WORKSHOP: Measuring Social Marketing Success, Lauren Teague, Karianne Stinson, Jim Tobin, Social Fresh Conference 2015.

1. MEASURING SOCIAL
MARKETING SUCCESS
Presenters
Lauren Teague, Convince & Convert
Karianne Stinson, Priceline
Jim Tobin, Ignite Social Media

2. Don’t Skip Your
“Measurement Plan”
MEASURING SUCCESS

3. MEASURING SUCCESS
Measurement should be a discussion BEFORE brainstorms and
execution begins.
• Objectives answer the question:
“Why are we doing this?
• Key Performance Indicators answer the question:
“How will we know we are successful?”

4. MEASURING SUCCESS
To identify objectives, focus on what you want to the campaign
to accomplish, considering the KPI’s that are possible to track.
Awareness Impressions
Increase in
Mentions
Interest Engagement
Lead
Capture/CR
M
Search
Conversion Purchases
Coupon
Redemptions
Page Goals

5. MEASURING SUCCESS
Less is more. Focused measurement will lead to focused
execution.

6. MEASURING SUCCESS
Differentiate between primary KPI’s and secondary KPI’s
Primary KPI’s
Mandatory – these show if
the campaign was a success
• Less is MORE
• Set 1-2 Primary Indicators of
Success
• Clear, numerical goals
established
Secondary KPI’s
Optional –Help understand
performance & show
additional value
• Nice to have
• Helps ensure data is collected
• Do not have numerical goals
established

7. MEASURING SUCCESS
Primary KPI’s
• Handraisers (CRM opt-in)
• Visits to product page
Secondary KPI’s
• Increase in FB fans
• Overall impressions

8. MEASURING SUCCESS
Primary KPI’s
• Handraisers (CRM opt-in)
• Visits to product page
Secondary KPI’s
• Increase in FB fans
• Overall impressions
Over 16,000
Over 250,000
Over 40,000
Over 1,7M

9. MEASURING SUCCESS
Consider the holistic value the campaign is able to generate as it
relates to the customer journey.

10. MEASURING SUCCESS
8 Models of Social Media Marketing ROI
• The Amplification Model
• Value of Social Traffic versus Display
• Quality of Visitors from Social Media
• Revenue from Facebook Fans Model
• Revenue from Social Media Marketing
• Social Promotions Sales ROI
• Dynamic Value (loyalty) Model
• Email Acquisition Value

11. MEASURING SUCCESS
Look to outside resources/services to do Pre/Post surveys or
research, when you have a campaign with budget and scale.

12. MEASURING SUCCESS
• Example: Nielsen’s Brand Effects Survey on Facebook
Pre/Post surveys on Facebook that measure how ads on
Facebook influence different brand metrics such as:
Purchase Intent, Brand Awareness, Message Association, Brand
Favorability and Brand Recommendation
Cost: $200k minimum
Reach: Target Audience of >20MM unique users, at least 40MM
impressions

13. MEASURING SUCCESS
Determine what tools you’ll need.

14. MEASURING SUCCESS
Set goals for primary KPI’s, based on:
- Previous campaign performance
- Media spend
- Cross-Promotional efforts
- Owned promotion
- Influencer promotion

15. Example with Retail Client MEASURING SUCCESS
Set goals for primary KPI’s, based on:
- Previous campaign performance
- Media spend
- Cross-Promotional efforts
- Owned promotion
- Influencer promotion

16. useful
KPIs
MEASURING SUCCESS

17. “Just because you can measure
everything doesn’t mean you should.”
— W. Edwards Deming
MEASURING SUCCESS

18. MEASURING SUCCESS
ACTIVITY REACH
ENGAGEMENT CONVERSION

19. ACTIVITY METRICS
Giving your social team the credit they deserve
MEASURING SUCCESS

20. Post Rate
n. Number of social media posts per time period
MEASURING SUCCESS

21. Post Type
n. Types of media posted into social channels
See also: Link; Image; Video; Poll; Text
MEASURING SUCCESS

22. Post Topic or Campaign
n. Content categorized by business unit or thematic
(marketing, news, blog posts, special offers, promotion)
MEASURING SUCCESS

