5 mastering social media workshop 3 performance measurement


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5 mastering social media workshop 3 performance measurement

  1. 1. A Brief Final Word on Social Media Monitoringand Performance Measurement ENERGISE2-0.COM
  2. 2. Monitor and Measure• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on- going performance benchmarked against agreed objectives, KPIs and targets• Performance evaluation should be undertaken at three main levels… ENERGISE2-0.COM
  3. 3. Monitor and Measure• Individual Channel Performance – the effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence – most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy ENERGISE2-0.COM
  4. 4. Facebook Insights ENERGISE2-0.COM
  5. 5. Facebook Insights ENERGISE2-0.COM
  6. 6. Monitor and Measure• Wider Social Media Performance – monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools – this will show the impact of your SM activities on others and other channels – it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on ENERGISE2-0.COM
  7. 7. Merchant City, Glasgow ENERGISE2-0.COM
  8. 8. Monitor and Measure• Underlying Business Performance – the performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures – in a social media era, they are the main ‘drivers’ of future business performance – the final level of performance monitoring, therefore, is linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures? ENERGISE2-0.COM
  9. 9. Performance Measurement  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking  Insight – customer insight  Impact – business impactSocial Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  10. 10. The ‘6Is’ ENERGISE2-0.COM
  11. 11. Organisation, Resource, People Issues ENERGISE2-0.COM
  12. 12. Programme FeedbackFollow Up, Informal Session? ENERGISE2-0.COM
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