Selling social to your boss1. Solve a business issue2. Use data he understands3. Good and bad examples4. Benefits not features5. Be realistic / concentrate on now6. Manage risk7. Appeal to his ego
The biggest need in social media or analytics isn’t forus to be better analysts, technical specialists orsocial media managers.Rather, we need to be better salespeople andcommunicators.Remember – you own your data and insights. Thoseare your products.
Ask three fundamental questions:1. Why does this exist?2. What do I want people to do?3. How do we know they are doing that?
Business Objectives Channel Objectives Campaign Objectives BenchmarkKPIs Targets
Increase market penetration by 10% by Feb 2013 Increase reach of 16-24 males by 20% by Feb 2013Build a loyal community of 16-24 male brand advocates on Facebook by Feb 2013 Competitor likes between 20-25k 25k page likes Current likes stands at 18k 7.5% engagement rate 6% engagement rate is good
Remember – there’s one more objective that weshould have from Social Media: learning.Learning both about our audience as well as ourown endeavours. How many of us set those asobjectives and measure the value?
Comparisons / Case Studies1. Create your own over time2. Share3. Here are some that might help: • http://www.iabuk.net/resources/case-studies • http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/ • http://socialmediatoday.com/igiedrius/268023/fantabulous-lists-social-media-case-studies • http://thenextweb.com/socialmedia/2011/07/16/the-roi-of-social-media-10-case-studies/4. Other media?
Getting reporting right1. Be specific2. Comparisons3. Insight & next steps not commentary4. Tools & shortcomings5. Overlay
• Communication is key• Are you using common reporting templates?• Are you talking in a currency that everyone understands?• Are you trying to measure revenue? What about profit, cost savings and additional value?• Are you being clear with your assumptions?
Your own challengesFrom your responses, there were three mainchallenges that arose:• We use different tools; how do we integrate our reporting?• How do we achieve reliable measures for sentiment?• How do we prove value to the business?
Rather than technical or mathematicalin nature, our biggest challenges in thefield of measurement are cultural andattitudinal.
“To condense fact from the vapor of nuance”“…the human mind can absorb and process an incredibleamount of information - if it comes in the right format. Theright interface. If you put the right face on it.”Neal Stephenson