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CV AMA measuring social media success
 

CV AMA measuring social media success

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My presentation to the CV AMA with Jason Falls. Speaking on Measurement.

My presentation to the CV AMA with Jason Falls. Speaking on Measurement.

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    CV AMA measuring social media success CV AMA measuring social media success Presentation Transcript

    • 1 2 3 4 MEASURING SOCIAL MEDIA SUCCESS CENTRAL VIRGINIA AMA l APRIL 14 2010 CONFIDENTIAL • APRIL 2010
    • MY STORY Why am I here 2 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • QUESTION I just want to know 3 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • PAIN SOLUTION Customer Pains Clear Goals 4 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 1 LISTEN Conversational Analysis 5 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 6 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • MEASURE GOALS OUTPUTS LISTENING LEARNINGS Frequencies Prove out Reach Keywords Sentiment Influencers “WHY” SOV Community your Brand Influencers Voice should use Competition Competition Topics Strategy in Social as a Channels New Influencers Channel Channels Segments Keyword Media Types Conversations Alignments Gaps in Search Gaps in Messaging 1 LISTEN 7 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Social Listening Metrics: Audience 1 LISTEN Goal Metric Why How Understand Demographics Determines online and offline Social of audience alignment Append Social Profiles using API Profile of reached via Segments Media Types Append Social Profiles using Tools House File Social Media Identifies Channel Opportunities Google Increase Analytics Cost Reductions on Social Effort Measure in SWIX Social Buzz Referring Site % vs. PPC and CPM current costs Measure in Unilyser in Networks Shifts Growth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 8 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • BUYER PERSONAS Understand your Audience 9 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Media Type determines Influencers Engagement Strategy Drill down by Media Types to determine Influencers, Keywords, Communities customers are in 10 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Campaign Keyword Sentiments Influencers Drill down by Media Types to determine Influencers, Keywords, Voice Validate SEO 11 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 2 EVALUATE Light at the end of the tunnel 12 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • MEASURE GOALS OUTPUTS APPEND LEARNINGS Gaps Prove out Media Channel In House Trends Strategy Frequencies variances and Database to enhance Frequencies Voice Messaging & Social Profiles Database to Content using API or Demographics Strategy Keyword reflect online Alignments Service activity in Research of Alignment of Social Usage among SEO Organic Gaps in Search online Outposts efforts by Communities audience Community target 2 EVALUATE 13 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Social Evaluation Metrics 2 EVALUATE Goal Metric Why How Determine Profile Setup Frequency of Social Crowdsource by network Keyword alignment across Media Keywords & On Currency of Increase eyeballs Types Topic Posts Networks Competitive search Determine % Buzz of each Increase SOV Online Drill down by Media Type Competitor by Shift SOV Strategy of Drill into Cloud Conversations Media Type Monitor Competitor Strategy Competitors Growth Rate Increase/Shift Shift in Audience Market Measure in SWIX of Fans & in Base over Preferable Communities Measure in Unilyser Followers time Shift in Demographics 14 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 2 Influencer Rank & Reach Analysis EVALUATE Build relationships with Influencers that have high reach & trust Reach of Message of Influencer High 40,000 High Trust, Lower Reach equals targeted 30,000 audience 20,000 Low Trust, Low Reach equals no effort of these types of Influencers 10,000 Low 0 0 1.75 3.50 5.25 7.00 Low High Trust and Authority Ranking 15 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Frequency determines Communities your customers live in Messaging offline may differ to online - are there any differences Align messaging on and offline to match demographics 16 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • No longer guess where your new Social Connections live on and offline Social Profiles reveal new addresses online Light Influence stats, but when analyzed, will prove velocity of list 17 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 3 ENGAGE It’s still about Marketing (No matter what the CFO says) 18 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • ROI MARKETING 19 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • MEASURE GOALS OUTPUTS AUDIT LEARNINGS Engagement Test Messaging Engagement Messaging and Content effects Analysis Frequencies and Content Content Audit Strategy