7. 2012
Quantitative Qualitative
only only
Copyright Deer Digital Ltd. 2012
8. 2012
Fans res
Sha
Followers
omm ents
C
Quantitative Qualitative
only only
Clicks Sign
ups
Views
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9. 2012
Fans res
Sha Behavioural
Sentiment
Followers analysis
omm ents Reputation
C
Quantitative Qualitative
only only
Clicks Sign Custom
ups er
Awareness satisfa
ction
Views
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10. 2012
Fans res
Sha Behavioural
Sentiment
Followers analysis
omm ents Reputation
C
Quantitative & Qualitative
Clicks Sign Custom
ups er
Awareness satisfa
ction
Views
Copyright Deer Digital Ltd. 2012
11. 2012
Sales
Offline New
customers
Customer
Market
retention
share
Online
Reputation
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12. 2012
New
Sales Offline
customers
Customer Market
Online Reputation
retention share
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13. 2012
New
Sales Offline Social
customers
Customer Market
Online Reputation
retention share
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14. Framework for
measurement.
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15. 2012
S
M
A
R
T
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16. 2012
S PECIFIC
M
A
R
T
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17. 2012
S PECIFIC
M EASUREABLE
A
R
T
Copyright Deer Digital Ltd. 2012
18. 2012
S PECIFIC
M EASUREABLE
A CHIEVABLE
R
T
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19. 2012
S PECIFIC
M EASUREABLE
A CHIEVABLE
R EALISTIC
T
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20. 2012
S PECIFIC
M EASUREABLE
A CHIEVABLE
R EALISTIC
T IMED
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21. 2012
“Increase ________ by ________
within ________ time period”
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22. 2012
SPECIFIC, MEASURABLE
ACHIEVABLE, REALISTIC
“Increase ________ by ________
within ________ time period”
ACHIEVABLE, TIME-BASED
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23. 2012
Step 1: List your business
objectives.
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24. 2012
Step
1 Business Objectives
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25. 2012
Step
1 Business Objectives
eg. Drive £1,000,000 in new business sales over next 12 months
eg. Reduce customer churn by 10% over next 6 months
eg. Increase market share by 25% over next 12 months
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26. 2012
Step 2: Map out how you
will achieve your business
objectives.
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27. 2012
Step
1 Business Objectives
Drive new business sales
Reduce customer churn
Increase market share
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28. 2012
Step Step
1 Business Objectives 2 How to achieve this:
Drive new business sales
eg. Grow brand awareness T
A
eg. Build brand reputation
C
Reduce customer churn eg. Get closer to existing customers T
I
eg. Become recognised as thought leader
C
Increase market share
eg. Attract and retain the best staff S
Copyright Deer Digital Ltd. 2012
29. 2012
Step 3: Match KPIs to your
goals and tactics.
Copyright Deer Digital Ltd. 2012
30. 2012
Step Step
1 Business Objectives 2 How to achieve this:
Drive new business sales
eg. Grow brand awareness T
A
eg. Build brand reputation
C
Reduce customer churn eg. Get closer to existing customers T
I
eg. Become recognised as thought leader
C
Increase market share
eg. Attract and retain the best staff S
Copyright Deer Digital Ltd. 2012
31. 2012
Step Step
1 Business Objectives 2 How to achieve this:
Drive new business sales
eg. Grow brand awareness T
A
eg. Build brand reputation
C
Reduce customer churn eg. Get closer to existing customers T
I
eg. Become recognised as thought leader
C
Increase market share
eg. Attract and retain the best staff S
eg. Website referral traffic
Step
3 eg. Sales value £ eg. Search engine page rankings
KPIs
eg. No. of customers eg. Engagement data
eg. Competitor analysis
eg. % Market share
eg. Reach data
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32. 2012
Step 4: Develop SMART
social objectives that
support business KPIs.
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33. 2012
Step eg. Sales value £ eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Copyright Deer Digital Ltd. 2012
34. 2012
Step eg. Sales value £ eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4
Develop
SMART
social
objectives
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35. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4
Develop
SMART
social
objectives
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36. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social
objectives
Copyright Deer Digital Ltd. 2012
37. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social
objectives
Copyright Deer Digital Ltd. 2012
38. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social ⇾ Increase social clicks by 15% in 2 months
objectives
Copyright Deer Digital Ltd. 2012
39. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social ⇾ Increase social clicks by 15% in 2 months
objectives
Copyright Deer Digital Ltd. 2012
40. 2012
Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs
eg. No. of customers eg. Engagement data eg. Competitor analysis
eg. % Market share eg. Search engine page rankings
Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social ⇾ Increase social clicks by 15% in 2 months
objectives
⇾ Drive 10 new customers through a social campaign in 1 month
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51. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
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52. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
Can you customise the search?
Copyright Deer Digital Ltd. 2012
53. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
Can you customise the search?
How many keywords can be tracked?
Copyright Deer Digital Ltd. 2012
54. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
Can you customise the search?
How many keywords can be tracked?
Can geographic, demographic or
language filters be set?
Copyright Deer Digital Ltd. 2012
55. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
Can you customise the search?
How many keywords can be tracked?
Can geographic, demographic or
language filters be set?
Can specific blogs/websites be
searched?
Copyright Deer Digital Ltd. 2012
56. 2012
Sentiment analysis
Paid Tool Considerations:
How many sources are surveyed?
Can you customise the search?
How many keywords can be tracked?
Can geographic, demographic or
language filters be set?
Can specific blogs/websites be
searched?
Cost? (Free trial)
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57. 2012
Paid tools.
Copyright Deer Digital Ltd. 2012