Measuringsocialmediaimpact ead iworkshopjun2012

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Measuringsocialmediaimpact ead iworkshopjun2012

  1. 1. Social Media Strategy: Produced by Tony Roberts for EADI based on original presentation Created by Vanessa and Colin Rhinesmith and shared on Slideshare This presentation is licensed by Tony Robertsunder a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.
  2. 2. Table of Contents: Review & Expectations inc. yesterdays questions Social Media Work-flow Metrics for Measurement Definitions & Tools Aligning metrics to strategy Resources
  3. 3. Answers:Qu.1. Why does Google analytics reportdifferent stats than my web server statsor other analytics tools?Ans.1.http://support.google.com/googleanalytics/bin/anAns.1. Compare apples with apples i.e.stick with Google Analytics and compareweek on week and month on monthQu.2. Survey Monkey & other providebest practice examples of questions -both quantitative & qualitative. Seehttp://www.questionpro.com/a/showSurveyLibraryhttp://de.surveymonkey.com/Qu.3. Alumni & Corporate brainstorm
  4. 4. Social Media Work Flow
  5. 5. Sample Social Media Workflow:  Step 1: Publish an editorial, personal story or research piece to website or blog  Step 2: Shorten the URL using http://bit.ly/  Step 3: Tweet about story & share short link on Twitter  Step 4: Comment on Facebook status & share short linkBeware of Automation:  Step 5: Monitor and measure successCross posting between yourblog, Twitter and Facebook might seem easy, be sure to practice on basis of lessons learned i.e. was Step 6: Modify it viewed / re-posted more on Twitter or Facebook? Wouldtreat each space separately.Online users do not like picture or video help?automated content and arequick to call out offenders.
  6. 6. Step 1: Publish Your Story l
  7. 7. Step 2: Use Bit.ly toShorten URL
  8. 8. Step 3: Share Link onTwitter
  9. 9. Enable SharingTop Tips to get amplified (shared, retweeted, re-posted)Add ValueBe Sensational!Use photos, infographics, videoAdd This: social media buttonshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
  10. 10. Step 4: Share Link onFacebook
  11. 11. Step 5: Measure Success(Bit.ly)
  12. 12. Step 6: Measure Success(Facebook)
  13. 13. Step 7: Measure Success (Google)http://www.google.com/analytics/
  14. 14. Step 6: Learn Lessons
  15. 15. Metrics forMeasurement
  16. 16. Definitions exercise Hits Pageviews Unique Visits Bounce Rate Visibility Time Other
  17. 17. Tools exercise(Press Clipping Service) [Google Alerts] Google Analytics Facebook Insights Linked-In Analytics Bit.ly Klout SocialMention TweetReach Other
  18. 18. Aligning Metrics with Strategy
  19. 19. Strategy Management Gain internal consensus around strategy Secure resources to implement (Adwords – intern – extra hours) Assign staff responsibilities Establish internal use policies and user guidelines of what you deem appropriate as well as inappropriate Quarterly review against agreed indicators
  20. 20. Measure Success Set Up analytics tools to measure progress against your social media strategy Create management sub-set of indicators to report back to boss / team / Board Quarterly review against agreed indicators
  21. 21. Buy SuccessGoogle Adshttp://bit.ly/BuySuccessOnGoogleLinked-In Adshttp://www.linkedin.com/advertisingFacebook Adshttp://www.facebook.com/advertising/?pages
  22. 22. What Are Your Next Steps? Please take 30 minutes to review your draft strategy, success indicators, tools & tactics and think about 3 solid next steps that you will take this month. Discuss your next steps with your partner and be prepared to share them with the group.
  23. 23. Conclusion:Websites, blogs, social networks are just tools – garbage in –garbage out.Analytics tools are not analysts – the data that they producerequires intelligent interpretation by humans.  Take your time learning how to use the tools effectively  Identify the tools best for your organisation / strategy  Respect your capacity and the resource/time capacity of your organisation  Be flexible and dynamic: your operating environment and your target users are.
  24. 24. Resources
  25. 25. Resources:The Social Media Guruhttp://www.youtube.com/watch?v=ZKCdexz5RQ8Web Analyticshttp://en.wikipedia.org/wiki/Web_analyticsGoogle Analyticshttp://www.google.com/analytics/Facebook Insightshttp://mashable.com/2010/09/03/facebook-insights-guide/Bit.lyhttp://techpresident.com/blog-entry/measuring-social-media-impact-bitly-vs-google-analytWhat your Klout Score Really Meanshttp://www.wired.com/business/2012/04/ff_klout/
  26. 26. Resources:Return On Investment Calculator for SocialNetworkinghttp://www.frogloop.com/social-network-calculatorThe ROI of Social Mediahttp://nten.org/blog/2008/01/11/the-roi-of-social-media5 Ways to Measure your Social Mediahttp://www.fuzzone.com/blog/919/social-media-marketiWhat Does a Social Media Strategy looks like?http://blog.coherentia.com/index.php/2010/07/what-doeAdd This: social media buttonshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
  27. 27. Tony Roberts, ICT4D CentreRoyal Holloway, University of LondonContacts: Thank you!tonyroberts@hotmail.comTwitter https://twitter.com/phat_controllerFacebook http://www.facebook.com/phat.controllerWordpress http://laptopburns.wordpress.com/Linked-In http://www.linkedin.com/pub/tony-roberts/1/514/98bFlickr http://www.flickr.com/photos/tonyroberts/Delicious http://www.delicious.com/stacks/phat_controllerYouTube http://www.youtube.com/roberts56tonySlideshare http://www.slideshare.net/tonyrobertsBased on an original presentation given by Colin RhinesmithLicense = creative commons share alike 3.0

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