This document discusses metrics for measuring social media and new media from 1990 to 2010. It provides examples of metrics used in 1990, 2000, and 2010 as digital communications and online transactions increased. It then discusses four types of applied social media metrics: brand perception metrics, marketing efficiency metrics, revenue growth metrics, and support savings metrics. Specific metrics are provided for each type. The document emphasizes that social media metrics should guide strategy and that qualitative thinking is also important. It outlines five stages of an organization becoming fully engaged with social media, with the fifth stage being a fully engaged enterprise where customer engagement is distributed across the organization and drives business outcomes.
6. Measurement, 2010 Review Product Blog Post Post Digg Make video Share Tweet Re-Tweet Fan Like Review Book mark Rate Online Ads Clicks Page Views Register Optin Sessions Search Sale! TV Warranty Card Print OOH Credit/ Payment Info Telephone Survey Radio Focus groups WOM Social Media
7. The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure
12. “You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy. The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.” Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010
16. BRAND PERCEPTION METRICS Social Media participation is necessary to create and maintain brand reputation Sentiment Brand equity Thematic/ perceptual maps; cluster analysis PR functions/ crisis control Media relationships Influencer relationships Customer satisfaction Likeliness to buy Likeliness to recommend (NPS)
17. MARKETING EFFICIENCY METRICS Social Media is an effective way to create awareness of and interest in our products and services SEO Improved rankings Reach Followers Fans Forwards Invites Word of Mouth Shares RTs Research Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers
18. REVENUE GROWTH METRICS Social Media is an effective way to drive sales Relationships that could become leads Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters Leads People that have expressed an interest in your product in the public domain and that you can follow up with Sales Tracked from links promoted via social media channels Tracked via promo codes and offers
19. SUPPORT SAVINGS Social Media is an effective way to service our customers (or let them self service themselves Content creation: user generated vs. company generated Ratings & Reviews Forums Groups Support case metrics Cases per channel response times per channel wait time per channel resolution rate per channel Customer sat per channel Call center costs defrayed
