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How to measure your social media program, presented by Greg Gerik

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SocialMedia.org
SocialMedia.org

The document outlines Greg Gerik's presentation on how to measure social media programs. It discusses common myths around social media metrics and lays out a seven step process for measurement: 1) define the business purpose, 2) understand available data assets and capabilities, 3) frame the implementation, 4) generate actionable insights, 5) execute and measure, 6) communicate results, and 7) optimize and explore further. Key messages are that culture is more important than content, social media is not a strategy in itself, and the focus should be on moving business metrics through measurement.

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How to measure your social media program GREG GERIK 3M DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1 @ggerik / GregGerik.com
2 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 Myths 1. 2. 3. 4. 5. 3 Standardized Metrics Accuracy & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 4 @ggerik / GregGerik.com
(√ ( 2 -things)) THINGS JUST GOT REAL. 5 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. Measure What Matters (#MWM) 5. You Move What You Measure (#YMWYM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 6 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process 7 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 8 @ggerik / GregGerik.com
The Process • • • • • • • 9 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1. The Business Purpose 10 @ggerik / GregGerik.com
1.The Business Purpose 11 @ggerik / GregGerik.com
1. The Business Purpose • • • • • 12 Business Purpose • Not A Digital Objective • Never: “To Grow Our Facebook Community” • Note: Social ≠ Strategy There Are Many, Not Just One We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) @ggerik / GregGerik.com
1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital 13 NOT Examples: •Increase New Fans Or Followers •Increase / Maintain / Measure Sentiment •Increase Share of Voice •Increase Customer Engagement •Increase RT’s, Shares, Likes, etc. •Increase Reach (of any variety) •Garner X# Impressions @ggerik / GregGerik.com
1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information 14 @ggerik / GregGerik.com Process Example: Create Top-Of-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall *Attitudes / Purchase Intent / Usage N/A
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 2. Data Assets & Capabilities 15 @ggerik / GregGerik.com
2. The Data 16 @ggerik / GregGerik.com
1. The Data Universe • • • • 17 Data Assets • Know Your Sources (Avoid the Black Box) • Look Beyond Silos • Public / Private / Shared • Recorded v. Reported • Data Quality Assurances • Periodic Validation • Ok - Good – Better – Best-In-Class Data Capabilities • Tools • Algorithms Measure What Matters (#MWM) You Move What You Measure (#YMWYM) @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 3. Frame The Implementation 18 @ggerik / GregGerik.com
3. Frame The Implementation • • • 19 Know Thy Culture Process & Structure • Defined Roles – Accountability • Legal Considerations • Moral Considerations • Just Because You Can, Does Not Mean You Should • Test & Prove • Technology • Plan For Problems • Internal VOC Manage Expectations @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 4. Actionable Insights 20 @ggerik / GregGerik.com
4. Actionable Insights Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 21 @ggerik / GregGerik.com
4. Actionable Insights The IMPACT Cycle • • • • • • Identify the Questions Master the Data Provide the Meaning Actionable Recommendations Communicate Insights Track Outcomes Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott 22 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5. Execution & Measurement 23 @ggerik / GregGerik.com
Turn It On. 24 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Communication 25 @ggerik / GregGerik.com
6. Communication • • • • • • 26 Remove Silos (within reason) Accelerate The Information & Tell A Story 5 Second Rule Celebrate Success & Failure Think “Internal Marketing” We Are Going Back To Business • You Move What You Measure (#YMWYM) • Measure What Matters (#MWM) @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Optimization & Exploration 27 @ggerik / GregGerik.com
28 @ggerik / GregGerik.com
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process • • • • • • • 29 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights (IMPACT) Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com Remember 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO)
HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Questions? Greg Gerik, Social Media Leader @ggerik GregGerik.com 651-357-2057 (b. cell) gtgerik@mmm.com 30 @ggerik / GregGerik.com
Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT

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How to measure your social media program, presented by Greg Gerik

