1.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
1
@ggerik / GregGerik.com

2.
2
@ggerik / GregGerik.com

3.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 Myths
1.
2.
3.
4.
5.
3
Standardized Metrics
Accuracy & Perfection
Technology & Tools Solve Everything
Social = Soft Metrics / You Can’t Measure Social
There Is One Way To Measure Social
@ggerik / GregGerik.com

4.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. You Move What You Measure (#YMWYM)
5. Measure What Matters (#MWM)
5.5 “Impressions” Is A Dirty Word (#YOLO)
4
@ggerik / GregGerik.com

5.
(√ (
2
-things))
THINGS JUST GOT REAL.
5
@ggerik / GregGerik.com

6.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. Measure What Matters (#MWM)
5. You Move What You Measure (#YMWYM)
5.5 “Impressions” Is A Dirty Word (#YOLO)
6
@ggerik / GregGerik.com

7.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
7
@ggerik / GregGerik.com

8.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
8
@ggerik / GregGerik.com

9.
The Process
•
•
•
•
•
•
•
9
Business Purpose
Data Assets & Capabilities
Frame the Implementation
Actionable Insights
Execution & Measurement
Communication
Optimization & Exploration
@ggerik / GregGerik.com

10.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
1. The Business Purpose
10
@ggerik / GregGerik.com

11.
1.The Business Purpose
11
@ggerik / GregGerik.com

12.
1. The Business Purpose
•
•
•
•
•
12
Business Purpose
• Not A Digital Objective
• Never: “To Grow Our Facebook Community”
• Note: Social ≠ Strategy
There Are Many, Not Just One
We Are Going Back To Business
You Move What You Measure (#YMWYM)
Measure What Matters (#MWM)
@ggerik / GregGerik.com

13.
1. The Business Purpose
Examples:
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Customer Loyalty
•Increase Customer Acquisition
•Increase Market Share
•Increase Web Traffic & Conversion
•Increase Customer Feedback / Reviews
•Decrease Customer Time-To-Decision
•Optimize Human Capital
13
NOT Examples:
•Increase New Fans Or Followers
•Increase / Maintain / Measure Sentiment
•Increase Share of Voice
•Increase Customer Engagement
•Increase RT’s, Shares, Likes, etc.
•Increase Reach (of any variety)
•Garner X# Impressions
@ggerik / GregGerik.com

14.
1. The Business Purpose
Examples:
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Customer Loyalty
•Increase Customer Acquisition
•Increase Market Share
•Increase Web Traffic & Conversion
•Increase Customer Feedback / Reviews
•Decrease Customer Time-To-Decision
•Optimize Human Capital
•Acquire Customer / Product / Use Information
14
@ggerik / GregGerik.com
Process Example:
Create Top-Of-Mind Awareness
of Our New Product
Awareness Types:
•Awareness & Knowledge
•Top of Mind
•Ad awareness
•Product Knowledge / Recall
*Attitudes / Purchase Intent / Usage N/A

15.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
2. Data Assets & Capabilities
15
@ggerik / GregGerik.com

16.
2. The Data
16
@ggerik / GregGerik.com

17.
1. The Data Universe
•
•
•
•
17
Data Assets
• Know Your Sources (Avoid the Black Box)
• Look Beyond Silos
• Public / Private / Shared
• Recorded v. Reported
• Data Quality Assurances
• Periodic Validation
• Ok - Good – Better – Best-In-Class
Data Capabilities
• Tools
• Algorithms
Measure What Matters (#MWM)
You Move What You Measure (#YMWYM)
@ggerik / GregGerik.com

18.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
3. Frame The Implementation
18
@ggerik / GregGerik.com

19.
3. Frame The Implementation
•
•
•
19
Know Thy Culture
Process & Structure
• Defined Roles – Accountability
• Legal Considerations
• Moral Considerations
• Just Because You Can, Does Not Mean You Should
• Test & Prove
• Technology
• Plan For Problems
• Internal VOC
Manage Expectations
@ggerik / GregGerik.com

20.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
4. Actionable Insights
20
@ggerik / GregGerik.com

21.
4. Actionable Insights
Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg
21
@ggerik / GregGerik.com

22.
4. Actionable Insights
The IMPACT Cycle
•
•
•
•
•
•
Identify the Questions
Master the Data
Provide the Meaning
Actionable Recommendations
Communicate Insights
Track Outcomes
Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott
22
@ggerik / GregGerik.com

23.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5. Execution & Measurement
23
@ggerik / GregGerik.com

24.
Turn It On.
24
@ggerik / GregGerik.com

25.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Communication
25
@ggerik / GregGerik.com

26.
6. Communication
•
•
•
•
•
•
26
Remove Silos (within reason)
Accelerate The Information & Tell A Story
5 Second Rule
Celebrate Success & Failure
Think “Internal Marketing”
We Are Going Back To Business
• You Move What You Measure (#YMWYM)
• Measure What Matters (#MWM)
@ggerik / GregGerik.com

27.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Optimization & Exploration
27
@ggerik / GregGerik.com

28.
28
@ggerik / GregGerik.com

29.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
•
•
•
•
•
•
•
29
Business Purpose
Data Assets & Capabilities
Frame the Implementation
Actionable Insights (IMPACT)
Execution & Measurement
Communication
Optimization & Exploration
@ggerik / GregGerik.com
Remember
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. You Move What You Measure (#YMWYM)
5. Measure What Matters (#MWM)
5.5 “Impressions” Is A Dirty Word (#YOLO)

30.
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
Questions?
Greg Gerik, Social Media Leader
@ggerik
GregGerik.com
651-357-2057 (b. cell)
gtgerik@mmm.com
30
@ggerik / GregGerik.com
Deck, Video & Info:
GregGerik.com/brandsummit