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Measuring Your Social Program

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Information about Measuring Your Social Program
Marketing

Published on February 28, 2014

Author: ggerik

Source: slideshare.net

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MEASUREMENT & YOUR SOCIAL PROGRAM !1 @ggerik / GregGerik.com

What is “Social”? !2 @ggerik / GregGerik.com

Who Benefits From “Social” ? !3 @ggerik / GregGerik.com

Who Manages “Social” ? !4 @ggerik / GregGerik.com

!5 @ggerik / GregGerik.com

!6 @ggerik / GregGerik.com

!7 @ggerik / GregGerik.com

!8 @ggerik / GregGerik.com

MEASUREMENT & YOUR SOCIAL PROGRAM 5 Myths 1. 2. 3. 4. 5. !9 Standardized Metrics (Industry Standard) Accuracy (Truth) & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com

MEASUREMENT & YOUR SOCIAL PROGRAM 5 Truths ! 1. Social Is Not A Strategy 2. We Are Going Back To Business 3. You Move What You Measure 4. Measure What Matters 5 “Impressions” Do Not Matter !10 @ggerik / GregGerik.com

(√ ( 2 -things)) THINGS JUST GOT REAL !11 @ggerik / GregGerik.com

!12 @ggerik / GregGerik.com

1. The Business Purpose !13 @ggerik / GregGerik.com

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 !14 @ggerik / GregGerik.com 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 !

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 ! !15 @ggerik / GregGerik.com Implementation 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

2. The Data 2. Data Assets & Capabilities !16 @ggerik / GregGerik.com

Know Your Sources !17 @ggerik / GregGerik.com

Avoid Black Holes @ggerik / GregGerik.com

Look Beyond !19 @ggerik / GregGerik.com

!20 Public @ggerik / GregGerik.com Private Shared

Recorded @ggerik / GregGerik.com Reported

Validate !22 @ggerik / GregGerik.com

▪ Tools Pic !23 @ggerik / GregGerik.com

Ok @ggerik / GregGerik.com Good Better Best

3. Frame the Implementation @ggerik / GregGerik.com

!26 @ggerik / GregGerik.com

Define Roles !27 @ggerik / GregGerik.com

!28 @ggerik / GregGerik.com

!29 @ggerik / GregGerik.com

!30 @ggerik / GregGerik.com

Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 4. Actionable Insights !31 @ggerik / GregGerik.com

5. Execution !32 @ggerik / GregGerik.com

Deer in field - Moving Target Moving Target !33 @ggerik / GregGerik.com

Connect Silos !34 @ggerik / GregGerik.com

Accelerate !35 @ggerik / GregGerik.com

Tell A Story !36 @ggerik / GregGerik.com

5 second rule !37 @ggerik / GregGerik.com

celebrate success !38 @ggerik / GregGerik.com

celebrate failure !39 @ggerik / GregGerik.com

THINK !40 @ggerik / GregGerik.com Internal Marketing

6. Optimization &Exploration !41 @ggerik / GregGerik.com

MEASUREMENT & YOUR SOCIAL PROGRAM Questions? Greg Gerik, Social Media Leader ! @ggerik GregGerik.com 651-408-4466 ggerik@gmail.com !42 @ggerik / GregGerik.com

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