@margaretfrancis 1 Web 2.0 SF March 29 2011 Measuring the Future: New Metrics for New Media @margaretfrancis #smm #measure #w2e
Transcript
Web 2.0 SF March 29 2011
Measuring the Future: New Metrics for New Media
@margaretfrancis
#smm #measure #w2e
Warranty Cards: Genius!
Media Measurement, 1990
Sale!
Media Targeting
TV
Print
Post-Purchase Information
Market Research
OOH
Warranty Card
Radio
Telephone Surveys
WOM
Credit/ Payment Info
Focus groups
Mail
Web 1.0
Media Measurement, 1990
Online Display
Search
Clicks
Page Views
Sessions
Registra-tions
Opt-ins
Conver-sions
TV
Print
OOH
Warranty Card
Radio
Telephone Surveys
WOM
Credit/ Payment Info
Focus groups
Mail
The more digital our communications get, the more trackable our
interactions and transactions, the higher our expectations of
measurement
Media Measurement, 2010
Comment
Blog
Post
Post
Digg
Make video
Share
Tweet
Re-Tweet
Fan
Like
Review
Book mark
Rate
Online Display
Search
Clicks
Page Views
Sessions
Registra-tions
Opt-ins
Conver-sions
Telephone Surveys
Warranty Cards
Radio
TV
WOM
Print
Focus groups
Credit / Payment Info
OOH
Mail
What we measure
SOME SOCIAL METRICS
Ford Explorer Reveal, July 2010
You also probably recall Fords ambitious 2011 Ford Explorer
Reveal. The car maker decided to forgo the auto show and reveal its
new car on the web, with Facebook as the centerpiece of the
companys online reveal strategy.
The campaign proved to be more successful than anticipated. On
reveal day, Ford produced the number one trending topic on
Twitterin the U.S.; the Explorer was the number two most searched
for term on Google; Fords YouTube reveal video garnered 11,000
views; more than 50,000 Ford Explorer Facebook Likes flooded in;
and, perhaps best of all, 25,000 potential car buyers built and
priced new Explorers on the companys website.
Mashable, Top 5 Emerging Brand Trends on Facebook, September 28,
2010
Is that good?
Measure strategy,
not stuff
FOUR KINDS OF APPLIED METRICS
Brand Perception
Marketing Efficiency
Revenue Growth
Support Savings
Think KPI
Not ROI
BRAND PERCEPTION METRICS
Social Media participation is necessary to create and maintain
brand reputation
Sentiment
Brand equity
Thematic/ perceptual maps; cluster analysis
PR functions/ crisis control
Media relationships
Influencer relationships
Customer satisfaction
Likeliness to buy
Likeliness to recommend (NPS)
MARKETING EFFICIENCY METRICS
Social Media is an effective way to create awareness of and
interest in products and services
SEO
Improved rankings
Reach
Followers
Fans
Forwards
Invites
Word of Mouth
Shares
RTs
Research
Defrayed/ reduced cost of surveys, focus groups, panels, testers,
and secret shoppers
REVENUE GROWTH METRICS
Social Media is an effective way to drive sales
Relationships that could become leads
Members, Registrants, Fans, downloaders, subscribers, followers,
bookmarkers, commenters
Leads
People that have expressed an interest in your product in the
public domain and that you can follow up with
Sales
Tracked from links promoted via social media channels
Tracked via promo codes and offers
SUPPORT SAVINGS
Social Media is an effective way to service our customers (or let
them self service themselves)
Content creation: user generated vs. company generated
Ratings & Reviews
Forums
Groups
Support case metrics
Cases per channel
Response times per channel
Wait time per channel
Resolution rate per channel
Customer sat per channel
Call center costs defrayed
Know what youre counting
(and what youre not)
Paid/ Earned/ Owned
Roll it up
Assembling Metrics into KPIs (Courtesy of Edelman)
Attention
Engagement
Authority
Influence
Sentiment
Measurement
Unique Visits
Impressions
Page Views
Media Consumption
Total Interactions
Fan Photos/Videos
Post Quality
External Links to Content & Discussion
Total Likes
Subscribed Likes
Audience Profile as Reflection of Target
On-Message
Positive/Negative/Neutral
Change Over Time
Facebook
Total Followers
Retweets
Direct Messages
@Replies
Shared Content
Inbound Links
External Coverage
Extended Network/Influence of Followers
Follower Profile as Reflection of Target
On-Message
Positive/Negative/Neutral
Change Over Time
Twitter
Views
Subscribers
Likes/Dislikes
Comments
FavoritesdReplies
Inbound Links
External Coverage
Subscribers
Demographic Insights
Audience Profile
On-Message
Positive/Negative/Neutral
Change Over Time
YouTube
Share of Voice
# of Comments RelativetoAudience Size
Inbound Links
Subscribers
External Coverage
Audience Profile as Reflection of Target
On-Message
Positive/Negative/Neutral
Change Over Time
Blogger Engagement
# of Unique Visitor Check-ins
# of Repeat Check-Ins
# of Check-ins broadcast to Twitter or Facebook
Positive/Negative/Neutral Commentary w/Check-ins
Foursquare/Geolocation
Audience Profile as Reflection of Target
Traffic to Site
Unique Visitors
# Page Views (Overall)
# Page Views/User
Time Spent on Site
Inbound links
Profile of Visitors as Reflection of Target
Most Popular Search Terms
Search
Total Media Consumption
Total Interactions
Total Trackbacks & Coverage of Activities
Total Ongoing Engaged Subscribers to Content/Community
Community Crossover
Overall Sentiment
Total Shift in Sentiment
Overall
Socialize the data
Quantitative complements qualitative
Being pretty never hurts
February Twitter Report
INSIGHTS
Tweets, Retweets, @Replies by Day
INSIGHTS AND RECOMMENDATIONS:
During the month of February, the @AutoMaker Twitter handle had a
total of 96 tweets with an average 3.4 tweets per day.
Source: TweetStats
INSIGHTS
Fan Posts By Hour and Day of Week
Day of week Breakdown by hour
INSIGHTS AND RECOMMENDATIONS:
SUNDAY: Heavy engagement in the evenings, with 62% of posts coming
after 3pm PST
Monday: Fans post bright and early when they get into the office.
Engagement spikes at 7am PST, and slows consistently throughout the
day
Tues - Thurs: Engagement occurs during peak work hours, again
starting at 7am PST but slowing at 4pm PST
Friday: Posts spike mid-day, but continue to occur in the evening
at a higher rate than Monday through Thursday
Saturday: Continual posts throughout the day, with peaks in the
morning and late evenings
Source: Export.ly
Share of voice insights
Total mentions of Automaker within Social Media (30 day
sample)
Day of Week
Commercial peaks on Twitter with 37,389 total mentions on February
5 Super Bowl
Mentions on Twitter top out at 11,554 with the unveiling of the new
model on February 28
Time of Day
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker
from 3/2 -3/7
*Sample data pull of all Twitter conversation mentioning @Automaker
from 3/2 -3/7
Source: Radian6
Thank you for listening. Enjoy my hometown!
#smm #measure #w2e
@margaretfrancis