New Media Class Session 8 Ss

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Overview of social media metrics for UCSD new media class.

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  • New Media Class Session 8 Ss

    1. 1. Marketing via New Media Putting it all together Becky Carroll, MBA UCSD Extension Summer 2008
    2. 2. Tonight’s Topic: Measuring social media <ul><li>Guest speaker: Christine Morrison, Intuit </li></ul><ul><li>Measuring social media success </li></ul><ul><li>Other topics: tagging </li></ul><ul><li>Discuss final project grading criteria </li></ul><ul><li>Project work! </li></ul>
    3. 3. What are your customers doing?
    4. 4. Measuring Success of Social Media <ul><li>How you measure depends on the goal </li></ul><ul><li>Listening to customers </li></ul><ul><li>Talking with customers </li></ul><ul><li>Energizing customers </li></ul><ul><li>Helping support customers </li></ul><ul><li>Embracing customers </li></ul>
    5. 5. Metrics – Which are new? <ul><li>Social media is another part of the marketing toolkit, so… traditional metrics apply! </li></ul><ul><li>Page views </li></ul><ul><li>Visitors </li></ul><ul><li>Leads </li></ul><ul><li>Cost per impression </li></ul><ul><li>AND other metrics specific to social media </li></ul>
    6. 6. Some social media “engagement” metrics <ul><li>Actions taken </li></ul><ul><li>Links to posts from other blogs </li></ul><ul><li>Products sold </li></ul><ul><li>Satisfaction Index raised </li></ul><ul><li>Customer Service calls lowered </li></ul><ul><li>Mainstream media coverage (conversions from social media to larger media outlets) </li></ul><ul><li>Subscribers / users increased </li></ul><ul><li>Source: Chris Brogan (www.chrisbrogan.com) </li></ul>
    7. 7. And more metrics… <ul><li>Comments </li></ul><ul><li>Track-backs </li></ul><ul><li>Rankings/voting </li></ul><ul><li>Tags and bookmarks ( delicious , StumbleUpon , digg ) </li></ul><ul><li>Community activity </li></ul><ul><li>Reviews </li></ul>
    8. 8. It’s about building relationships <ul><li>Number of customers retained </li></ul><ul><li>Number of customers engaged actively </li></ul><ul><li>Net Promoter Score (customer loyalty index) </li></ul><ul><li>New customers converted </li></ul><ul><li>Referrals from existing customers </li></ul>
    9. 9. Social Media Planning <ul><li>Who is in charge? </li></ul><ul><ul><li>How do we know when they are successful? </li></ul></ul><ul><li>Who else needs to be involved? </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>R&D </li></ul></ul><ul><ul><li>C-level </li></ul></ul><ul><ul><li>Employees at large </li></ul></ul><ul><li>Decide which metrics are the most critical </li></ul><ul><li>Use the Groundswell to get good at it </li></ul><ul><ul><li>Start small with focused pilots </li></ul></ul><ul><ul><li>See what works </li></ul></ul><ul><ul><li>Ask for customer feedback </li></ul></ul><ul><ul><li>Revise and revise! </li></ul></ul>
    10. 10. Map Out Touch Points <ul><li>Who is in charge? </li></ul><ul><ul><li>How do we know when they are successful? </li></ul></ul><ul><li>Who else needs to be involved? </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>R&D </li></ul></ul><ul><ul><li>C-level </li></ul></ul><ul><ul><li>Employees at large </li></ul></ul><ul><li>Use the Groundswell to get good at it </li></ul><ul><ul><li>Start small with focused pilots </li></ul></ul><ul><ul><li>See what works </li></ul></ul><ul><ul><li>Ask for customer feedback </li></ul></ul><ul><ul><li>Revise and revise! </li></ul></ul>

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