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. âExperience helping brands of all
size bridge complex gap to social
success.â
why
 Marke&ng
 Nutz?
Â
Founders have 30+ years
combined experience in digital
marketing, corporate brand,
startups & platforms.
âPHD 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!â
âCEO, best selling author
recognized by Forbes as Top 10
Social Media Power Influencer +
Top 10 Social Media Women
Influencers!
6. social business
âBecoming 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.â
7. social media
âRefers to the means of
interactions among
people in which they
create, share, and
exchange information
and ideas in virtual
communities and
networks.â
8. Brand
âA brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumerâs decision to choose
one product or service over another. If the
consumer (whether itâs a business, a buyer, a
voter or a donor) doesnât pay a premium, make
a selection or spread the word, then no brand
value exists for that consumer.â
~Seth Godin
17. â˘âŻ Strengths
 and
 weaknesses?
Â
Â
â˘âŻ Demonstrate
 impact
 of
 strategic
 work
Â
â˘âŻ What
 training
 is
 required?
Â
Â
â˘âŻ Change
 management
 needs?
Â
Â
â˘âŻ Categories
 for
 readiness
 assessment
Â
â˘âŻ Mindset
Â
â˘âŻ Stakeholder
 buy-Ââin
Â
â˘âŻ Realis&c
 expecta&ons
Â
â˘âŻ Roles
Â
Â
â˘âŻ Customer
 proďŹle
Â
â˘âŻ Market
 analysis
Â
â˘âŻ Compe&&ve
 analysis
Â
â˘âŻ Brand
 Readiness
Â
â˘âŻ Processes
Â
â˘âŻ Organiza&onal
Â
model
Â
â˘âŻ Communica&on
Â
â˘âŻ Educa&on
Â
â˘âŻ Monitoring
Â
â˘âŻ Repor&ng
Â
â˘âŻ Budget
Â
Assess
 readiness
 to
 be
 social
Â
18. Source: Altimeter Group
Language matters
LOB/Geo
Stakeholders
Social Strategist/
Community Manager
â˘âŻ Business metrics:
revenue, CSAT,
reputation.
â˘âŻ Social media analytics:
Insights, share of
voice, resonance,
WOM.
â˘âŻ Engagement metrics:
fans, followers, clicks.
Corporate
25. â˘âŻ WHO are you talking to?
â˘âŻ WHAT do they need?
â˘âŻ WHEN will they engage with you?
â˘âŻ HOW can you help?
â˘âŻ WHERE do they want to talk?
â˘âŻ WHY should they care?
Why should you invest?
29. Maslowâs
 hierarchy
 of
 needs
Â
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
30. hierarchy
 of
 social
 community
Â
inspira&on
Â
self-
actualization
esteem
belonging
safety
physiological
achieve
connect
inspire
32. human
 brandsâŚ
Â
Â
â˘âŻ Think like humans
â˘âŻ Care about humans
â˘âŻ Value relationships
â˘âŻ Listen to other humans
â˘âŻ Talk like humans
â˘âŻ Have a personality
â˘âŻ Show their âhumanâ
â˘âŻ Make & own their mistakes
â˘âŻ Are available
â˘âŻ Know themselves
â˘âŻ Know their audience
â˘âŻ Invest in people
â˘âŻ Take risk
33. My
 Brand
 isâŚ
Â
â˘âŻ What I say
â˘âŻ What I do
â˘âŻ What I think
â˘âŻ What I tweet
â˘âŻ What I post on Facebook
â˘âŻ What I Instagram
â˘âŻ What I write in email
â˘âŻ What I share
â˘âŻ How I respond
â˘âŻ How I interact on & offline!
â˘âŻ How I drive!
â˘âŻME!
38. POST+GM
P
Â
O
Â
S
Â
T
Â
People
Identify WHO & assess their social activities
What do you want to accomplish? WHY?
Plan for how relationships with the âpeopleâ 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
Â
know
 WHAT
 you
 want
 to
Â
measure
 and
 WHY!
Â
Â
sales
thought
leadership
customer
satisfaction
employee empowerment
leads
brand
40. Where
 are
 you
 going?
Â
â˘âŻ Key Performance
Indicators help measure
transformation
â˘âŻ Business goals /
objectives define where
you are going and why
41. Know
 desired
 shibs
 (changes)
Â
Â
â˘âŻ Brand awareness new markets
â˘âŻ Sentiment shifts
â˘âŻ Thought leadership
â˘âŻ Decrease sales cycle
â˘âŻ Increased customer
satisfaction
â˘âŻ Community growth
â˘âŻ Influencer / advocate tribes
â˘âŻ Sales
42. Itâs not what the
technology can do
for you but what
you can do with
the technology!
outcomes
Â
43. 1.⯠Brand
 awareness
Â
2.⯠Brand
 loyalty
Â
3.⯠Customer
 sa&sfac&on
Â
4.⯠Market
 Research
Â
5.⯠Compe&&ve
 Intelligence
Â
6.⯠Shorten
 sales
 cycle
Â
7.⯠Decrease
 service
 costs
Â
8.⯠Lead
 Genera&on
Â
9.⯠Revenue
Â
common business goals
44. 1.⯠Social
 listening
Â
Â
Â
2.⯠Thought
 leadership
Â
3.⯠Nurture
 rela&onships
Â
4.⯠Build
 community
Â
Â
5.⯠Earn
 loyal
 brand
 advocates
Â
6.⯠Maximize
 reach
 in
 exis&ng
 &
Â
new
 markets
Â
7.⯠Support
 sales
 /
 marke&ng
Â
campaigns
Â
8.⯠Talent
 recrui&ng
 &
 reten&on
Â
common social media business
goals
45. Popular
 Social
 Media
 Tools
Â
Â
Social Media Management
â˘âŻ Hootsuite
â˘âŻ Sprout Social
â˘âŻ Buffer (schedule posts)
Social Monitoring
â˘âŻ Sysmos
â˘âŻ Radian 6
â˘âŻ Trackur
â˘âŻ Social Mention
â˘âŻ Brandwatch
Build Twitter Following
â˘âŻ Twellow
â˘âŻ Social Bro
â˘âŻ Manage Flitter
â˘âŻ Triberr (+blog traffic, community)
Social Measurement
â˘âŻ Social Bakers
â˘âŻ Sprout Social
â˘âŻ Tweetreach (Twitter)
â˘âŻ Twitonomy
â˘âŻ Pinalytics (Pinterest)
â˘âŻ Likalyzer (Facebook)
â˘âŻ BlitzMetrics (Facebook)
â˘âŻ Sumall
â˘âŻ Argyle
Blog / Website
â˘âŻ Google Analytics
â˘âŻ Alexa
â˘âŻ Kissmetrics
â˘âŻ Webtrends
â˘âŻ IBM CoreMetrics
46. evaluate
 each
 ini&a&ve
Â
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 donât?
Priority
Does this initiative
enable other
work?