Beyond likes, fans and followers: The new social measurement | Ben Cathers | #SoMeT15US New Orleans,...
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Transcript of Beyond likes, fans and followers: The new social measurement | Ben Cathers | #SoMeT15US New Orleans,...
The New Social MeasurementBeyond Likes, Fans and Followers
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Ben Cathers Senior Strategic Solutions Consultant@bencathers
Ben CathersSenior Strategic Solutions Consultant
@bencathers | [email protected]
Join the conversation using #SoMeT15US
Speaker
1. The State of Social Business2. Aligning Social to Business Goals: On Network & Off Network3. Measuring Social Across Departments4. Measuring the Impact and ROI of Social
Today’s Webinar Summary
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The State of Social
AN EXPLOSION OF:
• Networks• Participants• Content
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From Social Marketing to Social Business
Social Advocate Social Teams Social Organization
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The Challenges of Alignment
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Alignment of Social Media Strategy
Completely Aligned
Very Aligned
Fairly Aligned
Somewhat Aligned
Not Aligned At All
Total
Among the 86% of organizations at least “somewhat aligned” 64% say the process was somewhat or extremely difficult.
Challenges*
Designing an overall social media strategy
Education our staff on how to use social
mediaAligning social media strategies
throughout different departments within the
company
41% of organizations say multiple departments are involved in creating their social media strategy. Among
those, 65% cite aligning strategies throughout different departments as a challenge.
62%
9%20%
20%
31%
13%
58%
54%
Social is Overtaking Search in Driving Web Traffic
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First Impressions on Social
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● More social networks used for business
● Use of mobile increasing● Social makes it easier to
consume and share content ● Social connections /
influencers are more credible than search
Social is the leading source of referral traffic to
the web
Marketers are Facing new Challenges
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How do I reach my target audience?
How do I effectively engage the right stakeholders?
How do I drive value from programs?
How do I measure the business impact of social activity?
How can I do all of this efficiently across teams?
How can Social Drive Business Objectives?
Marketing
Aligning Social to Goals
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Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
In Social
Reach
Consumption
Shares
Actions
Conversion
Two Types of Measures
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• Twitter• Facebook• Google +• Pinterest
On Network
• Website• Forums• Downloads• Events
Off Network
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ConversationComments & Replies
AmplificationShares & Re-tweets
ApplauseLikes, +1s, Favorites, etc
On Network
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Content: What types of content work for my audience?
Audience: Who am I reaching and how are they reacting?
Activity:Are my social activities impacting my goals?
Why They Matter
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On WebsiteVisits, engagement, depth, etc.In Marketing AutomationLeads, campaigns, content, etc.
In CRMContacts, Leads, Opportunities
In Real LifeSales
Off Network
Making It Real
Social PlatformListeningPublishingEngagement
Web AnalyticsCRMMarketing Automation
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Beyond Marketing
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Beyond leads social has an impact on sales:
Before, during and after the “sale”
Individuals
RegionsTeams Activities
Measure activities across:
Two dimensions of social customer service:• Resolution• Word of mouthMeasure by:• Volume, speed and cost• NPS
Customer Service
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Advocacy and enablement top of mind
Measure by repeating the cycle:
Goals
On Network
OffNetwor
k
Employees
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Leveraging Employees to Boost Reach
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Employee Networks are Valuable
By content shared by employees vs owned
channels
8xMore
Engagement
Of an employee’s
followers are new to the brand
92%By messages shared
by employees vs owned channels
24xMore Re-Shares
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1. Find your top 2 business goals and align social to them2. Build a framework for measurement and check in on
results...or lack of results3. Share findings with your organization4. Empower teams across the organization to amplify social
messaging on their personal channels to increase social reach and connect with new audiences
4 Ways to Get Started
How Can I Measure the Impact and ROI of Social?
Dark SocialUnattributable traffic to your website when links that originated from social, are shared through email, mobile apps, online chat as opposed to sharing directly through a social channel. 20-80% of your traffic is dark.
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Social Attribution
individual messages
social accounts / users
social networks
Track conversions back to social
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3 Ways to Get Started
1. Leverage a web analytics solution like Google Analytics2. Use link shorteners like Ow.ly and UTM parameters to track
conversions back to specific social activities and campaigns3. Look into an analytics service that compares the paid cost of
clicks to the clicks of an organic post (giving $ value to social metrics)
Ben CathersSenior Strategic Solutions Consultant
@bencathers | [email protected]
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Questions?
Thank You
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Ben Cathers Senior Strategic Solutions Consultant@bencathers