Scientific Method for Social Media with Tamsen McMahon (@tamadear)

The Scientific Method! For Social Media!

On the line… Your Presenter: Tamsen McMahon Sametz Blackstone Associates Brass Tack Thinking tamsen@sametz.com @tamadear Your Host: Mike Lewis, Awareness mike.lewis@awarenessnetworks.com @bostonmike | @awarenessinc

Got Ques/ons? Use the hashtag: #awarenessinc On Twi7er Technical Issues? Contact Webex customer support

Who is Awareness ? •  Creators of the Social Marke/ng Hub •  Allows marketer to control and centralize all social media marke/ng ac/vi/es in through one interface •  SoIware is powering the social media strategy of mid-‐to-‐large sized organiza/ons •  Partnered with leading digital and interac/ve agencies CUSTOMERS PARTNERS

Social Media Challenges ‘I’m Overwhelmed!’ Social Media is only a % of my job and it requires a lot of my /me to be eﬀec/ve ‘Help me prove the value!’ I know social media works, but I need data to get buy-‐in, The execs are pushing me for meaningful data before we invest further ‘I’m Losing Control!’ Too many channels, too many comments to respond to, too many passwords, too many places to login, hard to keep control ‘I Need to Get Strategic!’ Need to move from tac/cal ac/vi/es to strategic programs

The Next Step Contact me for a demonstra;on: mike.lewis@awarenessnetworks.com @bostonmike

Awareness Social Marke/ng Hub   Publish : Content-‐centric,   Gain Control of your mul/-‐channel Social Media Programs   Manage : Enterprise grade   Centralize your programs access controls, permissioning, and control   Evolve from tac>cal   Measure : Meaningful programs to strategic reports and marke/ng-‐ social media focused Social Monitoring   Measure Success for   Engage : Interact with mul/ple channels and individuals who are assets passionate about your content

See the Hub in ac/on! Social Marke;ng Hub Demo w/ Will Eisner, Director of Product Marke/n g Dec 21st – 2PM ET http://tinyurl.com/hubdem o Sign Up Now!!

TheScientific Methodfor Social Media Sametz Blackstone Associates

Who I am  Tamsen McMahon   tamsen@sametz.com   @tamadear  Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz  Brass Tack Thinking   brasstackthinking.com

You heardfeedback, andthought you weredone.

Now withamplification!

SOCIAL MEDIA IS AMADHOUSE

Twitter

TwitterBlogs

Twitter FacebookBlogs

Twitter Facebook YouTubeBlogs

Twitter Facebook YouTube Wiki(leak)sBlogs

Some say it’sAN ART.

I say it’s aSCIENCE.

Got your lab book?

You’ll need it.

0 Define the question1 Observe2 Investigate3 Hypothesize4 Experiment5 Analyze6 Retestthe method

Odefine thequestion

How can we best usesocial media in ourbusiness?

Is podcasting aneffective way togenerate prospects?

task:Answer the question: What am I trying to figure out about social media?

1observe

Grow bigger ears –and eyes. Paraphrase of Chris Brogan

LISTEN: IF WHAT

WATCH:WHERE HOW

task: Run searches for relevant keywords Establish accounts on the major social networks

2investigate Scope Audiences Content Resources Outcomes Measurement

task:Answer the question: What’s the scope?

Audiences

Resonance &Dissonance

task:Answer the questions: For your scope, which audience(s) make the most sense? What do they care about? How do they perceive you?

Content

task:Answer the questions: For your scope and audience, what’s the best content? What already exists? What doesn’t?

Resources

task:Answer the questions: For your scope, audience, and defined content, which tools are most appropriate? What resources do you need? How will you get them?

Outcomes

task:Answer the question: Are you trying to achieve awareness? comprehension? participation? loyalty? support? (choose one)

Measurement

task:Answer the questions: What does success look like? How will you measure it? How will you tie it to concrete business results?

3hypothesize

For {scope}, {content}from {sources}, usedacross {tools}, willproduce {measured}{results} with{audiences}.

task: Draft your hypothesis!

4experiment Design Execution

OBSERVATION ≠PARTICIPATION

OBSERVATION ≠PARTICIPATION (you have to do it)

task: Outline the steps of your experiment, with start and end dates Execute your plan, while documenting significant events, impressions, and ongoing results

5analyze

 Numbers Sentiment Actions

task: Collect metrics Overlay results onto experiment steps and significant events Note alignments Draw a conclusion

6retest

It takes practice.

task:Hypothesis confirmed? Define a new question and start againDisproven or inconclusive? Revise hypothesis Design new experiment Retest

So maybe it is amadhouse.

But now you’re themad scientist.

Who I am  Tamsen McMahon   tamsen@sametz.com   @tamadear  Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz  Brass Tack Thinking   brasstackthinking.com

Dec 16 – Is there a science to social media? Content is the future of Marke;ng w/ Joe Pulizzi, Author of Get Content Get Customers Jan 11th – 2PM ET http://tinyurl.com/joepuliz zi Sign Up Now!!

Use the hashtag: #awarenessinc On Twi7er

Scientific Method for Social Media with Tamsen McMahon (@tamadear)

by Awareness, Inc. on Dec 17, 2010

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Scientific Method for Social Media with Tamsen McMahon (@tamadear) — Presentation Transcript