nyu: measurement fundamentals
TRANSCRIPT
Measurement Fundamentals
Class 1: New York University Social Media Analytics I
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Why measure?
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Challenges for Effective Measurement in 2016
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*Increasingly Complex.
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*Always Evolving.
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*Difficult to Master.
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*Issues With Technology.
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*No Measurement System is Perfect.
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*Not All Social Media Can Be Measured.
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*ROI Dependent on Channel Mechanic.
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*Not All Social ActionsNeed a Direct ROI.
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Applications of Social Media
Social Media
Customer Service
Human Resources
Public Relations
Corporate Communications
Sales Marketing
Product Development
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Social Media for Marketing
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Social Media for Product Development
Social Media for Customer Service
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Social Media for Sales
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Social Media for Public Relations
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Social Media for Corporate Communications
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Social Media for Human Resources
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Apply This Measurement Framework to Your Campaigns
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STEP 1: Select Your Goals
*More Awareness?
*Additional Sales?
*Happy Customers?
*Increased Loyalty?
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STEP 2: Define Your Audience
• Millennial Parents? • Drag Queen Enthusiasts? • Podcast Listeners? • Ages 18 -35? • Yearly salary of 100K?
STEP 3: Choose a Timeline
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STEP 4: Understand
Relevant Channels / Content Types
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STEP 5: Pair Metrics
STEP 6: Invest in the Right Tools
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STEP 7: Monitor Real-Time Results
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STEP 8: Analyze & Report Results
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Review Measurement Framework
1. Select Your Goals
2. Define an Audience
3. Choose a Timeline
4. Understand Channels
5. Pair Metrics
6. Invest in Select Tools
7. Monitor in Real-Time
8. Analyze & Report
Example 1: Pantene’s
“Dad-Do” Feat. NFL Athletes
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Step 1: Select Your Goals
Step 2: Define Your Audience
Step 3: Choose a Timeline
Step 4: Understand Channels
Apply Measurement Framework to the Pantene Campaign
Step 5: Pair Metrics with Goals
Step 6: Invest in the Right Tools
Step 7: Monitor in Real-Time
Step 8: Analyze & Report Results
Example 2: KLM’s Social
Customer Service
Apply Measurement Framework to the KLM Campaign
Step 1: Select Your Goals
Step 2: Define Your Audience
Step 3: Choose a Timeline
Step 4: Understand Channels
Step 5: Pair Metrics with Goals
Step 6: Invest in the Right Tools
Step 7: Monitor in Real-Time
Step 8: Analyze & Report Results
Example 3: NATO’s PR Campaign
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Apply Measurement Framework to NATO’s Campaign
Step 1: Select Your Goals
Step 2: Define Your Audience
Step 3: Choose a Timeline
Step 4: Understand Channels
Step 5: Pair Metrics with Goals
Step 6: Invest in the Right Tools
Step 7: Monitor in Real-Time
Step 8: Analyze & Report Results
Questions!?
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