

@kamichat #SMDayHOU

Engagement Measurement Tools

@kamichat #SMDayHOU

Tool Links

• Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ• Influence: http://ow.ly/hVlm3• Data Mining: http://ow.ly/hVlyp• Analytics: http://ow.ly/hVlCK• Analysis: http://ow.ly/hVlMC

@kamichat #SMDayHOU

Recommended Reading

@kamichat #SMDayHOU

@kamichat #SMDayHOU

@kamichat #SMDayHOU

@kamichat #SMDayHOU

@kamichat #SMDayHOU

@kamichat #SMDayHOU

@kamichat #SMDayHOU

Questions?

kami@zoeticamedia.com@kamichat713-568-5750

@kamichat #SMDayHOU

Kami HuyseZoetica, CEO

zoeticamedia.com@kamichatThis presentation:

www.zoeticamedia.com/blog