How to measure your social
media program
GREG GERIK
3M
DECEMBER 9–11, 2013

ORLANDO

SOCIALMEDIA.ORG/SUMMIT
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

1

@ggerik / GregGerik.com
2

@ggerik / GregGerik.com
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

5 Myths
1.
2.
3.
4.
5.

3

Standardized Metrics
Accuracy & Perfection
Technology...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Ar...
(√ (

2
-things))

THINGS JUST GOT REAL.

5

@ggerik / GregGerik.com
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Ar...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

The Process

7

@ggerik / GregGerik.com
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

8

@ggerik / GregGerik.com
The Process

•
•
•
•
•
•
•

9

Business Purpose
Data Assets & Capabilities
Frame the Implementation
Actionable Insights
Ex...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

1. The Business Purpose

10

@ggerik / GregGerik.com
1.The Business Purpose

11

@ggerik / GregGerik.com
1. The Business Purpose

•

•
•
•
•

12

Business Purpose
• Not A Digital Objective
• Never: “To Grow Our Facebook Communi...
1. The Business Purpose
Examples:
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Custom...
1. The Business Purpose
Examples:
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Custom...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

2. Data Assets & Capabilities

15

@ggerik / GregGerik.com
2. The Data

16

@ggerik / GregGerik.com
1. The Data Universe
•

•
•
•
17

Data Assets
• Know Your Sources (Avoid the Black Box)
• Look Beyond Silos
• Public / Pri...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

3. Frame The Implementation

18

@ggerik / GregGerik.com
3. Frame The Implementation

•
•

•

19

Know Thy Culture
Process & Structure
• Defined Roles – Accountability
• Legal Con...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

4. Actionable Insights

20

@ggerik / GregGerik.com
4. Actionable Insights

Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

21

@ggerik / GregGeri...
4. Actionable Insights
The IMPACT Cycle

•
•
•
•
•
•

Identify the Questions
Master the Data
Provide the Meaning
Actionabl...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

5. Execution & Measurement

23

@ggerik / GregGerik.com
Turn It On.
24

@ggerik / GregGerik.com
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

6. Communication

25

@ggerik / GregGerik.com
6. Communication

•
•
•
•
•
•

26

Remove Silos (within reason)
Accelerate The Information & Tell A Story
5 Second Rule
Ce...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

6. Optimization & Exploration

27

@ggerik / GregGerik.com
28

@ggerik / GregGerik.com
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process

•
•
•
•
•
•
•

29

Business Purpose
Data Assets & Capabilities
Frame...
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM

Questions?
Greg Gerik, Social Media Leader
@ggerik
GregGerik.com
651-357-2057 (b...
Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS

DECEMBER 9–11, 2013

ORLANDO

SOCIALMEDIA.ORG/SUMMIT
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How to measure your social media program, presented by Greg Gerik

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In his presentation, 3M's Social Media Leader of Global eTransformation, Greg Gerik, teaches a class on how to measure your social media program.

He talks about identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.

Published in: Marketing, Business, Technology
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How to measure your social media program, presented by Greg Gerik

  1. 1. How to measure your social media program GREG GERIK 3M DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  2. 2. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1 @ggerik / GregGerik.com
  3. 3. 2 @ggerik / GregGerik.com
  4. 4. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 Myths 1. 2. 3. 4. 5. 3 Standardized Metrics Accuracy & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com
  5. 5. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 4 @ggerik / GregGerik.com
  6. 6. (√ ( 2 -things)) THINGS JUST GOT REAL. 5 @ggerik / GregGerik.com
  7. 7. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. Measure What Matters (#MWM) 5. You Move What You Measure (#YMWYM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 6 @ggerik / GregGerik.com
  8. 8. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process 7 @ggerik / GregGerik.com
  9. 9. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 8 @ggerik / GregGerik.com
  10. 10. The Process • • • • • • • 9 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com
  11. 11. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1. The Business Purpose 10 @ggerik / GregGerik.com
  12. 12. 1.The Business Purpose 11 @ggerik / GregGerik.com
  13. 13. 1. The Business Purpose • • • • • 12 Business Purpose • Not A Digital Objective • Never: “To Grow Our Facebook Community” • Note: Social ≠ Strategy There Are Many, Not Just One We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) @ggerik / GregGerik.com
  14. 14. 1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital 13 NOT Examples: •Increase New Fans Or Followers •Increase / Maintain / Measure Sentiment •Increase Share of Voice •Increase Customer Engagement •Increase RT’s, Shares, Likes, etc. •Increase Reach (of any variety) •Garner X# Impressions @ggerik / GregGerik.com
  15. 15. 1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information 14 @ggerik / GregGerik.com Process Example: Create Top-Of-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall *Attitudes / Purchase Intent / Usage N/A
  16. 16. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 2. Data Assets & Capabilities 15 @ggerik / GregGerik.com
  17. 17. 2. The Data 16 @ggerik / GregGerik.com
  18. 18. 1. The Data Universe • • • • 17 Data Assets • Know Your Sources (Avoid the Black Box) • Look Beyond Silos • Public / Private / Shared • Recorded v. Reported • Data Quality Assurances • Periodic Validation • Ok - Good – Better – Best-In-Class Data Capabilities • Tools • Algorithms Measure What Matters (#MWM) You Move What You Measure (#YMWYM) @ggerik / GregGerik.com
  19. 19. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 3. Frame The Implementation 18 @ggerik / GregGerik.com
  20. 20. 3. Frame The Implementation • • • 19 Know Thy Culture Process & Structure • Defined Roles – Accountability • Legal Considerations • Moral Considerations • Just Because You Can, Does Not Mean You Should • Test & Prove • Technology • Plan For Problems • Internal VOC Manage Expectations @ggerik / GregGerik.com
  21. 21. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 4. Actionable Insights 20 @ggerik / GregGerik.com
  22. 22. 4. Actionable Insights Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 21 @ggerik / GregGerik.com
  23. 23. 4. Actionable Insights The IMPACT Cycle • • • • • • Identify the Questions Master the Data Provide the Meaning Actionable Recommendations Communicate Insights Track Outcomes Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott 22 @ggerik / GregGerik.com
  24. 24. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5. Execution & Measurement 23 @ggerik / GregGerik.com
  25. 25. Turn It On. 24 @ggerik / GregGerik.com
  26. 26. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Communication 25 @ggerik / GregGerik.com
  27. 27. 6. Communication • • • • • • 26 Remove Silos (within reason) Accelerate The Information & Tell A Story 5 Second Rule Celebrate Success & Failure Think “Internal Marketing” We Are Going Back To Business • You Move What You Measure (#YMWYM) • Measure What Matters (#MWM) @ggerik / GregGerik.com
  28. 28. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Optimization & Exploration 27 @ggerik / GregGerik.com
  29. 29. 28 @ggerik / GregGerik.com
  30. 30. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process • • • • • • • 29 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights (IMPACT) Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com Remember 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO)
  31. 31. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Questions? Greg Gerik, Social Media Leader @ggerik GregGerik.com 651-357-2057 (b. cell) gtgerik@mmm.com 30 @ggerik / GregGerik.com
  32. 32. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
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