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Measuring social media effectivesness /Mandi Bateson

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  • Scott Beale / Laughing Squid
  • It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
  • FB users share an average of 12 pieces of content per week
  • http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/

Transcript

  • 1. Photo credit: Scott Beale | Laughing Squid
  • 2.  
  • 3. WHO?
  • 4. Photo credit: Oversocialized | Flickr
  • 5.  
  • 6.  
  • 7. Key performance indicators
    • Depth of interactions
    • Share of brand
    • Key category phrases (buckets)
    • New key search phrases
    • Traffic by media mix
    • Digital reach
    • Opt in audience
    WHAT?
  • 8. Nurturing the sales funnel
    • Understanding the stages and influences involved in the buying process and targeting each contributing factor
    • Targeting the right people with the right message at the right time
    • Adapting to an opinion based buying process by educating and informing instead of pushing products
    • Facilitating two way communication to increase relevance, reputation and reach
    • Creating advocates to strengthen core messaging
  • 9. Measuring the sales funnel
    • Research:
    • Share of brand
    • New key search phrases
    • Digital reach
    • Opt in audience
    • Planning:
    • Depth of interactions
    • Share of brand
    • Traffic by media mix
    • Testimonials:
    • Depth of interactions
    • Share of brand
    • Digital reach
    • Lead capture/sales?
  • 10. WHERE?
  • 11.  
  • 12. WHEN?
  • 13.  
  • 14. Example data only
  • 15. WHY?
  • 16. HOW?
  • 17.  
  • 18.  
  • 19. SOCIAL PULSE
    • Reach
    • Associated keywords
    • Reputation management
    Tool: Social Radar by Infegy
  • 20. Tool: SM2 by Alterian
  • 21. Measure the impact of your campaigns Tool: SM2 by Alterian
  • 22. Tool: SM2 by Alterian
  • 23. Tool: SM2 by Alterian
  • 24. Tool: SM2 by Alterian
  • 25. Tool: SM2 by Alterian
  • 26.  
  • 27.
    • Clarify your objectives and key performance indicators
    • Present the numbers
    • Write an analysis and add context to the numbers
    • Highlight the changes from previous reports
    • Include recommendations
    • Include anecdotal feedback
    • Ask for internal feedback
    Writing your report
  • 28. FREE TOOLS
    • Website Audit
    • http://delicious.com/mab397/websiteaudit
    • Social Audit
    • http://delicious.com/mab397/socialaudit
    • Platform Search
    • http://delicious.com/mab397/platformsearch
    • Search Audit
    • http://delicious.com/mab397/searchaudit
    • Alerts
    • http://delicious.com/mab397/alerts
    “ Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts ”
  • 29.  
  • 30. Mandi Bateson | Digital Director | @mab397 e: [email_address] b: http://mab397.wordpress.com t: 02 9286 1277