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MEASUREMENT &
YOUR SOCIAL PROGRAM
!1

@ggerik / GregGerik.com
What is “Social”?

!2

@ggerik / GregGerik.com
Who Benefits From “Social” ?

!3

@ggerik / GregGerik.com
Who Manages “Social” ?

!4

@ggerik / GregGerik.com
!5

@ggerik / GregGerik.com
!6

@ggerik / GregGerik.com
!7

@ggerik / GregGerik.com
!8

@ggerik / GregGerik.com
MEASUREMENT &
YOUR SOCIAL PROGRAM

5 Myths
1.
2.
3.
4.
5.

!9

Standardized Metrics (Industry Standard)
Accuracy (Truth) &...
MEASUREMENT &
YOUR SOCIAL PROGRAM

5 Truths
!
1. Social Is Not A Strategy
2. We Are Going Back To Business
3. You Move Wha...
(√ (

2
-things))

THINGS JUST GOT REAL

!11

@ggerik / GregGerik.com
!12

@ggerik / GregGerik.com
1. The Business Purpose
!13

@ggerik / GregGerik.com
1. The Business Purpose
Examples:
!
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Cust...
1. The Business Purpose
Examples:
!
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Cust...
2. The Data

2. Data Assets & Capabilities
!16

@ggerik / GregGerik.com
Know
Your
Sources
!17

@ggerik / GregGerik.com
Avoid
Black
Holes
@ggerik / GregGerik.com
Look Beyond
!19

@ggerik / GregGerik.com
!20

Public

@ggerik / GregGerik.com

Private

Shared
Recorded
@ggerik / GregGerik.com

Reported
Validate
!22

@ggerik / GregGerik.com
▪ Tools Pic

!23

@ggerik / GregGerik.com
Ok

@ggerik / GregGerik.com

Good

Better

Best
3. Frame the Implementation
@ggerik / GregGerik.com
!26

@ggerik / GregGerik.com
Define Roles
!27

@ggerik / GregGerik.com
!28

@ggerik / GregGerik.com
!29

@ggerik / GregGerik.com
!30

@ggerik / GregGerik.com
Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

4. Actionable Insights
!31

@ggerik / GregGeri...
5. Execution
!32

@ggerik / GregGerik.com
Deer in field - Moving Target

Moving Target
!33

@ggerik / GregGerik.com
Connect Silos
!34

@ggerik / GregGerik.com
Accelerate
!35

@ggerik / GregGerik.com
Tell A Story
!36

@ggerik / GregGerik.com
5 second rule

!37

@ggerik / GregGerik.com
celebrate success

!38

@ggerik / GregGerik.com
celebrate failure

!39

@ggerik / GregGerik.com
THINK
!40

@ggerik / GregGerik.com

Internal
Marketing
6. Optimization &Exploration
!41

@ggerik / GregGerik.com
MEASUREMENT &
YOUR SOCIAL PROGRAM

Questions?
Greg Gerik, Social Media Leader
!
@ggerik
GregGerik.com
651-408-4466
ggerik@...
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Measuring Your Social Program

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Transcript of "Measuring Your Social Program"

  1. 1. MEASUREMENT & YOUR SOCIAL PROGRAM !1 @ggerik / GregGerik.com
  2. 2. What is “Social”? !2 @ggerik / GregGerik.com
  3. 3. Who Benefits From “Social” ? !3 @ggerik / GregGerik.com
  4. 4. Who Manages “Social” ? !4 @ggerik / GregGerik.com
  5. 5. !5 @ggerik / GregGerik.com
  6. 6. !6 @ggerik / GregGerik.com
  7. 7. !7 @ggerik / GregGerik.com
  8. 8. !8 @ggerik / GregGerik.com
  9. 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. 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. 11. (√ ( 2 -things)) THINGS JUST GOT REAL !11 @ggerik / GregGerik.com
  12. 12. !12 @ggerik / GregGerik.com
  13. 13. 1. The Business Purpose !13 @ggerik / GregGerik.com
  14. 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. 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. 16. 2. The Data 2. Data Assets & Capabilities !16 @ggerik / GregGerik.com
  17. 17. Know Your Sources !17 @ggerik / GregGerik.com
  18. 18. Avoid Black Holes @ggerik / GregGerik.com
  19. 19. Look Beyond !19 @ggerik / GregGerik.com
  20. 20. !20 Public @ggerik / GregGerik.com Private Shared
  21. 21. Recorded @ggerik / GregGerik.com Reported
  22. 22. Validate !22 @ggerik / GregGerik.com
  23. 23. ▪ Tools Pic !23 @ggerik / GregGerik.com
  24. 24. Ok @ggerik / GregGerik.com Good Better Best
  25. 25. 3. Frame the Implementation @ggerik / GregGerik.com
  26. 26. !26 @ggerik / GregGerik.com
  27. 27. Define Roles !27 @ggerik / GregGerik.com
  28. 28. !28 @ggerik / GregGerik.com
  29. 29. !29 @ggerik / GregGerik.com
  30. 30. !30 @ggerik / GregGerik.com
  31. 31. Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 4. Actionable Insights !31 @ggerik / GregGerik.com
  32. 32. 5. Execution !32 @ggerik / GregGerik.com
  33. 33. Deer in field - Moving Target Moving Target !33 @ggerik / GregGerik.com
  34. 34. Connect Silos !34 @ggerik / GregGerik.com
  35. 35. Accelerate !35 @ggerik / GregGerik.com
  36. 36. Tell A Story !36 @ggerik / GregGerik.com
  37. 37. 5 second rule !37 @ggerik / GregGerik.com
  38. 38. celebrate success !38 @ggerik / GregGerik.com
  39. 39. celebrate failure !39 @ggerik / GregGerik.com
  40. 40. THINK !40 @ggerik / GregGerik.com Internal Marketing
  41. 41. 6. Optimization &Exploration !41 @ggerik / GregGerik.com
  42. 42. MEASUREMENT & YOUR SOCIAL PROGRAM Questions? Greg Gerik, Social Media Leader ! @ggerik GregGerik.com 651-408-4466 ggerik@gmail.com !42 @ggerik / GregGerik.com
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