You Don't Have To Be Einstein To Measure Social Media - #SeriouslyLDN
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50% of CMOs believe that social media has a below average impact on profitability. I posit that is because these CMOs have not set good business objectives and aligned their digital strategy or social media tactics to meet them. Here's a different way of looking at going about measuring social media activity.
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You Don't Have To Be Einstein To Measure Social Media - #SeriouslyLDN
- 1. YOU DON’T HAVE TO BE EINSTEIN TO MEASURE SOCIAL MEDIA Charlie Southwell Co-founder Transmute #SeriouslyLDN
- 3. NEARLY HALF OF CMOs SAY WHAT NOW… @charliesaidthat #SeriouslyLDN
- 6. “You can buy 10,000 followers, or 1 million views now But it won’t change your business.“ @charliesaidthat #SeriouslyLDN
- 7. 2,000 TWITTER FOLLOWERS - ($5) @charliesaidthat #SeriouslyLDN
- 8. 8,000+ YOUTUBE VIEWS - ($5) @charliesaidthat #SeriouslyLDN
- 9. 40,000 WEBSITE TRAFFICS [sic] – ($5) @charliesaidthat #SeriouslyLDN
- 11. MoR Test (Money off Roof)
- 14. HR Digital Transformation of People Attraction Onboarding Engagement Alumni Employee Digital Advocacy Programme Social Media Playbook & Policy Digital Capability Assessment at Induction Social Media Advocacy Programmes Social Media Centre Of Excellence Digital & Social Media Training Digital Induction Programmes Corporate Universities Talent Attraction Platform Building Social Media Talent Pools Leaders Digital Thought Leadership Digital Reputation Management Succession Planning Alumni Advocacy Programmes @charliesaidthat #SeriouslyLDN
- 15. PR, MARKETING, ADVERTISING What if you talked to your CMO about lowering the cost of marketing, acquisition and customer retention @charliesaidthat #SeriouslyLDN
- 16. DIRECT SALES Frequency – how OFTEN do customers buy? Reach – how many NEW customers do you attract? Yield – how much is the AVERAGE TRANSACTION VALUE? F.R.Y. @charliesaidthat #SeriouslyLDN
- 20. BUSINESS INTELLIGENCE Topic Analysis Volume of posts Proportion of posts @charliesaidthat #SeriouslyLDN
- 21. INTERNAL COMMS Help your team collaborate, send less email and help increase productivity identify experts within your own teams, reducing wasted project time AND training costs.
- 22. HR Decrease the amount of applications per role by XX% this year Direct Sales Drive £XX,000 worth of repeat sales through social channels in Apr 2016 PR Reduce outreach costs by directly pitching journalists EXAMPLE OBJECTIVES
- 23. Customer Service Increase NPS by X in 2016 Reduce call centre costs by £XX,000 in 2016 Business Intelligence Understand the [Key topics] and share of voice of us and competitors to develop a new proposition in June 2016 Internal Comms Reduce internal email by XX% in 2016 Increase # of staff working from home by XX days a month in 2016 EXAMPLE OBJECTIVES
- 24. GOOGLE CONSUMER JOUNREY @charliesaidthat #SeriouslyLDN
- 25. PROBLEM WITH CALLING IT SOCIAL MEDIA @charliesaidthat #SeriouslyLDN
- 26. WE SHOULD BE PLATFORM AGNOSTIC
- 27. 1. MEDITATE ON BUSINESS OBJECTIVES 2. ALIGN DIGITAL SUCCESS INDICATORS 3. ONLY THEN PICK CHANNELS / METRICS 4. DON’T OPERATE IN A MARKETING / CONTENT BUBBLE 5. *ACTUALLY* GO AND SPEND TIME WITH YOUR CUSTOMERS & ASK WHAT THEY WANT @charliesaidthat #SeriouslyLDN
- 28. RECOMMENDED READING @charliesaidthat #SeriouslyLDN Social Media ROI Olivier Blanchard Web Analytics 2.0 Avinash Kaushik
- 29. THANK YOU THANK YOU Charlie Southwell Transmute @charliesaidthat #SeriouslyLDN