Measuring Your Social Program

•

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Gregory Gerik

Marketing

MEASUREMENT &
YOUR SOCIAL PROGRAM
!1

@ggerik / GregGerik.com

What is “Social”?

!2

@ggerik / GregGerik.com

Who Benefits From “Social” ?

!3

@ggerik / GregGerik.com

Who Manages “Social” ?

!4

@ggerik / GregGerik.com

MEASUREMENT &
YOUR SOCIAL PROGRAM

5 Myths
1.
2.
3.
4.
5.

!9

Standardized Metrics (Industry Standard)
Accuracy (Truth) & Perfection
Technology & Tools Solve Everything
Social = Soft Metrics / You Can’t Measure Social
There Is One Way To Measure Social

@ggerik / GregGerik.com

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

!10

@ggerik / GregGerik.com

(√ (

2
-things))

THINGS JUST GOT REAL

!11

@ggerik / GregGerik.com

1. The Business Purpose
!13

@ggerik / GregGerik.com

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

!14

@ggerik / GregGerik.com

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
!

2. The Data

2. Data Assets & Capabilities
!16

@ggerik / GregGerik.com

Know
Your
Sources
!17

@ggerik / GregGerik.com

Avoid
Black
Holes
@ggerik / GregGerik.com

Look Beyond
!19

@ggerik / GregGerik.com

!20

Public

@ggerik / GregGerik.com

Private

Shared

Recorded
@ggerik / GregGerik.com

Reported

▪ Tools Pic

!23

@ggerik / GregGerik.com

Ok

@ggerik / GregGerik.com

Good

Better

Best

3. Frame the Implementation
@ggerik / GregGerik.com

Define Roles
!27

@ggerik / GregGerik.com

Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

4. Actionable Insights
!31

@ggerik / GregGerik.com

5. Execution
!32

@ggerik / GregGerik.com

Deer in field - Moving Target

Moving Target
!33

@ggerik / GregGerik.com

Connect Silos
!34

@ggerik / GregGerik.com

Tell A Story
!36

@ggerik / GregGerik.com

5 second rule

!37

@ggerik / GregGerik.com

celebrate success

!38

@ggerik / GregGerik.com

celebrate failure

!39

@ggerik / GregGerik.com

THINK
!40

@ggerik / GregGerik.com

Internal
Marketing

6. Optimization &Exploration
!41

@ggerik / GregGerik.com

MEASUREMENT &
YOUR SOCIAL PROGRAM

Questions?
Greg Gerik, Social Media Leader
!
@ggerik
GregGerik.com
651-408-4466
ggerik@gmail.com

!42

@ggerik / GregGerik.com

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Measuring Your Social Program

1. MEASUREMENT & YOUR SOCIAL PROGRAM !1 @ggerik / GregGerik.com

2. What is “Social”? !2 @ggerik / GregGerik.com

3. Who Benefits From “Social” ? !3 @ggerik / GregGerik.com

4. Who Manages “Social” ? !4 @ggerik / GregGerik.com

5. !5 @ggerik / GregGerik.com

6. !6 @ggerik / GregGerik.com

7. !7 @ggerik / GregGerik.com

8. !8 @ggerik / GregGerik.com

9. MEASUREMENT & YOUR SOCIAL PROGRAM 5 Myths 1. 2. 3. 4. 5. !9 Standardized Metrics (Industry Standard) Accuracy (Truth) & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com

10. 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 !10 @ggerik / GregGerik.com

11. (√ ( 2 -things)) THINGS JUST GOT REAL !11 @ggerik / GregGerik.com

12. !12 @ggerik / GregGerik.com

13. 1. The Business Purpose !13 @ggerik / GregGerik.com

14. 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 !14 @ggerik / GregGerik.com 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 !

15. 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 ! !15 @ggerik / GregGerik.com Implementation Example: ! Create Top-Of-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall ! *Attitudes / Purchase Intent / Usage

16. 2. The Data 2. Data Assets & Capabilities !16 @ggerik / GregGerik.com

17. Know Your Sources !17 @ggerik / GregGerik.com

18. Avoid Black Holes @ggerik / GregGerik.com

19. Look Beyond !19 @ggerik / GregGerik.com

20. !20 Public @ggerik / GregGerik.com Private Shared

21. Recorded @ggerik / GregGerik.com Reported

22. Validate !22 @ggerik / GregGerik.com

23. ▪ Tools Pic !23 @ggerik / GregGerik.com

24. Ok @ggerik / GregGerik.com Good Better Best

25. 3. Frame the Implementation @ggerik / GregGerik.com

26. !26 @ggerik / GregGerik.com

27. Define Roles !27 @ggerik / GregGerik.com

28. !28 @ggerik / GregGerik.com

29. !29 @ggerik / GregGerik.com

30. !30 @ggerik / GregGerik.com

31. Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 4. Actionable Insights !31 @ggerik / GregGerik.com

32. 5. Execution !32 @ggerik / GregGerik.com

33. Deer in field - Moving Target Moving Target !33 @ggerik / GregGerik.com

34. Connect Silos !34 @ggerik / GregGerik.com

35. Accelerate !35 @ggerik / GregGerik.com

36. Tell A Story !36 @ggerik / GregGerik.com

37. 5 second rule !37 @ggerik / GregGerik.com

38. celebrate success !38 @ggerik / GregGerik.com

39. celebrate failure !39 @ggerik / GregGerik.com

40. THINK !40 @ggerik / GregGerik.com Internal Marketing

41. 6. Optimization &Exploration !41 @ggerik / GregGerik.com

42. MEASUREMENT & YOUR SOCIAL PROGRAM Questions? Greg Gerik, Social Media Leader ! @ggerik GregGerik.com 651-408-4466 ggerik@gmail.com !42 @ggerik / GregGerik.com