A high level presentation demonstrating the importance of setting clear objectives, goals and KPI's for your social media marketing initiatives.

1. Measuring the
Success of Your
Social Media
Initiatives

2. …

3. mike
kuja-what?

4. kujawski
pronounced cooh-jaw-ski in english or
cooh-yav-ski in polish

6. born in Paris

7. childhood in Algeria

8. nature freak

9. commerce grad

10. partier

11. die-hard skier

12. part extrovert

13. part introvert

14. optimist

15. just married

16. what about work?

18. about us
public sector marketing think tank
founded in 2005; head office in Ottawa
highly-skilled network of associates
focus on strategy before tactics
innovative solutions
entire team driven by passion
performance measurement freaks

20. marketing
is not
advertising

21. it’s a process and set of tools
wrapped in a philosophy for
helping an organization do
what it wants to do.

23. what`s my niche?

25. in other words…

26. people

27. relationships

28. technology

29. there is too much
focus on the…

31. “People will never be
replaced by machines.
In the end, life and
business are about
human connections,
computers are about
trying to murder you in
a lake”
- Michael Scott

32. today’s talk…

33. Measuring the
Success of Your
Social Media
Initiatives

38. Who has
time
for this stuff?

39. not just the teens

40. not just the geeks

41. not just the net gen

43. the global internet population is
1.7 BILLION

44. 900 million
people will visit one of these 5 sites today…

45. the race is on

48. make sure that you
can answer the
following
questions…

49. Question 1
What is the key issue
that you wish to address by
engaging in social media?
TIP: Pick an issue that if fixed, would directly contribute to your organization’s strategic objectives

50. Question 2
What would constitute a
successful outcome?
TIP: Make sure that this is an outcome, not an output

51. Question 3
Are your goals:
•Specific?
•Measurable?
•Attainable?
•Realistic?
•Timely?
TIP: Pick only one goal to start and make sure it meets all 5 criteria

52. Question 4
Are your measurement tools
going to give you
actionable
insights?
TIP: If your metrics are not tied your strategy then the answer is likely no

53. Question 5
Are you ready to be part of a
permanent
conversation?
TIP: Understand the fact that social media is not a campaign

55. My Favourite Tools

56. Gauging Effect on Search Traffic
www.google.com/insights/search/#

57. Gauging Blog Influence
www.technorati.com

58. Gauging Twitter Influence
www.klout.com

59. Gauging Facebook Conversation
www.facebook.com/lexicon

60. Gauging Inbound Links
www.google.ca/advanced

61. Gauging RSS Subscribers
www.feedburner.com

62. Gauging Social Bookmarking
www.delicious.com

63. Gauging Link Performance
bit.ly

64. Competitive Intelligence
www.compete.com

65. Segmenting & Analyzing Traffic
www.google.com/analytics

66. Case Study
performance measurment…

67. overall initiative
Parents of school aged
children, living in urban areas,
$60K household income

68. key issues
Reach
traditional channels alone
are not fully penetrating
the target audience
Sustainability
traditional channels are
only good for the length of
the campaign

69. desired outcomes
Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoing “conversation” surrounding emergency preparedness in Canada

70. strategic approach
“SMART” goals
increase online discussion and search in Canada surrounding “emergency
preparedness” and “emergency kit” by 200% over benchmark within 3
months
target influential Canadian mommy bloggers
identified through various top 10 lists
technorati “authority” scores
compete.com traffic rankings
average comments
inbound links

71. tactical decisions
Commoncraft Video Mommy Blogger Relations SM Press Release

72. measurement
social media monitoring & web metrics
“72 hrs” AND “emergency”
“emergency preparedness”
“emergency kit”
“disaster preparedness”
“Public Safety Canada” AND
“emergency”
“get prepared” AND “emergency”

73. results of pilot
search volume for “emergency kit” went up by 200% within 3 months
hundreds of positive comments on mommy blogger websites
hundreds of re-tweets on Twitter
hundreds of inbound links to website and/or video
SMPR listed in 3640 locations (incoming traffic 2x as likely to convert)
Over 50K video views on getprepared.ca
2000+ on YouTube (with zero promotion)
average “prepare a kit” session length has increased (2min  6 min)
300% increase in kit preparation instruction downloads
considerable cost savings/ROI

74. thanks for your time!

75. questions?

76. where to find me

77. mike kujawski

78. BLOG WIKI
www.mikekujawski.ca www.government20bestpractices.pbwiki.com

79. ORGANIZATION
www.publicsectormarketing.ca

80. Mike Kujawski
Phone: 613.731.9851 ext. 12
E-mail: mike.kujawski@publicsectormarketing.ca
LinkedIn: www.linkedin.com/in/mikekujawski
Blog: www.mikekujawski.ca
Twitter: mikekujawski
Wiki: www.government20bestpractices.pbworks.com