socialmedia.org brands-only summit - class: how to measure social media programs (distribution deck)
TRANSCRIPT
@ggerik / GregGerik.com1
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
@ggerik / GregGerik.com2
@ggerik / GregGerik.com3
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
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
@ggerik / GregGerik.com4
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
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)
@ggerik / GregGerik.com5
(√ ( -things))2
THINGS JUST GOT REAL.
@ggerik / GregGerik.com6
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 ½ Truths1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. Measure What Matters (#MWM)
5. You Move What You Measure (#YMWYM)
5.5 “Impressions” Is A Dirty Word (#YOLO)
@ggerik / GregGerik.com7
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
@ggerik / GregGerik.com8
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
@ggerik / GregGerik.com9
The Process
• Business Purpose
• Data Assets & Capabilities
• Frame the Implementation
• Actionable Insights
• Execution & Measurement
• Communication
• Optimization & Exploration
@ggerik / GregGerik.com10
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
1. The Business Purpose
@ggerik / GregGerik.com11
1.The Business Purpose
@ggerik / GregGerik.com12
1. The Business Purpose
• 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)
@ggerik / GregGerik.com13
1. The Business Purpose
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
@ggerik / GregGerik.com14
1. The Business Purpose
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
@ggerik / GregGerik.com15
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
2. Data Assets & Capabilities
@ggerik / GregGerik.com16
2. The Data
@ggerik / GregGerik.com17
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
• Measure What Matters (#MWM)
• You Move What You Measure (#YMWYM)
@ggerik / GregGerik.com18
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
3. Frame The Implementation
@ggerik / GregGerik.com19
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
@ggerik / GregGerik.com20
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
4. Actionable Insights
@ggerik / GregGerik.com21
Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg
4. Actionable Insights
@ggerik / GregGerik.com22
4. Actionable Insights
• 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
@ggerik / GregGerik.com23
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5. Execution & Measurement
@ggerik / GregGerik.com24
Turn It On.
@ggerik / GregGerik.com25
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Communication
@ggerik / GregGerik.com26
• 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
• You Move What You Measure (#YMWYM)
• Measure What Matters (#MWM)
6. Communication
@ggerik / GregGerik.com27
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Optimization & Exploration
@ggerik / GregGerik.com28
@ggerik / GregGerik.com29
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
• Business Purpose
• Data Assets & Capabilities
• Frame the Implementation
• Actionable Insights (IMPACT)
• Execution & Measurement
• Communication
• Optimization & Exploration
1. 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)
Remember
@ggerik / GregGerik.com30
HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
Questions?
Greg Gerik, Social Media Leader
@ggerik
GregGerik.com
651-357-2057 (b. cell)
Deck, Video & Info:
GregGerik.com/brandsummit