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 stats orother analytics tools?Ans.1.http://support.google.com/googleanalytics/bin/answer.pyAns.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. Seehttp://www.questionpro.com/a/showSurveyLibrary.do?suhttp://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 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.
Step 1: Publish Your Story l
Step 2: Use Bit.ly to ShortenURL
Step 3: Share Link on Twitter
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 – 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.
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-analyticsWhat your Klout Score Really Meanshttp://www.wired.com/business/2012/04/ff_klout/
Resources:Return On Investment Calculator for Social Networkinghttp://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-marketing/5-waWhat Does a Social Media Strategy looks like?http://blog.coherentia.com/index.php/2010/07/what-does-a-sociAdd 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