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