For years, com­mu­ni­ca­tors have struggled to understand what metrics they should use to define the suc­cess of their pro­grams. That struggle has now made its way into social media. Chuck Hemann will cover: How as social pro­grams achieve higher levels of sophis­ti­ca­tion, mea­sure­ment will become even more crit­i­cal in order to under­stand what has or hasn’t worked and how pro­gram tac­tics can be altered. How to come up with the right met­rics to mea­sure success. How to build an index to mea­sure your com­mu­ni­ca­tions pro­grams more holistically.

1. Developing
a
Best
Prac9ces
Approach
to
Social
Media
Measurement
Chuck
Hemann|
VP,
Digital
Analy9cs
EDELMAN
DIGITAL
|
@chuckhemann
ON
TWITTER
@CHUCKHEMANN
ON
TWITTER

2. WARNING:
I
AM
A
MATH
GEEK!!
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/

3. PROPER
PLANNING
PREVENTS
POOR
PERFORMANCE
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/7855449@N02/4712815719/in/set-­‐72157606844282993

4. HERE’S
THE
GOOD
NEWS…
“In
2009,
more
data
was
generated
by
individuals
than
in
the
en9re
history
of
mankind
through
2008”
Andreas
Weigend,
Former
Chief
Scien9st
Amazon.com
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/

5. BUT
HERE’S
THE
BAD
NEWS…
“In
2009,
more
data
was
generated
by
individuals
than
in
the
en9re
history
of
mankind
through
2008”
Andreas
Weigend,
Former
Chief
Scien9st
Amazon.com
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/lindsaystonebriggs/4642248445/

6. UNDERSTANDING
WHAT
LISTENING
CAN
AND
CAN’T
DO
Ability
to
op9mize
content
in
real-­‐9me
Foster
a
beNer
customer
experience
Learn
about
poten9al
product
issues
Marke9ng
through
conversa9on
Gain
business
intelligence
…HOWEVER,
IT
ISN’T
MEASUREMENT!!
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/

7. NO
STRATEGIC
DIRECTION
=
LEAKY
FOUNDATION
Planning
at
the
beginning
and
end
is
essen9al
Human
resources
internally
to
direct
and
execute
is
cri9cal
Listening
and
measuring
everything
isn’t
feasible
Don’t
rely
on
just
what’s
publicly
available
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/kimiallover/5452421112/

8. THE
WAY
MOST
ORGANIZATIONS
UTILIZE
LISTENING
DATA
@chuckhemann
ON
TWITTER

9. THE
WAY
MOST
ORGANIZATIONS
SHOULD
USE
LISTENING
DATA
@chuckhemann
ON
TWITTER

10. WHERE
DO
WE
START?
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/94379417@N00/4808475862/

11. TOOLS,
TRAINING,
REPORTING
AND
SCOPE
Has
there
been
an
internal
decision
made
on
a
tool?
Do
you
have
a
training
protocol
in
place?
–
Both
tools
and
broader
enterprise
training?
Have
you
outlined
a
regular
repor9ng
schedule?
Have
you
developed
a
compe99ve
set?
Will
you
listen
for
the
broader
category?
@chuckhemann
ON
TWITTER
hNp://www.flickr.com/photos/basegreen/205733912/

12. DEVELOPING
YOUR
RESPONSE
MATRIX
@chuckhemann
ON
TWITTER

13. FRAMING
YOUR
LISTENING
APPROACH
BASED
ON
THE
FIVE
W’S
What
are
people
saying
about
your
brand
Where
people
are
talking
about
your
brand
When
people
are
talking
about
your
brand
Who
is
talking
about
your
brand
Why
people
are
talking
about
your
brand
@CHUCKHEMANN
ON
TWITTER

14. ANSWERING
‘WHY’
THROUGH
SOCIAL
DATA
IS
PROBLEMATIC
Analy9cs
planorms
scratch
the
surface
of
why
a
“fan”
or
“follower”
acts
the
way
they
do
Essen9al
to
answer
this
ques9on
from
a
planning
and
measurement
standpoint
Surveys
and
focus
groups
aren’t
dead
@CHUCKHEMANN
ON
TWITTER

15. ENSE
SO
FAR?
M AKING
S

16. CHANNELING
OUR
INNER
MYTH
BUSTER
Social
media
cannot
be
measured
ROI
stands
for
something
other
than
return
on
investment
Social
media
measurement
is
different
than
tradi9onal
media
measurement
Social
media
is
meant
to
be
organic
and
we
already
have
too
much
data
@CHUCKHEMANN
ON
TWITTER

17. COMMON
MEASUREMENT
QUESTIONS
SCRATCH
THE
SURFACE
COMMON
MEASUREMENT
QUESTIONS
ANSWERS/GOALS
Unique
Monthly
Visitors
How
many
people
did
we
reach?
Like/follower
counts
Number
of
Social
Media
Impressions
Share
of
Voice/Conversa9on
Did
the
program
create
conversa9on?
Rank
posts
by
tonality
How
do
I
get
ad
equivalency
so
the
brand
can
Non-­‐standard
ad
equiv
or
CPM
model
compare
this
to
our
adver9sing?
Were
our
fans/followers
engaged?
Engagement
WHAT
WE
SHOULD
BE
ASKING
MORE
OFTEN
Did
the
program
drive
results?
Sales/Leads/Consumer
Sa9sfac9on
@CHUCKHEMANN
ON
TWITTER

18. MARKETERS
ARE
CURRENTLY
JUST
FEEDING
THE
BEAST
Top
metrics:
Two
for
reach/
exposure
One
for
preference,
One
for
ac9on
@CHUCKHEMANN
ON
TWITTER

