A framework for measuring social media activity
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A Framework For Measuring Social Media Activity. Republished by IAB Ireland Social Media Council Produced originally by Richard Pentin , Group Planning Director, TMW On behalf of IAB UK Social Media Council.

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A framework for measuring social media activity

A Framework For Measuring Social Media Activity

Republished by IAB Ireland Social Media Council

Produced originally by Richard Pentin, Group Planning Director, TMW

On behalf of IAB UK Social Media Council

With thanks to IAB UK Social Media Council and digital and direct marketing agency

TulloMarshall Warren (TMW) http://www.iabuk.net/research/library/social-media-measurement-framework


Introduction

introduction

  • IAB Social Media Measurement Framework

  • The IAB Ireland Social Media Council have adopted the IAB Social Media Measurement Framework as the best framework to measure, benchmark and evaluate social media campaigns.

  • The framework, created originally by IAB UK Social Media Council in partnership with digital and direct marketing agency Tullo Marshall Warren (TMW), has been designed to help advertisers and agencies better digest the complexities of social media measurement.

  • This framework is complemented by Irish case studies, provided by the IAB Ireland Social Media Council.


Overview

overview

  • Why do we need a framework?

  • The iab measurement framework

  • Guidelines to defining KPIs

  • Putting theory into practice


1 why do we need a framework

1.Why do we need a framework?


Why do we need a framework

why do we need a framework?

EFFICACY

ACCOUNTABILITY

INTERPRETATION

INDUSTRY SPECIFIC REASONS

COMPANY SPECIFIC REASONS

WHY?

STANDARDISATION

OPTIMISATION

BENCHMARKING


2 introducing the iab framework

2.Introducing the iab framework


A framework for measuring social media activity

the iab framework

intent

benchmark

awareness

appreciation

action

advocacy

Establish intentions and objectives in order to define which KPIs are most pertinent

Define core KPI metrics by social media platform (soft metrics & hard financials)

Compare benchmarks with other SM activity, channels, industry averages


Intent

intent

Without clearly defined objectives we have absolutely no criteria on which to evaluate success

intent

Establish intentions and objectives in order to define which KPIs are most pertinent


Intent1

intent

Your intent should dictate which KPIs are most pertinent

To build brand awareness?

To generate buzz, advocacy or WOM?

To generate brand engagement?

To shift consumer perceptions?

To influence key opinion formers?

To generate leads or build prospect base?

To stimulate dialogue or relationship with prospects

To encourage participation for social event?

To manage brand reputation?

To divert a PR crisis?

To engender customer loyalty?

To uncover customer or product insights?

To enhance customer service?


Intent2

intent

But the trick here is to collate your KPIsinto more meaningful groups in order to tell a bigger story…


A framework for measuring social media activity

The 4 As

awareness

Awareness of social media platform

appreciation

Engagement and appreciation of content on social media platform

awareness

appreciation

action

advocacy

action

Solicits a response or influences purchase behaviour in some way

advocacy

Creates WOM or stimulates advocacy

Define and measure core KPI metrics by social media platform (soft metrics & hard financials)

APPRECIATION

KPIs can be assigned to one or more of these 4 As to tell a bigger story


The 4 as

The 4 As

The importance you place on all 4 As will depend on your original intent

INTENT 1

INTENT 2

WEIGHTING OF METRICS

Activity designed to generate leads may be much more weighted towards action metrics

Activity designed to generate buzz and WOM might focus more on awareness, appreciation and advocacy metrics


A framework for measuring social media activity

benchmark

Without comparative benchmarking most metrics are completely meaningless

benchmark

Compare benchmarks with other SM activity, channels, industry averages


A framework for measuring social media activity

What is this?

An atom, a ping pong ball or a beach ball?


A framework for measuring social media activity

The diameter of Uranus is51,118 km

Its distance from the sun is 19 AU

Uranus’ approximate density is 1.27 grams per cubic centimeter

Now for some interesting but fairly meaningless metrics

URANUS

Atmosphere: 82.5% molecular hydrogen, 15.2% helium and 2.3% methane

Uranus travels at an average speed of 15,290 miles per hour

The mass of Uranus is about 8,684.9.

Average temperature-350 degrees.


A framework for measuring social media activity

Metrics only have real meaning when compared to something else


Benchmark

benchmark

So, how does this social media platform compare toother social media platforms used by your brand?

Only compare with other platforms which share similar objectives


Benchmark1

benchmark

How does this social media activity comparetoother marketing channels?

EVENT MARKETING

DIRECT MARKETING

ADVERTISING

PUBLIC RELATIONS

E- MARKETING

MARKETINGCHANNEL

COMPARATIVE BENCHMARKING

Only compare with other channels which share similar objectives, otherwise it’s not comparing like-for-like

SALES PROMOTION

CRM

SOCIAL MEDIA

CUSTOMER BASE


Benchmark2

benchmark

How does this social media activity compare to your competitors?

Only compare your platform to competitors where they share similar objectives


Benchmark3

benchmark

How does it compare to historical data?

?

Social MediaMetric

Has this activity improved since last measurement period?

Time


3 guidelines to help define kpis

3.Guidelines to help define KPIs


Defining kpis

defining KPIs

  • 3 parameters for defining KPIs

    • by social media platform(e.g. blog, microblogging, community forum, social network, fanpage, video sharing site, branded channel widget/application etc)

    • by 4As

    • by soft metrics AND hard financials


A framework for measuring social media activity

defining hard financials

awareness

Cost per Impression (CPI)

appreciation

Cost per Engagement(CPE)

awareness

appreciation

action

advocacy

action

Cost per Lead (CPL)

advocacy

Cost per Referral(CPR)

Define and measure core KPI metrics by social media platform (soft metrics & hard financials)

APPRECIATION


Defining kpis1

defining KPIs

  • The following tables are intended to outline some of the KPIs at your disposal.

  • It is only intended to be a helpful guide rather than an definitive list

  • Select the KPIs most pertinent to your objectives or feel free to add KPIs of your own!


S ocial m edia measurement

social media measurement


Measurement template

measurement template


A framework for measuring social media activity

4.Case studies using the framework


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