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Measuring Your Social Program

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  • 1. MEASUREMENT & YOUR SOCIAL PROGRAM !1 @ggerik / GregGerik.com
  • 2. What is “Social”? !2 @ggerik / GregGerik.com
  • 3. Who Benefits From “Social” ? !3 @ggerik / GregGerik.com
  • 4. Who Manages “Social” ? !4 @ggerik / GregGerik.com
  • 5. !5 @ggerik / GregGerik.com
  • 6. !6 @ggerik / GregGerik.com
  • 7. !7 @ggerik / GregGerik.com
  • 8. !8 @ggerik / GregGerik.com
  • 9. MEASUREMENT & YOUR SOCIAL PROGRAM 5 Myths 1. 2. 3. 4. 5. !9 Standardized Metrics (Industry Standard) Accuracy (Truth) & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com
  • 10. MEASUREMENT & YOUR SOCIAL PROGRAM 5 Truths ! 1. Social Is Not A Strategy 2. We Are Going Back To Business 3. You Move What You Measure 4. Measure What Matters 5 “Impressions” Do Not Matter !10 @ggerik / GregGerik.com
  • 11. (√ ( 2 -things)) THINGS JUST GOT REAL !11 @ggerik / GregGerik.com
  • 12. !12 @ggerik / GregGerik.com
  • 13. 1. The Business Purpose !13 @ggerik / GregGerik.com
  • 14. 1. The Business Purpose Examples: ! •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information !14 @ggerik / GregGerik.com NOT Examples: ! •Increase New Fans Or Followers •Increase / Maintain / Measure Sentiment •Increase Share of Voice •Increase Customer Engagement •Increase RT’s, Shares, Likes, etc. •Increase Reach (of any variety) •Garner X# Impressions !
  • 15. 1. The Business Purpose Examples: ! •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information ! !15 @ggerik / GregGerik.com Implementation Example: ! Create Top-Of-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall ! *Attitudes / Purchase Intent / Usage
  • 16. 2. The Data 2. Data Assets & Capabilities !16 @ggerik / GregGerik.com
  • 17. Know Your Sources !17 @ggerik / GregGerik.com
  • 18. Avoid Black Holes @ggerik / GregGerik.com
  • 19. Look Beyond !19 @ggerik / GregGerik.com
  • 20. !20 Public @ggerik / GregGerik.com Private Shared
  • 21. Recorded @ggerik / GregGerik.com Reported
  • 22. Validate !22 @ggerik / GregGerik.com
  • 23. ▪ Tools Pic !23 @ggerik / GregGerik.com
  • 24. Ok @ggerik / GregGerik.com Good Better Best
  • 25. 3. Frame the Implementation @ggerik / GregGerik.com
  • 26. !26 @ggerik / GregGerik.com
  • 27. Define Roles !27 @ggerik / GregGerik.com
  • 28. !28 @ggerik / GregGerik.com
  • 29. !29 @ggerik / GregGerik.com
  • 30. !30 @ggerik / GregGerik.com
  • 31. Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 4. Actionable Insights !31 @ggerik / GregGerik.com
  • 32. 5. Execution !32 @ggerik / GregGerik.com
  • 33. Deer in field - Moving Target Moving Target !33 @ggerik / GregGerik.com
  • 34. Connect Silos !34 @ggerik / GregGerik.com
  • 35. Accelerate !35 @ggerik / GregGerik.com
  • 36. Tell A Story !36 @ggerik / GregGerik.com
  • 37. 5 second rule !37 @ggerik / GregGerik.com
  • 38. celebrate success !38 @ggerik / GregGerik.com
  • 39. celebrate failure !39 @ggerik / GregGerik.com
  • 40. THINK !40 @ggerik / GregGerik.com Internal Marketing
  • 41. 6. Optimization &Exploration !41 @ggerik / GregGerik.com
  • 42. MEASUREMENT & YOUR SOCIAL PROGRAM Questions? Greg Gerik, Social Media Leader ! @ggerik GregGerik.com 651-408-4466 ggerik@gmail.com !42 @ggerik / GregGerik.com