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Do you know how social media is helping your business? Want to find out how Twitter, Facebook and other sites are impacting your brand awareness? The good news is social media has finally made it to the grand stage of ³accountability.´ A place where there are lots of people who want to measure it. The bad news is there isn¶t a single clearcut answer. However, with a few simple steps, you can build a measurement strategy that accomplishes your goals.
To start, let¶s agree that brand awareness is a measure of how recognizable your brand is to your target audience. For those looking to get ahead of the curve on social media measurement, the first step is to align your social media metrics with metrics your company is already comfortable with. Also, let¶s agree that the measurements for social media aren¶t all that different from how you¶ve been measuring traditional media. To put brand awareness measurement into the context of the sales funnel, the key areas to evaluate fall into three categories: social media exposure, influence and engagement. With that understanding, let¶s look at how you can level the playing field between your traditional media metrics and your social media metrics.
#1: Measuring Social Media Exposure
How many people could you have reached with your message? In social media, this measurement is about as reliable as a print magazine¶s circulation, but knowing your potential audience does have value because it represents your potential sales lead pool. Unfortunately, as of the writing of this post, some of these metrics have to be accounted for manually, so you¶ll have to balance the level of effort to track the metrics versus the value you¶ll receive from them to determine their importance to your overall strategy. A good example of where there can be unreliability in social measurement is when isolating unique users for each of your metrics. You want to avoid counting the same person twice in the list below, but realistically it¶s difficult to do.
Facebook Insights provides value here. You should track these separately and then compare the month-over-month growthrate of each of these metrics so you can determine where you¶re seeing the most growth. YouTube: Measure the number of views for videos tied to a promotion or specific period of time. y y y y y Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. such as monthly. A great free tool to use for Twitter measurement is TweetReach. This is where you will find the real diamonds. Exposure is the top of the brand awareness funnel and represents your potential sales lead pool. Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time. and the total number of subscribers. Facebook: Track the total number of fans for your brand page.These measurements highlight the number of people you¶ve attracted to your brand through social media. review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. track growth rate as a percentage of the aggregate totals. To mitigate the potential for duplication of users. Email: Take a look at how many people are on the distribution list and how many actually received the email. #2: Measuring Engagement . In addition.
the number of times it was shared and the number of new subscribers. as well as the average Joe with a modest following? . For a starting list of key performance indicators for engagement. A great application for influence is to look at the influence by those who engaged with your brand in the above categories. Measure how many third-party blogs you commented on and the resulting referral traffic to your site. Do you have a nice mix of big players with large audiences engaging with your brand. Influence is generally displayed as a percentage of positive. neutral or negative in sentiment. you want to look at whether the engagement metrics listed above are positive. Basically. These metrics highlight who you want to target to retain on social media channels. this post by Chris Lake is a great start. which is then applied in relation to the engagement metrics and to the metrics for reach where applicable. Social Mention. Fortunately engagement is fairly easy to measure with simple tools such as Radian 6. Facebook. Radian 6 or ScoutLabs to make it a little easier. Facebook: Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. Also.). Blog: Evaluate the number of comments. Influence is a subjective metric that relies on your company¶s perspective for definition. keep track of the number of new subscriptions generated. the number of times it was rated. and your hashtag was used and then look at how many people were responsible for the activity. the number of subscribers generated and finally the number of times the posts were shared and ³where´ they were shared (i. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign. y y y y y Twitter: Quantify the number of times your links were clicked. clicked and shared your email. #3: Measuring Influence This category gets into a bit of a soft space for measurement. Twitter. your message was retweeted. In other words. Biz360 and TweetEffect. YouTube: Assess the number of comments on your video. You can also track @replies and direct messages if you can link them to campaign activity.. did your campaign influence positive vibes toward the brand or did it create bad mojo? You can also use automated tools like Twitalyzer. but ALWAYS do a manual check to validate any sentiment results. Include where the items were shared. neutral and negative sentiment. similar to the point above. etc.How many people actually did something with your message? This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action. email.e. Email: Calculate how many people opened.
