6. ELASTICITY + MEASUREMENT MADE SIMPLE
Measuring without goals is like getting to
the end of the driveway and asking,
“Where are we going on vacation?”
- Me. Just now.
(Tweet that!)
8. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Six Business Drivers of Social Marketing
– Social can drive branding and awareness
– Social can help protect brand reputation
– Social can build community
– Social can facilitate customer service
– Social can supplement research & development
– Social can drive sales or leads
What can social media do for you?
9.
10. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Six Business Drivers of Social Marketing
– Social can drive branding and awareness
– Social can help protect brand reputation
– Social can build community
– Social can facilitate customer service
– Social can supplement research & development
– Social can drive sales or leads
What do you want social media to do?
12. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Drive more leads
– Attract eyeballs on social channels
– Create engaging content for our target audience
– Present occasional calls to action
– Leverage unique coupon codes or URL parameters
– Delineate out social leads vs. advertising and other
– Measure number, conversion rates, efficiency of spend
– Also account for branding/customer service metrics
Some examples …