Measuringsocialmediaimpact ead iworkshopjun2012

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

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 2: Use Bit.ly to Shorten URL

Step 3: Share Link on Twitter

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

Step 5: Measure Success (Bit.ly)

Step 6: Measure Success (Facebook)

Step 7: Measure Success (Google)http://www.google.com/analytics/

Step 6: Learn Lessons

Metrics for

Measurement

Definitionsexercise

HitsPageviews

Unique VisitsBounce RateVisibility Time

Toolsexercise

(Press Clipping Service)[Google Alerts]

Google AnalyticsFacebook InsightsLinked-In Analytics

Bit.lyKlout

SocialMentionTweetReach

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

Measuringsocialmediaimpact ead iworkshopjun2012

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