10 ways to use social media data to help research, optimize and measure awesome social media campaigns.

1. Social Media Insights Playbook
Jared Degnan | Brandware Public Relations

2. “Business Systems”
Approach to Social

4. 10 tactics
3 rules

5. Rule #1
MEASUREMENT
Worry more about consistency
than you do the tool.

6. Rule #2
SIMPLIFY
Over-complicated data
models work against you.

7. Rule #3
SAMPLING
Just in case you can’t get
validation anywhere else…
there’s always statistics.

8. What You Will Need…
1. Monitoring Tool
2. Microsoft Excel w/Statistics Plug-In
3. Facebook Admin Rights

9. Forbes.com Story
PR Team on Vacation
Press Release
TACTIC #1
Buzz Tracking

10. Video Post
Image Post
Question Post
TACTIC #2
Message Optimization

11. 2:1
POS to NEG
TACTIC #3
Sentiment Ratio

12. Total Conversation
Mentions
Brand Handle
20%
General Brand
Conversation
80%
TACTIC #4
Awareness Penetration

13. Frequency of Keyword Men0ons
private
year
internet
people
event
clubs
online
facebook
marke-ng
0
5
10
15
20
25
30
35
40
45
TACTIC #5
Keyword Occurrence

14. h=p://www.compete.com/
TACTIC #6
Unique Monthly Visitors

15. ?
?
TACTIC #7
Equivalent Ad Cost

16. TACTIC #8
Landing Pages

17. TACTIC #9
Follower Correlation

18. Product Buzz Sales
Product Buzz 1
Sales 0.44448178 1
90 7%
80 6%
5%
70
4%
60 3%
50 2%
1% Product Buzz
40
0% Sales
30
-1%
20
-2%
10 -3%
0 -4%
1/1/11 1/8/11 1/15/11 1/22/11 1/29/11 2/5/11 2/12/11 2/19/11 2/26/11 3/5/11 3/12/11 3/19/11 3/26/11
TACTIC #10
Sales Correlation

19. RULES
1 – Measure Consistently
2 – Simplify Your Models
3 – Use Smart Sampling!

21. Brandware Public Relations
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twitter: @brandwarepr