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Quantifying Social Success with Metrics

What are three key measurement techniques to quantify social media marketing success?

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Quantifying Social Success with Metrics

  1. 1. Metrics UGBA 198 Haas School of Business
  2. 2. Counting, tracking, and presenting of data Social Media: Internal vs. External External: likes, shares, comments, retweets, favorites Internal: post clicks, unlikes, reach, Defining Metrics
  3. 3. Just raw numbers and data without strategy Quantifying your success—return on investment (ROI) Getting internal buy-in Measuring relatively Metrics Relevance
  4. 4. Competitive Landscape Industry • Higher Education (UC Berkeley vs. Harvard) • Coffee (Starbucks vs. Peet’s Coffee) • Food (Chipotle vs. McDonalds) Business Context • B2B (Intel vs. Cisco) • B2C (Amazon vs. Wal-Mart) • B2E (Life@Google vs. Microsoft Careers) • Lower (UCI, 60K likes) • Similar (UCLA, 400K likes) • Higher (Harvard, 4M likes) • Start-up (1-2 employees) • SMB (2-5 employees) • Enterprise (10+ employees) Followers Base Org.
 Size
  5. 5. Competitive Analysis Measure to scale Key to success when you first start out Example: UC Berkeley vs. Harvard vs. UCLA Measure Relatively
  6. 6. Engagement Ratio ER = People Talk About This / Total Likes Growth Ratio GR = Weekly New Page Likes / Total Likes External Ratios
  7. 7. Case Study *September 2015
  8. 8. UC Berkeley UC Berkeley: 25,000 / 350,000 = 7.1% Harvard Harvard: 55,000 / 4,200,000 = 1.3% CS: Engagement Ratio
  9. 9. UC Berkeley UC Berkeley: 2,600 / 350,000 = 0.74% Harvard Harvard: 19,000 / 4,200,000 = 0.45% CS: Growth Ratio

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