REtechSouth
March 25, 2010

Getting Started
Getting Better:
Improving Your
Social Media Via
Web Analytics

Gahlord Dewald
...
Industry function | Mastery | Tool use




                       [?]
You can develop a clear approach
for aligning your social media plan
with your business goals.




                       ...
Some Theory Stuff

Some Applications of Theory

        Some Q + A




            [?]
I like to measure things
because it helps me discover
more about how things work.




                      [?]
Some people like to measure things because
it lets them know if something they already did
worked or if it didn’t work. (R...
Some people like to
measure things so they
can make better decisions
about the future.
“Accountability” gets brought
up a lot when people talk
about measuring things.




                      [?]
Here’s one of my favorite models.

Jonathan Boyd’s
OODA Loop:

Observe
Orient
Decide
Act


     [?]
Where’s the “consumer” in
all of this? Another model:

Reach
Acquisition
Conversion
(Satisfaction)




     [?]
Social media disrupts our
traditional RAC(S) funnel.




                       [?]
We’re a little less linear now.

You can get a “conversion”
without even trying to “reach.”

You can generate “satisfactio...
We can work to achieve
business objectives in a
non-linear way.
Awesome!




                       [?]
Culture of accountability

           OODA Loop

             RAC(S)

The funnel got all non-linear on us




            ...
Observe:
Reach   Size of social media “channel”
        Number of followers you have




          [?]
Orient:
Reach   Opportunity for growth?

        *Tip: Advertising as research.




           [?]
Observe:
Acquisition   Landing on your site
              Following your links
              (Campaign Tagging)




      ...
Orient:
Acquisition   Reach vs Acquire ratio
              by topic, by time, by channel ...

              *Tip: Is your ...
Observe:
Conversion   Direct messages
             Contact form submission
             Live events and meetups




      ...
Orient:
Conversion   by channel, by season,
             by topic, by quality ...

             *Tip: A spreadsheet is hel...
Observe:
Satisfaction   Survey
               Reputation management
               Individual influence




              ...
Orient:
Satisfaction   by channel, by action,
               by use, by human ...

               *Tip: Learn to identify ...
You can develop a clear approach
for aligning your social media plan
with your business goals.




                       ...
Thanks! Hope you liked it. Questions?
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Getting Started, Getting Better: Improving social media via web analytics

  1. 1. REtechSouth March 25, 2010 Getting Started Getting Better: Improving Your Social Media Via Web Analytics Gahlord Dewald gahlord@thoughtfaucet.com twitter.com/gahlord meetwith.me/thoughtfaucet linkedin.com/in/thoughtfaucet
  2. 2. Industry function | Mastery | Tool use [?]
  3. 3. You can develop a clear approach for aligning your social media plan with your business goals. [?]
  4. 4. Some Theory Stuff Some Applications of Theory Some Q + A [?]
  5. 5. I like to measure things because it helps me discover more about how things work. [?]
  6. 6. Some people like to measure things because it lets them know if something they already did worked or if it didn’t work. (ROI) [?]
  7. 7. Some people like to measure things so they can make better decisions about the future.
  8. 8. “Accountability” gets brought up a lot when people talk about measuring things. [?]
  9. 9. Here’s one of my favorite models. Jonathan Boyd’s OODA Loop: Observe Orient Decide Act [?]
  10. 10. Where’s the “consumer” in all of this? Another model: Reach Acquisition Conversion (Satisfaction) [?]
  11. 11. Social media disrupts our traditional RAC(S) funnel. [?]
  12. 12. We’re a little less linear now. You can get a “conversion” without even trying to “reach.” You can generate “satisfaction” without ever “converting.” [?]
  13. 13. We can work to achieve business objectives in a non-linear way. Awesome! [?]
  14. 14. Culture of accountability OODA Loop RAC(S) The funnel got all non-linear on us [?]
  15. 15. Observe: Reach Size of social media “channel” Number of followers you have [?]
  16. 16. Orient: Reach Opportunity for growth? *Tip: Advertising as research. [?]
  17. 17. Observe: Acquisition Landing on your site Following your links (Campaign Tagging) [?]
  18. 18. Orient: Acquisition Reach vs Acquire ratio by topic, by time, by channel ... *Tip: Is your audience awake? [?]
  19. 19. Observe: Conversion Direct messages Contact form submission Live events and meetups [?]
  20. 20. Orient: Conversion by channel, by season, by topic, by quality ... *Tip: A spreadsheet is helpful. [?]
  21. 21. Observe: Satisfaction Survey Reputation management Individual influence [?]
  22. 22. Orient: Satisfaction by channel, by action, by use, by human ... *Tip: Learn to identify influence. [?]
  23. 23. You can develop a clear approach for aligning your social media plan with your business goals. [?]
  24. 24. Thanks! Hope you liked it. Questions?

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