Social Media Measurement

Presented by: Handi Irawan D.

Chairman of Frontier Consulting Group

@HandiirawanD
Perkantoran Gading Bukit Indah Blok M/15-16, Jl. Bukit Gading Raya Kelapa Gading Permai Jakarta Utara 14240. Phone: 021-4514151, Facsimile: 021-4514152, Email: office@frontier.co.id, Website: www.frontier.co.id

Social Media Measurement

Social Media is not about media, it is about the community in which you do business

Social Media Revolution & Measurement

Redefine NOW

Changing Roles of Marketing Communication

Changing Criteria of Success

Benefits of Measurement
Measurement is so much more than counting. Measurement takes analyzes what they mean, use that meaning to improve business practices: Listening to Customers Understanding Competition Strategic Planning Allocate Resources Reasons to Say NO Get Commitment

Business Functions of Social Media

Information & Brand Awareness

Public Relations
Customer Services

Customer Loyalty
Sales

The Phases of Engagement

Paine & Paarlberg: 2011

The ROI Pyramid of Social Media

LEVEL
CEO /CMO

EXAMPLE
Brand Equity & ROI

CM/Manager

Sales, Brand Image, Brand Loyalty Traffic, Fans, Followers, Likes, Subscribers, etc

Supervisor /Staff

A List of Everything You Can Measure Keep this list updated as it grows. Among the types of things you should look at are the following: Number of Twitter followers Volume of outbound updates per day Volume of inbound tweets per day Number of outbound re: (replies) generated per day Number of RT (retweet) generated per day Number of click-throughs (inbound via Twitter) Number of Facebook fans (even if they arent called fans anymore) Volume of updates per day Number of likes per day Number of likes per update Number of comments per day Number of comments per update Number of shares per day Number of shares per update Number of click-troughs (inbound via Twitter)

 Other activity on Facebook (discussions, download, event RSVPs, and so

on) Number of daily visitors to the blog per day Number of unique visitors to the blog per day Number of comments per day Number of comments per post Number of daily inbound visits to website from blog Number of inbound links visits to website from blog per unique post Number of views and download (video) Number of downloads (audio/podcast) Number of downloads (PDF/White paper/Study/other content) Volume of mention (brand and assorted keywords) across channels Net positive mentions* across channels o General praise for the brand o Praise for the brand directly addressed to a company account

 Net negative mentions* across channels o General complaints about the brand o Complaints about the brand directly addressed to a company account Customer Support or Services request on Twitter per day/per hour Average number of re: (reply) updates to complete a customers service
request Average amount of time to close out a customer service request Net number of positive outcomes to customer service request (resolution) Net number of negative outcomes to customer service request (no resolution) Net potential reach Net frequency of interaction/touches per customers in a selected group/subset Net unique visitors to website Net number of unique visitors inbound from seeded links across SM channels o Net per channel

 Net online transactions (e-sites) Net product reviews (total volume, positive, negative) Net recommendations across all channels o Net per channel Brick and mortar store traffic Response to promotional offers (track codes, hashtags, and so on) Event attendance (physical and/or virtual) Net number of transaction Net sales volume (total, by product, by category, by location, and so on) Net number of transacting customers Average buy-rate/frequency of transaction in a selected group or subset Average yield/dollar amount per transaction in a selected group/subset Conversions (yes, any and all of them)

See You at The Next Frontier Marketing Club Seminar on Augst 19, 2011
Follow Twitter: @HandiirawanD