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MEASUREMENT &
YOUR SOCIAL PROGRAM
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What is “Social”?
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Who Benefits From “Social” ?
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Who Manages “Social” ?
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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
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MEASUREMENT & YOUR SOCIAL PROGRAM
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
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(√ ( -things))2 THINGS JUST GOT REAL
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1. The Business Purpose
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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 !
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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
Implementation Example: !
Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall !
*Attitudes / Purchase Intent / Usage
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2. The Data
2. Data Assets & Capabilities
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Know Your Sources
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Avoid Black Holes
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Look Beyond
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ReportedRecorded
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Validate
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▪ Tools Pic
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Ok Good Better Best
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3. Frame the Implementation
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Define Roles
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Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg
4. Actionable Insights
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5. Execution
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Deer in field - Moving Target
Moving Target
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Connect Silos
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Accelerate
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Tell A Story
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5 second rule
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celebrate success
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celebrate failure
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THINK Internal Marketing
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6. Optimization &Exploration
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Questions?
Greg Gerik, Social Media Leader !@ggerik GregGerik.com 651-408-4466 [email protected]
MEASUREMENT & YOUR SOCIAL PROGRAM