Social Strategy & Measuring Success
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Transcript of Social Strategy & Measuring Success
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On Social Strategy & Measuring SuccessA Step-by-Step Guide
Cathy MaHead of Social Media, IPC Media
@cathyma
September 2012
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Agenda1. About IPC2. The Holy Grail of Social Media Success3. The 3-steps approach4. Case study - NME5. Bonus Social Tool Box
@cathyma
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What’s ?
@cathyma
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@cathyma
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Business Objectives
/ Value
User Needs
Platform / Technologies
The Holy Grail of Social Media Success
@cathyma
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Monetisation Retention Acquisition
Cost per Acquisi3on
Engagement Metrics
Value of conversion@cathyma
Step 1: What to Measure?
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Step 2: How to Measure?
utm tracking
h"p://bit.ly/gatracking
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Step 3: Optimisation
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Monetisation – Value per EngagementHow does Social Media help you mone=se?
@cathymaCredits: h<p://bit.ly/SMReten3on
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Not Everything Can Be (directly) Measured
@cathyma
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Engagement EverywhereThe power of story-telling
@cathyma
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Case Study
@cathyma
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Sharing Passion
@cathyma
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Web…
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@cathyma
Then Print…
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From Web…
To Social Media…
Then Print…
Best Content…
Enhancing Brand Experience using Social
@cathyma
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Business Objectives/ Value
User Needs
Platform / Technologies
The Holy Grail of Social Media Success
@cathyma
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Key Takeaway1. Acquisition – Campaign Tracking2. Retention – Engagement Metrics3. Monetisation – Conversion Analysis4. Not Everything can be Measured5. Finding your Holy Grail
@cathyma
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Bonus: Your Social Analytics Tool BoxSelected Useful Tools
@cathyma
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Getting the Right People
@cathyma
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Social Editorial Calendar
@cathyma
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h<p://www.nextanaly3cs.com/
@cathyma
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Feedback / Questions?
Cathy Ma @cathyma
h"p://uk.linkedin.com/in/cathyma