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 ...
Chicago | November 12–16, 2012 | #SESCHIAgenda•   Why are we on social media?•   What can you measure?•   How do you measu...
Chicago | November 12–16, 2012 | #SESCHIWhat’s Going on Here?• “What networks are we on?”• “Are we doing it right?”• “How ...
Chicago | November 12–16, 2012 | #SESCHIMeasurement DefinitionsQualitative   quality or sentiment   positive, negative, ...
Chicago | November 12–16, 2012 | #SESCHIWhat Metrics Can Be Measured?Quantitative:• Friends, Followers, Subscribers, Circl...
Chicago | November 12–16, 2012 | #SESCHIWhat Metrics Can Be Measured?Qualitative:•   Engagement / Interaction•   Amplifica...
Chicago | November 12–16, 2012 | #SESCHIHow is it Measured? @ThomCraver                                          #seschi
Chicago | November 12–16, 2012 | #SESCHIWhat the hell is this?  @ThomCraver                                            #se...
Chicago | November 12–16, 2012 | #SESCHIWhat does this mean – practically?  @ThomCraver                                   ...
Chicago | November 12–16, 2012 | #SESCHIOh these are good numbers, right?  @ThomCraver                                    ...
Chicago | November 12–16, 2012 | #SESCHIAnd so this means… ?!  @ThomCraver                                           #seschi
Chicago | November 12–16, 2012 | #SESCHIAre our business objectives are met?  @ThomCraver                                 ...
Chicago | November 12–16, 2012 | #SESCHIWhat Most Social Looks like….                                         Non-Financia...
Chicago | November 12–16, 2012 | #SESCHIMeasuring Social ROI - Qualitative•   Brand Awareness•   Brand Reputation•   Custo...
Chicago | November 12–16, 2012 | #SESCHIMeasuring Social ROI – Cha-Ching!Revenue Generation   Online sales   Paid subscr...
Chicago | November 12–16, 2012 | #SESCHI How Social Is Measured                                           Non-            ...
Chicago | November 12–16, 2012 | #SESCHIAttributing Direct Sales to Social Media•   Track campaigns / social posts with UR...
Chicago | November 12–16, 2012 | #SESCHINot Every Visitor Is a Customer                    Post-                          ...
Chicago | November 12–16, 2012 | #SESCHIData Mining – Quantifiably ValuableFacebook App• Leverage user information, demogr...
Chicago | November 12–16, 2012 | #SESCHIProving Value From SocialSimple Savings ROIMailing list (1,000 emails):    $ 150  ...
Chicago | November 12–16, 2012 | #SESCHIROI for All DepartmentsLead generation: Join Mailing List / NewsletterInformation ...
Chicago | November 12–16, 2012 | #SESCHISegmenting VisitorsBy Channel      Behavior / User Preference• Facebook      • App...
Chicago | November 12–16, 2012 | #SESCHIWhat You Can’t Measure…Value:• LTV of a follower or subscriberBehaviors:• Repeat c...
Chicago | November 12–16, 2012 | #SESCHIIn summary…1. State your organization’s objectives. Set Goals!2. Measure. Metrics ...
Thank you! Question Time!Chicago | November 12–16   @ThomCraver
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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.

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  • Social Media For the Win

    1. 1. Social Media For The WinThom CraverSr. Technical SEO Manager Chicago | November 12–16 @ThomCraver
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. Chicago | November 12–16, 2012 | #SESCHIMeasurement DefinitionsQualitative  quality or sentiment  positive, negative, indifferentQuantitative  how many of …  actions – yours or others’ @ThomCraver #seschi
    6. 6. 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
    7. 7. Chicago | November 12–16, 2012 | #SESCHIWhat Metrics Can Be Measured?Qualitative:• Engagement / Interaction• Amplification / Reach• Network size / strength• Sentiment @ThomCraver #seschi
    8. 8. Chicago | November 12–16, 2012 | #SESCHIHow is it Measured? @ThomCraver #seschi
    9. 9. Chicago | November 12–16, 2012 | #SESCHIWhat the hell is this? @ThomCraver #seschi
    10. 10. Chicago | November 12–16, 2012 | #SESCHIWhat does this mean – practically? @ThomCraver #seschi
    11. 11. Chicago | November 12–16, 2012 | #SESCHIOh these are good numbers, right? @ThomCraver #seschi
    12. 12. Chicago | November 12–16, 2012 | #SESCHIAnd so this means… ?! @ThomCraver #seschi
    13. 13. Chicago | November 12–16, 2012 | #SESCHIAre our business objectives are met? @ThomCraver #seschi
    14. 14. Chicago | November 12–16, 2012 | #SESCHIWhat Most Social Looks like…. Non-Financial Action Reaction Impact @ThomCraver #seschi
    15. 15. 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
    16. 16. 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
    17. 17. Chicago | November 12–16, 2012 | #SESCHI How Social Is Measured Non- FinancialInvestment Action Reaction Financial Impact Impact Return on Investment Factors @ThomCraver #seschi
    18. 18. 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
    19. 19. Chicago | November 12–16, 2012 | #SESCHINot Every Visitor Is a Customer Post- Need Purchase Recognition Behavior Information Purchase Search Evaluate Alternatives @ThomCraver #seschi
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. 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
    25. 25. 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
    26. 26. Thank you! Question Time!Chicago | November 12–16 @ThomCraver
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