DIM 2017 Lecture 6 2 DIM analytics social media

DIM Analytics: Social media Digital (Interactive) Marketing (Lecture 6.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes • To explore key digital metrics related to measuring a social media effectiveness – a social media marketing metrics matrix • To understand SMROI • To overview native analytics (channel-specific metrics e.g. Facebook, Twitter, LinkedIn)

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• 90% of marketers say social media is important to their businesses; • 68% analyze their social media activities; • Only 41% are able to measure their social activities.

http://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf

Case Study 1

Case Study 2

SM metrics mostly used • • • • • • • •

Hits/view Followers Replies/comments/likes Organic buzz….. ….. …….

Conversion rates Acquisition costs

But it should be more than that Brand loyalty

Brand likeability Brand awareness

Objectives determine Tactics Tactics determine Metrics (sMart) Metrics determine the analytics (tools)

• Motivating • Influencing

Example

BlendTech – social publishing

You can’t manage what you can’t measure (Peter Drucker 1960s)

Strategic options for SM measurement

Metrics

A SM metrics framework Activity

Number, frequency, and recency of: Blog posts, updates, photo posts, video posts, comments/reply comments

Creative messaging and positioning strategy, resonance/fit of campaign appeal, social media involvement

Interaction

Number, frequency, and recency of: Registrations, likes, ratings, comments/mentions/tags/posts, links, views, impressions, UGC, share, fan/follower

Sentiment, engagement, influence effects, recommendations, buzz/virality

Performance

Number, frequency, and recency of: Costs, lead conversation rate, earned media values, share of voice, ROI

Attitude toward the brand, brand loyalty, customer satisfaction, service quality perceptions

SMROI

+ • ROI 1 • ROI 2 • ROI 3 • ROEM

Channel-specific metrics

• • • • • •

Number of tweets/day Number of RTs/day Number of mentions/day Number of replies/day Numbers of clickthroughs/day Ration of followers/following

To use tools – you need to have an authorized account!

Sumall.com

REACH

twiangulate.com

REACH

SENTIMENT

SENTIMENT

SENTIMENT

Foller.me

SENTIMENT

INFLUENCE

INFLUENCE

• • • • • • • • •

Volume of updates/day Number of likes/day Number of comments/day Sentiment of comments Numbers of clickthroughs/day Reach Shares People talking about this Ration of likes/shares/comments

• • • • • • •

Number of uploads/day Number of views/upload Number of comments/upload Number of dislikes-likes/upload Number of subscribers Number of shares Number of favourites

Let’s stop here now!

What are the metrics that truly matter?

• Volume?

• Time?

• Engagement?

• • • • • •

Number of connections Number of recommendations Number of groups Views Search results Endorsement scores

• • • • •

Number of likes Number of followers Number of shares Number of comments Sentiment of comments

Tip for the Exam • Review Chapter 10 (Tuten and Solomon 2014/15) • Focus on social media metrics framework!

• Look through different channels (i.e. Facebook, LinkedIn, Twitter etc.) and categorise metrics available for each channel (activity, interaction, or performance). Pay attention to what metrics are considered to be quantitative and what – qualitative!