Brief introductory presentation of social media measurement and recommendation held in Aalto University course "Integrated marketing" 11th April 2011.

1. The recipe for the
recommendation.
Spice it up with the
Social Media Metrics

2. Social media measurement:
Media tracking+Web
Analytics+Secret Ingredients

3. What is the biggest
challenge for effective
social media measurement?

4. Tools?

5. No.

6. Metrics?

7. 54. View-throughs
2. Amount of buzz based on number of impressions
55. Number of interactions
3. Shift in buzz over time
56. Interaction/engagement rate
4. Buzz by time of day / daypart
57. Frequency of social interactions per consumer
5. Seasonality of buzz
58. Percentage of videos viewed
6. Competitive buzz
59. Polls taken / votes received
7. Buzz by category / topic
60. Brand association
8. Buzz by social channel (forums, social networks, blogs, Twitter, etc)
61. Purchase consideration
9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)
62. Number of user-generated submissions received
10. Asset popularity (e.g., if several videos are available to embed, which is used more)
63. Exposures of virtual gifts
11. Mainstream media mentions
64. Number of virtual gifts given
12. Fans
65. Relative popularity of content
Nope.
13. Followers
66. Tags added
14. Friends
67. Attributes of tags (e.g., how well they match the brand's perception of itself)
15. Growth rate of fans, followers, and friends
68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)
16. Rate of virality / pass-along
69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
17. Change in virality rates over time
70. Contest entries
18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)
71. Number of chat room participants
19. Embeds / Installs
72. Wiki contributors
20. Downloads
73. Impact of offline marketing/events on social marketing programs or buzz
21. Uploads
74. User-generated content created that can be used by the marketer in other channels
http://www.mediapost.com/publications/?
22. User-initiated views (e.g., for videos)
75. Customers assisted
23. Ratio of embeds or favoriting to views
76. Savings per customer assisted through direct social media interactions compared to other cha
fa=Articles.showArticle&art_aid=117581
24. Likes / favorites
77. Savings generated by enabling customers to connect with each other
25. Comments
78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)
26. Ratings
79. Customer satisfaction
27. Social bookmarks
80. Volume of customer feedback generated
28. Subscriptions (RSS, podcasts, video series)
81. Research & development time saved based on feedback from social media
29. Pageviews (for blogs, microsites, etc)
82. Suggestions implemented from social feedback
30. Effective CPM based on spend per impressions received
83. Costs saved from not spending on traditional research

8. People?

9. Getting closer.

10. Organisational silos?

11. Bingo.

12. Social media crosses
many different business
areas.

13. There cannot be a “one-
size-fits-all” unified social
media measurement.

14. ROE=Return on
everything
(what your CEO is demanding)
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115371

15. How to start measuring
the social media?

16. Define your goal in
the social media.
(Basically nearly all the companies already fail at this
point.)

17. Choose the appropriate
metrics for your goals.

18. Determine the KPI´s

19. KPI=Kick-ass
Performance Indicator
(The metrics that really matter)

20. Most important KPI?

22. Cash rules
everything around Me
C.R.E.A.M.
Get the money
Dollar, dollar bill y´all
Method Man

23. However, it is not the
only KPI.

24. You are what you
measure.

25. Exposure
Traditional
Engagement
web metrics
metrics
Quantity Quality
Customer
Sales metrics
Service
metrics
Business

26. Traditional web metrics Engagement metrics
Traffic
Amount of Fans Amount of comments
Status update impressions Amount of likes
Sentiment of the comments
CPM value of social media impressions
Product development ideas
Executed product development ideas
Sales metrics
Customer service metrics
Conversion
Sales from social media
Average order value Reduced product returns
Reduced customer calls
Reduced marketing investments Reduced customer service costs
Customer satisfaction

27. Exposure
Traditional
Engagement
web metrics
metrics
Recommendation
Quantity metrics Quality
Customer
Sales metrics
Service
metrics
Business

28. What are some of the
metrics for social media
recommendation?

29. Counting referral value is easy?

30. Active
recommendation

31. Active recommendation
Status & Customer
Altruism
Identity experience

32. Active recommendation is measured
with the quality metrics:
Spontaneous FB Page Mentions
Mentions
like Referrals
Referrals Referrals
Mentions (Customer
(Status & Identity) (Altruism)
experience)

33. The amount of the active
recommendation in the Facebook:
Referral Traffic Fan Page
Traffic Traffic

34. Active/Passive ratio
Active recommendation amount
Passive recommendation amount

35. When over 1, you either have really
dedicated fans or you do not have
your passive recommendation
program in effect.

36. Passive
recommendation

37. Passive recommendation
Incentives Easiness Peer pressure

38. Passive recommendation is measured
by the quantitive metrics:
Traffic
Sales
Sales Participants
Sales Traffic

39. What really motivates
people on Facebook?

40. Value of Facebook like (for brand with
webshop)
Sales from Facebook likes
Amount of Facebook likes

41. Facebook like value (without
webshop)
Traffic to website X CPC
price
Amount

42. Passive recommendation overall
value through channels
Sales from mail
Sales from Facebook + Sales from Twitter + recommendation
Traffic

43. Passive recommendation value by
channels (without the webshop)
( Traffic + Traffic + Traffic
) * CPC
Amount

44. Passive recommendation ROI
Value + Value + Value + Sales from incentive program
Investment in channels

45. These are the basics and
we are only scratching
the surface here.

46. To really make
the change,
we need more
marketing
scientists.

47. Marketing scientist:
A person who is not afraid of the
data, analytics and measurement.
(Usually referred as “the boring stuff” by marketers.)

48. The boring stuff will be
your friend in the future.

49. Better it.

50. facebook.com/N2SocialMediaHub
Riku Vassinen riku@n2.fi