SOCIAL WISDOMMaximize your social media efforts by smart evaluation

#engagorday - 26/9/2013

H I !I ’ M M I C H

H I !I ’ M S O F I E

H O W D O Y O U E V A L U A T E SOCIAL MEDIA?

LE T ’S I L LUSTRATE TH E T H E O R Y

US ING A C A S E E X A M P L E

T I P 1 : E V A L U A T E

E F F I C I E N T L Y

Y O U N E E D A P L A N . . . AND QUICKLY

MORE BRAND AWARENESS?LOCATING AND ACTIVATING AMBASSADORS?BOOSTING WEBSITE TRAFFIC?STIMULATING ACTION?GENERATING LEADS?APPRECIATION FROM TARGET AUDIENCES?...

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SD worx aims to bean approachableknowledge expertin HRM on social media

SD worx aims to bean approachableknowledge expertin HRM on social media

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SD worx aims to bean approachableknowledge expertin HRM on social media

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S E T Y O U R K P I ’ S

- Permissions & Engagement- Share of Voice- Leads / Actions- Cost efficiency

- Tone of Voice- Service- Content quality- Consumer insights

Q U A N T I T A T I V E Q U A L I T A T I V E

S E T T A R G E T S

Q U A N T I T A T I V E Q U A L I T A T I V EInitial targets for 2013

Facebook fans: 700Twitter followers French: 500Twitter followers Dutch: 1600LinkedIn followers: 5000

Communicate on the level of target groups and find ways to interact with themProvide a valuable service on social mediaShow the value/quality of SD Worx products/servicesPut employees in the picture

1.

2.3.4.

1.

2. Next steps: engagement/actions

S E T B E N C H M A R K S

B E N C H M A R K I N G S D W O R X

T I P 2 : U S E T H E

R I G H T T O O L S

P E R M I S S I O N S A N D E N G A G E M E N T

P E R M I S S I O N S A N D E N G A G E M E N T

INTERACTION PER MILLE

L E A D G E N E R A T I O N

C O N T E N T

Appreciation Content

SD Worx services / Events

Awareness / Theme-posts

Action Content

Knowledge sharing / Blog

C O N T E N T

C O N T E N T

68%

8%

24%

MAY

ACTION APPRECIATION AWARENESS

50%

30%

20%

IDEAL CONTENT DIVISION

C O N T E N T

T I P 3 : U S E D A T A

T O I M P R O V E

W H Y Y O U N O L I K E ? !

ORGANIC TRAFFIC HAS PEAKED IN Q1, BUT DECLINED SINCE

1.

2. APPRECIATION HAS BEEN LOW COMPARED TO THE IDEAL CONTENT DIVISION

L E A R N I N G S

AWARENESS 1.

2.APPRECIATION

- more crossmedia communication

- set-up of specific FB advertising to boost growth

- bring more relevant, visual, interactive content

- highlight corporate social responsibility

- show more of the companies’ culture and values

S O L U T I O N S

BIGGER 1.

B A S I C A L L Y

2.BETTER

3.SMARTER

T I P 1 : E V A L U A T E

E F F I C I E N T L Y

- Define your company’s goals on social- Set KPI’s and targets- Define benchmarks

T I P 2 : U S E T H E

R I G H T T O O L S

- Use a mix of tools to collect your data- Combine quantitative with qualitative

- Extract learnings from the data- Improve and measure again, and again, ...

T I P 3 : U S E D A T A

T O I M P R O V E

THANK YOU!

twitter.com/MichVerbeeckmich@talkingheads.be

twitter.com/lamazonesofie@talkingheads.be

www.talkingheads.betwitter.com/talking_heads

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