Fortunate are we that the panelists at our upcoming Feb.19th Event at La Bistrote have made themselves so available pre-event.
Each has spent some time going back and forth with me whether by video (see links at bottom of this post) or by email, whereby all have addressed some questions I’d prepared with some of your input and ideas which served to help select the topics we hope to cover well during the breakfast.
As a refresher, those topics will be:
Community – What’s yours like and how do/did you build it?
Growing pains, big successes and that moment when you realized people are really listening and they might even care!
Careers for the Digitally Mindful
State of social and digital in Montreal and the opportunities that exist now and in the future.
Insights on top content performers, how to decide who your audience is, and tools used to measure engagement/impact of those.
Here’s a loaded question inspired by Beth Thouin from thebrendans.com during a quick brainstorm following our last breakfast which I put to Alexandra Tanner who provided valuable insights we’ll all be lucky to glean and probe come Wednesday.
Q: What are the top 3 measurable criteria you look at when determining if a content piece has been successful or not? Assuming engagement is based on a function of %’s, can you break down what a win is in terms of engaging existing fans/clients/followers and what a win is in terms of gaining/attracting new ones?
A: I like the question, but simultaneously realize that this topic of measurement raises the kind of problematic “justification” that is so tied to social media success in big companies (and likely smaller and medium ones as well). It’s conflicting, because I believe that we should not just focus on the hard metrics, as I would prefer to measure the success of our programs way beyond that – engagement as a function of interest, not a percentage of our user base who interacts with our posts. What I am trying to say is that long term conversations with customers and the impact that these conversations make can be very problematic to track in terms of direct ROI.
I digress though, and based on my current experience I believe I can shed some light on this issue :
At L’Oreal Canada we have the benefit of accessing the social media metrics across multiple distinct brands (that all have their own unique voices, fan-bases and platforms). We can benchmark engagement success across our brands, and also within brands by comparing to historical data month-over-month and year-over-year. I would say that the most ubiquitous platform that we can track across all brands would be Facebook. Within Facebook we look at our impressions and how they were derived: organic, paid and viral (defined as the number of people exposed to the page/ post from their friends’ engagement with the post).
On an individual piece of content we measure the following:
1) Engaged Users (Ratio between Engaged Users / Total Post Reach). We intentionally measure engagement as a percentage of those reached in their feed divided by those that took an action (commented, shared, liked) because we know that due to FB’s algorithm, about only 15-16% of our posts reach our fan-base’s newsfeed.
2) Sentiment: we monitor the sentiment of the engaged users including a ratio of negative feedback. We don’t have any proxies to tell us “this level of negative feedback is unacceptable” – basically we strive to answer all complaints in a transparent and expedient manner – we want to create raving fans even out of those who have had a negative experience by providing excellent client service through social media.
Overall, beyond individual pieces of content, we do keep an eye on the overall health of our fan bases my measuring monthly user acquisition (new likes) and attrition (unlikes + unsubscribes).
Thanks to Alex for taking the time to answer the above.
Clearly, I hope, those who happen to read the above before the event as well as those who may have caught some of the videos below are in for a treat. As young as our panelists are I’ve calculated nearly 60 years in combined digital/business experience, which bodes well for the knowledge hungry among our attendees. Once again we’re totally stoked to have this group on hand and implore you as attendees to make the best of the opportunity and the forum to ask them just about anything you want. Aside from the VitaminWater only request from Fabrice and Jeff’s wish to only be photographed from the left side, the panelists have put no limits or conditions on their presence.
Here are the links to those quick-ish videos taped with the other 3 panelists over past couple weeks: