setting and measuring social media objectives

Setting and measuring SMART digital media objectives

Data and Insights and Analytics, oh my!

Nikki Van Dusen, PresidentNikComm Inc.

CPRS Digital Media Workshop

How do you know how you’re doing online?

Try it with Case Studies

Case studies on your tables

Work with those throughout the morning for most activities

3

Communication Plan—Review

Research & Analysis

Organizational overview

Target audience analysis

Problem or issue statement

Communicate

Goals, objectives

Strategy

Tools, Tactics

Budget

Evaluate

4

Goals & Objectives

Setting and Evaluating

The Relationship between Goals & Objectives

Goal

a description of what you are trying to accomplish

6


Objectives

Tell you when you have reached your goal

7


Objectives: are “SMART”

Specific

Measurable

Actionable

Realistic

Time-based

8


Objectives: are “SMART”

Specific

Measurable

Realistic

Time-based

9

“Actionable” objectives evaluate goals around …

Awareness

Consideration

Conversion

Loyalty

10

Evaluate goals with specific objectives

Awareness

Search engine result rankings

First-time visitors

Visits

Social followers

...

11


Consideraton

Time on site

Bounce rate

Visitors

Social sharing

Sign-ups

Downloads

...

12


Conversion

Online sales

Subscriptions

Downloads

Completion of campaign directives

Entries

...

13


Loyalty

Community policing/defence

Engagement

Mentions

Tone

Virality

...

14

Try it with your Case Study

Create at least one goal for each of

Awareness

Consideration

Conversion

Loyalty

Develop at least one SMART objective for each category

15

Strategies, Tools & Tactics

Evaluating the ROI of Social Media

The Relationship between Strategies & Tactics

Strategies for digital describe

overall process

rationale for social tool/tactic decisions

17

Process Strategies

Proactive

Content marketing & Community Management

Social Marketing

Reactive

News-jacking & opportunity-surfing

Issues & crisis management

18

Different Strategies for Different Goals

Goal Type StrategiesStrategies

AwarenessConsideration Content

Marketing-

Community Management

Marketing Campaign

Conversion

Content Marketing

- Community

Management

Marketing Campaign

Loyalty

Content Marketing

- Community

Management Issues Management

19

Evaluating Strategies: How effective are they?

Evaluate a strategy by the objectives it relates to

Use anecdotes and correlation

Evaluate the value of the network

20

Evaluate the strategy by its objectives

Goal Type StrategiesStrategies

AwarenessConsideration Content

Marketing -

Community Management

Marketing Campaign

Conversion

Content Marketing

- Community

Management

Marketing Campaign

Loyalty

Content Marketing

- Community

Management Issues Management

21

Evaluate the strategy qualitatively

Anecdotes

Manual examples to measure success

22

Let’s just start with what we have. What did this do to you? Tell me.

And remember, this is for posterity, so be honest.


Anecdotes

Manual examples to measure success

23

Anecdotes tell the story of your objective measurement.


Correlative Measurement

Comparing two data sets to identify patterns

24


Correlative Measurement

Comparing two data sets to identify patterns

25

Use your objectives to support your correlations

Evaluating the value of the network

Touchpoints

Time

Trust

Sentiment

Income

26

See Jaap Favier’s article on Calculating the ROI of Social Media

http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/

http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/

Try it

Discuss and analyse Nikki’s “Awareness and Consideration” content marketing strategy

What conclusions (if any) can you draw?

What questions do you need answered from the data?

27

Tools & Tactics

What social channels

What content and when

28

What are you measuring?

Data lets you evaluate performance of:

Tool

Post

Part of a post

BE REALISTIC

29

DO ALL THE THINGS!

How to measure tactics

Links and tags

Integrated measurement

Multi-variate testing

Conversion tools

30

/�0 �� 1� ��

1�� <=>�"=?$

2� �� =@�A>�"A$

1��/ �� @�<>�"=$

��.��1� ��,��/�0 ��

/�� /��

��,��.�� ==

" ��1� �� <

� �� .�� =

�� .�� =

��.��3�/��

��

��

1��1�� * �* � ��

= B��A=��:C=A

�� )�D� �1��= E@ DF

.� ��8��-��.��.�� 8��-�� )�D� �1

/��0��

: B��A=��:C=A

�� )�D� �� :ACC:=<��

%�� 9��+ �� +�� +)�9G �+��)��&

�� )�D� ��

��.��+��3��4 ��

6�� & ��

�� /��"��

*��+��,��'��

6 ��!��H

'�=<�F>

��!��H

��C�"��)��, $

*� ��6�� + ��6��H

#ACC>

.��)�6 ��1��H

��&:IE�F>

(��,��-�� 0*��3�*��

Tracking Links & Tags

Using a piece of code to identify the source of a visit, conversion, or sale

bit.ly

ow.ly

UTM tags

native tools

…

31

(��,��-�� 0*��"� ��0��5��

(��,��-�� 0*��"� ��4 ��

(��,��-�� 0*��"� ��(��,��

Integrated Measurement

Built-in or added into the platform you wish to measure

Twitter Analytics

Facebook Insights

Pinterest Analytics

Google Analytics

...

32

Multivariate Testing

Comparing performance of multiple tactics across different populations

33

Conversion tools

E.g.:

e-commerce storefront

forms

buttons

34

Try it with your Case Study

What tools or methods would you need to use measure your objectives?

35

When will you measure?

Beginning, middle, and end Early and often*

36

When will you measure?It depends … the more volatile,the more frequently

The “big guns”

SAAS tools like:

Radian6

Heartbeat (Sysomos)

Hootsuite

Media Miser

38

Remember: all tools measure,

they don’t evaluate

Final questions

Contact me:@nikkivandusenca.linkedin.com/nikkivandusenfacebook.com/nikcomminc