Measuring Your Social Program

@ggerik / GregGerik.com!1

MEASUREMENT &

YOUR SOCIAL PROGRAM


What is “Social”?


Who Benefits From “Social” ?


Who Manages “Social” ?






MEASUREMENT & YOUR SOCIAL PROGRAM

5 Myths1. Standardized Metrics (Industry Standard) 2. Accuracy (Truth) & Perfection 3. Technology & Tools Solve Everything 4. Social = Soft Metrics / You Can’t Measure Social 5. There Is One Way To Measure Social



5 Truths!1. Social Is Not A Strategy 2. We Are Going Back To Business 3. You Move What You Measure 4. Measure What Matters 5 “Impressions” Do Not Matter


(√ ( -things))2 THINGS JUST GOT REAL



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

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 !



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

Implementation Example: !

Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall !

*Attitudes / Purchase Intent / Usage


2. The Data

2. Data Assets & Capabilities


Know Your Sources

@ggerik / GregGerik.com

Avoid Black Holes


Look Beyond

@ggerik / GregGerik.com!20Private SharedPublic


ReportedRecorded


Validate


▪ Tools Pic


Ok Good Better Best


3. Frame the Implementation



Define Roles





Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

4. Actionable Insights


5. Execution


Deer in field - Moving Target

Moving Target


Connect Silos


Accelerate


Tell A Story


5 second rule


celebrate success


celebrate failure


THINK Internal Marketing


6. Optimization &Exploration


Questions?

Greg Gerik, Social Media Leader !@ggerik GregGerik.com 651-408-4466 [email protected]


Date post:	29-Jun-2015
Category:	Marketing
Upload:	gregory-gerik
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