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 channel-specific metrics (Facebook, Twitter, LinkedIn)
We love counting
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
Interaction
Performance
Number, frequency, and recency of: Blog posts, updates, photo posts, video posts, comments/reply comments
Number, frequency, and recency of: Registrations, likes, ratings, comments/mentions/tags/posts , links, views, impressions, UGC, share, fan/follower
Number, frequency, and recency of: Costs, lead conversation rate, earned media values, share of voice, ROI
Creative messaging and positioning strategy, resonance/fit of campaign appeal, social media involvement
Sentiment, engagement, influence effects, recommendations, buzz/virality
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
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! • Think about examples when revising!