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Measuringsocialmediaimpact ead iworkshopjun2012


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  • 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. Table of Contents: Review & Expectations inc. yesterdays questions Social Media Work-flow Metrics for Measurement Definitions & Tools Aligning metrics to strategy Resources
  • 3. Answers:Qu.1. Why does Google analytics reportdifferent stats than my web server statsor other analytics tools?Ans.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. See Alumni & Corporate brainstorm
  • 4. Social Media Work Flow
  • 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  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. Step 1: Publish Your Story l
  • 7. Step 2: Use toShorten URL
  • 8. Step 3: Share Link onTwitter
  • 9. Enable SharingTop Tips to get amplified (shared, retweeted, re-posted)Add ValueBe Sensational!Use photos, infographics, videoAdd This: social media buttons
  • 10. Step 4: Share Link onFacebook
  • 11. Step 5: Measure Success(
  • 12. Step 6: Measure Success(Facebook)
  • 13. Step 7: Measure Success (Google)
  • 14. Step 6: Learn Lessons
  • 15. Metrics forMeasurement
  • 16. Definitions exercise Hits Pageviews Unique Visits Bounce Rate Visibility Time Other
  • 17. Tools exercise(Press Clipping Service) [Google Alerts] Google Analytics Facebook Insights Linked-In Analytics Klout SocialMention TweetReach Other
  • 18. Aligning Metrics with Strategy
  • 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. 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. Buy SuccessGoogle Ads Ads Ads
  • 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. 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. Resources
  • 25. Resources:The Social Media Guru Analytics Analytics Insights your Klout Score Really Means
  • 26. Resources:Return On Investment Calculator for SocialNetworking ROI of Social Media Ways to Measure your Social Media Does a Social Media Strategy looks like? This: social media buttons
  • 27. Tony Roberts, ICT4D CentreRoyal Holloway, University of LondonContacts: Thank you!tonyroberts@hotmail.comTwitter on an original presentation given by Colin RhinesmithLicense = creative commons share alike 3.0