Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
Transcript of Médias sociaux - objectifs et indicateurs de performance - UNIGE 26 06 2015
SOCIAL MEDIA MEASUREMENT
MESURE DES MEDIAS SOCIAUX 2 choses à garder en tête
Les médias sociaux ne sont pas une stratégie,
mais des outils au service d’une stratégie globale ou de tactiques sectorielles
QUELQUES TENDANCES
What is social media ROI ?
The key to social media success is understanding your audience.
Nearly 4 in 5 active Internet users visit social networks and blogs.
70% of active online adult social networkers shop online, 12% more likely than the average adult user
Socially engaged consumers spend 20 to 40% more than other customers.
53% of active social networkers follow a brand.
How do consumers access social media? • 97% - Computer • 55% - Mobile Phone • 3% - Gaming Console • 9% - iPad • 2% - Internet-Enabled TV • 2% - E-Reader • 1% - Handheld Music Player
Are you ready?!
What is the ROI of social media?
According to Oliver Blanchard, you’re asking the wrong question.
What is the ROI of [insert activity here] in social media?
Oliver Blanchard The BrandBuilder Blog Author of Social Media ROI
Social Media Marketing Process
Discovery
Listening
Planning Execution
Measurement
DISCOVERY Social Media Marketing Process
Start Monitoring
Brand Mentions Product
Mentions
[Keyword] Mentions
Competitor Mentions
Influencer Mentions
What to Identify Social Networks
Forums
Associations
Key Influencers
Popular Topics
LISTENING Social Media Marketing Process
Understand your audience!
How are your customers using social media?
Where are they participating?
Do they interact with other companies?
What are they already saying about you?
What is their activity level on each social network?
Who are the key influencers on each network?
Save time and money by properly evaluating potential advocates.
Create a Scorecard
Advocate Share of Voice Reach Topics Customer
Overlap
Peter Parker 5% 50,000 Arachnoids, Red Heads,
Goblins Medium
Hulk Hogan 2% 25,000 Tank Tops,
Weight Lifting
High
Eric Cartman 12% 120,000 Cheesy
Poofs, Racial Slurs
Low
Don’t overlook social media as a product innovation hub.
Monitor both your brand, your competitors’ brands and keyword mentions for customer pains.
PLANNING Social Media Marketing Process
Step 1: identify your business objectives
Types of Social Media Goals
• Engagement • Brand Recognition • Reach • Share of Voice • Sales • Brand Loyalty
• Customer Support • Product Development
• Brand Sentiment • Brand Advocates • Brand Trust
Get more specific! • Reduction in sales cycles • Reduction in customer support costs • Number of product improvement suggestions from [social
network] • Increase in product reviews/ratings • Number of people in [specific location] who follow us on
Other KPIs to Consider • Volume of consumer-created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/engagement rate
• Number of interactions
• Store locator views
• Registrations by channel
• User-initiated views
Step 2: identify your value add
Wal-Mart: Low Prices
Southwest Airlines: Freedom
Harley Davidson: Rebellion
EXECUTION Social Media Marketing Process
How is social media impacting your other online marketing activities?
MEASUREMENT Social Media Marketing Process
Brand Awareness
Brand Recognition
Share of Voice
Reach Engagement
To measure Share of Voice compare brand mentions to competitors.
To measure Engagement, measure participation.
Engagement = Engagement [Social Network] Interactions
Total Views
To measure Reach, compare audience participation to your audience reach.
Customer Oriented Goals
Customer Support
Brand Sentiment
Brand Advocates
Product Development
Measuring Customer Support
Reduction in Support
Costs
Reduction in On-Site Support
Increase Resolution
Rate
Improved Customer
Satisfaction
Increase Resolution
Rate
Leads Generated by Support
Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
Measuring Product Innovation
Number of new product ideas
Number of new product ideas
built
R&D time saved Traditional
research cost savings
Measuring the success of your brand advocates fulfills two goals: 1. Provides an understanding of the ROI you receive 2. Provides you with data to better incentivize advocates
It is okay to reward advocates for their hard work. Wouldn’t you want to be rewarded?
PITTFALLS
TIME TO ORGANIZE
The future of social media measurement
• Social is one of many signals
• Predictive analytics
• Data is king