Social Media Measurement and Analysis: When Friends Aren t Enough 4/30/2012

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1 1 Social Media Measurement and Analysis: When Friends Aren t Enough 4/30/2012

2 2 Agenda strategy The 10 questions you must ask before starting a social media campaign Typical Campaign Goals Footprint Engagement Broadcast Tactics Headhunting Frequency Inclusion & Outreach Original Content Measurement Tools Sproutsocial Klout Hootsuite Facebook Google

3 Social Media is not a vacuum 3

4 4

5 5 Social media is the vehicle, Not the destination Erica Swallow, Mashable.com

6 6 10 Steps To A Social Media Strategy What are you trying to accomplish? Why use social media? What kinds of social media will help us achieve our goals? Are we prepared to let go of our brand (at least a little!) and engage with customers? What will we do to encourage participation in our social media program? Who will maintain our social media presence? Do we have the resources? How does this integrate with our overall marketing strategy? What does success mean? What does failure mean? What will we do less of if we re spending resources on social media?

7 7 Goals Are Measurable Actionable Relevant

8 8 Increase leads by 15% Raise awareness among women in region Get followed by at least 1 reporter at each relevant industry publication

9 9 Get lots of likes Have more friends than competitor Put up a Pintrest board

10 10 Good Goals = Good measurement = Accountability

11 11 Why use social media? CUSTOMERS: Engagement Monitoring Awareness (over time) Demonstrating brand values Matching channel characteristics to characteristics of organization Because they re talking about you anyway! WHY YOU NO LIKE ME?

12 12 The odds of even 1,000 people viewing your video in a month s time are only 3% Chris Wilson, Slate

13 13 Choosing the right channel goal research content resources

14 Brands are collaborations 14

15 15 Encouraging Participation Where are they? What do they want? Why should they care?

16 16 How Does your company match the channel/content? Restaurant: location, immediate experience, sensory Not-for-profit: altruism, impact, emotion Consultant: intelligence, information, answers, guidance

17 Who will maintain Your social media presence? 17

18 18 Do we have the resources? Investment: - Time - Opportunity cost - Money - Potential brand risk

19 19 Social media Free

20 Direct Social? 20 How does this integrate with our marketing/communications strategy (and culture)? Do you have one? Look & feel vs. experience Tone Freedom Internal issues Why haven t I seen our ads? Online PR

21 How do you define success? 21

22 22 Defining Success Start with the goal Measurable Actionable Relevant Failure not always equal to failure to meet goal (neither is success) What are the consequences of both success and failure?

23 23 What will we do less of (if we re doing social media)?

24 24 Evaluating Current Efforts Goals Costs Performance Are you meeting them? Why change? How much? Why? Are we getting what we re paying for? ROI calculate: costs/goal metric

25 25 Setting Campaign Goals

26 26 Footprint

27 Engagement 27

28 28 Broadcasting

29 29 Measurement & Management Tools

30 30

31 31 Suggested follows Headhunting Thought leaders Influencers Nodes Hubs

32 32 Hootsuite Functions Manage multiple accounts Broadcasting Big picture view

33 33 Hootsuite Reporting 1 Measuring Progress Frequency of clicks Links w/in posts Click origins Geography Referring URL

34 34 Hootsuite Reporting: Popularity Popularity Posts Posts over time Posts in relation to each other

35 Klout 35

36 36 Klout: Analysis Impact Sharing Engagement Topics Thought leadership

37 Facebook Insights 37

38 38 Facebook Insights: Analysis Performance Engagement Reach Frequency Visitor stats

39 Google 39

40 40 The Bottom Line

41 41 Likes and Followers are worthless unless The right people At the right time For the right reasons With the right motivation...and you have the ability to engage with them in order to accomplish your goals

42 42 if a customer likes your page and no one is there to see it...

43 43 Meaningful Measurement Translate What s a follower worth? How much does a tweet cost? What s the value of a like? Relate What s our ratio of followers to inquiries? How many journalists do we need to follow to get them to follow us? How many tweets does it take to get a placement?

44 44 Measurable! Actionable! Relevant! ROI = Total Costs/Goal Metric ROI is pronounced with a dollar sign! $/sale $/lead $/subscription $/placement $/mention $/conversion $/referral $/smile $/adoption $/donation There are many ways to pronounce $

45 45

46 46 Questions? Contact Us! Andres Zapata SVP, STRATEGY Sean Carton Chief Creative Officer

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