The 8 Types of Social Media Goals and How to Measure Them


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  • Created using From Arienne: The words that customers use in social spaces give you significant insight about how they think—and feel—about your product or services. If you mine social media conversations for word trends, you'll probably be surprised by the results. But surprise or not, you can learn exactly what action to take in your marketing campaigns.
  • Semphonic recommends building scorecards for competitive analysis
  • The 8 Types of Social Media Goals and How to Measure Them

    1. 1. The 8 Common Types of Social Media Goals & How to Measure Them Presented by: Taylor Pratt | @RavenPratt Raven Internet Marketing Tools
    2. 2. The key to social media success is understanding your audience.
    3. 3. Nielsen’s State of the Media: The Social Media Report
    4. 5. Nearly 4 in 5 active Internet users visit social networks and blogs.
    5. 6. 70% of active online adult social networkers shop online, 12% more likely than the average adult user
    6. 7. Socially engaged consumers spend 20 to 40% more than other customers
    7. 8. 53% of active social networkers follow a brand
    8. 10. How do consumers access SM? <ul><li>97% - Computer </li></ul><ul><li>37% - Mobile Phone </li></ul><ul><li>3% - Gaming Console </li></ul><ul><li>3% - iPad </li></ul><ul><li>2% - Internet-Enabled TV </li></ul><ul><li>2% - E-Reader </li></ul><ul><li>1% - Handheld Music Player </li></ul>Are you ready?
    9. 11. Are you ready?
    10. 12. What is the ROI of social media?
    11. 13. According to Oliver Blanchard, you’re asking the wrong question.
    12. 14. What is the ROI of [insert activity here] in social media? Oliver Blanchard The BrandBuilder Blog Author of Social Media ROI
    13. 15. Brand awareness Goals
    14. 16. Brand Awareness Brand Recognition Share of Voice Reach Engagement
    15. 17. What’s your value add? Wal-Mart: Low Prices Southwest Airlines: Freedom Harley Davidson: Rebellion
    16. 18. The key to measuring brand recognition: word trends
    17. 20. To measure Share of Voice compare brand mentions to competitors.
    18. 21. <ul><li>Source: Web Analytics Demystified & Altimeter Group </li></ul><ul><li> </li></ul>
    19. 22. To measure Engagement, measure participation .
    20. 23. <ul><li>Source: Web Analytics Demystified & Altimeter Group </li></ul><ul><li> </li></ul>Engagement = Engagement [Social Network] Interactions Total Views
    21. 24. To measure Reach, compare audience participation to your audience reach.
    22. 25. <ul><li>Source: Web Analytics Demystified & Altimeter Group </li></ul><ul><li> </li></ul>
    23. 26. Customer oriented goals
    24. 27. Customer Oriented Goals Customer Support Brand Sentiment Brand Advocates Product Development
    25. 28. Measuring Customer Support Reduction in Support Costs Reduction in On-Site Support Increase Resolution Rate Improved Customer Satisfaction Increase Resolution Rate Leads Generated by Support
    26. 29. Measuring Brand Sentiment Sentiment by volume of posts and impressions Number of positive reviews generated Number of mentions of your brand’s value add Average resolution time to reputation crises
    27. 30. <ul><li>Don’t overlook social media as a product innovation hub. </li></ul>
    28. 31. <ul><li>Monitor both your brand and your competitor brand and keyword mentions for customer pains . </li></ul>
    29. 32. <ul><li>Monitor both your brand and your competitor brand and keyword mentions for customer pains . </li></ul>
    30. 33. Measuring Product Innovation Number of new product ideas Number of new product ideas built R&D time saved Traditional research cost savings
    31. 34. <ul><li>Measuring the success of your brand advocates fulfills two goals: </li></ul><ul><li>Provides an understanding of the ROI you receive </li></ul><ul><li>Provides you with data to better incentivize advocates </li></ul>
    32. 35. <ul><li>It is okay to reward advocates for their hard work. Wouldn’t you want to be rewarded? </li></ul>
    33. 36. <ul><li>Save time and money by properly evaluating potential advocates. </li></ul>
    34. 37. Create a Scorecard Advocate Share of Voice Reach Topics Customer Overlap Peter Parker 5% 50,000 Arachnoids, Red Heads, Goblins Medium Hulk Hogan 2% 25,000 Tank Tops, Weight Lifting High Eric Cartman 12% 120,000 Cheesy Poofs, Racial Slurs Low
    35. 38. <ul><li>Reach out to advocates and find out how you can help them . </li></ul>
    36. 39. <ul><li>If you remember one thing from this presentation… </li></ul>
    37. 40. <ul><li>The key to successful social media measurement is asking questions . </li></ul>
    38. 41. Thank You! Taylor Pratt | @RavenPratt Raven Internet Marketing Tools