department of defense social media - pr news€¦ · measuring social: how to apply social insights...
TRANSCRIPT
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Department of Defense Social Media
Kat Smith Defense Media Activity Social Media Analyst @DeptofDefense @DODNews
Measuring Social: How to Apply Social Insights to Communications Strategy
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Value of Strategy
Specific Measureable Attainable Relevant Time-Bound
Objectives:
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Tools
• Facebook Insights • Twitter Analytics • LinkedIn Analytics • Urchin (Blogs) • Iconoscope - Hootsuite
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Pulling the right data
96% 2015 2016
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Diving Deeper into Analytics
VOLUME TOPICS
2015
2016
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Moving the needle
.79% Successful Engagement Rate
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Getting a baseline
35% Success Rate
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What’s working/What’s not
• Medical • Monthly Themes • Weekends • SciFi Innovation • SECDEF Policy • Monday
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Tweaking the tactics
58% Success Rate
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Looking for Leads
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United States India Philippines Brazil Mexico Burma (Myanmar)
Looking for Leads
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• NORTHCOM • PACOM • SOUTHCOM • AFRICOM • CENTCOM • EUCOM
Combatant Commands
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Engaging your audience
United States India Philippines Brazil Mexico Burma
• NORTHCOM • PACOM • PACOM • SOUTHCOM • NORTHCOM • PACOM
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Takeaways
Always have defined measures of success (SMART Objectives) Know your baseline Numbers are not your only analytics Do the deeper dive Tweak objectives based on analytics Listen to your audience when presenting content
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