3 Essential Steps for measuring the impact of your Social Media Activity

1. 3 Essential Steps for measuring the impact of your Social Media Activity CIARÁN REGANMarch 2011

2. Our approach will answer two fundamental questions for any social media activity. You will learn: • How you should measure • What you should measure

3. How you should measure

7. Everyone involved can see what is being monitored and what is not.

10. How you should measure Step 3: Your Goals You must define your campaign GOALS: •Be slightly aggressive with your Goals •Stick to these Goals •Define what a successful outcome is to you •Think about what needs to be done in order to achieve them

11. How you should measure Be specific when setting weekly or monthly GOALS: Sample Goals for your campaign: •Grow your collective fanbase on social networks by X amount. •Increase traffic to your website from social networks by X amount. •Increase online downloads, donations or registrations by X amount. GOALS

12. What you should measure

13. What you should measure Valuable and relevant measurement requires a combination of Qualitative and Quantitative metrics.

14. What you should measure Sample Metric Categories for your campaign content will include the following: Relevance Attention Sentiment Engagement Reach Influence

15. What you should measure This can be achieved by the following: •Selecting a tool or set of tools that track across many media channels. •Producing custom reports for your campaign

16. What you should measure Your Tool or Platform selection should depend on your campaign purpose, outlined earlier. Some Free and Paid Tools I Suggest are: Free Tools include: Facebook Insights Your Social Monitor Google Analytics Twitter Search Klout Hootsuite

17. What you should measure Fee Based Tool suggestions are: Tool selection should depend on campaign purpose Awareness Hub Wildfire App Basic (Fee) Uber Vu Buddy Media Lithium Platform Advanced (Fee) Radian 6

18. What you should measure So, what exactly are we measuring? I recommend you begin with standard metrics. •Website landing page traffic from social networks •Fanbase size across all networks •Brand / Product / Service mentions

19. What you should measure So, what exactly are we measuring? Then move into Specific metrics. Influence: Gauge how influential your users are and target the most influential with your content. Engagment: Assess the nature of your user activity, how are they engaging with your content, is this increasing our time, is it being forwarded and shared Inbound Traffic: Are users from social networks staying on your site?

20. What you should measure So, what exactly are we measuring? Specific metrics continued... Interaction: Are numbers of active fans increasing Conversion of passive fans to interactive fans. Commenting v reading, repeat comments. Sentiment: Assess whether activity is positive or negative

21. Conclusion So, what have we learned… •Measure and record •Build reports •Match against goals •Keep setting goals •Keep listening Bring the conversation closer!

22. Thank You If you would like to know more information on this please email cregan@directbrand.ie CIARÁN REGAN