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Social Media For the Win
 

Social Media For the Win

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Social media measurement is an elusive concept for many organizations. This presentation was given to the Social Media Club of Chicago (SMCChicago) at SES Chicago 2012.

Social media measurement is an elusive concept for many organizations. This presentation was given to the Social Media Club of Chicago (SMCChicago) at SES Chicago 2012.

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Social Media For the Win Social Media For the Win Presentation Transcript

  • Social Media For The WinThom CraverSr. Technical SEO Manager Chicago | November 12–16 @ThomCraver
  • Chicago | November 12–16, 2012 | #SESCHIAbout Me…TopRank Online Marketing  Sr. Technical SEO ManagerRochester Institute of Technology  Adjunct Faculty, Saunders College of BusinessContributor to:  Search Engine Watch (SearchEngineWatch.com)  Computer Link Magazine (TechNY.com)  ClickZ AcademySerial Entrepreneur  Two companies of my own, many start-ups @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIAgenda• Why are we on social media?• What can you measure?• How do you measure it?• How do we make it meaningful? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat’s Going on Here?• “What networks are we on?”• “Are we doing it right?”• “How do we know if this is working?”• “Did we meet our goals?”• “What ARE our goals?!” @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIMeasurement DefinitionsQualitative  quality or sentiment  positive, negative, indifferentQuantitative  how many of …  actions – yours or others’ @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat Metrics Can Be Measured?Quantitative:• Friends, Followers, Subscribers, Circles• Retweets, @ Mentions, Shares, Likes, +1s• Blog Posts, Comments, Trackbacks, Pings @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat Metrics Can Be Measured?Qualitative:• Engagement / Interaction• Amplification / Reach• Network size / strength• Sentiment @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIHow is it Measured? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat the hell is this? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat does this mean – practically? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIOh these are good numbers, right? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIAnd so this means… ?! @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIAre our business objectives are met? @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat Most Social Looks like…. Non-Financial Action Reaction Impact @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIMeasuring Social ROI - Qualitative• Brand Awareness• Brand Reputation• Customer Perception• Competitor PerceptionMore from researching… Less from content creation @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIMeasuring Social ROI – Cha-Ching!Revenue Generation  Online sales  Paid subscriptions  Ad Impressions/ClicksCost Savings:  PDF Downloads  Data, Demographics @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHI How Social Is Measured Non- FinancialInvestment Action Reaction Financial Impact Impact Return on Investment Factors @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIAttributing Direct Sales to Social Media• Track campaigns / social posts with URLs• Conversions (by channel / campaign)• Assisted Conversions• First interaction / last interaction @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHINot Every Visitor Is a Customer Post- Need Purchase Recognition Behavior Information Purchase Search Evaluate Alternatives @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIData Mining – Quantifiably ValuableFacebook App• Leverage user information, demographicsSocial Media polling / interaction• More stories, data mining of interestsHighly Measurable / Actionable• Take action to keep competitive advantage• Brand temperature• Experiential information• Yours and Competitors @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIProving Value From SocialSimple Savings ROIMailing list (1,000 emails): $ 150  500 Actual working addressesCost per address: .30 200 Subscribes / App users @ .30 = $ 60 @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIROI for All DepartmentsLead generation: Join Mailing List / NewsletterInformation gatherers:  Compare products Facebook App  Download PDF brochureFuture customer:  Create an account  Wish listCustomer support: Create new service ticketsHuman resources: Download, submit job application @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHISegmenting VisitorsBy Channel Behavior / User Preference• Facebook • App usage• Google+ • In-app decisions• Twitter • Landing page• Pinterest • Multiple campaigns• YouTube • Starts, Completions @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIWhat You Can’t Measure…Value:• LTV of a follower or subscriberBehaviors:• Repeat customer, cross-network actionsDemographics:• Real age, ethnicity, income level, occupation* @ThomCraver #seschi
  • Chicago | November 12–16, 2012 | #SESCHIIn summary…1. State your organization’s objectives. Set Goals!2. Measure. Metrics must be:  Simple  Timely  Instantly useful3. Take action  Segment for meaning  Do not rely on aggregate information  Respond to trends, take action @ThomCraver #seschi
  • Thank you! Question Time!Chicago | November 12–16 @ThomCraver