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Measuring Social Media Success
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Measuring Social Media Success



A recent presentation I made to the Conference Board of Canada.

A recent presentation I made to the Conference Board of Canada.



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    Measuring Social Media Success Measuring Social Media Success Presentation Transcript

    • mike kuja-what?
    • kujawski pronounced cooh-jaw-ski in english or cooh-yav-ski in polish
    • marketing is not advertising
    • The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
    • web 2.0 “a shift of the Internet from a publishing environment to a participation environment” - Tim O’Reilly
    • social media “internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user- generated content“ -Wikipedia, 2010
    • Word of mouth
    • on STEROIDS
    • “People will never be replaced by machines. In the end, life and business are about human connections, computers are about trying to murder you in a lake” - Michael Scott
    • the global internet population is 1.7 BILLION
    • the Canadian internet population is 28 MILLION
    • the number of Canadian content creators is 6 MILLION http://bit.ly/forresterlink
    • 3.7 BILLION google searches per month in Canada (92% of Canadian internet users visit search engines regularly)
    • the race is on
    • make sure that you can answer the following questions…
    • Question 1 What is the key issue that you wish to address by engaging in social media? TIP: Pick an issue that if fixed, would directly contribute to your organization’s strategic objectives
    • Question 2 What would constitute a successful outcome? TIP: Make sure that this is an outcome, not an output
    • Question 3 Are your goals: •Specific? •Measurable? •Attainable? •Realistic? •Timely? TIP: Pick only one goal to start and make sure it meets all 5 criteria
    • Question 4 Are your measurement tools going to give you actionable insights? TIP: If your metrics are not tied your strategy then the answer is likely no
    • Gauging Effect on Search Traffic www.google.com/insights/search/#
    • Gauging Blogoshpere Influence www.technorati.com www.blogsearch.google.com
    • Gauging Twitter Influence www.klout.com www.search.twitter.com
    • Gauging RSS Subscribers www.feedburner.com
    • Gauging Link Performance bit.ly
    • Gauging Social Bookmarking www.delicious.com
    • Segmenting & Analyzing Traffic www.google.com/analytics
    • Competitive Intelligence www.compete.com
    • Gauging Overall Social Influence www.backtype.com www.socialmention.com
    • Tracking Specific Content www.google.com/reader www.netvibes.com
    • Tracking Specific Keywords www.google.com/alerts
    • Gauging Inbound Links www.google.ca/advanced
    • Question 5 Are you ready to be part of a permanent conversation? TIP: Understand the fact that social media is not a campaign
    • thanks for your time!
    • questions?
    • where to find me
    • mike kujawski
    • BLOG WIKI www.mikekujawski.ca www.government20bestpractices.pbwiki.com
    • ORGANIZATION www.publicsectormarketing.ca
    • Mike Kujawski Phone: 613.731.9851 ext. 12 E-mail: mike.kujawski@publicsectormarketing.ca LinkedIn: www.linkedin.com/in/mikekujawski Blog: www.mikekujawski.ca Twitter: @mikekujawski Website: www.publicsectormarketing.ca