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Getting Started, Getting Better: Improving social media via web analytics

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This presentation was devleoped for an hour long presentation at REtechSouth 2010.

This presentation was devleoped for an hour long presentation at REtechSouth 2010.

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  • 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. Industry function | Mastery | Tool use [?]
  • 3. You can develop a clear approach for aligning your social media plan with your business goals. [?]
  • 4. Some Theory Stuff Some Applications of Theory Some Q + A [?]
  • 5. I like to measure things because it helps me discover more about how things work. [?]
  • 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. Some people like to measure things so they can make better decisions about the future.
  • 8. “Accountability” gets brought up a lot when people talk about measuring things. [?]
  • 9. Here’s one of my favorite models. Jonathan Boyd’s OODA Loop: Observe Orient Decide Act [?]
  • 10. Where’s the “consumer” in all of this? Another model: Reach Acquisition Conversion (Satisfaction) [?]
  • 11. Social media disrupts our traditional RAC(S) funnel. [?]
  • 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. We can work to achieve business objectives in a non-linear way. Awesome! [?]
  • 14. Culture of accountability OODA Loop RAC(S) The funnel got all non-linear on us [?]
  • 15. Observe: Reach Size of social media “channel” Number of followers you have [?]
  • 16. Orient: Reach Opportunity for growth? *Tip: Advertising as research. [?]
  • 17. Observe: Acquisition Landing on your site Following your links (Campaign Tagging) [?]
  • 18. Orient: Acquisition Reach vs Acquire ratio by topic, by time, by channel ... *Tip: Is your audience awake? [?]
  • 19. Observe: Conversion Direct messages Contact form submission Live events and meetups [?]
  • 20. Orient: Conversion by channel, by season, by topic, by quality ... *Tip: A spreadsheet is helpful. [?]
  • 21. Observe: Satisfaction Survey Reputation management Individual influence [?]
  • 22. Orient: Satisfaction by channel, by action, by use, by human ... *Tip: Learn to identify influence. [?]
  • 23. You can develop a clear approach for aligning your social media plan with your business goals. [?]
  • 24. Thanks! Hope you liked it. Questions?