Finding where you fall in the technographic totem pole goes back to defining your audience. You’ve defined your audience in your social media plan, now you need to find them on the social web and keep them engaged. Best way to do that – LISTEN & GIVE THE PEOPLE WHAT THEY WANT!
Return on investment - performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio. Read more: http://www.investopedia.com/terms/r/returnoninvestment.asp#ixzz1mIANtn9p
Social media isn’t free! Have data you can quantify
Smb slides day3
Social Media Bootcamp Day 3 – Measurement & Metrics
#1 – The Difference is… Social Media Policy – the guidelines you/ your organization uses to engage your audience in the social web. <ul><li>It should reflect your organization’s culture, anticipate audience engagement, prevent and respond to communications crisis using the social web. </li></ul><ul><li>Your plan implements your policy! </li></ul>Social Media Plan – the concrete strategy you / your organization uses to interact on a day-to-day basis with your audience.
#2 – The Four Elements of a Social Media Plan <ul><li>people: what are they ready for? where are they? what level of engagement are they at? </li></ul><ul><li>objectives: what do you want to do to achieve your goals? what will be accomplished? </li></ul><ul><li>strategies: what will change and how? how will it be measured? </li></ul><ul><li>technology, tools & tactics: what are the best tools to help you get there? </li></ul>
#3 elements of a social media plan … People Objectives & Goals Strategies Technology, Tools & Tactics
Cultivate Your Community LISTEN & ENGAGE. <ul><li>Use your keywords to identify ambassadors of </li></ul><ul><li>your organization </li></ul><ul><li>Identify different ways people advocate </li></ul><ul><li>GIVE THE PEOPLE WHAT THEY WANT. </li></ul>
How Do I Know What the People Want? Metrics – Give you insights on your audience Online tools break down the demographics <ul><li>KLOUT </li></ul><ul><li>Hootsuite </li></ul><ul><li>Sprout Social </li></ul><ul><li>Google Analytics </li></ul><ul><li>Facebook Insights </li></ul>
WTH is ROI? Tell Us, Dr. Susan Weinschenk: http://youtu.be/O94kYyzqvTc
Have a specific GOAL. Return on Investment: i.e. How many facebook fans did you gain after spending $1,000 on a facebook ad campaign? Say you achieved 2,000 new 'likes' -- that would appear productive and efficient from a financial perspective. Your quantitative assessment = Success Return on Influence : i.e. If you achieved 2,000 new fans over the course of your $1,000 facebook ad campaign, how many of those 2,000 fans took the action you ultimately desire (shared your page, posted a comment, joined your contest, etc)? If only 400 of those new fans took action, you could assume your engagement is low, and therefore, could be improved since your ultimate objective should be to impact behaviors rather than just extend your reach. Your qualitative assessment = Needs improvement