How to measure social media performance: from objectives to KPIs, customer journey and models, tools & methods

1. Social Breakfast
Measurement of Social Media Performance

2. Social Media Performance measurement
• Introduction Your Social
• Social Media Trends and Challenges
• Why do we Measure?
• How do we measure?
• From Business Objectives To KPI’s
• The ROI Pyramid Of Altimeter
• Understanding The Customer Journey & The Role Of Social Media
• Metrics & KPI’s
• Tools & Methods
• Resources

3. Your social is part of oxyma group
offering Omni Channel Marketing Solutions

4. Creating omni-channel experiences & value
Company
Customer

5. Our passion is social success
and our team of 48 with 18 in the UAE would like to share
this passion with you.

6. Clients we already share this passion with
who are regional or global and operating in B2B or B2C environments

7. How your social can guide & support you?
STRATEGY CREATIVITY OPERATIONS
Strategy & Implementation Content & Campaigns Communities & Advertising

8. what is your biggest challenge for
measuring social media?

9. social media spent increases in overall marketing budget
Source: “The CMO Survey February 2017 – Forbes/Deloitte
Social Media Spending as percent of marketing budgets

10. Source: “The Social Media ROI Cookbook” Altimeter Group (July 24, 2012)
MEASURING Social media ROI still challenging
Which of the following have been challenges ?

11. Social media impact is still to rare
Source: “The CMO Survey February 2016 – Forbes/Deloitte
Contribution of Social Media to Company Performance

12. Social media is critical …
Total
Population
Internet
Users
Active Social
Media Users
Unique
Mobile Users
Active Mobile
Social Users
Urbanization Penetration Penetration Penetration Penetration
Source: Digital in 2017 – Global Overview. Hootsuite , We are social, Jan 2017

13. … and Fast growing
Internet
Users
Active Social
Media Users
Unique
Mobile Users
Active Mobile
Social Users
Since Jan 2016 Since Jan 2016 Since Feb 2016 Since Jan 2016
Source: Digital in 2017 – Global Overview. Hootsuite , We are social, Jan 2017

14. Why do we measure?

15. From Business Objectives To KPI’s
Business Objectives
•Brand positioning
•Driving sales
•Customer service
•Talent acquisition
•Market intelligence
Social Media Objectives
•Increase brand awareness
•Increase online sales
•Increase engagement
•Better customer service
•Attract more qualified talents
•Comprehensive reports
KPI’s
•Brand sentiment
•Conversion and conversion rate
•Interactions & engagement rate
•Response rate & response time
•Qualified applications
•Net Promoter Score

16. The ROI Pyramid of Altimeter
Business
Metrics
Social Media
Analytics
Engagement
Analytics
Business
Executives
Business
Stakeholders
Community
Managers /
Agencies
Revenue,
Reputation,
CSAT, NPS
WoM,
Support Speed
Likes, followers,
pins, retweets etc
Audience Metrics KPI’s

17. Social
PPC
Email
Direct
to mail
PR
Print
/ TV
AWARENESS
CONSIDERATION
Webinar
Blog
SEO
Website
Social
E-Book
Email
Com-
munity
FAQ
Mess-
aging
Social
EXPERIENCING
Email
Reviews
Com-
munity
Events
Social
ADVOCACY
CONVERSION LOYALTY
Understanding The Customer Journey & The Role Of Social Media
Sales
App
Brochure
In-store
eCom-
merce
Social
Sales
Website
Direct
mail
Email
Coupon
Social

18. Metrics and KPI’s
ROI & KPI MODEL
• Unique visitors
• Impressions
• Views
• Mentions
• Share of voice
• Brand searches
• Sentiment
• % reach in
target audience
AWARENESS
CPM / CPI / CPV
CONSIDERATION
• Fans and
followers
• Likes
• Favourites
• Comments
• Replies
• View time
• Play time
• Questions
• Shares
• Time on website
• Downloads
CPE
CONVERSION
• Click throughs
• Traffic to
website
• Traffic to
branches
(offline)
• App downloads
• Product and
promotion sales
CPC / CPL
EXPERIENCING
• User generated
content
• Share-of-voice
• Response rate
• Response time
• Engagement
• Questions
CPE / CPS
LOYALTY
• Cross sells
• Upsells
• Average
revenue per
customer
• Customer life
time value
• Net promoter
score
• Enrolment
loyalty
programs
NPS / CSAT
ADVOCACY
• Fans
• Brand
ambassadors
• Retweets
• Favourites
• Positive
sentiment
• User generated
content
• Reviews
NPS

19. How do you currently measure?

20. 6 ways of measuring revenue impact of social media
Top Down
Anecdote
Specific examples where social media was
known to influence a sale or sales.
Correlation
Comparing two data sets (for example,
number of likes vs. revenue) to determine
whether there may be a relationship. Note
that most correlations are quite simple
Multivariate Testing
Comparing one group exposed to social
media content with another that was
exposed to different or no content.
Source: “The Social Media ROI Cookbook” Altimeter Group (July 24, 2012)
Links and Tagging
Links refer to short links, such as bit.ly, goo.gl, or custom
links embedded into content. Tags (and cookies) refer to
a piece of code that is embedded into links or URLs for
the purpose of conversion attribution.
Integrated
Integrated refers to apps or Software-as-a-Service (SaaS)
offerings with integrated analytics, such as those offered
by Buddy Media, Wildfire, or Facebook apps for
Timeline.
Direct Commerce
Comparing Addition of an ecommerce storefront to a
social platform such as Facebook; frequently referred to
as “fcommerce.”
Bottom up

21. OGSM model

22. Social media measurement tools & technology
Listening Analytics
Links & Tracking
UTM
Parameters
Pixels

23. Resources

24. Few resources
• https://cmosurvey.org/results/february-2017/
• https://blog.hootsuite.com/measure-social-media-roi-business/
• https://sproutsocial.com/insights/social-media-roi-guide/
• https://blog.bufferapp.com/guide-calculate-social-media-roi