  • 1. How to measure your social media program GREG GERIK 3M DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1 @ggerik / GregGerik.com
  • 4. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 Myths 1. 2. 3. 4. 5. 3 Standardized Metrics Accuracy & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social @ggerik / GregGerik.com
  • 5. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 4 @ggerik / GregGerik.com
  • 6. (√ ( 2 -things)) THINGS JUST GOT REAL. 5 @ggerik / GregGerik.com
  • 7. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. Measure What Matters (#MWM) 5. You Move What You Measure (#YMWYM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 6 @ggerik / GregGerik.com
  • 8. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process 7 @ggerik / GregGerik.com
  • 9. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 8 @ggerik / GregGerik.com
  • 10. The Process • • • • • • • 9 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com
  • 11. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1. The Business Purpose 10 @ggerik / GregGerik.com
  • 13. 1. The Business Purpose • • • • • 12 Business Purpose • Not A Digital Objective • Never: “To Grow Our Facebook Community” • Note: Social ≠ Strategy There Are Many, Not Just One We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) @ggerik / GregGerik.com
  • 14. 1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital 13 NOT Examples: •Increase New Fans Or Followers •Increase / Maintain / Measure Sentiment •Increase Share of Voice •Increase Customer Engagement •Increase RT’s, Shares, Likes, etc. •Increase Reach (of any variety) •Garner X# Impressions @ggerik / GregGerik.com
  • 15. 1. The Business Purpose Examples: •Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information 14 @ggerik / GregGerik.com Process Example: Create Top-Of-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall *Attitudes / Purchase Intent / Usage N/A
  • 16. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 2. Data Assets & Capabilities 15 @ggerik / GregGerik.com
  • 17. 2. The Data 16 @ggerik / GregGerik.com
  • 18. 1. The Data Universe • • • • 17 Data Assets • Know Your Sources (Avoid the Black Box) • Look Beyond Silos • Public / Private / Shared • Recorded v. Reported • Data Quality Assurances • Periodic Validation • Ok - Good – Better – Best-In-Class Data Capabilities • Tools • Algorithms Measure What Matters (#MWM) You Move What You Measure (#YMWYM) @ggerik / GregGerik.com
  • 19. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 3. Frame The Implementation 18 @ggerik / GregGerik.com
  • 20. 3. Frame The Implementation • • • 19 Know Thy Culture Process & Structure • Defined Roles – Accountability • Legal Considerations • Moral Considerations • Just Because You Can, Does Not Mean You Should • Test & Prove • Technology • Plan For Problems • Internal VOC Manage Expectations @ggerik / GregGerik.com
  • 21. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 4. Actionable Insights 20 @ggerik / GregGerik.com
  • 22. 4. Actionable Insights Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 21 @ggerik / GregGerik.com
  • 23. 4. Actionable Insights The IMPACT Cycle • • • • • • Identify the Questions Master the Data Provide the Meaning Actionable Recommendations Communicate Insights Track Outcomes Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott 22 @ggerik / GregGerik.com
  • 24. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5. Execution & Measurement 23 @ggerik / GregGerik.com
  • 25. Turn It On. 24 @ggerik / GregGerik.com
  • 26. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Communication 25 @ggerik / GregGerik.com
  • 27. 6. Communication • • • • • • 26 Remove Silos (within reason) Accelerate The Information & Tell A Story 5 Second Rule Celebrate Success & Failure Think “Internal Marketing” We Are Going Back To Business • You Move What You Measure (#YMWYM) • Measure What Matters (#MWM) @ggerik / GregGerik.com
  • 28. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 6. Optimization & Exploration 27 @ggerik / GregGerik.com
  • 30. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process • • • • • • • 29 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights (IMPACT) Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com Remember 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO)
  • 31. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Questions? Greg Gerik, Social Media Leader @ggerik GregGerik.com 651-357-2057 (b. cell) gtgerik@mmm.com 30 @ggerik / GregGerik.com
  • 32. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT