Talk given at Measurement.ie on 13 Feb 2013. What makes social media so different, so special? Ultimately, I argue, it all shares per view and clicks per share.

1. THE CONTINUATION OF
MARKETING
BY OTHER MEANS?

2. OR WTF DO YOU WANT ME
TO MEASURE NOW?
(A @MEASUREMENT.IE SPECTACULAR)

3. WHY DO WE DO SOCIAL MEDIA MARKETING?
BLOGGER RELATIONS CUSTOMER SERVICE
COMMUNITY BUILDING CRM
CONSUMER INSIGHT CRISIS MANAGEMENT
CONTENT MARKETING DIRECT SELLING

4. NOT SO FAST
MR BOND

5. WHY DO WE DO SOCIAL MEDIA MARKETING?
BLOGGER RELATIONS CUSTOMER SERVICE
COMMUNITY BUILDING CRM
CONSUMER INSIGHT CRISIS MANAGEMENT
CONTENT MARKETING DIRECT SELLING

6. THE LAW OF INSTRUMENTATION
OR
MASLOW’S HAMMER

7. DÉFORMATION PROFESSIONELLE
(N.B. I can be cosmopolitan and French too, Dena.)

8. LET’S BE CLEAR.
‘ENGAGEMENT’ IS AN
UNWORKABLE AND
MEANINGLESS CONCEPT.
IT MEANS EVERYTHING. AND
ABSOLUTELY NOTHING.
AND AS SUCH IT CANNOT
POSSIBLY CLAIM TO BE ANY
MARTIN WEIGEL, W+K AMSTERDAM KIND OF METRIC.

9. AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE
"ENGAGEMENT" TREND
100
50
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

10. AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE
"ENGAGEMENT" TREND "SOCIAL MEDIA" TREND
150
100
50
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

11. THINGS REAL
PEOPLE NEVER DO

12. BRANDS ARE
NOT AS
IMPORTANT
AS THE REAL
PEOPLE IN
OUR LIVES RUSSELL DAVIES, SENSIBLE CHAP.

13. TETLEY FOLLOWERS
381k

14. WHAT’S THE CAN ANY MASS-MARKET BRAND EVER SELL ENOUGH
REAL POINT OF TO THEIR FOLLOWERS TO MOVE THE NEEDLE?
~400k FANS?
AREN’T “REAL FANS” LIKELY TO BE BUYING AS MUCH
AS THEY CAN ALREADY ?
ISN’T FACEBOOK A POOR CHANNEL FOR CRM?

15. 2 KEY THINGS ABOUT SOCIAL: HOMOPHILY
WE UNCONSCIOUSLY
SEEK OUT PEOPLE
WHO SHARE OUR
VIEWS AND VALUES

16. 2 KEY THINGS ABOUT SOCIAL: SOCIAL PROOF
AND WE
UNCONSCIOUSLY
COPY OUR FRIENDS

17. LAMB TO THE
LAUGHTER

18. IF YOU CAN GET PEOPLE WHO
ARE SIMILAR TO THE PERSON
YOU'RE TRYING TO PERSUADE
TO SPEAK ON YOUR BEHALF, IT'S
A LOT EASIER FOR YOU THAN IF
YOU HAVE TO TRY TO HAMMER
YOUR MESSAGE ONE MORE
ROBERT CIALDINI, ARIZONA STATE TIME INTO A RETICENT MIND.

19. SOCIAL IMPACT ON ADVERTISING
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure
+16%
+10%
+8% +8%
+4%
+2%
RECALL AWARENESS PURCHASE INTENT
Source: Nielsen Brand Lift 2010

20. SO WHAT DO WE WANT FROM OUR FANS?
AUDIENCES RESPOND WELL TO SOCIAL CUES
WE WANT TO TURN OUR FANS INTO ADVOCATES
INCREASE EXPOSURE AND ENDORSEMENT INCREASE E/P* RATIO
Targeting friends-of-fans using a high-quality fan audience Facebook’s editorial algorithms respond positively to brand
improves media efficiencies and campaign effectiveness, content engaged with by fans. The link between fans and
while reaching as large an audience as possible. their friends is nearly always stronger than the link
between a Page and its fans.
* Earned/Paid

21. SO WHAT DO WE WANT FROM OUR FANS?
TURN CUSTOMERS INTO ADVERTISING.

22. FOLLOWERS
381k

23. TARGET: 25-44 WOMEN
187k

24. REACH: 25-44 WOMEN IN 1st DEGREE
187k
7.14m

25. REACH: 25-44 WOMEN IN 1st DEGREE
187k
7.14m

26. SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED
SHARING
FOF TARGETING
TARGET FRIENDS OF FANS WITH
SOCIALLY-ENDORSED
ALL OTHER PAID MEDIA CAMPAIGNS AND PROMOTIONS

27. INTEGRATE PAID AND EARNED
USER ENGAGEMENT:
1. INCREASES ORGANIC REACH
2. REDUCES COST OF PROMOTED POST

28. INTEGRATE PAID AND EARNED
FOF TARGETING
1. EXPOSES NEW AUDIENCES TO
CONTENT
2. INCREASES SALIENCE & RESPONSE

29. SOCIAL IMPACT ON ADVERTISING
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure
+16%
+10%
+8% +8%
+4%
+2%
RECALL AWARENESS PURCHASE INTENT
Source: Nielsen Brand Lift 2010

30. SOCIAL IMPACT ON ADVERTISING
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure Social Ad + Organic
+30%
+16%
+13%
+10%
+8% +8% +8%
+4%
+2%
RECALL AWARENESS PURCHASE INTENT
Source: Nielsen Brand Lift 2010

31. SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED
SHARING
FOF TARGETING
ALL OTHER PAID MEDIA

32. SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED
SHARING
FOF TARGETING
CREATE SHAREABLE CONTENT.
ALL OTHER PAID MEDIA

33. INTEGRATE OWNED & PAID
FROM THIS TO THIS
organic | paid organic
OWNED
FACEBOOK FACEBOOK
SPACES
SMART CONTENT MARKETERS AND RETAILERS ARE viral | paid
MAKING USE OF FACEBOOK’S “OPEN GRAPH” PLATFORM
TO CREATE VIRTUOUS CIRCLES, CAPTURE DATA AND
INCREASE SHARING.

34. RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT
11.2k CLICKS è
ç +1k LIKES +151 TWEETS
35.5k LIKES +46 GOOGLE +1s
1.9k SHARES
ç +1.7k SHARES +18 BACKLINKS

35. RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT
124k CLICKS è
38.9k LIKES ç +17.6k LIKES +2.2k TWEETS
4.2k SHARES ç +63k SHARES +220 BACKLINKS

36. SO: THE NEW METRICS FOR SOCIAL?
EARNED/PAID RATIO
EARNED/PAID EFFICIENCIES REDUCED COSTS OF API TARGETING
VIRAL/ORGANIC RATIO
VIRAL/ORGANIC EFFICIENCIES SHARES PER VIEW
CLICKS PER SHARE