7 Steps to Measuring Facebook Success

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7 steps to measuring your marketing and communications efforts on Facebook.

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7 Steps to Measuring Facebook Success

  1. 1. 7 Steps to Measuring Facebook Success<br />
  2. 2. You Can’tMEASURE<br />What You Don’t<br />TRACK<br />
  3. 3. 1. Select Goals<br />Measurement goals should include:<br /><ul><li>The change—from x to y—in metrics;
  4. 4. The deadline or timeframe for the desired change orgoal.</li></li></ul><li>2. Benchmark Current State<br />Benchmark Possibilities:<br /><ul><li>Facebook metrics
  5. 5. Twitter metrics
  6. 6. Links to website
  7. 7. SEO rankings/referrals
  8. 8. Customer rating levels
  9. 9. Other business metrics</li></li></ul><li>3. Decide What to Measure<br />What Will <br />You Measure <br />in Facebook’s Insight Tool?<br />
  10. 10. Types of Metrics to Measure<br />How much feedback?<br />Conversion rate?<br />How much did customer service ratings improve?<br />Did traffic to main website increase from Facebook?<br />How many newsletter sign ups?<br />Interactions?<br />
  11. 11. 4 Choose Tools<br />Radian 6<br />Lithium (formerly ScoutLabs)<br />Social Mention<br />Alterian<br />Google Analytics (if measuring traffic to the main website)<br />
  12. 12. 4.1 Review Metrics…<br />
  13. 13. How are users interacting?<br />
  14. 14. 5. Evaluate Content<br />
  15. 15. 6. Examine the Details<br />
  16. 16. 7. Review Big Picture<br />
  17. 17. Review: The Seven Steps<br />Select Goals<br />Benchmark Current State<br />Decide What to Measure<br />Choose Tools and Review Metrics<br />Evaluate Content<br />Examine Details<br />Review Big Picture<br />
  18. 18. The Bonus Slide<br />Engagement = valuable. Change minds.<br />Traffic, Sales, Customer Happiness<br />Increase in customer value<br />PR: In 2011, everybody is a newspaper<br />Retention: Less expensive to convert existing customer<br />Develop dashboard with key performance indicators (KPIs)<br />
  19. 19. Thank You!<br />Deborah Ager, Principal<br />Bolt Digital Strategies, LLC<br />@clickwisdom<br />

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