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1 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1
2 2
3 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 Myths 1. Standardized Metrics 2. Accuracy & Perfection 3. Technology & Tools Solve Everything 4. Social = Soft Metrics / You Can t Measure Social 5. There Is One Way To Measure Social 3
4 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 Impressions Is A Dirty Word (#YOLO) 4
5 ( ( -things)) 2 THINGS JUST GOT REAL. 5
6 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. Measure What Matters (#MWM) 5. You Move What You Measure (#YMWYM) 5.5 Impressions Is A Dirty Word (#YOLO) 6
7 7 Metric % of Score Highest Possible Score Measurement Fan Growth To receive 10 out of 10 possible points, you must have more fan growth than any other measured 3M page. Engagement Overall To receive 10 out of 10 possible points, you must have more fan engagement than any other measured 3M page Engagement Likes To receive a 20, you must have 100% of your Fans like 100% of your posts Engagement Comments To receive a 10, you must have 100% of your Fans comment on 100% of your posts Engagement Shares To receive a 10, you must have 100% of your Fans share 100% of your posts Organic Reach To receive a 30, you must have the highest ratio of organic reach per post out of 3M measured communities Overall Reach To receive 10 out of 10 possible points, you must have more overall reach than any other measured 3M page. This can include paid reach TOTAL
8 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process 8
9 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 9
10 The Process Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights Execution & Measurement Communication Optimization & Exploration 10
11 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1. The Business Purpose 11
12 1.The Business Purpose 12
13 1. The Business Purpose Business Purpose Not A Digital Objective Never: To Grow Our Facebook Community Note: Social Strategy There Are Many, Not Just One We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) 13
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 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 14
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 Process 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 N/A 15
16 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 2. Data Assets & Capabilities 16
17 17 2. The Data
18 1. The Data Universe Data Assets Know Your Sources (Avoid the Black Box) Look Beyond Silos Public / Private / Shared Recorded v. Reported Data Quality Assurances Periodic Validation Ok - Good Better Best-In-Class Data Capabilities Tools Algorithms Measure What Matters (#MWM) You Move What You Measure (#YMWYM) 18
19 19 3. Frame The Implementation (Example Slide)
20 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 3. Frame The Implementation 20
21 21 3. Frame The Implementation
22 3. Frame The Implementation Know Thy Culture Process & Structure Defined Roles Accountability Legal Considerations Moral Considerations Just Because You Can, Does Not Mean You Should Test & Prove Technology Plan For Problems Internal VOC Manage Expectations 22
23 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 4. Actionable Insights 23
24 4. Actionable Insights Adam Cohen, 24
25 4. Actionable Insights The IMPACT Cycle Identify the Questions Master the Data Provide the Meaning Actionable Recommendations Communicate Insights Track Outcomes Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott 25
26 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5. Execution & Measurement 26
27 27 Turn It On.
28 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Communication 28
29 29 6. Communication
30 6. Communication Remove Silos (within reason) Accelerate The Information & Tell A Story 5 Second Rule Celebrate Success & Failure Think Internal Marketing We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) 30
31 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Optimization & Exploration 31
32 32
33 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process Remember Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights (IMPACT) Execution & Measurement Communication Optimization & Exploration 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 Impressions Is A Dirty Word (#YOLO) 33
34 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Questions? Greg Gerik, Social Media GregGerik.com (b. cell) Deck, Video & Info: GregGerik.com/brandsummit 34
>>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI. we inspire people to take action
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