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Defining & Measuring Social Media

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Defining & Measuring Social Media

  1. 1. in social media @hannahjthorpe
  2. 2. 500 million tweets per day 936 million daily active Facebook Users 70 million photos posted per day on Instagram
  3. 3. Commanders Intent • • • •
  4. 4. A Good Brief? • • • •
  5. 5. The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/ 73% say they process information more deeply, thoroughly and thoughtfully when they share it
  6. 6. The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/ 85% say reading other people’s responses helps them understand and process information and events
  7. 7. 1. To Define Ourselves to others 2. To Build and Grow Relationships 3. Self fulfilment 4. To support a cause or brand
  8. 8. • Altruists • Careerists • Hipsters • Boomerangs • Connectors • Selectives
  9. 9. voice Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional https://blog.bufferapp.com/social-media-marketing-voice-and-tone
  10. 10. tone A subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel https://blog.bufferapp.com/social-media-marketing-voice-and-tone
  11. 11. If my brand were a person, who would it be? Who is going to read it? What is the reader going to be doing/thinking when they read your message? What if something goes wrong?
  12. 12. http://www.themediaflow.com/blog/brand-identity-twitter
  13. 13. Hamdi Ulukaya, 2012, Interview with Harry Smith, Rock Center, NBC-TV Chobani
  14. 14. Fast response time Respond to every tweet Problems resolved in public eye
  15. 15. Social Measurement • • • •
  16. 16. Traffic • Absolute numbers • % YoY growth • Content page landings • Other referrals
  17. 17. Performance • Time on page • Bounce Rate • Avg. No. Pages visited
  18. 18. Quantitative vs Qualitative • Total audience size • Comparison to competitors • Impressions • Audience location • Demographics • Most influential followers
  19. 19. Image Credit: https://www.flickr.com/photos/upsand/
  20. 20. Image Credit: https://www.flickr.com/photos/hazzat/
  21. 21. Image Credit: https://www.flickr.com/photos/laenulfean
  22. 22. Increase Efficiency=Tools • Buffer • Twitter Analytics and Facebook Insights • Rival IQ –rivaliq.com • Shared Count - sharedcount.com/
  23. 23. Resources @hannahjthorpe Psychology of Sharing: http://nytmarketing.whsites.net/mediakit/pos/ Chobani Case Study: Chris Malone and Susan Fiske, The Human Brand- How we relate to People, Products and Companies Tone of Voice https://blog.bufferapp.com/social-media-marketing-voice-and-tone https://www.distilled.net/tone-of-voice/

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