1. Social Media Measurement CM1 Community Manager Conference Andrew CherwenkaCEO/Co-Founder Authintic@cherwenka November 14, 2013 Descriptive version with brilliant text!

2. This was Facebook back in 2009, when the Community Manager title was adequate. One wall, lots of responding. 3. The Facebook IPO and popularity surge changed everything for the CM role. Now youre strategists, designers, copywriters. You have massive exposure. Managing the community is a small part of your job. Youre social content strategists. 4. As social content strategists, you need to deliver solid reports. But most data reports are like the Aeron chair. They might be pretty but theyre usually a bad allocation of resources. (Analogy from Brad Feld.) 5. Remember these social media war rooms? The goal was to maximize the # of screens and charts. Pretty but not helpful. 6. And heres what execs typically get. Massive reports, tons of numbers and graphs. Sadly, no insights. 7. WhatHowWhenWho 8. Why? 9. We need to make Page Insights more actionable. 10. 90 columns180 days66 tabs1M data points You sit on a ton of data. Every time you pull up a FB Insights report, its another million numbers. Dont get sucked into the data. Be clear on what your purpose is on these reports. Id say there are 3. 11. Drive actionJustify costsMake more $ From my perspective, these are the 3 main goals for any report. This ts for client-side and agency-side alike. 12. Whos measuring now? Note: about half of the 50 CMs in the room said yes, half said no. 13. WhatHowWhenWho 14. One size does not t all. One report or one list of metrics does not t all. In fact, one list of metrics doesnt even t one brand. 15. If the kid in the oversized suit didnt bring the point home then this handsome fella might. 16. 1.Goals2.Audit3.Weekly report4.Monthly report5.Quarterly report Lets talk about 5 deliverables. It all starts with goals. 17. Viewer hoursRetention Netix has 50 data scientists on sta, but the VP Marketing really only looks at these 2 metrics. 18. Viewer hours and retention. Look at Netixs FB Page. Every brand response drives toward 1 or both of these goals. 19. Awareness Consideration Conversion Loyalty Advocacy Netix is probably around here on the purchase or marketing funnel. Where is your client, brand, or campaign? 20. The same client can have 3 dierent goals. In this case its awareness for one brand, online revenue and loyalty for the others. 21. What % of your customers buy more than once every 90 days? % 1-15% 15-30% >30%Focus Acquisition Retention LoyaltySource: Lean Analytics by Alistair Croll & Benjamin Yoskovitz Heres a chart to help guide the goals discussions. Remember, youre strategists. Dont wait for answers. Help reach them. 22. 1.Goals2.Audit3.Weekly report4.Monthly report5.Quarterly report 23. .comWhere does the brand stand in all channels and platforms today? 24. ClientThe audit can look however you want. I summarize per line and break out each row with descriptive evaluations. 25. Drive actionJustify costsMake more $ Capturing the entire ecosystem opens up opportunities. Dont just settle for Facebook. Represent your brand everywhere. 26. 1.Goals2.Audit3.Weekly report4.Monthly report5.Quarterly report 27. ApplauseAmplicationConversation Whats a measurement discussion without Avinash Kaushik in it? Hes done wonders to humanize a tough eld. Read his stu. 28. Likes, Reach, EngagementInsights: lorem ipsum Facebooks top 3 measurements are similar to Avinashs top 3. Dont try to beat FB. Use what they give you and add insights. 29. LikesInsights: lorem ipsum In a weekly report, I would simply screen cap the main things and add a line of insights. But remember to ADD INSIGHTS. 30. ReachInsights: lorem ipsum 31. EngagementInsights: lorem ipsum 32. PeopleInsights: lorem ipsum 33. 1.Goals2.Audit3.Weekly report4.Monthly report5.Quarterly report 34. Monthly Engagement Report Brand:Month:!Actionable InsightSingle line of detail Actionable InsightSingle line of detail Actionable InsightSingle line of detail For monthly and quarterly reports, Id add a bit more detail. But keep it simple. Execs want 3 bullet points. Not 50. 35. Monthly Engagement Report Brand:Month:!Coupons really workIt boosted your reach by 115% Fans want advice37 of the 62 posts were advice questions Product pics under perform Pics with faces had +37% engagement Your reports have to be read. Otherwise its just data porn. Or the Aeron chair. Keep it simple and insightful. 36. Drive actionJustify costsMake more $ Applied analytics means the analytics get applied. Make sure the data is used. Your report should drive action. 37. Okay, lets talk about justifying costs. Proving value. Whats this lump of gold worth? 38. Dunno. Whats a Facebook Like worth? 39. Dont know that either. My co-founder wrote the rst scientic paper on the value of a fan in 2010. Many #s are out there. 40. JoinViewInteractAddPropagate$$$$$$$$$$$$$$$But heres the thing: a paid impression is worth something. A user-generated impression is worth more since its more trustworthy, right? A comment is worth more than that. A user-uploaded photo propagated to her friends is worth even more. 41. Earned Media*base values $0.30 CPM, $1.18 CPC How much more? Take a guess and make it an editable column. If your multiplier is way o then let the client reduce it. This is an old example but the logic still applies. Agree on a base value (cpm and cpc). Then choose a multiplier. 42. Drive actionJustify costsMake more $ The point is to show some kind of earned media dollar value. Then use the same multipliers month after month. 43. WhatHowWhenWho 44. Weekly30 minsCMMonthly2 hrsCM/AC/ADQuarterly5 hrsCM/AD/GADAnnually10 hrsCM/GADTotally wild estimates. Community Manager, Account Coordinator, Account Director, Group Account Director. 45. Drive actionJustify costGet paid Summary: keep your own 3 goals in mind when preparing your reports. If the report doesnt drive action, justify the cost of your social media activities, or help you and/or your client get paid then improve the report. 46. Andrew Cherwenka Christopher Berry Co-Founder, CEOacherwenka@authintic.com@cherwenkaCo-Founder, Chief Science Ocercberry@authintic.com@cjpberryNew York City902 Broadway, 4th Flr, New York, NY 10010 Toronto 10 Dundas St East, Suite 502, Toronto ON, M5B 2G9 ! 1.888.743.0021 www.authintic.com