Measurement and Evaluation of a Social Media Campaign. Week 11 for PRL 408 at Utica College. Spring 2014.

1. Week #11
April 9, 2014
Utica College
PRL 408: Social Media
ThomasArmitage

2.  Brands aren't tracking because…
 Why measure?
 How would you evaluate…?
 The set-up
 Key metrics
 Tools
 Analytics
 Recap
 Drawing conclusions

3.  “The 5 Easy StepsTo MeasureYour Social
MediaCampaigns” - http://bit.ly/1jFsAkg
 “NotTracking Social Media ROI isYour Fault”
- http://bit.ly/1gRXoxR

4. (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.

6.  They don’t know how
 They don’t see the value
 They can’t afford to (time + money)

8.  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)

10.  News announcement
 Volunteer effort
 Sponsorship of event
 Television commercial

11. Social media activity shouldn’t ever be
performed without a plan. And no plan
is complete without measurement and
an evaluation process.

12.  Establish goals
 SMART
 Develop system to measure
 Establish metrics or key performance
indicators (KPIs)
 Who will be measuring?When?

15. (Smiciklas, 2012)

24.  Native insights
 SimplyMeasured
 Bit.ly
 Google Analytics
 Klout
 SocialMention

28. (XXX, 2013)

30. 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
11
73% of leader
13
26 total engagement
1,653
@EMAtalkhuman
1,465
89% of leader
1,559
3,118 total followers
62k
@EMAtalkhuman
51k
81% of leader
56k
113k total impressions
17
@siteseekerinc
17
You are the leader
17
33 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
11
73% of leader
13
26 total engagement
1,653
@EMAtalkhuman
1,465
89% of leader
1,559
3,118 total followers
62k
@EMAtalkhuman
51k
81% of leader
56k
113k total impressions
17
@siteseekerinc
17
You are the leader
17
33 total tweets
@siteseekerinc

32. (The 5 easy steps to measure your social media campaigns, 2012)
 Determine social goals
 Create metrics
 Measure
 Monitor and report
 Adjust and repeat

33.  If you report your findings, how can this data
help you moving forward?

34.  Goal: Boost online sales by 5% by end of
2014.
 Objective: Increase social media referrals by
15% by end of 2014.
 Tactics…
 Evaluation…

35.  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

36.  Anderson, M. K. (2013, May 29).The 5 social media metrics your CEO
actually cares about. Hubspot Blog. Retrieved onApril 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 MediaToday.
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 onApril 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 onApril 5, 2014 from
https://blog.kissmetrics.com/social-media-measurement/
 Why evaluate the performance of marketing. (2013). Boundless.
Retrieved onApril 5, 2014 from
https://www.boundless.com/marketing/definition/marketing-mix/