9. Find the right tools. Conversations Sentiment/PR Value Push CoTweet HootSuite TweetDeck bit.ly Argyle awe.sm Radian6 ViralHeat Google Alerts Web Analytics & CRM
Quick intro to Argyle, we are data focused, short term it’s all about understanding if you are effective, once you have that nailed, then you can optimze
We are level setting here. Remember that social media isn’t just facebook and twitter
You need to really understand your goals to build a strategy and to ultimately realize any ROIAugment or Improve Customer Service. Power Sales. Increase Brand awareness, Drive Loyalty or 1:1 relationshipsCost/Lead – Cost/Customer – Earnings/Lead,The outcome needs to be reflected as a meaningful number (or set of numbers) that you can (easily) track over time.
Define success first. You need a playbook to get there, or you won’t know what there is. Success isn’t followers, but that may help indicate you have reached success. This may require new metrics:Engagement. Interaction. Reach,Content CreationSome one recently described this move from archery to ping pong, you don’t just throw your message out there, you go back and forth. So it’s not just list size, it’s involvement.
Go where your customers are…and where they expect to find you…and where you can measure effectivenessWhere you deploy is extremely important and this will also impact what you can measure and how fine or gross your ultimate detail level is. It also defines what you *can* measure
Should you be doing keyword monitoring, sentiment analysis, conversion tracking, conversation management, they are out there
