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Measuring social media effectivesness /Mandi Bateson

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Photo credit: Scott Beale | Laughing Squid
WHO?WHO?
Photo credit: Oversocialized | Flickr
Key performance indicators  Depth of interactions  Share of brand  Key category phrases (buckets)  New key search phrases  Traffic by media mix  Digital reach  Opt in audience WHAT?WHAT?
Nurturing the sales funnel Understanding the stages and influences involved in the buying process and targeting each contributing factor Targeting the right people with the right message at the right time Adapting to an opinion based buying process by educating and informing instead of pushing products Facilitating two way communication to increase relevance, reputation and reach Creating advocates to strengthen core messaging
Measuring the sales funnel Research: Share of brand New key search phrases Digital reach Opt in audience Planning: Depth of interactions Share of brand Traffic by media mix Testimonials: Depth of interactions Share of brand Digital reach Lead capture/sales?
WHERE?WHERE?
 WHEN?WHEN?

Example data only
WHY?WHY?
HOW?HOW?
SOCIAL PULSE • Reach • Associated keywords • Reputation management Tool: Social Radar by Infegy
Tool: SM2 by Alterian
Measure the impact of your campaigns Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
Tool: SM2 by Alterian
 Clarify your objectives and key performance indicators  Present the numbers  Write an analysis and add context to the numbers  Highlight the changes from previous reports  Include recommendations  Include anecdotal feedback  Ask for internal feedback Writing your report
FREE TOOLS Website Audit  http://delicious.com/mab397/websiteaudit Social Audit  http://delicious.com/mab397/socialaudit Platform Search  http://delicious.com/mab397/platformsearch Search Audit  http://delicious.com/mab397/searchaudit Alerts  http://delicious.com/mab397/alerts “Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”
Mandi Bateson | Digital Director | @mab397 e: mbateson@hillandknowlton.com.au b: http://mab397.wordpress.com t: 02 9286 1277

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Measuring social media effectivesness /Mandi Bateson

  • 1. Photo credit: Scott Beale | Laughing Squid
  • 2.
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  • 6.
  • 7. Key performance indicators  Depth of interactions  Share of brand  Key category phrases (buckets)  New key search phrases  Traffic by media mix  Digital reach  Opt in audience WHAT?WHAT?
  • 8. Nurturing the sales funnel Understanding the stages and influences involved in the buying process and targeting each contributing factor Targeting the right people with the right message at the right time Adapting to an opinion based buying process by educating and informing instead of pushing products Facilitating two way communication to increase relevance, reputation and reach Creating advocates to strengthen core messaging
  • 9. Measuring the sales funnel Research: Share of brand New key search phrases Digital reach Opt in audience Planning: Depth of interactions Share of brand Traffic by media mix Testimonials: Depth of interactions Share of brand Digital reach Lead capture/sales?
  • 11.
  • 13.
  • 17.
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  • 19. SOCIAL PULSE • Reach • Associated keywords • Reputation management Tool: Social Radar by Infegy
  • 20. Tool: SM2 by Alterian
  • 21. Measure the impact of your campaigns Tool: SM2 by Alterian
  • 22. Tool: SM2 by Alterian
  • 23. Tool: SM2 by Alterian
  • 24. Tool: SM2 by Alterian
  • 25. Tool: SM2 by Alterian
  • 26.
  • 27.  Clarify your objectives and key performance indicators  Present the numbers  Write an analysis and add context to the numbers  Highlight the changes from previous reports  Include recommendations  Include anecdotal feedback  Ask for internal feedback Writing your report
  • 28. FREE TOOLS Website Audit  http://delicious.com/mab397/websiteaudit Social Audit  http://delicious.com/mab397/socialaudit Platform Search  http://delicious.com/mab397/platformsearch Search Audit  http://delicious.com/mab397/searchaudit Alerts  http://delicious.com/mab397/alerts “Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”
  • 29.
  • 30. Mandi Bateson | Digital Director | @mab397 e: mbateson@hillandknowlton.com.au b: http://mab397.wordpress.com t: 02 9286 1277

Notas del editor

  1. Scott Beale / Laughing Squid
  2. It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
  3. FB users share an average of 12 pieces of content per week
  4. http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/