Measuring Your Social Program

•

2 likes•1,255 views

The document discusses best practices for measuring social media programs, including defining clear business goals, collecting and analyzing relevant data, and continually optimizing efforts based on insights and results. Key points are establishing how social media aligns with and supports business objectives; assessing available data sources and metrics; and implementing a process of testing ideas, measuring performance, and learning what works best for the specific organization. The overall aim is to move beyond superficial metrics like fan counts and instead focus measurement on meaningful outcomes.

Marketing

MEASUREMENT &
YOUR SOCIAL PROGRAM
!1

@ggerik / GregGerik.com

What is “Social”?

!2

@ggerik / GregGerik.com

Who Benefits From “Social” ?

!3

@ggerik / GregGerik.com

Who Manages “Social” ?

!4

@ggerik / GregGerik.com

MEASUREMENT &
YOUR SOCIAL PROGRAM

5 Myths
1.
2.
3.
4.
5.

!9

Standardized Metrics (Industry Standard)
Accuracy (Truth) & Perfection
Technology & Tools Solve Everything
Social = Soft Metrics / You Can’t Measure Social
There Is One Way To Measure Social

@ggerik / GregGerik.com

MEASUREMENT &
YOUR SOCIAL PROGRAM

5 Truths
!
1. Social Is Not A Strategy
2. We Are Going Back To Business
3. You Move What You Measure
4. Measure What Matters
5 “Impressions” Do Not Matter

!10

@ggerik / GregGerik.com

(√ (

2
-things))

THINGS JUST GOT REAL

!11

@ggerik / GregGerik.com

1. The Business Purpose
!13

@ggerik / GregGerik.com

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

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
!

2. The Data

2. Data Assets & Capabilities
!16

@ggerik / GregGerik.com

Know
Your
Sources
!17

@ggerik / GregGerik.com

Avoid
Black
Holes
@ggerik / GregGerik.com

Look Beyond
!19

@ggerik / GregGerik.com

!20

Public

@ggerik / GregGerik.com

Private

Shared

Recorded
@ggerik / GregGerik.com

Reported

▪ Tools Pic

!23

@ggerik / GregGerik.com

Ok

@ggerik / GregGerik.com

Good

Better

Best

3. Frame the Implementation
@ggerik / GregGerik.com

Define Roles
!27

@ggerik / GregGerik.com

Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

4. Actionable Insights
!31

@ggerik / GregGerik.com

5. Execution
!32

@ggerik / GregGerik.com

Deer in field - Moving Target

Moving Target
!33

@ggerik / GregGerik.com

Connect Silos
!34

@ggerik / GregGerik.com

Tell A Story
!36

@ggerik / GregGerik.com

5 second rule

!37

@ggerik / GregGerik.com

celebrate success

!38

@ggerik / GregGerik.com

celebrate failure

!39

@ggerik / GregGerik.com

THINK
!40

@ggerik / GregGerik.com

Internal
Marketing

6. Optimization &Exploration
!41

@ggerik / GregGerik.com

MEASUREMENT &
YOUR SOCIAL PROGRAM

Questions?
Greg Gerik, Social Media Leader
!
@ggerik
GregGerik.com
651-408-4466
ggerik@gmail.com

!42

@ggerik / GregGerik.com

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Measuring Your Social Program

1. MEASUREMENT & YOUR SOCIAL PROGRAM !1 @ggerik / GregGerik.com

2. What is “Social”? !2 @ggerik / GregGerik.com

3. Who Benefits From “Social” ? !3 @ggerik / GregGerik.com

4. Who Manages “Social” ? !4 @ggerik / GregGerik.com

5. !5 @ggerik / GregGerik.com

6. !6 @ggerik / GregGerik.com

7. !7 @ggerik / GregGerik.com

8. !8 @ggerik / GregGerik.com

9. MEASUREMENT & YOUR SOCIAL PROGRAM 5 Myths 1. 2. 3. 4. 5. !9 Standardized Metrics (Industry Standard) Accuracy (Truth) & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com

10. MEASUREMENT & YOUR SOCIAL PROGRAM 5 Truths ! 1. Social Is Not A Strategy 2. We Are Going Back To Business 3. You Move What You Measure 4. Measure What Matters 5 “Impressions” Do Not Matter !10 @ggerik / GregGerik.com

11. (√ ( 2 -things)) THINGS JUST GOT REAL !11 @ggerik / GregGerik.com

12. !12 @ggerik / GregGerik.com

13. 1. The Business Purpose !13 @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 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 !

15. 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 ! !15 @ggerik / GregGerik.com Implementation 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

16. 2. The Data 2. Data Assets & Capabilities !16 @ggerik / GregGerik.com

17. Know Your Sources !17 @ggerik / GregGerik.com

18. Avoid Black Holes @ggerik / GregGerik.com

19. Look Beyond !19 @ggerik / GregGerik.com

20. !20 Public @ggerik / GregGerik.com Private Shared

21. Recorded @ggerik / GregGerik.com Reported

22. Validate !22 @ggerik / GregGerik.com

23. ▪ Tools Pic !23 @ggerik / GregGerik.com

24. Ok @ggerik / GregGerik.com Good Better Best

25. 3. Frame the Implementation @ggerik / GregGerik.com

26. !26 @ggerik / GregGerik.com

27. Define Roles !27 @ggerik / GregGerik.com

28. !28 @ggerik / GregGerik.com

29. !29 @ggerik / GregGerik.com

30. !30 @ggerik / GregGerik.com

31. Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 4. Actionable Insights !31 @ggerik / GregGerik.com

32. 5. Execution !32 @ggerik / GregGerik.com

33. Deer in field - Moving Target Moving Target !33 @ggerik / GregGerik.com

34. Connect Silos !34 @ggerik / GregGerik.com

35. Accelerate !35 @ggerik / GregGerik.com

36. Tell A Story !36 @ggerik / GregGerik.com

37. 5 second rule !37 @ggerik / GregGerik.com

38. celebrate success !38 @ggerik / GregGerik.com

39. celebrate failure !39 @ggerik / GregGerik.com

40. THINK !40 @ggerik / GregGerik.com Internal Marketing

41. 6. Optimization &Exploration !41 @ggerik / GregGerik.com

42. MEASUREMENT & YOUR SOCIAL PROGRAM Questions? Greg Gerik, Social Media Leader ! @ggerik GregGerik.com 651-408-4466 ggerik@gmail.com !42 @ggerik / GregGerik.com

Measuring Your Social Program

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