19. GETTING
A
GRASP
ON
THE
MEASUREMENT
BASICS
Why
measure?
Op9mize
Understand
what
we
are
trying
to
achieve
Allocate
9me/money
Jus9fy
increased
spending
/
new
work
Get
beNer
results?
@CHUCKHEMANN
ON
TWITTER

20. THE
HOLY
TRINITY
OF
SOCIAL
MEDIA
MEASUREMENT
Maximum
Insight
from
Measurement
PRIMARY
RESEARCH
CONTENT
PLATFORM
OPTIMIZATION
PERFORMANCE
@CHUCKHEMANN
ON
TWITTER

21. UNDERSTANDING
CONTENT
PERFORMANCE
–
SOCIAL
CONTENT
OPTIMIZATION
(SCO)
@CHUCKHEMANN
ON
TWITTER

22. BUILDING
A
CONTENT
MEASUREMENT
INDEX
@CHUCKHEMANN
ON
TWITTER

23. ARRIVING
AT
THE
RIGHT
PLATFORM
METRICS
IS
A
FAMILIAR
PROCESS
Understanding
what
your
campaign
goals
and
objec9ves
are
Conduc9ng
benchmark
research
Developing
your
strategy
and
tac9cs
Execu9on
of
your
campaign
Measure
and
tweak
@CHUCKHEMANN
ON
TWITTER

24. TYPICAL
METRICS
ACROSS
THE
BIG
FOUR
FACEBOOK
TWITTER
YOUTUBE
FLICKR
Comments
Clicks
(or
CTR)
Subscribers
Total
Photo
Views
Likes
Retweets
Total
Video
Views
Total
Photo
Uploads
Total
Interac9ons
Retweets/Post
Views
per
Upload
Average
view
per
photo
Total
Clicks
(or
CTR)
Tweet
Reach
Comments
Number
of
comments
Shares
Retweet
Reach
Ra9ngs
Number
of
likes
Impressions
Average
Reach
Per
Tweet
Favorites
Pageviews
%
of
posts
that
are
@
replies
Overall
Likes
Number
of
lists
Comment
Sen9ment
Followers
Demographics
Sen9ment
…NOW
BURN
THIS
SLIDE
FROM
YOUR
MEMORY
BANKS
@CHUCKHEMANN
ON
TWITTER

25. SURVEYS
ARE
AN
INTEGRAL
PART
OF
THE
MEASUREMENT
PROCESS
• Minimum
of
200
people
in
any
given
survey
period
• Exposed
to
messaging
through
social
• Not
exposed
to
social
messaging
• Iden9fy
how
you’re
going
to
survey
people
and
on
what
frequency
• Preferably
every
quarter
using
the
same
method
so
as
to
not
confuse
respondents
• Offline
research
synergies
whenever
possible
• Language
and
ques9ons
should
be
similar
@CHUCKHEMANN
ON
TWITTER
hNp://www.flickr.com/photos/splorp/17126790/

26. FIELDING
SURVEYS
OUTSIDE
OF
FACEBOOK
TwiPer
A
Direct
Message
can
be
sent
to
new
TwiNer
followers
direc9ng
them
to
a
survey
planorm
(e.g.
Survey
Monkey)
and
offering
a
coupon
as
an
incen9ve.
Email
addresses
could
be
collected
via
the
external
survey
planorm
to
allow
for
longitudinal
tracking
YouTube
A
link
to
an
external
survey
planorm
(e.g.
Survey
Monkey)
could
be
included
in
the
“About
Me”
sec9on
of
the
brand’s
YouTube
channel.
A
coupon
could
be
offered
as
an
incen9ve
and
email
addresses
could
be
collected
via
the
external
survey
planorm
to
allow
for
longitudinal
tracking
Flickr
A
link
to
an
external
survey
planorm
(e.g.
Survey
Monkey)
could
be
included
in
individual
photo
cap9ons
and
the
profile
sec9on
of
the
brand’s
Flickr
Page.
A
coupon
could
be
offered
as
an
incen9ve
and
email
addresses
could
be
collected
via
the
external
survey
planorm
to
allow
for
longitudinal
tracking
@CHUCKHEMANN
ON
TWITTER

27. HOW
OFTEN
YOU
MEASURE
DEPENDS
ON
YOUR
THIRST
FOR
INFO
How
dynamic
is
your
content
going
to
be?
How
ozen
are
you
going
to
be
expected
to
report
results?
Do
you
have
the
internal
resources
to
handle
regular
repor9ng
requirements?
What
social
planorms
are
you
using
to
engage
your
audience?
@CHUCKHEMANN
ON
TWITTER
hNp://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/

28. IT
ALL
SEEMS
SO
STRAIGHTFORWARD…
RIGHT?
Marketers
are
overwhelmed
by
the
sheer
amount
of
data
available
Unclear
on
which
metrics
align
with
campaign
goals
Lack
of
clarity
on
how
ozen
we
should
be
measuring
THE
BIGGEST
REASON…
NO
OBJECTIVE
SETTING
AT
THE
BEGINNING
@CHUCKHEMANN
ON
TWITTER
hNp://www.flickr.com/photos/eddidit/391622578/

29. LET’S
MAKE
SURE
WE
END
WITH
SOME
POSITIVE
TAKEAWAYS…
Nothing
presented
here
involves
fancy,
unapproachable
tools
All
of
this
is
step-­‐by-­‐step.
DON’T
SKIP!
Access
to
quality
data
and
insights
is
a
HUGE
compe99ve
advantage
Those
insights
=
more
$$
for
you
to
try
new
things
in
the
future
@CHUCKHEMANN
ON
TWITTER
hNp://www.flickr.com/photos/brianarn/265152959/sizes/m/in/photostream/

30. Chuck
Hemann
|
@chuckhemann
30