which can then be applied as a model to other social networks. and a tab for each campaign for the time period you¶re reporting on. This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins. And many times. Understanding your reach. your influence pendulum may be about to tip over. #4: The Lead Generation Funnel After you¶ve measured through the influence portion of the funnel. . influence and engagement represent brand awareness in the measurement funnel. Ultimately. you¶re now creeping into where too many companies are starting their measurement efforts: the lead generation funnel. Note: many of the automated tools that track sentiment and influence are not free. how do you make it meaningful? Excel is a great tool to help organize your data. because it¶s important that you spend time engaging with both influential users and your average user. Now that you¶ve tracked all of this information. you will need a combination of tools to measure all of the different social media channels. Create a tab for a high-level overview of multiple campaigns. with social media as just another vehicle in the overall marketing mix. you should put the information into the same format that you¶ve used to report on traditional brand awareness campaigns.If not. engagement and influence through these primary social channels will allow you to define your presence and impact. Exposure. Build yourself a standard dashboard in Excel that highlights the key metrics that matter to the organization.
. which revealed a significant correlation between brand discovery through social media and online search behavior. The study explored the correlation between social media exposure and search behavior over a three-month period across different verticals. those exposed to a brand¶s influenced social media spent 20% more time online compared with those exposed only to social media relevant to a brand¶s category. consumer packaged goods and telecommunications. this post by Mani Karthik at Daily Bloggr gives a nice view of options.. and specific ³influenced´ elements of a brand¶s social media program. social media relevant to a brand¶s category.If you¶re looking for tools to use for tracking. including automotive. In addition to looking at total internet users. especially more lowerfunnel searches and increased paid search click-through-rates (CTR). consumers were divided into three segments based upon their exposure to a brand¶s paid search. Conducted in tandem with social media agency M80.´ revealed a direct correlation between discovery of brands through social media and search behavior. The amount of time spent online varied widely among these consumer segments. To really understand the importance of measurement. the study. ³The Influenced: Social Media. according to a first-of-its-kind study byGroupM Search and comScore. Search and the Interplay of Consideration and Consumption. the study found: y Of consumers participating in social media. Social Media Has Direct Influence on Brand Search Internet searchers who use social media are more engaged with brands overall and are more likely to be looking for places to buy and brands to consider. here¶s a great post on social media measurement from Social Media Examiner: Is Social Media Marketing Measurable? The Big Debate. Inc.
´ concluded Graham Mudd. The study also broke out search behavior into segments based on where queries fell among stages of the purchase funnel. especially those exposed to a brand¶s influenced social media.4 times more likely to click on organic links leading to the advertiser¶s site than the average user seeing a brand¶s paid search ad alone. compared with consumers who do not engage with social media. comScore said this indicates that consumers exposed to social media are more likely to click on a brand¶s paid search ad. consumers searching on brand product terms who have been exposed to a brand¶s social marketing campaign are 2. and click on a brand¶s paid search ad. are far more likely to search for lower-funnel terms. Consumers exposed to influenced social and paid search exhibit 223% heavier search behavior than consumers exposed to paid alone.y Consumers exposed to both a brand¶s influenced social media and paid search spent almost three times more time online than the average internet users. Further. ³Social media-exposed consumers are far more likely to search for brand and product-related terms. general product attributes) to lower-funnel terms expressing action and loyalty (campaign brand terms. consumers exposed to a brand¶s influenced social media and paid-search programs are 2. Findings revealed that searchers who engage with social media. In organic search.8 times more likely to search for that brand¶s products compared with users who only saw paid search.´ Additional study findings: y y y y y Consumers using social media are 1. Inc. Among searchers using a brand¶s product name in a search query. This included upper-funnel terms expressing awareness and consideration (industry relevant terms. 50% of social-media exposed searchers search daily for product terms. brand product terms). compared with those exposed to the brand¶s paid search alone. VP of comScore. the CTR increased from 4. ³This finding provides strong evidence that investing in social media marketing can both increase initial brand consideration and drive higher conversion rates once the consumer has decided to purchase. The September 2009 study also found a 50% CTR increase in paid search when consumers were exposed to influenced social media and paid search. compared with 33% of non-exposed searchers.8% when users were exposed to both influenced social media and paid search around a brand.5% to 11.7 times more likely to search with the intension of making a list of brands or products to consider purchasing compared with the average internet user. .
