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Dirk Shaw – Director Digital Media, Alem International
Twitter: @dirkmshaw
Move beyond social media metrics
3 ways to orga...
Everywhere you turn someone is using social
media.
Business goals we will measure
The question is no longer should we participate in social
media. It is how do we measure its value ?
Social media metrics alone are meaningless.
• Increased reputation in the market.
• Did it support customers better?
• How did it increase sales?
• Did it create awar...
3 ways to organize social media for results
www.cyclingweekly.co.uk
Let business goals lead. Not tools1
Define metrics to support each goal
Brand mentions
Share of voice
Key Metrics Extending reach
Increase Brand AwarenessGoal
Metric: Share of voice against the competition
Slide 12
Metric: Number of Brand mentions made
Keywords: real-estate, Intrawest, Vail Reports
Metric: What’s the sentiment ?
Photo credit:
http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rat
tle_and_Berlin_Philharmonic_Orchestra_Photo...
http://www.flickr.com/photos/35703177@N00/3290574208/
Each group listens and responds to different
things.
A marketer may want to know what it’s competition
is doing.
A communications person might want to
understand sentiment.
Companies that engage in an uncoordinated manner
Have difficulties replicating success.
.
Which makes predicting future value almost
impossible.
Monitoring solutions streamline collaboration
for acting on insights.
3Clearly define the role of each touch point
Start by knowing where your audience is.
And how they will find utility or value from it.
» Let business goals lead, not tools.
» Coordinate your social media activity.
» Define the role of each touch point.
Summ...
Move beyond social media metrics
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Move beyond social media metrics

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3 ways to organize social media for results

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Move beyond social media metrics

  1. 1. Dirk Shaw – Director Digital Media, Alem International Twitter: @dirkmshaw Move beyond social media metrics 3 ways to organize for results
  2. 2. Everywhere you turn someone is using social media.
  3. 3. Business goals we will measure
  4. 4. The question is no longer should we participate in social media. It is how do we measure its value ?
  5. 5. Social media metrics alone are meaningless.
  6. 6. • Increased reputation in the market. • Did it support customers better? • How did it increase sales? • Did it create awareness about new offerings? Unless you can tie them to results!
  7. 7. 3 ways to organize social media for results www.cyclingweekly.co.uk
  8. 8. Let business goals lead. Not tools1
  9. 9. Define metrics to support each goal Brand mentions Share of voice Key Metrics Extending reach Increase Brand AwarenessGoal
  10. 10. Metric: Share of voice against the competition Slide 12
  11. 11. Metric: Number of Brand mentions made
  12. 12. Keywords: real-estate, Intrawest, Vail Reports Metric: What’s the sentiment ?
  13. 13. Photo credit: http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rat tle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittersha 2Organize social media across departments
  14. 14. http://www.flickr.com/photos/35703177@N00/3290574208/ Each group listens and responds to different things.
  15. 15. A marketer may want to know what it’s competition is doing.
  16. 16. A communications person might want to understand sentiment.
  17. 17. Companies that engage in an uncoordinated manner
  18. 18. Have difficulties replicating success.
  19. 19. . Which makes predicting future value almost impossible.
  20. 20. Monitoring solutions streamline collaboration for acting on insights.
  21. 21. 3Clearly define the role of each touch point
  22. 22. Start by knowing where your audience is.
  23. 23. And how they will find utility or value from it.
  24. 24. » Let business goals lead, not tools. » Coordinate your social media activity. » Define the role of each touch point. Summary: Organizing social media for results

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