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Hunter & Bard -  The Art of Engagement Then Measurement - KahenaCon Spring 2012
 

Hunter & Bard - The Art of Engagement Then Measurement - KahenaCon Spring 2012

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  • We are sitting in the office of General washington and he says to all of his high ranking officers – we are going to take the hill! His audience was fueled with energyThat night the lieutenant goes back to the camp where his soldiers are waiting – he gathers them around – Men we are going to bomb the hill and then charge it with guns blazing. The next morning with the sunrise they counted their wins and their loses! Regrouped, and went to charge the next hill!
  • If you focus on how to measure what you're doing without having a good strategy for why you're doing it, you've already failed.
  • Use your initial findings to set a baseline for future measurement and share these early figures with your team . Two important questions to nail down are:How do your numbers compare to what you expected?How do they compare to your competitors' or related products and campaigns?
  • f you want to measure awareness, then use metrics such as volume, reach, exposure and amplification. How far is your message spreading? If you want to measure engagement, then look for metrics around retweets, comments, replies and participants. How many people are participating, how often are they participating and in what forms are they participating? If your goal is to drive traffic to your website, track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they're on your site? If your goal is to find advocates and fans, then track contributors and influence. Who is participating and what kind of impact do they have? If your goal is to increase your brand's share of voice, How much of the overall conversation around your industry or product category is about your brand? Share of voice is the % of conversation about you (total conversation about you and competitors should add up to 100%)You need to know your share across all social media, as well as by medium (Twitter, blogs, discussion forums)You need to know the same about your competitors.If your competitors outperform you in a certain medium, dig in and find out whyYou need to track your share over timeIt's also useful to track your share of all positive conversations across the industry, as well as negativeIf you aren't getting the results you want, go back and examine what's not working, and what's working for the rest of the industry
  • Start to measure social media networks together and separately. Every social media network has its own set of strengths. For example, you may find that Twitter drives the most site traffic, Facebook generates the most leads, and LinkedIn generates less but more qualified leads. 
  • I had a client Problem Show me the money Problems
  • With multi-channel funnels, we are able to bring together top-of-funnel awareness in social with a conversion later on. So, someone who discovers your site via Twitter, then 2 weeks later comes back via a search, ad or other path and actually makes a purchase -- both channels get credit.

Hunter & Bard -  The Art of Engagement Then Measurement - KahenaCon Spring 2012 Hunter & Bard - The Art of Engagement Then Measurement - KahenaCon Spring 2012 Presentation Transcript