Más contenido relacionado Más de Valeria Maltoni (20) Measuring Performance Of Social Media Communications1. Measuring the Performance of your
Social Media Communications
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
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2. Integrate social media communications to
expand reach, increase engagement,
build influence, and request action −
customers, prospects, employees, partners,
analysts, reporters, the public.
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3. Each group will have a place where they
hang out.You must find them (ask!).
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4. Example:
Dell Outlet on Twitter − objective
“to increase reach for offer
messaging to help rapidly move
bubbles of inventory.”
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5. Evolution − Dell discovered that
while their goal was promotion,
customers started engaging with
them.
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6. Return on Dell’s investment (ROI) −
Dell reached $3MM in sales
directly through Twitter since 2007.
http://www.flickr.com/photos/masterjackroger/2787980120/
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
7. What did Dell measure?
- SALES by tracking hits to specific URLs +
toll-free numbers
- number of problems resolved
- interactivity through @replies and retweets
- reputation and brand perception over time
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8. Brand communication: think and
measure (before and after) − awareness,
relevance, preference, loyalty, affinity
Crisis communications: think and
measure (before and after) − reputation as
associated with key attributes for starters
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9. - Start with your objectives.
- Know your baseline (measure).
- Find people you want to reach.
- Stay flexible as to evolution.
- Develop from what works.
- Measure against objectives.
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© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com
10. Ask yourself:
What happened as a result of communications?
How do you influence positive conversation
and action?
Who and where is engaging with your content?
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11. Integrate measurement:
Web analytics − relevant content, calls to action (participation chain)
Content and behavior analysis − mentions, sentiment, interaction
Primary research − purchases, recommendations, event attendance
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12. Look under the hood −
have you expanded reach, increased
engagement, built influence, and
improved action?
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13. To know where you are − observe and
measure comment sentiment, subscriptions and
links, likelihood to recommend to a friend, and
product purchase.
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14. Value/time − this is the equation
that will allow you to get to financial
impact, or return on investment (ROI).
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15. Velocity is acquired by participation
− as you acquire momentum in
communications via social media, you
will be able to observe message recall
and retention, then peer to peer
recommendations.
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16. As value creation is a process, so is measurement.
It’s a combination of metrics − measure the right
things. Go for performance over vanity −is the
variable moving you forward in the exposure,
engagement, influence, and action continuum?
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17. How do you link activities designed to nurture value provided to customers via social
media communications to business outcomes?
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18. Text
Think correlation, integrate Web analytics with
research and monitoring/listening, track as you would
any marketing and communications program across
media, where your customers, prospects, partners,
influencers are − establish a baseline, measure against it.
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
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