Social Media Dashboard: Dec. 2011 version and Analysis

A few months ago, towards the end of 2011, as I delivered a pitch on social media ROI/ROE at the iStrategy conference in Amsterdam, I asked my team at Orange to put a social media dashboard together, one that would be monthly, more appealing to managers than the weekly slapdash XL fires were produce for ourselves, and yet would be a useful tool for decision-making. Here is – below – its December 2011 version.

As I pointed out in my presentation in Amsterdam, this dashboard is in work-in-progress mode, and will always be. It is not meant to be used to show that we are stronger, better or unduly proud of ourselves but on the contrary, that we aim at doing well and getting better.

to Klout or not to Klout?

A lot of the metrics in this dashboard are here, for want of a better purpose, to underline that new metrics are needed. Sometimes, these metrics merely require fine tuning. Klout for instance, has been heavily criticised, including by myself. We aim to use Edelman’s Tweetlevel as a replacement very soon, because of the level of noise and fuzziness around the Klout measure, and because nonetheless we need some kind of measurement. Edelman provides this, without the hype.

engagement rates … what are we measuring here?

As to engagement rates, this is yet another kettle of fish. We realised, in the course of our comparisons, that we were being penalised by social bakers for the wrong reasons. For instance, our account was filed as a British account (vs. global) which was penalising us. Secondly, we use polls a lot and they are supposedly not considered as part of the engagement rates by the system. Yet, we have found repeatedly that polls are a very valid way of engaging with our community and we have no intention to suppress them. Last but not least, our account is multilingual and multinational. This is perfectly normal for a company which is operating globally, that is to say in 35 countries from the B2C perspective, and 220 countries and territories from the B2B point of view. Whereas many of our competitors are not that global and therefore enjoy a much better engagement rate which is not justified, we actually choose to speak Polish to the Poles, Spanish to the Spaniards and French to the French-speaking audiences of Africa and other countries as well as English to everybody else, and to us this is perfectly normal ; yet, we are being penalised for this by social bakers.

note: no hard feelings against social bakers I think this is a very good tool, and a great company. I’m a happy customer. I am only aiming at improving the system/measure.

We are trying to work with them in order to correct this measurement, but might also introduce our own calculation in which we will introduce a new way of measuring engagement rates in order to correct this bias.

What we’re trying to prove here is not that measuring return on engagement and social media isn’t worth doing, on the contrary, but that there is a lot in our plates in order to correct all these numbers and systems, before we can rely on these numbers and move forward.

here is our Orange december 2011 dashboard:

iStrategy Amsterdam: measuring ROI/ROE in Social Media – #istrategy

As announced in a previous post, I was a keynote at the  iStrategy conference in Amsterdam on Oct. 26. Beside the short video clip which I have recorded with my team in order to introduce the keynote, I have also prepared a fully fledged slidecast on slideshare. The package also includes a downloadable version of my dashboard at Orange.

We are spending more and more, and that – whether we like it not – means that there must be a shift in our attitude. So, while we need to measure things, there is now a requirement for us to:

  1. dissociate ROI from just sales (savings work too!)
  2. dissociate ROI and ROE (which is also a valid measure)
  3. know what we measure and what with
  4. take all this with a pinch of salt as the goalposts keep moving and we need to adjust constantly (the “Klout” index for instance keeps shifting.

important notice about the slidecast

The slidecast for this presentation was recorded on the day before the iStrategy presentation which took place in Amsterdam on October 26th. It is therefore slightly longer than the actual presentation which lasted only 35 minutes (this slidecasts lasts for 45 minutes).

Due to a bug in Slideshare, I wasn’t able to synchronise the sound and slides properly but you can download the presentation and change the slides manually while listening to the audio.

There is a sister presentation to this one, i.e. the social media dashboard which I will let everyone download too.

important notice about the monthly Orange social media dashboard 

This Dashboard is a version of our Orange Social Media monitoring panel as of mid October. P¨lease note that it was issued on the eve of a major change of the Klout score algorithm and that therefore I am not certain that I will not replace this metric with another more reliable one. This dashboard is an attempt at making sense and putting numbers behind our social media engagement and presence, it is no way comprehensive and it is not meant to achieve anything else than help us hone our skills and improve engagement with our audiences.

Note: this is the monthly dashboard and doesn’t include the more in-depth analysis which is being produced by the team on a weekly basis.

As the question was asked, the data source is either socialbakers or Twitter counter, or Tweetreach, or even Google Analytics for the most part. The data is crunched into Exel and then injected through Adobe Indesign. The initial design was done by a graphic artist and the maintenance is done in my team. The job of maintaining this dashboard is a couple of hours per month and should not be more than this.