SocialMedia.Org Brands-Only Summit - Class: How to Measure Social Media Programs (Distribution Deck)

@ggerik / GregGerik.com1

HOW TO MEASURE YOUR

SOCIAL MEDIA PROGRAM



HOW TO MEASURE YOUR


5 Myths1. 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


HOW TO MEASURE YOUR


5 ½ Truths1. 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)


(√ ( -things))2

THINGS JUST GOT REAL.


HOW TO MEASURE YOUR


5 ½ Truths1. Culture Is King (Not Content)



4. Measure What Matters (#MWM)


5.5 “Impressions” Is A Dirty Word (#YOLO)


HOW TO MEASURE YOUR


The Process


HOW TO MEASURE YOUR



The Process

• Business Purpose

• Data Assets & Capabilities

• Frame the Implementation

• Actionable Insights

• Execution & Measurement

• Communication

• Optimization & Exploration


HOW TO MEASURE YOUR


1. The Business Purpose


1.The 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)



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



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

Create Top-Of-Mind Awareness

of Our New Product

Process Example:

Awareness Types:

•Awareness & Knowledge

•Top of Mind

•Ad awareness

•Product Knowledge / Recall

*Attitudes / Purchase Intent / Usage N/A


HOW TO MEASURE YOUR


2. Data Assets & Capabilities


2. The Data


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




HOW TO MEASURE YOUR


3. Frame The Implementation


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


HOW TO MEASURE YOUR


4. Actionable Insights


Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg




• Identify the Questions

• Master the Data

• Provide the Meaning

• Actionable Recommendations

• Communicate Insights

• Track Outcomes

The IMPACT Cycle

Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott


HOW TO MEASURE YOUR


5. Execution & Measurement


Turn It On.


HOW TO MEASURE YOUR


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



6. Communication


HOW TO MEASURE YOUR


6. Optimization & Exploration



HOW TO MEASURE YOUR


The Process


• Data Assets & Capabilities

• Frame the Implementation

• Actionable Insights (IMPACT)

• Execution & Measurement

• Communication

• Optimization & Exploration

1. Culture Is King (Not Content)




5. Measure What Matters (#MWM)5.5 “Impressions” Is A Dirty Word (#YOLO)

Remember


HOW TO MEASURE YOUR


Questions?

Greg Gerik, Social Media Leader

@ggerik

GregGerik.com

651-357-2057 (b. cell)

[email protected]

Deck, Video & Info:

GregGerik.com/brandsummit

SocialMedia.Org Brands-Only Summit - Class: How to Measure Social Media Programs (Distribution Deck)

Social Media

business measure

measure socialthere

yoursocial media program1

yoursocial media program2

yoursocial media program3

business purposeexamples

increase reach

awareness types