Justin Dux On Social Media Measurement

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contest entry for Occam\’s Razor

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Justin Dux On Social Media Measurement

  1. 1. On November 13th, 2009AvinashKaushik held a contest to win his latest book. The following was my submission for which I was proud to receive an honorable mention.<br />Starting on the next slide was my submission<br />
  2. 2. If you were to measure the success of a company’s social media efforts how would you do it?<br />A response from Justin Dux in 9 slides<br />
  3. 3. KPI<br />What are the KPI I’m fighting to include in my reporting?<br />What KPI will be actionable for our business needs?<br />What can we measure that informs our KPI?<br />What can I do?<br />
  4. 4. What my company thinks<br />What is the economic driver for our company?<br />Do we know what the customers want?<br />Are the customers listening to our message?<br />What does my company ask of me?<br />
  5. 5. What our customers are saying<br />Do our customers echo our messaging or are they asking for something else?<br />Are our customers listening to our social media or ignoring it?<br />Are our customers happy with our company or products?<br />Customers are people too<br />
  6. 6. Are we on the same page for action?<br />When I ask my boss to describe our social media efforts does it match what I was tracking?<br />When I sit in on meetings, does senior management ask about the performance of indicators or make up new things to do?<br />Gimme ROI,<br />Gimme ROI,<br />Gimme ROI,<br />My stats<br />
  7. 7. Does my company offer what the people want?<br />Give me video<br />Give me secrets<br />Give me smiles<br />Give me insight<br />Give me news<br />And on and on. <br />Does our content (or products) match their wants?<br />Gimme,<br />Gimme,<br />Gimme<br />Produce more content<br />
  8. 8. Do the people’s actions become data?<br />Gimme data to support my hypothesis<br />Give me data to justify your cost<br />Give me data to make pretty reports<br />Give me data to look smart<br />Gimme, <br />Gimme<br />Gimme<br />Click, view, comment, share, Click, view, comment, share ,Click, view, comment, share<br />
  9. 9. We. The people. Want….<br />When all parts come together, the KPI results indicate that your company is giving the people what they want.<br />We<br />The people<br />Want<br />
  10. 10. Example: Betty Crocker is successful at social media<br />Let them eat cake.<br />We make cake<br />The people want cake<br />The data confirms the customers want cake<br />But not necessarily because of social media<br />

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