Measuring the Success of Your Social Media Initiatives

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A high level presentation demonstrating the importance of setting clear objectives, goals and KPI's for your social media marketing initiatives.

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Measuring the Success of Your Social Media Initiatives

  1. 1. Measuring the Success of Your Social Media Initiatives
  2. 2.
  3. 3. mike kuja-what?
  4. 4. kujawski pronounced cooh-jaw-ski in english or cooh-yav-ski in polish
  5. 5. born in Paris
  6. 6. childhood in Algeria
  7. 7. nature freak
  8. 8. commerce grad
  9. 9. partier
  10. 10. die-hard skier
  11. 11. part extrovert
  12. 12. part introvert
  13. 13. optimist
  14. 14. just married
  15. 15. what about work?
  16. 16. about us public sector marketing think tank founded in 2005; head office in Ottawa highly-skilled network of associates focus on strategy before tactics innovative solutions entire team driven by passion performance measurement freaks
  17. 17. marketing is not advertising
  18. 18. it’s a process and set of tools wrapped in a philosophy for helping an organization do what it wants to do.
  19. 19. what`s my niche?
  20. 20. in other words…
  21. 21. people
  22. 22. relationships
  23. 23. technology
  24. 24. there is too much focus on the…
  25. 25. “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
  26. 26. today’s talk…
  27. 27. Measuring the Success of Your Social Media Initiatives
  28. 28. Who has time for this stuff?
  29. 29. not just the teens
  30. 30. not just the geeks
  31. 31. not just the net gen
  32. 32. the global internet population is 1.7 BILLION
  33. 33. 900 million people will visit one of these 5 sites today…
  34. 34. the race is on
  35. 35. make sure that you can answer the following questions…
  36. 36. 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
  37. 37. Question 2 What would constitute a successful outcome? TIP: Make sure that this is an outcome, not an output
  38. 38. 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
  39. 39. 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
  40. 40. Question 5 Are you ready to be part of a permanent conversation? TIP: Understand the fact that social media is not a campaign
  41. 41. My Favourite Tools
  42. 42. Gauging Effect on Search Traffic www.google.com/insights/search/#
  43. 43. Gauging Blog Influence www.technorati.com
  44. 44. Gauging Twitter Influence www.klout.com
  45. 45. Gauging Facebook Conversation www.facebook.com/lexicon
  46. 46. Gauging Inbound Links www.google.ca/advanced
  47. 47. Gauging RSS Subscribers www.feedburner.com
  48. 48. Gauging Social Bookmarking www.delicious.com
  49. 49. Gauging Link Performance bit.ly
  50. 50. Competitive Intelligence www.compete.com
  51. 51. Segmenting & Analyzing Traffic www.google.com/analytics
  52. 52. Case Study performance measurment…
  53. 53. overall initiative Parents of school aged children, living in urban areas, $60K household income
  54. 54. key issues Reach traditional channels alone are not fully penetrating the target audience Sustainability traditional channels are only good for the length of the campaign
  55. 55. desired outcomes Improved target market penetration (based on objectives) Increased online visibility of the “Get Prepared” campaign Ongoing “conversation” surrounding emergency preparedness in Canada
  56. 56. strategic approach “SMART” goals increase online discussion and search in Canada surrounding “emergency preparedness” and “emergency kit” by 200% over benchmark within 3 months target influential Canadian mommy bloggers identified through various top 10 lists technorati “authority” scores compete.com traffic rankings average comments inbound links
  57. 57. tactical decisions Commoncraft Video Mommy Blogger Relations SM Press Release
  58. 58. measurement social media monitoring & web metrics “72 hrs” AND “emergency” “emergency preparedness” “emergency kit” “disaster preparedness” “Public Safety Canada” AND “emergency” “get prepared” AND “emergency”
  59. 59. results of pilot search volume for “emergency kit” went up by 200% within 3 months hundreds of positive comments on mommy blogger websites hundreds of re-tweets on Twitter hundreds of inbound links to website and/or video SMPR listed in 3640 locations (incoming traffic 2x as likely to convert) Over 50K video views on getprepared.ca 2000+ on YouTube (with zero promotion) average “prepare a kit” session length has increased (2min  6 min) 300% increase in kit preparation instruction downloads considerable cost savings/ROI
  60. 60. thanks for your time!
  61. 61. questions?
  62. 62. where to find me
  63. 63. mike kujawski
  64. 64. BLOG WIKI www.mikekujawski.ca www.government20bestpractices.pbwiki.com
  65. 65. ORGANIZATION www.publicsectormarketing.ca
  66. 66. 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 Wiki: www.government20bestpractices.pbworks.com

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