Post on 18-May-2015
description
The Scientific Method!For Social Media!
On the line…
Your Presenter: Tamsen McMahon Sametz Blackstone Associates Brass Tack Thinking tamsen@sametz.com @tamadear
Your Host: Mike Lewis, Awareness mike.lewis@awarenessnetworks.com @bostonmike | @awarenessinc
Got Ques/ons?
Use the hashtag: #awarenessinc On Twi7er
Technical Issues? Contact Webex customer support
Who is Awareness ?
• Creators of the Social Marke/ng Hub
• Allows marketer to control and centralize all social media marke/ng ac/vi/es in through one interface
• SoIware is powering the social media strategy of mid-‐to-‐large sized organiza/ons
• Partnered with leading digital and interac/ve agencies CUSTOMERS PARTNERS
‘I’m Overwhelmed!’ Social Media is only a % of my job and it requires a lot of my /me to be effec/ve
Social Media Challenges
‘Help me prove the value!’ I know social media works, but I need data to get buy-‐in, The execs are pushing me
for meaningful data before we invest further
‘I Need to Get Strategic!’ Need to move from tac/cal ac/vi/es to strategic programs
‘I’m Losing Control!’ Too many channels, too many comments to respond to, too many passwords, too many places to login, hard to keep control
The Next Step
Contact me for a demonstra;on: mike.lewis@awarenessnetworks.com
@bostonmike
Awareness Social Marke/ng Hub
Publish : Content-‐centric, mul/-‐channel
Manage : Enterprise grade access controls, permissioning, and control
Measure : Meaningful reports and marke/ng-‐focused Social Monitoring
Engage : Interact with individuals who are passionate about your content
Gain Control of your Social Media Programs
Centralize your programs
Evolve from tac>cal programs to strategic social media
Measure Success for mul/ple channels and assets
See the Hub in ac/on!
Social Marke;ng Hub Demo
w/ Will Eisner, Director of Product Marke/ng
Dec 21st – 2PM ET
http://tinyurl.com/hubdemo
Sign Up Now!!
Sametz Blackstone Associates
The Scientific Method for Social Media
Who I am Tamsen McMahon
tamsen@sametz.com @tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz
Brass Tack Thinking brasstackthinking.com
You heard feedback, and thought you were done.
Nope.
Now with amplification!
SOCIAL MEDIA
IS A MADHOUSE
Blogs
Blogs
Blogs
Blogs
Blogs
YouTube
Blogs
YouTube
Blogs
Wiki(leak)s
Some say it’s AN ART.
I say it’s a SCIENCE.
Got your lab book?
You’ll need it.
Today
the method
0 Define the question
1 Observe 2 Investigate
3 Hypothesize
4 Experiment 5 Analyze
6 Retest
O define the question
How can we best use social media in our business?
Is podcasting an effective way to generate prospects?
Answer the question: What am I trying to figure out
about social media?
task:
1 observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
LISTEN: IF
WHAT
WATCH: WHERE HOW
Run searches for relevant keywords
Establish accounts on the major social networks
task:
2 investigate
Scope Audiences Content Resources Outcomes Measurement
Scope
Answer the question: What’s the scope?
task:
Audiences
Resonance & Dissonance
Answer the questions: For your scope, which
audience(s) make the most sense?
What do they care about? How do they perceive you?
task:
Content
Answer the questions: For your scope and audience,
what’s the best content? What already exists? What doesn’t?
task:
Resources
Answer the questions: For your scope, audience, and
defined content, which tools are most appropriate?
What resources do you need? How will you get them?
task:
Outcomes
Answer the question: Are you trying to achieve
awareness? comprehension? participation? loyalty? support? (choose one)
task:
Measurement
Answer the questions: What does success look like? How will you measure it? How will you tie it to concrete
business results?
task:
3 hypothesize
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
Draft your hypothesis!
task:
4 experiment
Design Execution
OBSERVATION ≠
PARTICIPATION
OBSERVATION ≠
PARTICIPATION (you have to do it)
Outline the steps of your experiment, with start and end dates
Execute your plan, while documenting significant events, impressions, and ongoing results
task:
5 analyze
Numbers Sentiment Actions
Collect metrics Overlay results onto
experiment steps and significant events
Note alignments Draw a conclusion
task:
6 retest
It takes practice.
Hypothesis confirmed? Define a new question and
start again Disproven or inconclusive? Revise hypothesis Design new experiment Retest
task:
So maybe it is a madhouse.
But now you’re the mad scientist.
Who I am Tamsen McMahon
tamsen@sametz.com @tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz
Brass Tack Thinking brasstackthinking.com
Dec 16 – Is there a science to social media?
Content is the future of Marke;ng
w/ Joe Pulizzi, Author of Get Content Get Customers
Jan 11th – 2PM ET
http://tinyurl.com/joepulizzi
Sign Up Now!!
Use the hashtag: #awarenessinc On Twi7er