MONITORING AND MEASUREMENT

Mark Farmer

ADaPT-ICTS, Ryerson University

May 13, 2014

Why this is important

“What gets measured, gets managed.”- Peter Drucker

“What gets monitored is what matters.”- Mark Farmer

A little about me

You

?

What you’ll learn

How to monitor conversation online How to measure the impact of what you

do online Applying this to your personal brand Applying this in a professional capacity Not going to be a lecture –

going to learn through the tools

Why listen online?

In 2014, your brand is what your customers say it is.

That applies to corporate brands as much as to your personal ones.

It’s important to listen to these conversations. It’s how we identify issues, serve customers, handle crises, keep tabs on the competition, and more.

From these come actionable business intelligence and marketing insights.

It’s also where marketing and PR live, increasingly.

Why measure online?

Results Since they’re objective and empirical, they

remove subjectivity, opinion and conjecture from business decision-making processes.

That de-personalizes things. Keep you honest.

There are lies, damned lies & statistics, but people vote with their clicks.

ROI

Return on investment (Gain from investment - cost of

investment) / cost of investment In other words, you want to get out more

then you spend ROI != ROAS

Inputs

Time Money Human resources Opportunity costs

Outputs

Bottom line Sales revenue

Tangible results Sign-ups for a newsletter

Intangible results Sentiment / reputation

Something inbetween Engagement Advocacy Audience / reach

What do you measure

Audience Potential reach

Reach How far does your message travel?

What do you measure

Engagement How much does your audience engage with

you, and how often? How much do they share, comment on, or like your content?

What do you measure

Sentiment Is your audience saying positive or negative

things about you? How negative or positive is the overall tone?

What do you measure

Influence Are you influencing your audience to take

actions? Are you reaching key influencers?

Trivia?

Reach - Specifics

Facebook Total reach Impressions

Instagram Followers

LinkedIn Followers

Reach - Specifics

Twitter Followers

YouTube Subscriptions Views Minutes watched

Traffic and interactions on websites and blogs driven by social

Engagement - Specifics

Facebook Engagement rate Number of ‘stories’ created by users

(i.e. number of interactions) Page likes / post likes Clicks

Instagram Likes

Engagement - Specifics

LinkedIn Likes Comments

Twitter Favourites Retweets Clicks (ow.ly / bit.ly)

Engagement - Specifics

YouTube Likes Favourites Shares Subscribers

Influence - Specifics

Number of mentions by top influencers, as identified by Radian 6 / Sysomos

Sentiment - Specifics

Net sentiment change in Radian6, Sysomos

Sentiment around an issue / event

The good news

You can start measuring the results of your efforts right now, without spending a dime, using native or freemium dashboards.

You can sometimes dive into enterprise-level dashboards as trials.

Tools – Enterprise dashboards

Salesforce: Radian6 Sysomos: Heartbeat Meltwater uberVU

Tools – Native dashboards

Facebook LinkedIn Twitter YouTube Instagram (Iconosquare)

Paid platform-specific dashboards

Hashtracking Tweetreach Tailwind EdgeRank Checker

Freemium dashboard

Multi-platform paid dashboard

Selling it to the C Suite – don’t

How do we turn this into money? You don’t necessarily - it’s part of a

marketing funnel “You set ‘em up - we knock ‘em down”

mentality Change over time Sentiment - proxy Social care Social CRM

Problems

Twitter reach: http://www.unmarketing.com/2012/04/15/

when-we-exaggerate-our-size-everyone-loses/

The magic formula

Try something. If it works, do more of it. If it doesn’t, do less of it. Rinse, repeat.

Resources

Olivier Blanchard - Social Media ROI: http://www.amazon.ca/dp/0789747413

Beth Kanter - Measuring the Networked Non-Profit: http://www.amazon.ca/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604

Katie Delahaye Paine - Measuring What Matters: http://www.amazon.ca/Measure-What-Matters-Understanding-Relationships/dp/B00D821V28

Avinash Kauishik – Web Analytics 2.0: http://www.amazon.ca/Web-Analytics-2-0-Accountability-Centricity/dp/0470529393

Reach out

facebook.com/markus64 ca.linkedin.com/in/markfarmer64 twitter.com/markus64 webheresies.com

Appendix A: listening

Passive Listening The most basic level. There is no

interaction at this level, just listening.

Appendix A: listening

Active Listening Takes passive listening further by

interacting with audience members online. This can be as simple as acknowledging a question, commenting on a conversation, or liking a comment.

This helps personalize digital media, and demonstrates that you’re active and responsive.

Active listening can help you learn about customers, their concerns and perceptions.

Appendix A: listening

Social Care Social care takes listening to the next

level by using social channels as a way to deliver customer service, responding to complaints and concerns, fielding requests and so on.

As people see an organization respond to customer care issues online, they become more likely to use these channels for customer care themselves. This may shift more customer care online from traditional channels.