Message Voice Web Analysis to validate effects match with Message Keyword Build Voice of Time of Day Alignments online Social Velocity Brand Analysis Profiles Community Sales Cycle Workflow Determine high Offers engagement channels 3 ENGAGE 20 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Social Influence Metrics 3 ENGAGE Goal Metric Why How Twitter Mentions Increase Google Onsite Contact Search Influencers have high Trust & Analytics by Comments Traffic on Authority Rankings Referral Link Links back to site website Notify Influencer of Actions % of Social Increase Persona Increased Share of Wallet SOV Shift in keywords by user Share of increases in Cost Reductions measured by Influence Voice Networks Frequency of Research allows Brands to hone Evaluate Viral Cross Matrix Testing in on key messaging Brand Frequency of Messages with links/no-links responsiveness by Influencers to Messaging Social Offer variations test across Community Interactions 21 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 3 Look to Page View Determine if ENGAGE times, based on Content Value for clues Engagement correlates to Conversions Analyze Content, Was there a problem Messaging for perceived with content, UI at value-adjust as needed website? Engagement & Content Analysis 22 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Engagement & Content Analysis Post Level 3 Analyze Content, ENGAGE Messaging for perceived value-adjust as needed Look to your Downloads & Captures if Content based messaging Low Page views Look to Page View indicate issues with times, based on Content target audience Value for clues 23 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • social media value chain e alu hV Conversion of Social Sales Hig Campaigns are realized when User Experience is high Loyalists e lu Va Engagement m Brand obtains their diu “Voice” among Audience Me Content and content is accepted User Social Profiles e alu wV Community Profiles Research begins the Lo foundation of Why you should be in Social Brand Monitoring 24 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • IF you can’t track it WHAT WE YOU KNOW can’t measure it {Measurement} HOW will you prove it 25 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • 4 MEASUREMENT what we’ve been waiting for 26 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • IT’S NOT IT’S ALL ABOUT MARKETING ABOUT REVENUE 27 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • MEASURE GOALS OUTPUTS SETUP LEARNINGS Engagement Test Messaging Engagement Dashboard Content effects Analysis Frequencies and Content Strategy Message Web Analysis Voice Align internal effects reporting Message Keyword Build Voice of Time of Day Alignments structure Velocity Brand Analysis Community Sales Cycle Workflow Determine high Offers engagement channels 4 MEASUREMENT 28 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Social Viral Metrics 4 MEASUREMENT Goal Metric Why How Drive % of Channel Look for Influencers YouTube Insights Awareness Subscribers Validates message content Measure in SWIX using Video Road Block # of Embeds Offset Competitor position YouTube Insights Competition # of Views Share of Voice Measure in SWIX Reduce Influencer Outreach drives views Rate of Virality/ YouTube Insights Marketing Viral content reduces Paid pass-along Measure in SWIX costs Search 29 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Month over Month Look to get this Content Analysis & Tracking of that’s has perceived Downloads value to go viral Bit.ly Content Analysis 1000 # of Downloads 750 Look to adjust 500 messaging here, keywords, refinement 250 Value of Content, effort or value, determined by Brand 0 4 0 1.25 2.50 3.75 Content Value Low to High 5.00 MEASUREMENT 30 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • Correlation of Sales To Mentions 30.000% 30% Trend indicates a correlation 22.500% 23% Mentions % Change Sales % Change Refine message, content and offer to test 15.000% 15% audience 7.500% 8% 0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Category Title 31 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • WHAT WE LEARNED 1 2 LISTEN EVALUATE Brand Mentions Brand Database Competition Mentions Analytics Competitive Keywords Social Profiles Influencers Personas Communities Assets 32 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • WHAT WE LEARNED 3 4 ENGAGE MONETIZE Value Workflow Database Enhancements Buyer Cycles Insights & Implications Messaging Metrics User Experience Metrics Viral Sharing Revenue Stickiness Cost Saving Models 33 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • SIMPLE NO BUDGET NO BONUS AND YOU MAY GET A BLACK EYE 34 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • QUESTION I just need to know 35 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • • Twitter • Facebook THANK YOU • LinkedIn {Honored} • Email • Tungle Me • 757.301.1814 36 PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
    • CONFIDENTIAL • APRIL 2010