Social Media¶s Impact on Your Brand December 30. shifting the face of marketing like a snowboarder cutting through fresh powder in Lake Tahoe. Fast forward to today ± brands and companies are using social media to connect directly with their customers and many are bypassing their ad agencies along the way.The Americas. and capture this heavily engaged audience. will enable advertisers to influence the outcome of intention expressed by consumers. ³Blending paid. a recent study from Penn State University showed that 20% of Tweets are brand-related.´ In other research that shows the important relationship between social media and brands. the topics of media discovery and influenced social discovery must be a part of the conversation. 2010 Bylee2 Comments Social Media marketing is changing how brands engage with consumers and in the process. How the social media landscape has shifted: . earned and owned media. and putting your brand in places where it can be discovered and part of the natural conversation. Just over a year ago Twitter was considered a non-mainstream micro blogging tool for digerati trendsetters and celebrities and many considered Facebook to be just a social network for teenagers.³As advertisers consider the allocation of paid media and the greatest opportunity for return. CEO of GroupM Search .´ said Chris Copeland.
Twitter¶s growth rate continues to move faster than Tiger Woods sponsors in retreat ± over 25 Billion Tweets (messages) were sent out in 2010 and over 100 Million people now use Twitter. Facebook is now the most frequently searched term and most visited web site for 2010 based on information just released via Inside Facebook today. It can be anything from a 140 character Tweet to a two minute video uploaded to YouTube that is complemented via TubeMogul syndication and distribution. today¶s content experts need a much broader skill set than what has traditionally been considered acceptable. Even second tier social networks like Xing (German based) and Viadeo are growing rapidly. approximately 347% for Facebook and 125% for Twitter users. Take it to the bank. with a new user being added every second of the day 24/7/365. What does all this growth mean to your brand and what should you do about it? 1. . as do many analysts. If you expect to succeed with any marketing initiative you want to include a social component. At times the media darlings of social media appear to be Twitter and Facebook. Branded content is crucial to getting established and growing your brand in the social eco-system.y Facebook and Twitter usage via smartphones has grown tremendously. Get on-board the train ± social media marketing is moving mainstream and many of your competitors are there. But. with 9 Million users for Xing and 35 Million strong for Viadeo. Clearly. Facebook now has over 600 million users world wide ± I believe they will break the 1 billion mark by the end of 2011. these growth rates y y y y y will keep accelerating moving forward. Today¶s informed social-enabled consumer has no hesitation about firing off a Tweet or doing a status update via Facebook that can hale your company as the best thing since a 50% off Groupon coupon at Starbucks to or the worst polluter bar none since BP! 3. ignore LinkedIn at your peril ± over 100 million people are connected via LinkedIn. 2. Listen to the social web.
8. The more the better ± think HR. . Start with Google Analytics at least and move up the food chain with an additional service or app as your social cred and activity increase. Sales. 6. You don¶t need to belly up to the bar with a shiny new VC-backed social media monitoring app from day one. Exec staff. There are 150 on this Wiki List alone. It¶s like herding cats ± you need compelling content that motivates users to connect with your brand off the social web. even R&D ± the whole enchilada. Have some idea of what¶s working and what isn¶t with your social media marketing activities. Your messaging can be anytime. If your a large corporate brand (see point 4) you will want to flatten our your company ± effective social media marketing should involve your entire team. Remember it¶s transparent and your no longer in that corporate silo/comfort cocoon. 7. anywhere and any place ± the freedom is unfettered but social conversations can be like drinking out of the proverbial fire hose. not just the marketing geeks. 5. Customer Service. Depending on brand¶s focus (consumer or B2B) you will want to motivate your social followers to connect with you via a subscriber list. If your an executive like Warren Buffett who can barely use email get down to Borders and purchase ³Engage´ by Brian Solis and ³Trust Agents´ by Chris Brogan. registration via your site or some other viable call to action. There are a ton of social media monitoring apps out in the marketplace. then get warm/fuzzy with a 20-something or the nearest marketing geek and get on/in the social web and communicate. Move beyond the community with your social connections.4.
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