Post on 24-Jan-2015
description
transcript
Social Media Strategy:
Produced by Tony Roberts for EADIbased on original presentation
Created by Vanessa and Colin Rhinesmithand shared on Slideshare
This presentation is licensed by Tony Roberts under a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.
Table of Contents:
Review & Expectationsinc. yesterday's questions
Social Media Work-flow
Metrics for Measurement
Definitions & Tools
Aligning metrics to strategy
Resources
Answers:Qu.1. Why does Google analytics report different stats than my web server stats or other analytics tools?Ans.1.http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55614Ans.1. Compare apples with apples i.e. stick with Google Analytics and compare week on week and month on month
Qu.2. Survey Monkey & other provide 'best practice' examples of questions - both quantitative & qualitative. Seehttp://www.questionpro.com/a/showSurveyLibrary.do?surveyID=90&mode=1
http://de.surveymonkey.com/
Qu.3. Alumni & Corporate brainstorm
Social Media Work Flow
Sample Social Media Workflow:
Step 1: Publish an editorial, personal story or research piece to website or blog
Step 2: Shorten the URL using http://bit.ly/
Step 3: Tweet about story & share short link on Twitter
Step 4: Comment on Facebook status & share short link
Step 5: Monitor and measure success
Step 6: Modify practice on basis of lessons learned i.e. was it viewed / re-posted more on Twitter or Facebook? Would picture or video help?
Beware of Automation:
Cross posting between your blog, Twitter and Facebook might seem easy, be sure to treat each space separately. Online users do not like automated content and are quick to call out offenders.
Step 1: Publish Your Story
l
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 2: Use Bit.ly to Shorten URL
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 3: Share Link on Twitter
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Enable Sharing
Top Tips to get amplified (shared, retweeted, re-posted)
Add Value
Be Sensational!
Use photos, infographics, video
Add This: social media buttonshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
Step 4: Share Link on Facebook
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 5: Measure Success (Bit.ly)
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 6: Measure Success (Facebook)
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 7: Measure Success (Google)http://www.google.com/analytics/
Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org
Step 6: Learn Lessons
Metrics for
Measurement
Definitionsexercise
HitsPageviews
Unique VisitsBounce RateVisibility Time
Other
Toolsexercise
(Press Clipping Service)[Google Alerts]
Google AnalyticsFacebook InsightsLinked-In Analytics
Bit.lyKlout
SocialMentionTweetReach
Other
Aligning Metrics
with Strategy
Strategy Management
Gain internal consensus around strategy
Secure resources to implement (Adwords – intern – extra hours)
Assign staff responsibilities
Establish internal use policies and user guidelines of what you deem appropriate as well as inappropriate
Quarterly review against agreed indicators
Measure Success
Set Up analytics tools to measure progress against your social media strategy
Create management sub-set of indicators to report back to boss / team / Board
Quarterly review against agreed indicators
Buy Success
Google Adshttp://bit.ly/BuySuccessOnGoogle
Linked-In Adshttp://www.linkedin.com/advertising
Facebook Adshttp://www.facebook.com/advertising/?pages
What Are Your Next Steps?
Please take 30 minutes to review your draft strategy, success indicators, tools & tactics and think about 3 solid next steps that you will take this month.
Discuss your next steps with your partner and be prepared to share them with the group.
Conclusion:
Websites, blogs, social networks are just tools – garbage in – garbage out. Analytics tools are not analysts – the data that they produce requires intelligent interpretation by humans.
Take your time learning how to use the tools effectively
Identify the tools best for your organisation / strategy
Respect your capacity and the resource/time capacity of your organisation
Be flexible and dynamic: your operating environment and your target users are.
Resources
Resources:
The Social Media Guruhttp://www.youtube.com/watch?v=ZKCdexz5RQ8
Web Analyticshttp://en.wikipedia.org/wiki/Web_analytics
Google Analytics http://www.google.com/analytics/
Facebook Insightshttp://mashable.com/2010/09/03/facebook-insights-guide/
Bit.lyhttp://techpresident.com/blog-entry/measuring-social-media-impact-bitly-vs-google-analytics
What your Klout Score Really Meanshttp://www.wired.com/business/2012/04/ff_klout/
Resources:
Return On Investment Calculator for Social Networking http://www.frogloop.com/social-network-calculator
The ROI of Social Media http://nten.org/blog/2008/01/11/the-roi-of-social-media
5 Ways to Measure your Social Mediahttp://www.fuzzone.com/blog/919/social-media-marketing/5-ways-to-measure-the-success-of-a-social-media-campaign/
What Does a Social Media Strategy looks like?http://blog.coherentia.com/index.php/2010/07/what-does-a-social-media-strategy-look-like/
Add This: social media buttonshttps://www.addthis.com/get/sharing#.T_NgmUilgUQ
Thank you!
Tony Roberts, ICT4D CentreRoyal Holloway, University of London
Contacts:
tonyroberts@hotmail.com
Twitter https://twitter.com/phat_controllerFacebook http://www.facebook.com/phat.controllerWordpress http://laptopburns.wordpress.com/Linked-In http://www.linkedin.com/pub/tony-roberts/1/514/98bFlickr http://www.flickr.com/photos/tonyroberts/Delicious http://www.delicious.com/stacks/phat_controllerYouTube http://www.youtube.com/roberts56tonySlideshare http://www.slideshare.net/tonyroberts
Based on an original presentation given by Colin Rhinesmith
License = creative commons share alike 3.0