Welcome to

Implementation and MeasurementOf Your Social Media Plan

Presented by The Sales Matrix, Inc.

February 3, 2010

The webinar will begin shortly

Implementation and MeasurementOf Your Social Media Plan

Format of the webinar

1. Smaller group allows for more interaction so please feel free to ‘raise your hand’ or ‘instant message’ me in the participants panel so that I can un-mute and call on you.

2. If you are in a noisy area please put your phone on mute by pressing *6.

Agenda

• Quick review of Part 1 – “Establishing a Social Media Presence For Your Company”

• How to begin creating your strategic plan

• Which metrics are most important to track and analyze based on specific goals and objectives?

• Setting short, intermediate, and long-term activity goals

• Tools to track data, monitor brand, and analyze effectiveness

Part I – Establishing a Social Media Presence For Your Company

• Creating a strategy should be top of mind

• Content and helpful information can be found all over the internet

• Listen first, engage later

• Seek help if you don’t have the technical ability or knowledge to implement your strategy

• Set expectations and be consistent

Creating Your Strategic Plan

• It varies from person to person, company to company

• What are you looking to accomplish?

• What are you currently measuring/tracking?

• Start with a baseline

• What do you think you need to track?

• Who will be responsible for this activity?

Create a Spreadsheet

• Track followers over time

• Monitor click throughs, record, analyze

• Create a system to track conversions

• Pay attention to being added to a ‘list’

• Set S.M.A.R.T goals

• Adjust along the way; changes occur on the fly

Spreadsheet Example

# of followers/friendsconnections

Twitter Twitter Lists LinkedIn Facebook Fan Pg

Baseline – What are the #’s right now

143 3 491 52

April 1st, 2010 389 11 623 117

*July 1st, 2010 974 36 805 366

October 1st, 2010 1460 52 1174 606

Dec 31st, 2010 1732 88 1385 829

Q2 goals/actual 834/974 24/36 971/805 411/366

Q3 goals/actual 1791/1460 97/88 1209/1358 540/606

Year end goals 2111 104 1533 815

Year end actual 1732 88 1385 829

* mentioned in a highly visible blog 7

S.M.A.R.T Goals

Analyzing Click Throughs

• Set up your tracking first (bit.ly is what Tweetdeck uses) • Determine what is most important to track re: click throughs

(example) “How many clicked the link to your recent blog?”• Set up tracking through URL shortner (bit.ly or similar)

What Does the Tracking Tell You?

Consider All the Various Touch Points

• What distribution streams did you use to create your tracking?• How many people RT’d or re-sent your message?• Which influencers shared your link?• What time of day did you provide link tracking?• Analyze when you get the most RT’s, mentions• Determine which topics are most discussed• Is your tracking link a dead end or a lead to next steps?• Do you have a system in place to track conversions? (Ex. 31 people clicked on blog, blog lead them to ‘call to action’ on your website, 5

people clicked on ‘call to action’ resulting in 2 sales)• On average, how many are clicking on links provided?• Are your click throughs growing over time while your network and influence grow?

Why ‘Lists’ Have Some Correlation to Your Brand

Baseline Tracking

Setting Short, Intermediate, and Long-Term Goals

• Short-term goals: Track # of followers, # of fans, # of connections over the next 3 months

• Intermediate goals: On Twitter lists – goal/actual – 6 months/12 months• Long-term goals: 34% increase in website hits, 48% increase in time spent on

website in 48 months. 22% increase in sales in 36 months

Tools to Help with Tracking and Analysis

• Bit.ly – Set up account, connect with Tweetdeck account• Google alerts – Use keywords, company/brand name, competitors, etc.• Paid listening for larger companies – Provides a platform to listen to, measure and

engage with your customers across the web– Radian6– peerFluence– Techrigy– Sysomos– Scout Labs– Noiz Analytics– Pitch Engine– Buzzgain Inc– Tweet Satisfaction

Top 10 Twitter Tracking and Analytics Tools

• Twittercounter - offers updated statistics of your followers, following, and daily tweets• Twitteranalyzer - helps to get statistical charts about you and your friends’ behavior at Twitter site• Tweetstats - graph down your twitter stats including tweets per hour, per month, tweet timeline, and

reply statistics• Twitalyzer - free tool to evaluate the activity of any Twitter user and report on dozens of useful measures

of success in social media• Twitturly - tracks the URLs flying around the Twitterverse and provides a quick, real-time view of what

people are talking about on Twitter• Tweeps - analyzes the content of Twitter users’ tweets to find interesting statistics about them• TwitterGrader – free tool that allows you to check the power of your twitter profile. It looks at a variety of

factors including the number of followers, power of those followers and the level to which you are engaging the community

• Twitscoop - is a real-time visualization tool which enables users to “mine the thought stream” provided by Twitter

• Tweettronics - tool to analyze, discover, track and engage with Twitter conversations about your products, brands, and topics

• Monitter - a simple Twitter monitor that let you “monitter” the twitter world for a set of keywords and watch what people are saying about them

*From Top 50 Twitter Tracking and Analytics Tools – honeytechblog.com

Coming soon to theaters near you…

In March’s meeting we’re going to tackle the subject of:

Analyzing Results and Producing Return on Investment

Q & A

Questions?

For more information or to chat feel free to contact me directly at dbenjamin@thesalesmatrix.com

Thank you for attending and participating and I look forward to working with all of you again soon.

Implementation and Measurement of Your Social Media Plan

Presented byThe Sales Matrix, Inc.