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Objection: You can’t measure                             social media, so how will we                              know if...
The Trinity of Measurement                  Interest                              Attitudes                               ...
Measuring Interest                                      - Web traffic                                     - Page views     ...
Measuring Attitudes                         - Tonality of comments and posts                      - Inclusion of key messa...
Measuring Actions                                 - Interactions                              - Revenue raised            ...
•   What return is expected?       •   What were you hired to do?       •   If you are celebrating complete           100%...
Define the “I”Friday, September 23, 2011
What is the investment?         Define the “I”Friday, September 23, 2011
What is the investment?                               • Personnel         Define the “I”Friday, September 23, 2011
What is the investment?                               • Personnel         Define the “I”                               • Ag...
What is the investment?                               • Personnel         Define the “I”                               • Ag...
What is the investment?                               • Personnel         Define the “I”                               • Ag...
Define your audiences and how you impact them      •      You audience is never “anyone with a pulse”      •      Compare r...
Financial       performance       correlates with       engagement.Friday, September 23, 2011
Friday, September 23, 2011
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Measurement

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Transcript of "Measurement"

  1. 1. Objection: You can’t measure social media, so how will we know if it’s worth the time/ money/effort/angst?Friday, September 23, 2011
  2. 2. The Trinity of Measurement Interest Attitudes ActionFriday, September 23, 2011
  3. 3. Measuring Interest - Web traffic - Page views - Click-thrus - Blog or other mentions - Downloads - Followers on Twitter - Friends on FacebookFriday, September 23, 2011
  4. 4. Measuring Attitudes - Tonality of comments and posts - Inclusion of key messages in content - Share of conversation - Measure of relationships - “Likes” via FacebookFriday, September 23, 2011
  5. 5. Measuring Actions - Interactions - Revenue raised - Items sold - Purchase intent - New sales leads - SubscribersFriday, September 23, 2011
  6. 6. • What return is expected? • What were you hired to do? • If you are celebrating complete 100% success a year from now, what is different about the organization? • If your department was eliminated, what would be different? Define the “R”Friday, September 23, 2011
  7. 7. Define the “I”Friday, September 23, 2011
  8. 8. What is the investment? Define the “I”Friday, September 23, 2011
  9. 9. What is the investment? • Personnel Define the “I”Friday, September 23, 2011
  10. 10. What is the investment? • Personnel Define the “I” • Agency compensationFriday, September 23, 2011
  11. 11. What is the investment? • Personnel Define the “I” • Agency compensation • Senior staff timeFriday, September 23, 2011
  12. 12. What is the investment? • Personnel Define the “I” • Agency compensation • Senior staff time • Opportunity costFriday, September 23, 2011
  13. 13. Define your audiences and how you impact them • You audience is never “anyone with a pulse” • Compare results between constituencies • List every stakeholder • Where do they go for information? • What’s important to them? • What is the benefit of having a good relationship with that stakeholder group? • Understand your role in getting the audience to do what you want it to do • Raise awareness • Increase preference • Increase engagementFriday, September 23, 2011
  14. 14. Financial performance correlates with engagement.Friday, September 23, 2011
  15. 15. Friday, September 23, 2011

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