Measuring Success with Social Media
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Measuring Success with Social Media

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Some Bullet points from the Corporate Social Media Summit in NYC. ...

Some Bullet points from the Corporate Social Media Summit in NYC.

Michelina Mantas
Digital & Social Media, Sears
@mickeymantas

David Carter
CTO Awareness Inc.
@dkrcarter

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Measuring Success with Social Media Measuring Success with Social Media Presentation Transcript

  • Measuring Success
    Marshall Sponder (moderator)
    Web MetricGuru.com
    @webmetricsguru
    Michelina Mantas
    Digital & Social Media, Sears
    @mickeymantas
    David Carter
    CTO Awareness Inc.
    @dkrcarter
    © 2009 Awareness
  • Establish KPI’s that matter to business, based on business goals
    Consider new methods to traditional marketing
    Social media is bleeding into Social Commerce
    © 2009 Awareness CONFIDENTIAL
  • KPIs to Consider
    Look beyond audience size
    Who are your Brand Ambassadors ?
    How are you gaining & distributing content?
    Effectiveness of Social Media campaigns
    Ability to tie to CRM i.e. real customers?
    © 2009 Awareness CONFIDENTIAL
  • Measuring Success
    Determining what success looks like.. Before you start
    Understanding the values of various aspects of your business
    Getting your metrics straight and consolidation
    Iterate on Success
    © 2009 Awareness CONFIDENTIAL
  • What does success look like
    Could be any aspects of the customer lifecycle
    Awareness
    Consideration
    Trial
    Adoption
    Loyalty
    Referral
    Reduction in costs
    Support
    Product Feedback loop
    Support another effort (gather names, drive traffic)
    © 2009 Awareness CONFIDENTIAL
  • What is the value of…
    Customer Acquisition
    If you are Mercedes?
    If you are Tide?
    If you are McDonald’s
    Customer Retention
    If you are AT&T?
    If you are McDonald’s
    Cost per impression of other media
    Use these numbers as multipliers when you are calculating YOUR values for Value of a Like/Fan/Re-Tweet/Comment
    © 2009 Awareness CONFIDENTIAL
  • Getting your numbers straight
    There are a lot of channels, use more than FaceBook and Twitter
    Don’t “spray and pray”
    Publishing one piece of content across multiple channels should result in
    Aggregate totals across all channels to measure the value of the content/message
    Slice the content by channel
    Listen intently to the content you publish
    Slice by Participant?
    When sentiment changes
    Haters changing their tone?
    © 2009 Awareness CONFIDENTIAL