How To Create Visionary Measurement For Social Media

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Do you struggle with the "ROI" of social media? This keynote presentation from the PR Measurement Summit introduces a new model of measurement focused on combining data with storytelling, and focusing on the four key elements of business value. NOTE - Since delivering this keynote more than a year ago, Rohit has developed and launched a more intensive training program that includes much more detail on methods, templates, and specifics around creating a measurement program. You can access the full training program at this link - http://www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification/

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  • @John Henry - Hi John, sorry about the cut off there ... I just added a slide for context to the end since this presentation is now more than 18 months old. Since doing this 45 minute talk back in March of 2013, I have built out far more detail around this idea and now have a full training course on it in partnership with the Online Marketing Institute which is referenced in the full description above. I don't usually change older presentations since it's usually meant to be available for people who were at my original talk, but I thought that extra detail would add some context to help.
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How To Create Visionary Measurement For Social Media

  1. KEYNOTE : Presented March 20, 2013 Washington DC Art of Creating Visionary Measurement How To Really Measure The Value Of Social Media by ROHIT BHARGAVA Best Selling Author of Likeonomics Founder of Influential Marketing Group FOR MORE FREE PRESENTATIONS, VISIT WWW.ROHITBHARGAVA.COM @ROHITBHARGAVA
  2. ABOUT THIS PRESENTATION: THE BACKSTORY This presentation was originally delivered live to an audience of communicators at the Ragan PR Measurement Summit. Most of the slides used here are visual and stories were told verbally – so some ideas may be missing some context. The substance of the presentation however, should still be clear enough to follow. Rohit Bhargava 2-Time TEDxSpeaker Nice Guy TO WATCH VIDEOS VISIT WWW.ROHITBHARGAVA.COM/SPEAKING @ROHITBHARGAVA
  3. Dr. Jack J. Phillips – The Father of ROI
  4. “In many organizations, learning and development is considered to be a disruptive process, taking people away from work. Consequently, there is pressure to show the value of learning and development.”
  5. “When ROI is used to assess people management effectively, in what types of organizations is it most effective, and in which branches?”
  6. “Beyond the human resources area, ROI is probably most used in technology and marketing. The parts of an organization less likely to use it would be public relations, government relations, and the communications function.”
  7. THE BIG QUESTION … What does it really take to SHOW the true value of PR to your organization?
  8. The Problem: 5 Common Measurement Mistakes We Often Make
  9. Mistake #1: Platform Paralysis “All our problems will be solved when we get ____.”
  10. 15 Our Social Media Dashboard Makes You Feel Like You Are Here!
  11. 16
  12. 17 Mistake #2: Spreadsheet Myopia “Our monthly report always includes these things.”
  13. 19
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  15. Mistake #3: Scale First “The bigger number is always better.”
  16. SOCIAL MEDIA ALWAYS PUTS THE NUMBERS FRONT AND CENTER …
  17. Mistake #4: Shiny Object Syndrome “If it is popular for others, it must be working.”
  18. 27
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  20. Mistake #5: Data Overload, Insight Underload “The more data we report, the more insights we have.”
  21. The Solution: Visionary Measurement
  22. What Is Visionary Measurement? Visionary measurement is a new strategic model for measuring social media that will help you prove real business valueby combining data with storytelling.
  23. The Visionary Measurement Matrix: 36 Actionable Insights Big Data Case Studies Soundbites Shareable HIGH LOW HIGH
  24. THE BOTTOM LINE … Measurement must do MORE than just track if we sell more stuff or influence more people.
  25. The Advice: 10 Ways To Make Visionary Measurement Work For Your Organization
  26. #1 START WITH THE BUSINESS VALUE
  27. 4 Elements Of Business Value: SALES Increase Sales or Customer Loyalty INNOVATION Inspire Innovation or Motivate Team EFFICIENCY Create Efficiency or Save Money RETENTION Drive Employee Retention or Hiring + @@ROHITBHARGAVA
  28. #2 AVOID THE BS …
  29. 42 If I keep no record of what I do, I can always assume I've succeeded.” “
  30. 43
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  32. #3 EMBRACE THE STORY
  33. 46
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  35. #4 FOCUS ON THE BIG PICTURE
  36. #5 ILLUSTRATE THE COST OF DOING NOTHING
  37. 58
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  40. #6 ALIGN TO A GREATER VISION
  41. 62 “Southwest shares certain values with its Customers —hard work, perseverance, and the relentless pursuit of finding a better way.”
  42. 63
  43. #7 REJECT FALSE COMPARISONS
  44. 65
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  47. #8 SHOW INDIRECT IMPACT
  48. 70
  49. #9 ELEVATE THE RESULTS
  50. 73
  51. 74
  52. #10 TAKE THE CREDIT
  53. 76
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  55. The Final Takeaway … Visionary Measurement goes beyond tracking effectiveness, and helps you focus on adding the context to show the overall business value of PR and social media.
  56. WANT TO LEARN MORE? THIS TALK IS AN INTRODUCTION TO A MORE IN DEPTH COURSE ABOUT CREATING A MEASUREMENT PROGRAM FOR YOUR SOCIAL MEDIA EFFORTS. Since delivering this talk more than a year ago, I have worked with the Online Marketing Institute to develop a full day long virtual certification program that includes an in depth look at social media measurement. The courses focus on everything from digital strategy to content marketing, and then offer a template and some specific guidelines on how to build out a measurement program for your organization. To learn more about the full + course, visit the link below … SEE THE FULL CERTIFICATION COURSE AT: www.onlinemarketinginstitute.org/course-certifications/digital-strategy-certification
  57. HOW CAN WE HELP YOU? + CONCIERGE MARKETING SIGNATURE WORKSHOPS NON-OBVIOUS KEYNOTES CMO CONSULTING AGENCY REVIEWS STRATEGY AUDITS STORYTELLING CONTENT MARKETING DIGITAL CERTIFICATIONS CONFERENCES PRIVATE SUMMITS EXEC RETREATS DOWNLOAD THIS PRESENTATION AND MORE : www.trustimg.com/useful

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