23. Average Response Time
n. Average time it takes to respond to comments or mentions
from a Brand’s social media audience.
MEASURING SUCCESS

24. REACH METRICS
Who actually sees your brand’s content, and who possibly could.
MEASURING SUCCESS

25. “We don’t want one million
new fans,
we want one thousand
new customers.”
— @PaddyPower
MEASURING SUCCESS

26. Followers
n. Unique users who have selected to follow or fan a social media
account for updates.
MEASURING SUCCESS

27. Audience Growth Rate
n. Rate at which a social account gains or loses audience members
per channel in a time period.
(New audience members) / (total audience members)
MEASURING SUCCESS

28. Reach
n. Number of people that could see a piece of content or branded
page, whether or not they engage with it.
MEASURING SUCCESS

29. Impressions
n. Number of times a piece of content or branded page is displayed,
whether or not a user engages with it, during a time period.
MEASURING SUCCESS

30. Brand Mentions
n. Overall number of mentions (tagged or untagged) of your
brand online in a time period.
Can also include branded hashtags or phrases.
MEASURING SUCCESS

31. ENGAGEMENT METRICS
The story of how your audience interacts with your brand in
social media.
MEASURING SUCCESS

32. Applause
n. Social actions that indicate approval towards a piece of content.
See also: Likes; Favorites; Hearts; +1s, Thumbs-Up
MEASURING SUCCESS

33. Amplification
n. Social action of sharing content across social media. A way to
determine popularity or virality.
See also: Shares, Retweets, Repins; Regrams; Reposts
MEASURING SUCCESS

34. Conversation
n. Social chatter around a piece of content.
See also: Comments; Replies
MEASURING SUCCESS

35. Economic Value
n. The social action that most closely aligns with your
campaign goal and impacts your business’ bottom line.
See also: Clicks; Views; Lead Gen; Downloads; Revenue;
MEASURING SUCCESS

36. Engagement Rate
n. Percentage of your total audience that has engaged with
content in any way on a social channel in a time period.
(engagements) / (total audience)
MEASURING SUCCESS

37. Engagement per Post
n. Total engagement (in any way) on a social channel divided
by the number of posts published in a time period.
(total engagements) / (total posts)
MEASURING SUCCESS

38. CONVERSION METRICS
Answering the question, what is the ROI of social media?
MEASURING SUCCESS

39. “The goal is not to be good at social
media, but to be good at business
because of social media.”
— Jay Baer
MEASURING SUCCESS

40. Conversions
n. Ultimate goal action completed by a user through your
social content or website.
See also: Subscribe; Download; Register; Install; Purchase
MEASURING SUCCESS

41. Micro-Conversions
n. Measurable actions or activity that a user engages in before a
conversion.
MEASURING SUCCESS

42. Click-Through Rate
n. Rate at which users click on a link within a post on social content
or brand page.
(number of clicks) / (impressions of post)
MEASURING SUCCESS

43. Traffic or Social Visits
n. Number of visits and/or unique visitors driven to your website
from social media sites.
MEASURING SUCCESS

44. Average Revenue per Customer
n. How much the average customer spends with a brand in a
certain time period.
(revenue) / (customer count)
MEASURING SUCCESS

45. Average Purchase Value
n. Average value of a purchase made by your customers.
(total revenue) / (number of transactions)
MEASURING SUCCESS

46. CPE (Cost per Engagement)
n. Method of evaluating paid social campaigns by quantifying cost
per social action rather per impression (CPM) or click (CPC).
MEASURING SUCCESS

47. BENCHMARKING
MEASURING SUCCESS

48. BENCHMARKING MEASURING SUCCESS
There are several ways to set your benchmarks for success
• Aspirational Benchmarking
• Trended Benchmarking
• Earned Benchmarking
• Competitive Benchmarking
Source: Kevin Shively at Simply Measured

