3 Essential Steps for Measuring the Impact of your Social Media Activity


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3 Essential Steps for measuring the impact of your Social Media Activity

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3 Essential Steps for Measuring the Impact of your Social Media Activity

  1. 1. 3 Essential Steps<br />for measuring the impact of your Social Media Activity<br />CIARÁN REGANMarch 2011<br />
  2. 2. Our approach will answer two fundamental questions for any social media activity. You will learn:<br />• How you should measure<br />• What you should measure<br />
  3. 3. How you should measure<br />
  4. 4. How you should measure<br />Step 1: <br />Your Objective<br /><ul><li>Define your business objective
  5. 5. Ensure you measure based on that specific objective</li></li></ul><li>How you should measure<br />•Positioning yourself or your <br /> company online<br />•Audience engagement <br />•Conversational reach<br />Some sample objective(s) you may have are as follows:<br />
  6. 6. How you should measure<br />Step 2: <br />Your Plan<br /><ul><li>Develop a measurement plan
  7. 7. Everyone involved can see what is being monitored and what is not.
  8. 8. Create milestones, this sets expectations for everyone involved in the campaign.</li></li></ul><li>How you should measure<br /><ul><li>Each company or campaign has specific requirements.
  9. 9. You must determine the purpose of your campaign</li></li></ul><li>How you should measure<br />Campaign Purpose:<br />An example of your activity may be:<br />Do you want to:<br />•Have users produce content about you?<br />•Have users engage with you?<br />•Have users recommend you?<br />
  10. 10. How you should measure<br />Step 3: <br />Your Goals<br />You must define your campaign GOALS:<br />•Be slightly aggressive with your Goals<br />•Stick to these Goals<br />•Define what a successful outcome is to you<br />•Think about what needs to be done in order to<br /> achieve them<br />
  11. 11. How you should measure<br />Be specific when setting weekly or monthly<br />GOALS:<br />Sample Goals for your campaign:<br />•Grow your collective fanbase on social <br /> networks by X amount.<br />•Increase traffic to your website from social<br /> networks by X amount. <br />•Increase online downloads, donations or<br /> registrations by X amount. <br />GOALS<br />
  12. 12. What you should measure<br />
  13. 13. What you should measure<br />Valuable and relevant measurement<br />requires a combination of Qualitative<br />and Quantitative metrics.<br />
  14. 14. What you should measure<br />Sample Metric<br />Categories for your<br />campaign content will<br />include the following:<br />Relevance<br />Attention<br />Sentiment<br />Engagement<br />Reach<br />Influence<br />
  15. 15. What you should measure<br />This can be achieved by the following:<br />•Selecting a tool or set of tools that track<br /> across many media channels.<br />•Producing custom reports for your campaign<br />
  16. 16. What you should measure<br />Your Tool or Platform selection should depend on your campaign purpose, outlined earlier.<br />Some Free and Paid Tools I Suggest are:<br />Free Tools include:<br />Facebook<br />Insights<br />Your Social<br />Monitor<br />Google <br />Analytics<br />Twitter <br />Search<br />Klout<br />Hootsuite<br />
  17. 17. What you should measure<br />Fee Based Tool suggestions are:<br />Tool selection<br />should depend on<br />campaign purpose <br />Awareness<br />Hub<br />Wildfire<br />App<br />Basic (Fee)<br />Uber Vu<br />Buddy<br />Media<br />Lithium<br />Platform<br />Advanced (Fee)<br />Radian 6<br />
  18. 18. What you should measure<br />So, what exactly<br />are we measuring?<br />I recommend you begin with standard metrics.<br />•Website landing page traffic from social networks<br />•Fanbase size across all networks<br />•Brand / Product / Service mentions<br />
  19. 19. What you should measure<br />So, what exactly<br />are we measuring?<br />Then move into Specific metrics.<br />Influence: Gauge how influential your users are and<br />target the most influential with your content.<br />Engagment: Assess the nature of your user activity,<br />how are they engaging with your content, is this<br />increasing our time, is it being forwarded and shared<br />Inbound Traffic: Are users from social networks <br />staying on your site?<br />
  20. 20. What you should measure<br />So, what exactly<br />are we measuring?<br />Specific metrics continued...<br />Interaction: Are numbers of active fans increasing<br />Conversion of passive fans to interactive fans.<br />Commenting v reading, repeat comments.<br />Sentiment: Assess whether activity is positive <br />or negative<br />
  21. 21. Conclusion<br />So, what have <br />we learned…<br />•Measure and record<br />•Build reports<br />•Match against goals<br />•Keep setting goals<br />•Keep listening<br />Bring the conversation closer!<br />
  22. 22. Thank You<br />If you would like to know more information on this please email cregan@directbrand.ie <br />CIARÁN REGAN<br />