1. Measuring Social Media
Tommi Holmgren / Director, Digital Business
+358 40 523 5023 / tommi.holmgren@mec.fi
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2. Can you really
measure “social
media”?
Measure interactions
that have some
demonstrable
relevance for your
business.
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3. What’s your Big Picture?
Paid Media Owned Media Earned Media
Display Content Newsletter Reviews and ratings
SMS
Mobile Microsites
Direct SEO Viral Wikis
Blogs pass
response Branded
RSS Blogs
communities Communities along
UGC
In-game ads Web Discussions
€
SEM store Website Comparison & mentions
Resellers Stores Customer
TV Radio service Customer
Meetings WOM feedback
Cinema Direct
Retail Events
OOH mail Prochures PR
Print marketing Articles
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4. #1 Increase sales through
consumer advocacy or visibility in
social media
#2 Improve marketing message by
understanding customers better
#3 Make better products/services
by understanding customers better
#4 Improve efficiency by
embracing communities in
customer service
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5. The Social Feedback Cycle
Measure relevance
of interactions
Measure impact Measure content
of interactions of interactions
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6. Examples of metrics
discussions, mentions, emotional
Measure content
resonance, positive/negative
of interactions sentiments, sources of content, ...
Measure relevance comments, time spent with
of interactions content, context, engagement, ...
attention, awareness, attitudes,
Measure impact
viral pass along, referrals, leads,
of interactions sales, cross-channel impact ...
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7. It’s typically not ...it’s just how
the lack of data... it’s being used.
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8. E!
RE Blogs & Google Alerts
FGoogle
WHAT IT DOES:
Search for your brand/
product/competitor to
understand what is said
about them in blogs and
save an alert for instant
notification.
GOOD FOR:
Listening, gaining insights
about attitudes and
sentiments. Competitor
intelligence. “Quick-and-dirty
approach”
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9. E!
RE web CMS (and Google Analytics)
FYour
WHAT IT DOES:
Keeps your “home base”
sorted out. Understand the
customer flows, conversion
logics, level of engagement,
attitudes of current
customers etc.
GOOD FOR:
Making sure you actually
realize the results of all the
buzz online and that you
continue the relevant themes
customers relate with.
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10. REE!
FParticipation, being curious and active
WHAT IT DOES:
Much better view on the
essence of social media
than by outsourcing data
collection and activities to
your PR agency.
GOOD FOR:
Learning before doing.
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11. IAL
MM ERC
CO Online buzz monitoring (Whitevector, Meltwater, ...)
WHAT IT DOES:
Collects data from thousands
of sources and shows what,
where and how your brand
vs. competitors are visible.
Evaluate sentiments and links
to actual mentions.
GOOD FOR:
Continuous social media
monitoring, when you know
what you actually want and
why. Also good for gathering
insight and improving your
own segmentation.
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12. IAL
MM ERC
CO Online advertising management systems
WHAT IT DOES:
On top of measuring basic
campaign stats (impressions,
clicks etc) can give a good
view on how consumers
interact with e.g. viral content
outside of your site.
GOOD FOR:
Measuring the performance
of your own marketing
activities. Should form your
“holy trinity” of measurement
together with web analytics
and buzz monitoring.
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13. IAL
MM ERC
CO CRM
WHAT IT DOES:
Keeps track of your current
customers, and could do
much more than it usually
does.
GOOD FOR:
Understanding the potential
referrers, links between
customers, power of word of
mouth and doing it in an
organized manner.
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14. Key take aways
LISTEN FIRST
CONTINUOUS ACTIVITY
WHO IS RESPONSIBLE
IT’S YOUR BUSINESS
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