Business Gateway - Measuring ‘success’ in social media

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How to develop a social media measurement framework that ties into your business goals

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Business Gateway - Measuring ‘success’ in social media

  1. 1. Social Media Webinar Series In association with For webinar slides visit: http://www.slideshare.net/enterprise2012
  2. 2. Measuring ‘success’ in socialmedia.
  3. 3. 2012 Poll! Do you measure your business social media performance?Copyright Deer Digital Ltd. 2012
  4. 4. What’s the value of a ‘like’?Copyright Deer Digital Ltd. 2012
  5. 5. 2012Copyright Deer Digital Ltd. 2012
  6. 6. 2012Copyright Deer Digital Ltd. 2012
  7. 7. 2012 Quantitative Qualitative only onlyCopyright Deer Digital Ltd. 2012
  8. 8. 2012 Fans res Sha Followers omm entsC Quantitative Qualitative only onlyClicks Sign ups ViewsCopyright Deer Digital Ltd. 2012
  9. 9. 2012 Fans res Sha Behavioural Sentiment Followers analysis omm ents ReputationC Quantitative Qualitative only onlyClicks Sign Custom ups er Awareness satisfa ction ViewsCopyright Deer Digital Ltd. 2012
  10. 10. 2012 Fans res Sha Behavioural Sentiment Followers analysis omm ents ReputationC Quantitative & QualitativeClicks Sign Custom ups er Awareness satisfa ction ViewsCopyright Deer Digital Ltd. 2012
  11. 11. 2012 Sales Offline New customers Customer Market retention share Online ReputationCopyright Deer Digital Ltd. 2012
  12. 12. 2012 New Sales Offline customers Customer Market Online Reputation retention shareCopyright Deer Digital Ltd. 2012
  13. 13. 2012 New Sales Offline Social customers Customer Market Online Reputation retention shareCopyright Deer Digital Ltd. 2012
  14. 14. Framework for measurement.Copyright Deer Digital Ltd. 2012
  15. 15. 2012 S M A R TCopyright Deer Digital Ltd. 2012
  16. 16. 2012 S PECIFIC M A R TCopyright Deer Digital Ltd. 2012
  17. 17. 2012 S PECIFIC M EASUREABLE A R TCopyright Deer Digital Ltd. 2012
  18. 18. 2012 S PECIFIC M EASUREABLE A CHIEVABLE R TCopyright Deer Digital Ltd. 2012
  19. 19. 2012 S PECIFIC M EASUREABLE A CHIEVABLE R EALISTIC TCopyright Deer Digital Ltd. 2012
  20. 20. 2012 S PECIFIC M EASUREABLE A CHIEVABLE R EALISTIC T IMEDCopyright Deer Digital Ltd. 2012
  21. 21. 2012 “Increase ________ by ________ within ________ time period”Copyright Deer Digital Ltd. 2012
  22. 22. 2012 SPECIFIC, MEASURABLE ACHIEVABLE, REALISTIC “Increase ________ by ________ within ________ time period” ACHIEVABLE, TIME-BASEDCopyright Deer Digital Ltd. 2012
  23. 23. 2012 Step 1: List your business objectives.Copyright Deer Digital Ltd. 2012
  24. 24. 2012Step 1 Business ObjectivesCopyright Deer Digital Ltd. 2012
  25. 25. 2012Step 1 Business Objectives eg. Drive £1,000,000 in new business sales over next 12 months eg. Reduce customer churn by 10% over next 6 months eg. Increase market share by 25% over next 12 monthsCopyright Deer Digital Ltd. 2012
  26. 26. 2012 Step 2: Map out how you will achieve your business objectives.Copyright Deer Digital Ltd. 2012
  27. 27. 2012Step 1 Business Objectives Drive new business sales Reduce customer churn Increase market shareCopyright Deer Digital Ltd. 2012
  28. 28. 2012Step Step 1 Business Objectives 2 How to achieve this: Drive new business sales eg. Grow brand awareness T A eg. Build brand reputation C Reduce customer churn eg. Get closer to existing customers T I eg. Become recognised as thought leader C Increase market share eg. Attract and retain the best staff SCopyright Deer Digital Ltd. 2012
  29. 29. 2012 Step 3: Match KPIs to your goals and tactics.Copyright Deer Digital Ltd. 2012
  30. 30. 2012Step Step 1 Business Objectives 2 How to achieve this: Drive new business sales eg. Grow brand awareness T A eg. Build brand reputation C Reduce customer churn eg. Get closer to existing customers T I eg. Become recognised as thought leader C Increase market share eg. Attract and retain the best staff SCopyright Deer Digital Ltd. 2012
  31. 31. 2012Step Step 1 Business Objectives 2 How to achieve this: Drive new business sales eg. Grow brand awareness T A eg. Build brand reputation C Reduce customer churn eg. Get closer to existing customers T I eg. Become recognised as thought leader C Increase market share eg. Attract and retain the best staff S eg. Website referral trafficStep 3 eg. Sales value £ eg. Search engine page rankings KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Reach dataCopyright Deer Digital Ltd. 2012
  32. 32. 2012 Step 4: Develop SMART social objectives that support business KPIs.Copyright Deer Digital Ltd. 2012
  33. 33. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankingsCopyright Deer Digital Ltd. 2012
  34. 34. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 Develop SMART social objectivesCopyright Deer Digital Ltd. 2012
  35. 35. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 Develop SMART social objectivesCopyright Deer Digital Ltd. 2012
  36. 36. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 ⇾ Increase social website referral traffic by 25% in 3 months Develop SMART social objectivesCopyright Deer Digital Ltd. 2012
