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Move beyond social media metrics

by Dirk shaw on Oct 09, 2009

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3 ways to organize social media for results

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3 ways to organize social media for results

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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.

Move beyond social media metrics

by Dirk shaw on Oct 09, 2009

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Move beyond social media metrics — Presentation Transcript