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.
Table of Contents: Review & Expectations inc. yesterdays questions Social Media Work-flow Metrics for Measurement Definitions & Tools Aligning metrics to strategy Resources
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
Social Media Work Flow
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.
Step 1: Publish Your Story l
Step 2: Use Bit.ly toShorten URL
Step 3: Share Link onTwitter
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
Definitions exercise Hits Pageviews Unique Visits Bounce Rate Visibility Time Other
Tools exercise(Press Clipping Service) [Google Alerts] Google Analytics Facebook Insights Linked-In Analytics Bit.ly Klout SocialMention TweetReach Other
Aligning Metrics with Strategy
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
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
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.
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.
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/
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
Tony Roberts, ICT4D CentreRoyal Holloway, University of LondonContacts: Thank firstname.lastname@example.orgTwitter 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