Measuring Performance Of Social Media Communications

Measuring the Performance of your Social Media Communications © Valeria Maltoni, Conversation Agent, www.conversationagent.com @ConversationAge http://www.ﬂickr.com/photos/pdxdj/76103587/

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/

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/

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/

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/

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

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/

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/

- 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

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/

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/

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/

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/

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/

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/

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

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/

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/

http://www.conversationagent.com	231
http://www.thinking-tree.co.uk	183
http://www.servantofchaos.com	97
http://www.slideshare.net	52
http://www.powercram.com	33
http://thecustomercollective.com	22
http://www.thecustomercollective.com	17
http://www.michclarke.com	11
http://freshpeel.posterous.com	6
http://servantofchaos.typepad.com	6
http://gonrr.blogspot.com	5
http://thinking-tree.co.uk	4
http://www.micro-sites.co.za	4
http://michelleclarkemarketing.blogspot.com	4
http://blogpruebapablorojo.blogspot.com	4
http://localhost	3
http://conversationagent.typepad.com	3
http://paper.li	2
http://www.typepad.com	2
http://davidmacgregor.posterous.com	2
http://translate.googleusercontent.com	2
http://posterous.freshpeel.com	1
http://posterous.com	1
http://cpaaustralia.socialtext.net	1
http://conversation.ecairn.com	1

Measuring Performance Of Social Media Communications

by Valeria Maltoni on Nov 30, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

25 Embeds 697

Statistics

Measuring Performance Of Social Media Communications — Presentation Transcript