Measuringsocialmediaimpact ead iworkshopjun2012


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Measuring Social Media Impact

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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 stats orother analytics tools?Ans.1. Compare apples with apples i.e. stickwith Google Analytics and compare week onweek and month on monthQu.2. Survey Monkey & other provide bestpractice examples of questions - bothquantitative & qualitative. See 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  Step 3: Tweet about story & share short link on Twitter  Step 4: Comment on Facebook status & share short link  Step 5: MonitorBeware of Automation: and measure successCross posting between your blog,  Step 6: Modify practice on basis ofTwitter and Facebook might seem lessons learned i.e. was iteasy, be sure to treat each space viewed / re-posted more on Twitter or Facebook? Would picture orseparately. Online users do not like video help?automated content and are quick tocall out offenders.
    6. 6. Step 1: Publish Your Story l
    7. 7. Step 2: Use to ShortenURL
    8. 8. Step 3: Share Link on Twitter
    9. 9. Enable SharingTop Tips to get amplified (shared, retweeted, re-posted)Add ValueBe Sensational!Use photos, infographics, videoAdd This: social media buttons
    10. 10. Step 4: Share Link onFacebook
    11. 11. Step 5: Measure Success(
    12. 12. Step 6: Measure Success(Facebook)
    13. 13. Step 7: Measure Success (Google)
    14. 14. Step 6: Learn Lessons
    15. 15. Metricsfor Measurement
    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 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 Ads Ads Ads
    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 – garbageout.Analytics tools are not analysts – the data that they produce requiresintelligent 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 Guru Analytics Analytics Insights your Klout Score Really Means
    26. 26. Resources:Return On Investment Calculator for Social Networking ROI of Social Media Ways to Measure your Social Media Does a Social Media Strategy looks like? This: social media buttons
    27. 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