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Justifying The Investment:Analytics For Social Media    Measuring the Right Stuff          Alan K’necht                   ...
Social Analytics in Perspective• Followers are the hits of social media!                                 @aknecht
Social Analytics in Perspective• Brands that only focus on Twitter  follower counts & Facebook fans are  missing the point...
State of Social Analytics• Similar spot as web analytics circa 1999  – Measuring followers, fans, etc.  – Counting likes, ...
Why Measure the Wrong Stuff?• Quality Analytics takes:  –   Knowledge  –   Time  –   Training  –   Tools  –   Responsibili...
What to Measure• Social Marketing is a Fire!                                @aknecht
Measure:  How Big is Your Social Fire?• Fire requires 3 things to be successful  – Fuel (Quality Fans/followers)  – Oxygen...
Where to Spend the Budget• Define your social engagement objectives  – Why are you participating?• Define appropriate meas...
Where to Spend the Budget• Identify appropriate measurement tools                               @aknecht
Free vs Paid Tools                 @aknecht
Free vs Paid Tools• Choose the best tools for what you  need to measure, regardless of cost• Free has it’s own costs      ...
Where to Spend the Budget• Training  – on the proper use of the tools  – to understand if social engagement is    meeting ...
Where to Spend the Budget• Educating & training staff to improve  social engagement in support of  corporate objectives   ...
Paying for Responsibility• Assign responsibility for social  engagement to the entire organization• Measure & reward succe...
You Can’t Measure it All• Social engagement occurs  – On-line  – Off-line• Easier to measure online• Very difficult to mea...
Final Thoughts• You reap what you sow - 10 fold• If you don’t invest in Social Analytics  you get nothing back• With inves...
Final ThoughtsOne enthusiastic unpaid brand advocateis worth more than 1 million unengagedfollowers who never see your pos...
Thank You    Alan K’necht  alan@DigitalAlwaysMedia.com           @aknechtType my name into Google                     @akn...
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Measuring Social Media

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Slide presentation on measuring social media - how to measure your social fire presented at SMX Toronto April 26, 2012

Published in: Technology, Business
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Transcript of "Measuring Social Media"

  1. 1. Justifying The Investment:Analytics For Social Media Measuring the Right Stuff Alan K’necht @aknecht
  2. 2. Social Analytics in Perspective• Followers are the hits of social media! @aknecht
  3. 3. Social Analytics in Perspective• Brands that only focus on Twitter follower counts & Facebook fans are missing the point of social marketing• They’re measuring the wrong thing and wasting money! @aknecht
  4. 4. State of Social Analytics• Similar spot as web analytics circa 1999 – Measuring followers, fans, etc. – Counting likes, shares, etc. @aknecht
  5. 5. Why Measure the Wrong Stuff?• Quality Analytics takes: – Knowledge – Time – Training – Tools – Responsibility• All require $$$$ @aknecht
  6. 6. What to Measure• Social Marketing is a Fire! @aknecht
  7. 7. Measure: How Big is Your Social Fire?• Fire requires 3 things to be successful – Fuel (Quality Fans/followers) – Oxygen (Quality Content) – Heat (Likes, Shares, etc.)• How do you measure these?• How much to spend on measuring them? @aknecht
  8. 8. Where to Spend the Budget• Define your social engagement objectives – Why are you participating?• Define appropriate measurements (KPI) to measure success in obtaining these objectives @aknecht
  9. 9. Where to Spend the Budget• Identify appropriate measurement tools @aknecht
  10. 10. Free vs Paid Tools @aknecht
  11. 11. Free vs Paid Tools• Choose the best tools for what you need to measure, regardless of cost• Free has it’s own costs @aknecht
  12. 12. Where to Spend the Budget• Training – on the proper use of the tools – to understand if social engagement is meeting corporate objectives @aknecht
  13. 13. Where to Spend the Budget• Educating & training staff to improve social engagement in support of corporate objectives @aknecht
  14. 14. Paying for Responsibility• Assign responsibility for social engagement to the entire organization• Measure & reward success of the organization @aknecht
  15. 15. You Can’t Measure it All• Social engagement occurs – On-line – Off-line• Easier to measure online• Very difficult to measure offline - (Except bad engagements) @aknecht
  16. 16. Final Thoughts• You reap what you sow - 10 fold• If you don’t invest in Social Analytics you get nothing back• With investment comes knowledge• What you do with that knowledge….? @aknecht
  17. 17. Final ThoughtsOne enthusiastic unpaid brand advocateis worth more than 1 million unengagedfollowers who never see your posts @aknecht
  18. 18. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknechtType my name into Google @aknecht
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