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Steve Hammer @Armondhammer
President, RankHammer
MeasurementStrategy for Social Media
SMX Social Media
Steve Hammer
Presid...
Steve Hammer @Armondhammer
President, RankHammer
Everyone Struggles
0
10
20
30
40
50
60
70
80
90
Measure Social Media Unde...
Steve Hammer @Armondhammer
President, RankHammer
Venn?
Measure
Don’t Understand ROI
Steve Hammer @Armondhammer
President, RankHammer
Don’t Try This with a Client
Steve Hammer @Armondhammer
President, RankHammer
It doesn’t end well
Steve Hammer @Armondhammer
President, RankHammer
Some Numbers are Easy
Steve Hammer @Armondhammer
President, RankHammer
What’s the value of a like?
Steve Hammer @Armondhammer
President, RankHammer
FAMILY
What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY
Go...
Steve Hammer @Armondhammer
President, RankHammer
Traditional Media is measured
Steve Hammer @Armondhammer
President, RankHammer
The first question is why?
Steve Hammer @Armondhammer
President, RankHammer
Commerce Sales Service
Luxury
Brand
Desire
Cultural
Mentions
Content
Repe...
Steve Hammer @Armondhammer
President, RankHammer
Ecommerce example
Steve Hammer @Armondhammer
President, RankHammer
Direct response = a big no
Steve Hammer @Armondhammer
President, RankHammer
Last Click ignores the fight
Steve Hammer @Armondhammer
President, RankHammer
MultiChannel
Steve Hammer @Armondhammer
President, RankHammer
Learn from cross channel
Steve Hammer @Armondhammer
President, RankHammer
Models
Steve Hammer @Armondhammer
President, RankHammer
The Biggest Mistake
Steve Hammer @Armondhammer
President, RankHammer
Get them to the site
Steve Hammer @Armondhammer
President, RankHammer
Then it can be tracked
UA version
Steve Hammer @Armondhammer
President, RankHammer
Or even observed
Measure
Segment Behavior Diff
Custom dimension
IsFan IsL...
Steve Hammer @Armondhammer
President, RankHammer
Content Tips
Steve Hammer @Armondhammer
President, RankHammer
Repeat Matters
Steve Hammer @Armondhammer
President, RankHammer
Dwell time for actual reading
Steve Hammer @Armondhammer
President, RankHammer
THANK YOUFOR YOU ATTENTION
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Measurement Strategy for Social Media By Steve Hammer

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Measure Up With Social Analytics. PRESENTATION: Measurement Strategy For Social Media - Given by Steve Hammer, @armondhammer of @RankHammer. #SMX #11B

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Measurement Strategy for Social Media By Steve Hammer

  1. 1. Steve Hammer @Armondhammer President, RankHammer MeasurementStrategy for Social Media SMX Social Media Steve Hammer President RankHammer
  2. 2. Steve Hammer @Armondhammer President, RankHammer Everyone Struggles 0 10 20 30 40 50 60 70 80 90 Measure Social Media Understand social ROI Yes No
  3. 3. Steve Hammer @Armondhammer President, RankHammer Venn? Measure Don’t Understand ROI
  4. 4. Steve Hammer @Armondhammer President, RankHammer Don’t Try This with a Client
  5. 5. Steve Hammer @Armondhammer President, RankHammer It doesn’t end well
  6. 6. Steve Hammer @Armondhammer President, RankHammer Some Numbers are Easy
  7. 7. Steve Hammer @Armondhammer President, RankHammer What’s the value of a like?
  8. 8. Steve Hammer @Armondhammer President, RankHammer FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency Obligatory Me Slide
  9. 9. Steve Hammer @Armondhammer President, RankHammer Traditional Media is measured
  10. 10. Steve Hammer @Armondhammer President, RankHammer The first question is why?
  11. 11. Steve Hammer @Armondhammer President, RankHammer Commerce Sales Service Luxury Brand Desire Cultural Mentions Content Repeat Visitation Sharing Community New Members Discussion Depth Different sites, different goals
  12. 12. Steve Hammer @Armondhammer President, RankHammer Ecommerce example
  13. 13. Steve Hammer @Armondhammer President, RankHammer Direct response = a big no
  14. 14. Steve Hammer @Armondhammer President, RankHammer Last Click ignores the fight
  15. 15. Steve Hammer @Armondhammer President, RankHammer MultiChannel
  16. 16. Steve Hammer @Armondhammer President, RankHammer Learn from cross channel
  17. 17. Steve Hammer @Armondhammer President, RankHammer Models
  18. 18. Steve Hammer @Armondhammer President, RankHammer The Biggest Mistake
  19. 19. Steve Hammer @Armondhammer President, RankHammer Get them to the site
  20. 20. Steve Hammer @Armondhammer President, RankHammer Then it can be tracked UA version
  21. 21. Steve Hammer @Armondhammer President, RankHammer Or even observed Measure Segment Behavior Diff Custom dimension IsFan IsLoggedIn Tag Manager and or UA UserID Permisson
  22. 22. Steve Hammer @Armondhammer President, RankHammer Content Tips
  23. 23. Steve Hammer @Armondhammer President, RankHammer Repeat Matters
  24. 24. Steve Hammer @Armondhammer President, RankHammer Dwell time for actual reading
  25. 25. Steve Hammer @Armondhammer President, RankHammer THANK YOUFOR YOU ATTENTION

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