Social media roi measurement requires alignment to business goals. Select business goals and objectives where social can have the greatest impact. Know what transformations you want to make by leveraging and integrating social media into the DNA of your business. Know the difference between social business and social media.
This presentation was delivered as part of a workshop for the University of Central Florida Nicholson School of Communication.
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3. “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!
6. 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.”
7. 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.”
8. 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
17. • 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
18. 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
25. • 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?
32. 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
33. 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!
38. 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
39. Select
tools
AFTER
you
know
WHAT
you
want
to
measure
and
WHY!
sales
thought
leadership
customer
satisfaction
employee empowerment
leads
brand
40. Where
are
you
going?
• Key Performance
Indicators help measure
transformation
• Business goals /
objectives define where
you are going and why
42. It’s not what the
technology can do
for you but what
you can do with
the technology!
outcomes
43. 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
44. 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
45. 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
46. 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?