+ Follow

Move beyond social media metrics

by Dirk shaw on Oct 09, 2009

11,203 views

3 ways to organize social media for results

Accessibility

View text version

Upload Details

Uploaded via SlideShare as Microsoft PowerPoint

Usage Rights

File a copyright complaint

42 Embeds 7,594

http://www.socialbeta.cn	5775
http://dirkshaw.blogspot.com	816
http://econsultancy.com	469
http://socialbeta.cn	177
http://www.heidi-miller.com	119
http://xianguo.com	41
http://www.hksilicon.com	29
http://www.kuqin.com	21
http://feed.feedsky.com	20
http://dirkshaw.blogspot.in	16
http://www.zhuaxia.com	15
http://dirkshaw.blogspot.com.au	14
http://www.slideshare.net	8
http://dirkshaw.blogspot.co.uk	8
http://reader.youdao.com	8
http://dirkshaw.blogspot.ca	6
http://www.socialbeta.com	5
http://zhuaxia.com	5
http://www.bokee.net	5
http://www.dirkshaw.blogspot.com	5
http://ctc.qzs.qq.com	4
http://dirkshaw.blogspot.com.br	3
http://dirkshaw.blogspot.jp	2
http://cache.baidu.com	2
http://talkitup.typepad.com	2
http://social.weizhuli.com	2
http://socialbeta.blog.bokee.net	2
http://dirkshaw.blogspot.se	1
http://dirkshaw.blogspot.gr	1
http://translate.googleusercontent.com	1
http://dirkshaw.blogspot.nl	1
http://www.socialbeta.cn} {892921152\|\|\|pingback	1
http://www.lmodules.com	1
http://feedex.net	1
http://socialbeta.bokee.net	1
http://www.socialbeta.cn} {855064929\|\|\|pingback	1
http://www.yolao.com	1
http://socialbeta.cn} {988925870\|\|\|pingback	1
http://www.socialbeta.cn} {193543715\|\|\|pingback	1
http://cache	1
http://feeds.feedburner.com	1
https://twitter.com	1

More...

Statistics

Likes: 7
Downloads: 158
Comments: 0
Embed Views: 7,594
Views on SlideShare: 3,609
Total Views: 11,203

Move beyond social media metrics Presentation Transcript

Move beyond social media metrics 3 ways to organize for results
Dirk Shaw – Director Digital Media, Alem International
Twitter: @dirkmshaw

Audience participation
How many of you are seeing results from social media activity

Everywhere you turn someone is using social media.

Business goals we will measure

?

The question is no longer shouldwe participate in social media. It is how do we measure its value ?

Social media metrics alone are meaningless.

Increased reputation in the market.
Did it support customers better?
How did it increase sales?
Did it create awareness about new offerings?

Unless you can tie them to results!

3 ways to organize social media for results
www.cyclingweekly.co.uk

1
Let business goals lead. Not tools

Define metrics to support each goal
Goal
Increase Brand Awareness
Share of voice
Key Metrics
Extending reach
Brand mentions

Metric: Share of voice against the competition
Slide 12

Metric: Number of Brand mentions made

Keywords: real-estate, Intrawest, Vail Reports
Metric: What’s the sentiment ?

2
Organize social media across departments
Photo credit: http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rattle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittershaus_License_Creative_Commons_BY_SA.jpg

http://www.flickr.com/photos/35703177@N00/3290574208/
Each group listens and responds to different things.

A marketer may want to know what it’s competition is doing.

A communications person might want to understand sentiment.

http://www.flickr.com/photos/igorclark/3301933780/sizes/l/
Companies that engage in an uncoordinated manner

Have difficulties replicating success.

.
Which makes predicting future value almost impossible.

Monitoring solutions streamline collaboration for acting on insights.

3
Clearly define the role of each touch point

Start by knowing where your audience is.

And how they will find utility or value from it.

Summary: Organizing social media for results

Let business goals lead, not tools.
Coordinate your social media activity.
Define the role of each touch point.