What is your objective (SMART:specific, measurable, aggressive, realistic & time specific)?What are your strategic initiatives? Build awareness Expand distribution Build penetration Build buying rate Increase loyaltyFunnel Where do you want people to go? What action do you want people to take? Track the movement Conversion rate & A/B Testing Test & iterate
BenchmarksWhere are you today?Future Tomorrow In a month In three months In six months In a year
Social Media ROIGary Vaynerchuk “Well, what’s the ROI of yourmother?” If you’re not measuring, how do you knowyou’re making progress?Gary Vaynerchuk “100% the comment is out ofcontext, we measure everything”Steven Hamel “I believe social media ROI can onlyexist when measured and clearly correlatedagainst clearly defined business outcomes, be iton the website or offline. ”
What are we measuring?How people talk about your nicheHow people talk about your brand andproduct (Share in Conversation)KeywordsCustomer loyalty – what impact has socialmedia made – improved search engineresultsTransaction size – or frequency bottom line$
You are everywhere Facebook Seeding posts YouTube Infographics Forum Twitter E-book Quora Webinars LinkedIn Community Blogging Guest blogging Newsletter Alter product with game elements (e.g. Google+ leader board, 80% Blog commenting signed up)
What’s difficult to measure? Multi Channel Consumer
Sentiment analysis – positive/negative
What’s in your tool box?
Niche networksPinerly - Pinterest
Twitter and FacebookBufferSocial BroFacebook Insights
Paid Platforms – Top ofthe line“Radian6 helps meget closer to myaudience.”Mitch Schneider- Global OnlineMarketing at Better Place
Anything GoogleGoogle alerts- including custom alerts in GAGoogle webmaster toolsAd Words toolsGoogle analytics
Google- Social Reports and Social HubGoogle URL BuilderOver 450 socialnetworksGoogle today gives youmore than 75% ofeverything you need.Get into the extras theygive you – dashboards(follow @justincutroni )
Some Free Some Not- http://spy.appspot.com monitors blogs, social networks, and comments- http://www.ubervu.com/ lets you monitor and analyze the buzz- http://www.simplify360.com lets you monitor Twitter, FB, Blogs, News, Forums and videos.- http://www.sproutsocial.com- http://www.ecairn.com Enables you to identify influencers, map communities virtually and geographically, identify trends andkeywords, monitor conversations and track engagement campaigns- http://www.omllion.com enables you to monitor, measure, analyze and engage form a customizable dashboard that features sentimentanalysis, geo mapping, collaborative workflow management, media distribution, etc. Begins at ($120/month)- http://www.radian6.com/- http://www.buzzient.com provides a next-generation solution for social media analytics and integration of this valuable content withenterprise applications.- http://brandmonitor.position2.com - Brand Monitor is a real-time listening platform, with analytics, demographics, millions of sources. FreeTrial.- A TweetDeck column that searches for any mention of your company- Google Alerts- http://www.beevolve.com/ - monitors blogs, social networks & video platforms. Offers sentiment analysis, Geographic analysis &competitive analytics. They have a separate package for startups at a cheaper price .( starts at $29.95, which is cost effective for startups)- Socialmention.com- www.hootsuite.com for high twitter activity- http://www.wikio.com/ twitter search klout and peer index score- http://www.millwardbrown.com/ they have an impressive list of clients and some proprietary tools- http://www.swixhq.com suite of apps for helping companies manage and monitor their online brand- http://www.actionly.com/ Social Media Monitoring & Listening Platform- http://www.reputeme.com/ Social Media Listening and campaigning tool- http://topsy.com/ - real-time search, email & RSS options FREE- http://gigaalert.com - Deep web version of GoogleAlerts- http://olark.com - Real time hit data and chats with early adopters.- http://www.kickofflabs.com - Measure beta buzz with a viral landing page.- http://www.cbanalytics.co.uk - Chatterbox Analytics: Identify the conversation drivers about your brand (or your competition) so you canengage with your community and build a brand that people love
Bottom LineMake sure your objectives are clearFind a few tools that give you the bestoverall coverage (don’t get bogged downwith too many)Use 5-6 different metricsMeasureLook at your graph !
“The best measurement is that sales will increase.” - David Meerman Scott