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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Measure Up With Social Analytics. PRESENTATION: Measurement Strategy For Social Media - Given by Steve Hammer, @armondhammer of @RankHammer. #SMX #11B
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Steve Hammer @Armondhammer President, RankHammer
Measurement Strategy for Social Media
SMX Social Media
Steve Hammer President RankHammer
Steve Hammer @Armondhammer President, RankHammer Everyone Struggles
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Measure Social Media Understand social ROI
Yes No
Steve Hammer @Armondhammer President, RankHammer Venn?
Measure
Don’t Understand ROI
Steve Hammer @Armondhammer President, RankHammer Don’t Try This with a Client
Steve Hammer @Armondhammer President, RankHammer It doesn’t end well
Steve Hammer @Armondhammer President, RankHammer Some Numbers are Easy
Steve Hammer @Armondhammer President, RankHammer What’s the value of a like?
Steve Hammer @Armondhammer President, RankHammer
FAMILY What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY Go Stars
RANKHAMMER Dallas Based Internet Marketing Agency
Obligatory Me Slide
Steve Hammer @Armondhammer President, RankHammer Traditional Media is measured
Steve Hammer @Armondhammer President, RankHammer The first question is why?
Steve Hammer @Armondhammer President, RankHammer
Commerce Sales Service
Luxury Brand Desire
Cultural Mentions
Content Repeat Visitation Sharing
Community New Members
Discussion Depth
Different sites, different goals
Steve Hammer @Armondhammer President, RankHammer Ecommerce example
Steve Hammer @Armondhammer President, RankHammer Direct response = a big no
Steve Hammer @Armondhammer President, RankHammer Last Click ignores the fight
Steve Hammer @Armondhammer President, RankHammer MultiChannel
Steve Hammer @Armondhammer President, RankHammer Learn from cross channel
Steve Hammer @Armondhammer President, RankHammer Models
Steve Hammer @Armondhammer President, RankHammer The Biggest Mistake
Steve Hammer @Armondhammer President, RankHammer Get them to the site
Steve Hammer @Armondhammer President, RankHammer Then it can be tracked
UA version
Steve Hammer @Armondhammer President, RankHammer Or even observed
Measure
Segment Behavior Diff
Custom dimension
IsFan IsLoggedIn
Tag Manager and or UA
UserID Permisson
Steve Hammer @Armondhammer President, RankHammer Content Tips
Steve Hammer @Armondhammer President, RankHammer Repeat Matters
Steve Hammer @Armondhammer President, RankHammer Dwell time for actual reading
Steve Hammer @Armondhammer President, RankHammer
THANK YOU FOR YOU ATTENTION
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