  37. 37. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 ⇾ Increase social website referral traffic by 25% in 3 months Develop SMART social objectivesCopyright Deer Digital Ltd. 2012
  38. 38. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 ⇾ Increase social website referral traffic by 25% in 3 months Develop SMART social ⇾ Increase social clicks by 15% in 2 months objectivesCopyright Deer Digital Ltd. 2012
  39. 39. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 ⇾ Increase social website referral traffic by 25% in 3 months Develop SMART social ⇾ Increase social clicks by 15% in 2 months objectivesCopyright Deer Digital Ltd. 2012
  40. 40. 2012 Step eg. Sales value £ eg. Website referral traffic eg. Website referral traffic eg. Reach data 3 KPIs eg. No. of customers eg. Engagement data eg. Competitor analysis eg. % Market share eg. Search engine page rankings Step 4 ⇾ Increase social website referral traffic by 25% in 3 months Develop SMART social ⇾ Increase social clicks by 15% in 2 months objectives ⇾ Drive 10 new customers through a social campaign in 1 monthCopyright Deer Digital Ltd. 2012
  41. 41. Measurement tools.Copyright Deer Digital Ltd. 2012
  42. 42. 2012 Poll! Do you use free or paid tools to measure social performance?Copyright Deer Digital Ltd. 2012
  43. 43. 2012 Free tools.Copyright Deer Digital Ltd. 2012
  44. 44. 2012 Analyse your web trafficGoogle Analytics > Traffic Source > Social > SourcesCopyright Deer Digital Ltd. 2012
  45. 45. 2012 Shorten & track your linksCopyright Deer Digital Ltd. 2012
  46. 46. 2012 Network statsFacebook > Your page > Admin Panel > InsightsCopyright Deer Digital Ltd. 2012
  47. 47. 2012 Network statsFacebook > Your page > Admin Panel > InsightsCopyright Deer Digital Ltd. 2012
  48. 48. 2012 Network statsLinkedIn > Your page > Edit > View Page InsightsCopyright Deer Digital Ltd. 2012
  49. 49. 2012 Sentiment analysisCopyright Deer Digital Ltd. 2012
  50. 50. 2012 Sentiment analysis Paid Tool Considerations:Copyright Deer Digital Ltd. 2012
  51. 51. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed?Copyright Deer Digital Ltd. 2012
  52. 52. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed? Can you customise the search?Copyright Deer Digital Ltd. 2012
  53. 53. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed? Can you customise the search? How many keywords can be tracked?Copyright Deer Digital Ltd. 2012
  54. 54. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed? Can you customise the search? How many keywords can be tracked? Can geographic, demographic or language filters be set?Copyright Deer Digital Ltd. 2012
  55. 55. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed? Can you customise the search? How many keywords can be tracked? Can geographic, demographic or language filters be set? Can specific blogs/websites be searched?Copyright Deer Digital Ltd. 2012
  56. 56. 2012 Sentiment analysis Paid Tool Considerations: How many sources are surveyed? Can you customise the search? How many keywords can be tracked? Can geographic, demographic or language filters be set? Can specific blogs/websites be searched? Cost? (Free trial)Copyright Deer Digital Ltd. 2012
  57. 57. 2012 Paid tools.Copyright Deer Digital Ltd. 2012
  58. 58. 2012Copyright Deer Digital Ltd. 2012
  59. 59. 2012 Reporting.Copyright Deer Digital Ltd. 2012
  60. 60. 2012Copyright Deer Digital Ltd. 2012
  61. 61. 2012 REACHCopyright Deer Digital Ltd. 2012
  62. 62. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribersCopyright Deer Digital Ltd. 2012
  63. 63. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers CONTENTCopyright Deer Digital Ltd. 2012
  64. 64. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) SharesCopyright Deer Digital Ltd. 2012
  65. 65. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares CONVERSIONSCopyright Deer Digital Ltd. 2012
  66. 66. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares Demo sign ups Subscribes CONVERSIONS (by network) Trial request PurchasesCopyright Deer Digital Ltd. 2012
  67. 67. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares Demo sign ups Subscribes CONVERSIONS (by network) Trial request Purchases IMPACT ON WEBSITECopyright Deer Digital Ltd. 2012
  68. 68. 2012 Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares Demo sign ups Subscribes CONVERSIONS (by network) Trial request Purchases IMPACT ON Traffic sources Social referrals WEBSITECopyright Deer Digital Ltd. 2012
  69. 69. 2012 Commentary/Summary Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares Demo sign ups Subscribes CONVERSIONS (by network) Trial request Purchases IMPACT ON Traffic sources Social referrals WEBSITECopyright Deer Digital Ltd. 2012
  70. 70. 2012 Commentary/Summary Facebook fans LinkedIn followers REACH Twitter followers Newsletter subscribers Views CONTENT Comments (by network) Shares Demo sign ups Subscribes CONVERSIONS (by network) Trial request Purchases IMPACT ON Traffic sources Social referrals WEBSITE →Learning / ActionsCopyright Deer Digital Ltd. 2012
  71. 71. Questions?Copyright Deer Digital Ltd. 2012
  72. 72. Social Media Webinar Series For webinar slides visit: http://www.slideshare.net/enterprise2012 In association with

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