Maximize your social media efforts by smart evaluation #engagorday

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This document provides tips for evaluating social media efforts. It uses the example of SD worx, a company that aims to be an approachable HRM expert on social media. The tips are: 1) Evaluate efficiently by defining goals, KPIs, targets and benchmarks. 2) Use the right tools like social media monitoring tools to collect both quantitative and qualitative data. 3) Use data to improve by learning from past performance, setting solutions based on learnings, and continually measuring improvements. The document advocates an iterative process of measuring, learning, and improving social media strategies.

Business Technologie

SOCIAL WISDOM
Maximize your social media efforts by smart evaluation
#engagorday - 26/9/2013

LET’S ILLUSTRATE
THE THEORY
USING A
CASE EXAMPLE

“
”
SD worx aims to be
an approachable
knowledge expert
in HRM on social media

- Permissions &
Engagement
- Share of Voice
- Leads / Actions
- Cost efficiency
- Tone of Voice
- Service
- Content quality
- Consumer insights
QUANTITATIVE QUALITATIVE

QUANTITATIVE QUALITATIVE
Initial targets for 2013
Facebook fans: 700
Twitter followers French: 500
Twitter followers Dutch: 1600
LinkedIn followers: 5000
Communicate on the level of
target groups and find ways to
interact with them
Provide a valuable service on
social media
Show the value/quality of SD
Worx products/services
Put employees in the picture
1.
2.
3.
4.
1.
2. Next steps: engagement/actions

PERMISSIONS AND ENGAGEMENT
INTERACTION PER MILLE

CONTENT
Appreciation Content
SD Worx services / Events
Awareness / Theme-posts
Action Content
Knowledge sharing / Blog

CONTENT
68%
8%
24%
MAY
ACTION APPRECIATION AWARENESS
50%
30%
20%
IDEAL CONTENT DIVISION

WHY YOU NO LIKE?!
ORGANIC TRAFFIC HAS PEAKED IN Q1, BUT DECLINED
SINCE
1.
2.APPRECIATION HAS BEEN LOW COMPARED TO THE
IDEAL CONTENT DIVISION
LEARNINGS

AWARENESS1.
2.APPRECIATION
- more crossmedia communication
- set-up of specific FB advertising to boost growth
- bring more relevant, visual, interactive content
- highlight corporate social responsibility
- show more of the companies’ culture and values
SOLUTIONS

TIP 1 :
EVALUATE
EFFICIENTLY
- Define your company’s goals on social
- Set KPI’s and targets
- Define benchmarks

TIP 2 :
USE THE
RIGHT TOOLS
- Use a mix of tools to collect your data
- Combine quantitative with qualitative

- Extract learnings from the data
- Improve and measure again, and again, ...
TIP 3 :
USE DATA
TO IMPROVE

twitter.com/MichVerbeeck
mich@talkingheads.be
twitter.com/lamazone
sofie@talkingheads.be
www.talkingheads.be
twitter.com/talking_heads
MORE QUESTIONS? PING US!

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