Move beyond social media metrics
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Transcript of Move beyond social media metrics
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Dirk Shaw – Director Digital Media, Alem InternationalTwitter: @dirkmshaw
Move beyond social media metrics 3 ways to organize for results
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Everywhere you turn someone is using social media.
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Business goals we will measure
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?
The question is no longer should we participate in social
media. It is how do we measure its value ?
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Social media metrics alone are meaningless.
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• Increased reputation in the market.
• Did it support customers better?
• How did it increase sales?
• Did it create awareness about new offerings?
Unless you can tie them to results!
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3 ways to organize social media for results
www.cyclingweekly.co.uk
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Let business goals lead. Not tools 1
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Define metrics to support each goal
Brand mentions
Share of voice
Key Metrics Extending reach
Increase Brand Awareness Goal
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Metric: Share of voice against the competition
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Metric: Number of Brand mentions made
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Keywords: real-estate, Intrawest, Vail Reports
Metric: What’s the sentiment ?
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Photo credit: http://upload.wikimedia.org/wikipedia/commons/9/95/Sir_Simon_Rattle_and_Berlin_Philharmonic_Orchestra_Photo_by_Monika_Rittershaus_License_Creative_Commons_BY_SA.jpg
2 Organize social media across departments
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http://www.flickr.com/photos/35703177@N00/3290574208/
Each group listens and responds to different things.
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A marketer may want to know what it’s competition is doing.
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A communications person might want to understand sentiment.
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Companies that engage in an uncoordinated manner
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Have difficulties replicating success.
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.Which makes predicting future value almost impossible.
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Monitoring solutions streamline collaboration for acting on insights.
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3Clearly define the role of each touch point
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Start by knowing where your audience is.
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And how they will find utility or value from it.
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» Let business goals lead, not tools.
» Coordinate your social media activity.
» Define the role of each touch point.
Summary: Organizing social media for results