Measuring Performance Of Social Media Communications

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Marketing spend these days is all about justification. I'm glad that the use of social media is quickly moving from "shiny object" darling to why should my business use it? …

Marketing spend these days is all about justification. I'm glad that the use of social media is quickly moving from "shiny object" darling to why should my business use it?

The latter is a much better question. One that will get us somewhere, not necessarily faster but more real. The ROI question pops up everywhere these days. I do wonder how do you measure your other business activities?

For now, I suggest that performance can and should be measured as part of a process along a continuum designed to expand reach, increase engagement, build influence, and request action on behalf of your business - with social media integrated in the communications mix.

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  • Easy to follow and digest, and great to look at. Thanks Valeria!
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  • Great Work !!!Congratulations on your slideshow... !!!! Thanks for sharing,. Feel free to join us. Thank you in advance for your participationBest regards . Bernard (France)
    http://www.slideshare.net/group/business-and-management
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  • Great set of guidelines to keep things simple and on track. Thanks Valeria.
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  • @Gavin - they're quite beautiful, aren't they? Red looks good on those bikes ;)

    @Elena - thank you for the comment and glad the presentation was helpful to you.
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  • I am always going to love a presentation that features a Ducati ;)
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  • 1. Measuring the Performance of your Social Media Communications © Valeria Maltoni, Conversation Agent, www.conversationagent.com @ConversationAge http://www.flickr.com/photos/pdxdj/76103587/
  • 2. Integrate social media communications to expand reach, increase engagement, build influence, and request action − customers, prospects, employees, partners, analysts, reporters, the public. © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/bossone/3847857289/
  • 3. Each group will have a place where they hang out.You must find them (ask!). © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/jtcatbagan/2053730757/
  • 4. Example: Dell Outlet on Twitter − objective “to increase reach for offer messaging to help rapidly move bubbles of inventory.” © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/lordzarcon/1457227009/
  • 5. Evolution − Dell discovered that while their goal was promotion, customers started engaging with them. © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vodcars/1981244224/
  • 6. Return on Dell’s investment (ROI) − Dell reached $3MM in sales directly through Twitter since 2007. http://www.flickr.com/photos/masterjackroger/2787980120/ © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 7. What did Dell measure? - SALES by tracking hits to specific URLs + toll-free numbers - number of problems resolved - interactivity through @replies and retweets - reputation and brand perception over time © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/mauriziomontanaro/3950393487/
  • 8. Brand communication: think and measure (before and after) − awareness, relevance, preference, loyalty, affinity Crisis communications: think and measure (before and after) − reputation as associated with key attributes for starters © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/hi-phi/7606571/
  • 9. - Start with your objectives. - Know your baseline (measure). - Find people you want to reach. - Stay flexible as to evolution. - Develop from what works. - Measure against objectives. http://www.flickr.com/photos/bluetigger/1050747206/ © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 10. Ask yourself: What happened as a result of communications? How do you influence positive conversation and action? Who and where is engaging with your content? © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/9737802@N02/2052910901/
  • 11. Integrate measurement: Web analytics − relevant content, calls to action (participation chain) Content and behavior analysis − mentions, sentiment, interaction Primary research − purchases, recommendations, event attendance © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/pjvenda/3605346531/
  • 12. Look under the hood − have you expanded reach, increased engagement, built influence, and improved action? © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/misw/2914795005/
  • 13. To know where you are − observe and measure comment sentiment, subscriptions and links, likelihood to recommend to a friend, and product purchase. © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/frontis/2432431836/
  • 14. Value/time − this is the equation that will allow you to get to financial impact, or return on investment (ROI). © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/tonysphotos/241694329/
  • 15. Velocity is acquired by participation − as you acquire momentum in communications via social media, you will be able to observe message recall and retention, then peer to peer recommendations. © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/a-m-photo/2411951424/
  • 16. As value creation is a process, so is measurement. It’s a combination of metrics − measure the right things. Go for performance over vanity −is the variable moving you forward in the exposure, engagement, influence, and action continuum? http://www.flickr.com/photos/angel_alvarez/3248575385 © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
  • 17. How do you link activities designed to nurture value provided to customers via social media communications to business outcomes? © 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/urbanmixer/3302374293/
  • 18. Text Think correlation, integrate Web analytics with research and monitoring/listening, track as you would any marketing and communications program across media, where your customers, prospects, partners, influencers are − establish a baseline, measure against it. © Valeria Maltoni, Conversation Agent, www.conversationagent.com @ConversationAge http://www.flickr.com/photos/brtsergio/94558006/