Social Media Measurement Pam Moore
CEO / Founder Marketing Nutz @PamMktgNut

Pam Moore CEO /Founder http://www.pamslinkedin.com
@PamMktgNut Marke&ng Nutz Founders Josh Moore CCO /Founder http://linkedin.com/in/joshroinut @JoshROINut

“Experience helping brands of all
size bridge complex gap to social success.” why Marke&ng Nutz? Founders have 30+ years combined experience in digital marketing, corporate brand, startups & platforms. “PHD in acronyms not required. We help you fit social business in a nut shell so you can focus on what you do best, your business!” “CEO, best selling author recognized by Forbes as Top 10 Social Media Power Influencer + Top 10 Social Media Women Influencers!

Embrace the
JOURNEY!

Social
Business
Success

social business “Becoming a social
business transforms the organization from the inside out, connecting the internal with the external in a way that enhances relationships and creates shared value for the people, the business and ecosystem as a whole.”

social media “Refers to the
means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”

Brand “A brand is the
set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” ~Seth Godin

Why should we do social?

Measuring & worrying about
the wrong things Source: Creative Commons

Quit selling your CEO Twitter!
11

1.3B mobile workers by 2015
Source: IDC

90% mobile users have device
within arms reach 100% of &me

Houston we have a
failure to communicate

start
from
inside
out

• Strengths and weaknesses?
• Demonstrate impact of strategic work • What training is required? • Change management needs? • Categories for readiness assessment • Mindset • Stakeholder buy-­‐in • Realis&c expecta&ons • Roles • Customer profile • Market analysis • Compe&&ve analysis • Brand Readiness • Processes • Organiza&onal model • Communica&on • Educa&on • Monitoring • Repor&ng • Budget Assess readiness to be social

Source: Altimeter Group Language matters
LOB/Geo Stakeholders Social Strategist/ Community Manager • Business metrics: revenue, CSAT, reputation. • Social media analytics: Insights, share of voice, resonance, WOM. • Engagement metrics: fans, followers, clicks. Corporate

communities create markets Opportunity Harvest
Free member Paid member Loyal evangelist Community Zone Customer Zone $$

Stop dancing around &
start dancing with ROI!

benefits – costs
costs= x100

Without STRATEGY there is
no ROI

Stop the Random Acts of
Marketing (RAMs) =

Your Mission Understand where your
audience is hanging out online & learn how to have a relevant conversation with them that helps meet business goals.

• WHO are you talking
to? • WHAT do they need? • WHEN will they engage with you? • HOW can you help? • WHERE do they want to talk? • WHY should they care? Why should you invest?

People don’t buy things, they
join things NOT about CONTROL

think DNA, not tools

relevance

Maslow’s hierarchy of needs
Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-esteem, confidence, achievement, respect of others, respect by others Friendship, family, sexual intimacy Security of body, employment, resources, morality, family, health, property Breathing, food, water, sleep, homostasis, excretion physiological safety belonging esteem self-actualization

hierarchy of social community
inspira&on self- actualization esteem belonging safety physiological achieve connect inspire

humanize
it

human brands… •
Think like humans • Care about humans • Value relationships • Listen to other humans • Talk like humans • Have a personality • Show their “human” • Make & own their mistakes • Are available • Know themselves • Know their audience • Invest in people • Take risk

My Brand is… •
What I say • What I do • What I think • What I tweet • What I post on Facebook • What I Instagram • What I write in email • What I share • How I respond • How I interact on & offline! • How I drive! • ME!

Tech Enthusiasts Visionaries Pragmatists Conservatives
Skeptics Technology Adop&on Geoffrey Moore Technology Adoption Lifecycle

Social media plugs into your
Business Business

Pick Goals where social can
have an impact Align Social with top Business Goals

We use POST strategy to
frame the Social Media Strategy

POST+GM P O
S T People Identify WHO & assess their social activities What do you want to accomplish? WHY? Plan for how relationships with the “people” will change Decide which social technologies to use G Goals What metrics will be used to measure success Objectives Strategy Technology MetricsM Set goals for achievement, qualitative & quantitative Based Upon POST Methodology Source: Forrester Research

Select tools AFTER you
know WHAT you want to measure and WHY! sales thought leadership customer satisfaction employee empowerment leads brand

Where are you going?
• Key Performance Indicators help measure transformation • Business goals / objectives define where you are going and why

Know desired shibs (changes)
• Brand awareness new markets • Sentiment shifts • Thought leadership • Decrease sales cycle • Increased customer satisfaction • Community growth • Influencer / advocate tribes • Sales

It’s not what the technology
can do for you but what you can do with the technology! outcomes

1. Brand awareness 2.
Brand loyalty 3. Customer sa&sfac&on 4. Market Research 5. Compe&&ve Intelligence 6. Shorten sales cycle 7. Decrease service costs 8. Lead Genera&on 9. Revenue common business goals

1. Social listening
2. Thought leadership 3. Nurture rela&onships 4. Build community 5. Earn loyal brand advocates 6. Maximize reach in exis&ng & new markets 7. Support sales / marke&ng campaigns 8. Talent recrui&ng & reten&on common social media business goals

Popular Social Media Tools
Social Media Management • Hootsuite • Sprout Social • Buffer (schedule posts) Social Monitoring • Sysmos • Radian 6 • Trackur • Social Mention • Brandwatch Build Twitter Following • Twellow • Social Bro • Manage Flitter • Triberr (+blog traffic, community) Social Measurement • Social Bakers • Sprout Social • Tweetreach (Twitter) • Twitonomy • Pinalytics (Pinterest) • Likalyzer (Facebook) • BlitzMetrics (Facebook) • Sumall • Argyle Blog / Website • Google Analytics • Alexa • Kissmetrics • Webtrends • IBM CoreMetrics

evaluate each ini&a&ve Impact
How does it support an objective? What metrics matter? Readiness Do we have people who can do this? Is there budget? Risks What are the risks if we do this? What if we don’t? Priority Does this initiative enable other work?

Embrace
OPCs

Empower
internal
brand
evangelists

ac&vate
influencers

Questions? Pam Moore CEO /
Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com