Social Media: You Can't Measure If You Don't Plan
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Social Media: You Can't Measure If You Don't Plan
- 1. YOU CAN’T MEASURE IF YOU DON’T PLAN
- 2. YOU CANMEASURE IF YOUPLAN
- 3. Derek Beere New Media Manager, Mason Inc. @derekbeere
- 6. Measure Sales, profits, advertising, public relations, marketing, employees and the list goes on and on…
- 8. Defined objectives Clear strategy Expected goals
- 10. Lots Fail Many brands fail because they jump into social media with no understanding of what they want out of it.
- 11. Not Just A Cool Thing To Do Social media needs to be fused with all of your marketing efforts and a part of your brand.
- 14. Our Role Has Changed Not just about billboards, press releases and the traditional. (Traditional is still important!)
- 15. Instant Gratification Era Forces brands to be quick, responsive and more connected.
- 16. We Get It We need to be connected. But what now?
- 19. Look At Yourself Evaluate yourself. What traditional channels do you use?
- 20. Website? TV? Radio? Direct Mail? Outreach? PR? Newsletters?
- 21. Asking the Tough Questions How well are these channels working? Are they reaching who we want? Where do they fall short?
- 22. Asking the Tough Questions Asking these questions will remind you of who you are and who you want to be. Also shows you how social media can be used to help.
- 24. You Will Gain A better understanding of your brand presence Online communities you should join Values you should promote Attitudes you should change Influencers
- 25. Identify Identify where the conversations about your brand, product or service are happening.
- 26. Develop Develop a strategy, including content, policies, goals, tone…
- 27. Don’t get confused… “Communities already exist. Instead, think about how you can help that community do what it wants to do.” - Mark Zuckerberg, CEO, Facebook
- 28. Establish a presence Where are you going to speak?
- 29. Actively Engage Content, content, content…
- 30. How To Measure Followers, engagement, conversations, action, conversions, brand awareness…
- 31. Using Social Media for? Customer service? Promotions? News? Ask these questions!
- 35. WE HAVE HEARD THESE
- 37. About Connex Credit Union One of CT’s largest credit unions Established in 1940 AT&T, SNET
- 38. About Connex Credit Union Mission Statement Improving the lives of our members… one member at a time
- 39. About Connex Credit Union Corporate Giving Donates more than $10,000 each year to various local organizations
- 40. Connex and Social Media
- 41. Connex and Social Media Existing blog Establish social media Blog to serve as content Social channels to connect, engage and offer something
- 42. Situation After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.
- 43. Challenge Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.
- 44. Solution Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan. The holiday social was born.
- 45. Concept Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank. $1 provides 3.6 meals
- 46. Objectives Support a worthwhile cause during holidays Increase Facebook “Likes” Engage and interact Increase overall awareness Earn media coverage
- 47. Support Social media Banner ads on websites (radio) In branch flyers to members Connex website Community partners
- 48. Facebook Tab
- 49. Email To Members
- 50. Branch Flyers
- 52. Website Banners
- 54. What did we measure?
- 55. Based on our objectives Support a worthwhile cause during holidays Increase Facebook “Likes” Engage and interact Increase overall awareness Earn media coverage
- 56. Results More than doubled Facebook “likes” Increased engagement Raised $324, or 1,170 meals Earned media coverage (before, after) Reposts by other businesses and people
- 57. Continued Engagement Financial tips Resources Other ways to save, such as Groupon Connex news Closings Workshops Other communication
- 58. How We Did It We planned first and then wemeasured!
- 59. How else can we measure?
- 62. Enterprise social media monitoring Multi-brand and agency interface Rich interface Track mentions, keywords Measure sentiment “Robust”
- 63. Free tools Tweetdeck Hootsuite Twitter Facebook insights
- 64. Human Ability