A No-nonsense Blueprint For Measurement Success

Jason Falls | Exhibitor LIVE | March 4, 2015

Social Measurement Made Simple

Why do we think this is hard?

ELASTICITY + MEASUREMENT MADE SIMPLE

We’re over-thinking it!

ELASTICITY + MEASUREMENT MADE SIMPLE

ELASTICITY + MEASUREMENT MADE SIMPLE

Let’s create a Blueprint

for Measurement Success

YOU

MUST

HAVE

GOALS

ELASTICITY + MEASUREMENT MADE SIMPLE

You must have goals!

ELASTICITY + MEASUREMENT MADE SIMPLE

Measuring without goals is like getting to the end of the driveway and asking, “Where are we going on vacation?”

- Me. Just now.

(Tweet that!)

YOU

MUST

HAVE

GOALS

ELASTICITY + MEASUREMENT MADE SIMPLE

You have to plan to measure.

ELASTICITY + MEASUREMENT MADE SIMPLE

YOU

MUST

HAVE

GOALS

• Six Business Drivers of Social Marketing

– Social can drive branding and awareness

– Social can help protect brand reputation

– Social can build community

– Social can facilitate customer service

– Social can supplement research & development

– Social can drive sales or leads

What can social media do for you?

ELASTICITY + MEASUREMENT MADE SIMPLE

YOU

MUST

HAVE

GOALS

• Six Business Drivers of Social Marketing

– Social can drive branding and awareness

– Social can help protect brand reputation

– Social can build community

– Social can facilitate customer service

– Social can supplement research & development

– Social can drive sales or leads

What do you want social media to do?

ELASTICITY + MEASUREMENT MADE SIMPLE

YOU

MUST

HAVE

GOALS

What do you want social media to do?

ELASTICITY + MEASUREMENT MADE SIMPLE

YOU

MUST

HAVE

GOALS

• Drive more leads

– Attract eyeballs on social channels

– Create engaging content for our target audience

– Present occasional calls to action

– Leverage unique coupon codes or URL parameters

– Delineate out social leads vs. advertising and other

– Measure number, conversion rates, efficiency of spend

– Also account for branding/customer service metrics

Some examples …

ELASTICITY + MEASUREMENT MADE SIMPLE

YOU

MUST

HAVE

GOALS

Choose tools based on metrics

Two types of Marketing

Measure to your goals

What do I get in return?

Let’s ask a better question …

Measure

For The FutureNot the Past

Nothing worth having comes easy

- Theodore Roosevelt

Jason Falls

Elasticity

@JasonFalls

goelastic.com

Get the slides!

www.slideshare.net/elasticity

Contact Info