You Don't Have To Be Einstein To Measure Social Media - #SeriouslyLDN

YOU DON’T HAVE TO BE EINSTEIN TO MEASURE

SOCIAL MEDIA Charlie Southwell

Co-founder Transmute

#SeriouslyLDN

ABOUT ME

@charliesaidthat @wetransmute

NEARLY HALF OF CMOs SAY WHAT NOW…

@charliesaidthat #SeriouslyLDN

@charliesaidthat #SeriouslyLDN

“You can buy 10,000 followers, or 1 million views now But it won’t change your business.“

@charliesaidthat #SeriouslyLDN

2,000 TWITTER FOLLOWERS - ($5)

@charliesaidthat #SeriouslyLDN

8,000+ YOUTUBE VIEWS - ($5)

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40,000 WEBSITE TRAFFICS [sic] – ($5)

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MoR Test (Money off Roof)

HR

Digital Transformation

of People

Attraction

Onboarding

Engagement

Alumni

Employee Digital Advocacy Programme

Social Media Playbook & Policy Digital Capability Assessment at Induction

Social Media Advocacy Programmes Social Media Centre Of Excellence Digital & Social Media Training

Digital Induction Programmes

Corporate Universities

Talent Attraction Platform Building Social Media Talent Pools

Leaders Digital Thought Leadership

Digital Reputation Management Succession Planning Alumni Advocacy Programmes

@charliesaidthat #SeriouslyLDN

PR, MARKETING, ADVERTISING

What if you talked to your CMO

about lowering the cost of marketing, acquisition and

customer retention

@charliesaidthat #SeriouslyLDN

DIRECT SALES

Frequency – how OFTEN do customers buy?

Reach – how many NEW customers do you attract?

Yield – how much is the AVERAGE TRANSACTION VALUE?

F.R.Y.

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CUSTOMER SERVICE

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CUSTOMER SERVICE

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BUSINESS INTELLIGENCE

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BUSINESS INTELLIGENCE

Topic Analysis

Volume of posts Proportion of posts

@charliesaidthat #SeriouslyLDN

INTERNAL COMMS

Help your team collaborate, send less email and help increase productivity identify experts within your own teams, reducing wasted project time AND training costs.

HR

Decrease the amount of applications per role by XX% this year

Direct Sales

Drive £XX,000 worth of repeat sales through social channels in Apr 2016

PR

Reduce outreach costs by directly pitching journalists

EXAMPLE OBJECTIVES

Customer Service

Increase NPS by X in 2016 Reduce call centre costs by £XX,000 in 2016

Business Intelligence

Understand the [Key topics] and share of voice of us and competitors to develop a new proposition in June 2016

Internal Comms

Reduce internal email by XX% in 2016

Increase # of staff working from home by XX days a month in 2016

EXAMPLE OBJECTIVES

GOOGLE CONSUMER JOURNEY

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PROBLEM WITH CALLING IT SOCIAL MEDIA

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WE SHOULD BE PLATFORM AGNOSTIC

1. MEDITATE ON BUSINESS OBJECTIVES 2. ALIGN DIGITAL SUCCESS INDICATORS 3. ONLY THEN PICK CHANNELS / METRICS 4. DON’T OPERATE IN A MARKETING / CONTENT BUBBLE 5. *ACTUALLY* GO AND SPEND TIME WITH YOUR CUSTOMERS & ASK WHAT THEY WANT

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RECOMMENDED READING

@charliesaidthat #SeriouslyLDN

Social Media ROI Olivier Blanchard

Web Analytics 2.0 Avinash Kaushik

THANK YOU

THANK YOU Charlie Southwell Transmute @charliesaidthat #SeriouslyLDN