49. Aspirational Benchmarking: measure yourself against top social
leaders
BENCHMARKING MEASURING SUCCESS

50. Trended Benchmarking: Set your goals based on current and
previous activity
BENCHMARKING MEASURING SUCCESS

51. Earned Benchmarking: Comparing campaign or promotional
efforts against a standard for success
The performance of a previous successful campaign becomes
the benchmark for your campaigns going forward
BENCHMARKING MEASURING SUCCESS

52. Competitive Benchmarking: setting goals and baselines for
performance and growth based on your direct competitors.
BENCHMARKING MEASURING SUCCESS

53. MEASURING SUCCESS

54. MEASURING SUCCESS

55. CAMPAIGN MEASUREMENT
MEASURING SUCCESS

56. Campaign Measurement MEASURING SUCCESS
Campaign measurement is like sugar and sweet tea, it is so
much better if you consider it from the beginning instead of
adding it later.

57. Campaign Measurement MEASURING SUCCESS
Unfortunately, more focus is placed on getting a campaign up
and running instead of ensuring its success can be captured.

58. Campaign Measurement MEASURING SUCCESS
Why?
- Makes custom measurement possible (special offers/codes,
tracking, sales integrations, etc.)
- Allows you to effectively compare before and after campaign
(conversations before/after, surveys, sales, etc.)
- Makes sure you have the right tracking enabled to measure
the full success of the campaign (Google Analytics, tracking
links, referral source funnels, etc.)

59. Accelerator benchmarks - Content MEASURING SUCCESS
We have three kinds of content that we boost.
High
Performing
Top X%
Critical
Content
Sales Corporate
Announcements
Right Time
Marketing
Right Brand Right Voice Right Platform

60. Accelerator benchmarks - CampaignsMEASURING SUCCESS
In campaign planning, goals will help ensure the campaign is
successful overall. Benchmarks will ensure you have the time to
course correct.
Low
Conversion
Rates
User
Experience
Tweaks
Design or
CTA Changes
Low
Awareness
Additional
media
Additional
promotion
Additional
influencer
promotion
High
CPE/CPM’s
Content
Optimization
Media
Targeting
Changes
New Media
Placements
Monitoring Benchmarks Leads to Optimization

61. Qualitative Matters MEASURING SUCCESS
Qualitative measures shouldn’t be
forgotten or saved until the end, these
help identify the following:
• Positive/Negative Sentiment
• Crisis identification
• Customer opinions
• Early issue identification (with campaign
or with products)

62. ONGOING MEASUREMENT
MEASURING SUCCESS

63. FACEBOOK
MEASURING SUCCESS

64. TWITTER
MEASURING SUCCESS

65. PINTEREST
MEASURING SUCCESS

66. SMMS REPORTING MEASURING SUCCESS

67. WEEKLY REPORTING MEASURING SUCCESS
Focus on individual posts during the week and conversation
around the brand
• Engagement rate of posts
• Review post performance against KPIs
• Monitor any trending issues

68. MONTHLY REPORTING MEASURING SUCCESS
Look at larger trends and KPI success, but still evaluate top posts
• Top performing posts
• Engagement vs. brand posts
• Measure performance of KPIs against MOM
• Monitor trending issues

69. QUARTERLY REPORTING MEASURING SUCCESS
Zoom out to look at content areas and channel performance
• Top performing content areas and specific posts
• Brand posts vs. engagement rate
• Measurement of KPIs against QOQ
• Measurement against quarterly goals;
reassess goals for next quarter

70. ANNUALLY REPORTING MEASURING SUCCESS
High level overview showing overall success and calling out
specific successes during the year
• Top performing content areas
• Overall channel health and growth
• Overview of larger campaigns and wins during the year
• Measurement of KPIs against YOY
• Measurement against annual goals;
set goals for next year

