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Defining Social SuccessUri Bar-Joseph

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ME, LOOKING FOR A JOB

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SUCCESS?

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IDENTIFY OBJECTIVES

ORGANIZE SOCIAL METRICS

SET REALISTIC GOALS

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STEP 1:Identify Marketing Objectives

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Delight customers

Inspire evangelism

Generate demand

Drive conversion

Create awarenessMarketing Objective

AWARENESS

CONSIDERATION

DECISION

ADOPTION

ADVOCACY

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50% of social marketers say tying their activity to business outcome is a challenge.”“

– State of Social Marketing 2015, TrustRadius.

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DECISION

ADOPTION

AWARENESS

ADVOCACY

CONSIDERATION

43%

25%

12%6%

11%

Which Objective Do You Support?

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Expose target audience to brand content

Generate engagement with brand content

Drive target audience to brand offersDrive customer engagement with brand product/services

Activate customer influencers

DECISION

ADOPTION

AWARENESS

ADVOCACY

CONSIDERATION

Do You Have The Right Strategy?

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STEP 2:Organize Social Metrics

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Confusion sets in…Less than 50% of marketers identified the correct metric to evaluate their success

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Metrics OVERLOAD

84 Companies57 Metrics

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Not everything that can be counted counts, and not everything that counts can be counted.”“

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ACTIVITY SUCCESS IMPACTPosts &

PromotionsImpressions & Engagement

Traffic & Conversions

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STAGE: BRAND AWARENESSMarketing Objective:Social Media Strategy:

Activity Metrics:Success Metrics:Business Impact:

create awarenessexpose audience to brand’s contentposts & promotionsImpression & reachSOV & ToMA

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572

success metrics

possible metrics

Success, SIMPLIFIED

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CONNECT THE DOTS…

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STEP 3:Set Realistic Goals

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1. Take one piece of paper, roll or crumple into a ball.

2. Prepare to throw onto the stage3. NOT YET!4. On a different piece of paper, write down

your name and how many balls you predict will end up on stage.

5. Pass your paper to the end of the row.6. On the count of three, throw your ball

onto the stage.7. Uri to count how many balls made it

onto the stage.8. Winner is whoever guessed the closest

HOW TO PLAY:

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WHAT IF YOU KNEW…• Number of attendees• Average distance to the stage• Average “flight” range of paper ball• Results from previous tests• Last trial result

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STEP 3:Set Realistic Goals

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Goals are success metrics with values.”“

– Uri Bar-Joseph, =LIFT (Social, 2015).

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ESTABLISH POINT OF REFERENCE

1. Your Own Baseline2. Peers3. Competitors4. Industry Benchmarks5. Common Sense – “guesstimation”

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#LIFTSocial

IDENTIFY OBJECTIVES

ORGANIZE SOCIAL METRICS

SET REALISTIC GOALS

THANK YOU#LIFTSocial

THANK YOU#LIFTSocial

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