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SWIX covers off some of the major ideas & tactics behind effectively measuring social media efforts.

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Film festival

  1. 1. Measuring Social Media Craig Fitzpatrick VP Products SWIX Inc. @swixHQ @craig_fitz
  2. 2. Why Measure at All? Not all social media sites perform the same. Audiences and personality vary. Conversations migrate. Use metrics to create a feedback loop. Metrics allow you to experiment. Experimentation is a must-have. @swixHQ @craig_fitz
  3. 3. How do you measure? The data is public. But it’s everywhere. Choose the metrics that matter to you. Watch over a period of time. Different activities require different metrics. @swixHQ @craig_fitz
  4. 4. What should you measure? Quantity and Quality (different) Best performers (sites & promotions) Start segmenting. Segmenting is the difference between observing vs. optimizing (being passive vs. active). Figure out causal relationships. @swixHQ @craig_fitz
  5. 5. COMMUNITY MARKETING LISTENING audience building audience engagement revenue generation goal achievement public opinion customer service sites you control sites you don’t control Mental Model #1: Kinds of social media @swixHQ @craig_fitz
  6. 6. Faith based Analytics curious Strategic Community Building Social Marketing Listening &Engagement Mental Model #2: Social Media Practioner’s Evolution @swixHQ @craig_fitz
  7. 7. Faith based Analytics curious Strategic Community Building Social Marketing Listening &Engagement Mental Model #2: Social Media Practioner’s Evolution @swixHQ @craig_fitz
  8. 8. #1 Measuring Community Communities = fans, followers, subscribers, members Members > passers-by Good for: re-enforcing brand, creating champions, conversation & buzz Things to measure: = Audience & Engagement @swixHQ @craig_fitz
  9. 9. demo measuring Audience & Engagement @swixHQ @craig_fitz
  10. 10. #2 Measuring Social Marketing Social marketing is making offers into a community or social network. Communities are channels. Examples: contests, special content, demographics, selling tickets & merchandise Things to measure: Traffic, conversions, goals & revenue, ROI Primary tool = landing page / micro-site @swixHQ @craig_fitz
  11. 11. @swixHQ @craig_fitz
  12. 12. You! create or supply Landing Page W W W buy something now!!! SWIX give us the URL we give you short URLs http: blah for Twitter http: blah for Facebook http: blah for Email Creating an Offer @swixHQ @craig_fitz
  13. 13. You! Promoting an Offer email campaign using our link share on facebook using our link share on twitterusing our link people people buy something now!!! Landing Page W W W people buy people don’t buy visit visit visit Your Communities facebook twitter email people @swixHQ @craig_fitz
  14. 14. Social Marketing ROI You! visit we tell you... traffic levels clicks visits conversion rates costs revenue ROI offer comparison audience engagement @swixHQ @craig_fitz
  15. 15. demo measuring Social Marketing @swixHQ @craig_fitz
  16. 16. #3 Measuring Listening & Engagement Listening is monitoring social networks for brand mentions. The whole point is to engage. Reward champions & convert critics. Participate in the dialog. Things to track: positive / negative, influence, passion, reach = impact @swixHQ @craig_fitz
  17. 17. demo measuring Listening & Engagement @swixHQ @craig_fitz
  18. 18. Take aways Not all social media performs the same. You measure to understand. You measure to get better. 3 kinds of social media: community, marketing & listening Use an app to gather the numbers so you can focus on the strategy. @swixHQ @craig_fitz
  19. 19. Things to check out SWIX shared pages: Soul Kitchen The Socalled Movie The Trotsky Incendies You don’t like the truth @swixHQ @craig_fitz
  20. 20. learn more » AVAILABLE NOW! Measure & manage the growth and engagement of your online communities. $9/month * learn more » Give SWIX a try for free @swixHQ @craig_fitz
  21. 21. links & download @swixHQ @craig_fitz