71. BUILDING REPORTS
MEASURING SUCCESS

72. CAPTURE ALL THE
DATA
MEASURING SUCCESS

73. Use Excel, Numbers or Google Sheets to create a data repository
for social media data.
Export from native channels or SMMS regularly.
You can’t measure what you don’t track.
SAVING DATA MEASURING SUCCESS

75. TELL ONLY KEY
STORIES
MEASURING SUCCESS

76. “Its easier done than said.”
— @Soland
MEASURING SUCCESS

77. SOCIAL CHANNEL SNAPSHOT

78. REACH + ENGAGEMENT + PAID

79. CONTENT PERFORMANCE

80. REACH & CONVERSIONS

81. TOOLS
MEASURING SUCCESS

82. CISION - VIRALHEAT MEASURING SUCCESS
Social media monitoring, analysis, publishing and engagement
• Analytics offerings include measurement, optimization and
analysis
• Analytics provided across Twitter, Facebook, Instagram,
Pinterest, LinkedIn, YouTube, Google+, Tumblr, Foursquare,
Yelp, Glassdoor, WordPress, URLs and videos
• Costs range from $XX - $XX

83. UNION METRICS MEASURING SUCCESS
Multi-channel analytics
• Free Instagram checkup
• Analytics provided across Twitter, Facebook, Instagram and
Tumblr
• Costs range from $99 - $2,500 a month

84. TRUE SOCIAL METRICS MEASURING SUCCESS
Metrics that matter
• Analytics offerings include account performance, content
analytics, audience analytics, competitive analysis and more
• Analytics provided across Twitter, Facebook, Google+,
WordPress, YouTube, LinkedIn, Tumblr, Instagram,
SlideShare, Vimeo, Pinterest, Vine
• Costs range from $30 - $1,000+ a month

85. SIMPLY MEASURED MEASURING SUCCESS
In-depth measurement and reporting across Facebook, Twitter,
Instagram, YouTube and more
• Free tools: Twitter Follower Analysis, Instagram User Analysis,
Facebook Fan Page Analysis, Facebook Insights Analysis,
Facebook Competitive Analysis, Facebook Content Analysis,
Google+ Page Analysis, LinkedIn Company Analysis, Vine
Analysis, Twitter Customer Service Analysis, Social Traffic
Analysis, Traffic Source Analysis
• Analytics provided across Twitter, Facebook, Google+,
Instagram, YouTube, LinkedIn, Tumblr, Vine
• Costs range from $500 - $2,000+ a month

86. SPROUT SOCIAL MEASURING SUCCESS
Social Media Management Software: Engage, Publish, Analyze
and Report
• Analytics offerings include Facebook Pages, Twitter Profiles,
Twitter Comparison, Engagement Report, Team Report,
Trends Report, Group Report, Google Analytics, Sent
Messages
• Analytics provided across Twitter, Facebook, Google+ and
Instagram
• Costs range from $59 - $500+ a month

87. SPRINKLR MEASURING SUCCESS
Social Media Management Software: Social Listening,
Engagement, Publishing, Paid Advertising, Advocacy, CRM and
Report
• Analytics provided across Facebook, Flickr, Foursquare,
Google+, Instagram, LinkedIn, Pinterest, RenRen, Sina Weibo,
SlideShare, Tumblr, Tencent Weibo, Twitter, WordPress,
YouTube
• Costs vary based on services needed

88. AFFINIO MEASURING SUCCESS
Audience insights tool for digital strategists.
• Segments social audiences to discover shared interests and
affinities based on what and who they choose to follow.
• Useful for audience validation, content inspiration or targeted
media planning.
• Costs start at $500/report.

89. QUINTLY MEASURING SUCCESS
Social Media Analytics Across Platforms
• Low cost way to consolidate reporting.
• Includes competitor benchmarking
• Costs range from $129/month to $479/month.
• (White labeling extra)

90. MEASURING SOCIAL
MARKETING SUCCESS
Q&A
Thanks from…
Lauren Teague, Convince & Convert
Karianne Stinson, Priceline
Jim Tobin, Ignite Social Media