This presentation was devleoped for an hour long presentation at REtechSouth 2010.

1. REtechSouth
March 25, 2010
Getting Started
Getting Better:
Improving Your
Social Media Via
Web Analytics
Gahlord Dewald
gahlord@thoughtfaucet.com
twitter.com/gahlord
meetwith.me/thoughtfaucet
linkedin.com/in/thoughtfaucet

2. Industry function | Mastery | Tool use
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3. You can develop a clear approach
for aligning your social media plan
with your business goals.
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4. Some Theory Stuff
Some Applications of Theory
Some Q + A
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5. I like to measure things
because it helps me discover
more about how things work.
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6. Some people like to measure things because
it lets them know if something they already did
worked or if it didn’t work. (ROI)
[?]

7. Some people like to
measure things so they
can make better decisions
about the future.

8. “Accountability” gets brought
up a lot when people talk
about measuring things.
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9. Here’s one of my favorite models.
Jonathan Boyd’s
OODA Loop:
Observe
Orient
Decide
Act
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10. Where’s the “consumer” in
all of this? Another model:
Reach
Acquisition
Conversion
(Satisfaction)
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11. Social media disrupts our
traditional RAC(S) funnel.
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12. We’re a little less linear now.
You can get a “conversion”
without even trying to “reach.”
You can generate “satisfaction”
without ever “converting.”
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13. We can work to achieve
business objectives in a
non-linear way.
Awesome!
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14. Culture of accountability
OODA Loop
RAC(S)
The funnel got all non-linear on us
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15. Observe:
Reach Size of social media “channel”
Number of followers you have
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16. Orient:
Reach Opportunity for growth?
*Tip: Advertising as research.
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17. Observe:
Acquisition Landing on your site
Following your links
(Campaign Tagging)
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18. Orient:
Acquisition Reach vs Acquire ratio
by topic, by time, by channel ...
*Tip: Is your audience awake?
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19. Observe:
Conversion Direct messages
Contact form submission
Live events and meetups
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20. Orient:
Conversion by channel, by season,
by topic, by quality ...
*Tip: A spreadsheet is helpful.
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21. Observe:
Satisfaction Survey
Reputation management
Individual influence
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22. Orient:
Satisfaction by channel, by action,
by use, by human ...
*Tip: Learn to identify influence.
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23. You can develop a clear approach
for aligning your social media plan
with your business goals.
[?]

24. Thanks! Hope you liked it. Questions?