Photo credit: Scott Beale | Laughing Squid
WHO?WHO?
Photo credit: Oversocialized | Flickr
Key performance indicators
 Depth of interactions
 Share of brand
 Key category phrases (buckets)
 New key search phra...
Nurturing the sales funnel
Understanding the stages and
influences involved in the
buying process and targeting
each contr...
Measuring the sales funnel
Research:
Share of brand
New key search phrases
Digital reach
Opt in audience
Planning:
Depth o...
WHERE?WHERE?

WHEN?WHEN?

Example data only
WHY?WHY?
HOW?HOW?
SOCIAL PULSE
• Reach
• Associated keywords
• Reputation management
Tool: Social Radar by Infegy
Tool: SM2 by Alterian
Measure the impact of your campaigns
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
 Clarify your objectives and key performance indicators
 Present the numbers
 Write an analysis and add context to the ...
FREE TOOLS
Website Audit
 http://delicious.com/mab397/websiteaudit
Social Audit
 http://delicious.com/mab397/socialaudit...
Mandi Bateson | Digital Director | @mab397
e: mbateson@hillandknowlton.com.au
b: http://mab397.wordpress.com
t: 02 9286 12...
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
Measuring social media effectivesness /Mandi Bateson
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Measuring social media effectivesness /Mandi Bateson

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  • Scott Beale / Laughing Squid
  • It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
  • FB users share an average of 12 pieces of content per week
  • http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/
  • Measuring social media effectivesness /Mandi Bateson

    1. 1. Photo credit: Scott Beale | Laughing Squid
    2. 2. WHO?WHO?
    3. 3. Photo credit: Oversocialized | Flickr
    4. 4. Key performance indicators  Depth of interactions  Share of brand  Key category phrases (buckets)  New key search phrases  Traffic by media mix  Digital reach  Opt in audience WHAT?WHAT?
    5. 5. Nurturing the sales funnel Understanding the stages and influences involved in the buying process and targeting each contributing factor Targeting the right people with the right message at the right time Adapting to an opinion based buying process by educating and informing instead of pushing products Facilitating two way communication to increase relevance, reputation and reach Creating advocates to strengthen core messaging
    6. 6. Measuring the sales funnel Research: Share of brand New key search phrases Digital reach Opt in audience Planning: Depth of interactions Share of brand Traffic by media mix Testimonials: Depth of interactions Share of brand Digital reach Lead capture/sales?
    7. 7. WHERE?WHERE?
    8. 8.  WHEN?WHEN?
    9. 9.
    10. 10. Example data only
    11. 11. WHY?WHY?
    12. 12. HOW?HOW?
    13. 13. SOCIAL PULSE • Reach • Associated keywords • Reputation management Tool: Social Radar by Infegy
    14. 14. Tool: SM2 by Alterian
    15. 15. Measure the impact of your campaigns Tool: SM2 by Alterian
    16. 16. Tool: SM2 by Alterian
    17. 17. Tool: SM2 by Alterian
    18. 18. Tool: SM2 by Alterian
    19. 19. Tool: SM2 by Alterian
    20. 20.  Clarify your objectives and key performance indicators  Present the numbers  Write an analysis and add context to the numbers  Highlight the changes from previous reports  Include recommendations  Include anecdotal feedback  Ask for internal feedback Writing your report
    21. 21. FREE TOOLS Website Audit  http://delicious.com/mab397/websiteaudit Social Audit  http://delicious.com/mab397/socialaudit Platform Search  http://delicious.com/mab397/platformsearch Search Audit  http://delicious.com/mab397/searchaudit Alerts  http://delicious.com/mab397/alerts “Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”
    22. 22. Mandi Bateson | Digital Director | @mab397 e: mbateson@hillandknowlton.com.au b: http://mab397.wordpress.com t: 02 9286 1277

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