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3 Essential Steps for measuring the impact of your Social Media Activity
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for measuring the impact of your Social Media Activity
3 Essential Steps
CIARÁN REGANMarch 2011
Our approach will answer two fundamental questions for any social media activity. You will learn:
• How you should measure • What you should measure
How you should measure
How you should measure
Step 1: Your Objective
• Define your business objective
• Ensure you measure based on that specific objective
• Positioning yourself or your company online
• Audience engagement
• Conversational reach
Some sample objective(s) you
may have are as follows:
How you should measure
How you should measure
Your Plan
• Develop a measurement plan
• Everyone involved can see what is being monitored and what is not.
• Create milestones, this sets expectations for everyone involved in the campaign.
Step 2:
• Each company or campaign has specific requirements.
• You must determine the purpose of your campaign
How you should measure
Do you want to:
• Have users produce content about you?
• Have users engage with you?
• Have users recommend you?
Campaign Purpose:An example of
your activity may be:
How you should measure
How you should measure
Your GoalsYou must define your campaign GOALS:
• Be slightly aggressive with your Goals
• Stick to these Goals
• Define what a successful outcome is to you
• Think about what needs to be done in order to achieve them
Step 3:
How you should measure
Be specific when setting weekly or monthly
GOALS:
Sample Goals for your campaign:
• Grow your collective fanbase on social networks by X amount.
• Increase traffic to your website from social networks by X amount.
• Increase online downloads, donations or registrations by X amount.
GOALS
What you should measure
Valuable and relevant measurementrequires a combination of Qualitative and Quantitative metrics.
What you should measure
What you should measure
Sample MetricCategories for your
campaign content willinclude the following:
RelevanceReach
Engagement
Influence
Attention Sentiment
• Selecting a tool or set of tools that track
across many media channels.
• Producing custom reports for your campaign
This can be achieved by
the following:
What you should measure
Some Free and Paid Tools I Suggest are:Free Tools include:
Your Tool or Platform selection should depend on your
campaign purpose, outlined earlier.
What you should measure
FacebookInsights
Your SocialMonitor
Google Analytics
Twitter Search Klout Hootsuite
Fee Based Tool suggestions are:Tool selectionshould depend on
campaign purpose
What you should measure
Basic (Fee)
Advanced (Fee)
AwarenessHub
WildfireApp
Uber Vu
Radian 6 BuddyMedia
LithiumPlatform
I recommend you begin with standard metrics.
So, what exactlyare we measuring?
What you should measure
• Website landing page traffic from social networks• Fanbase size across all networks• Brand / Product / Service mentions
Then move into Specific metrics.
So, what exactlyare we measuring?
What you should measure
Influence: Gauge how influential your users are andtarget the most influential with your content.
Engagment: Assess the nature of your user activity,how are they engaging with your content, is thisincreasing our time, is it being forwarded and
shared
Inbound Traffic: Are users from social networks staying on your site?
Specific metrics continued...
So, what exactlyare we measuring?
What you should measure
Interaction: Are numbers of active fans increasingConversion of passive fans to interactive fans.Commenting v reading, repeat comments.
Sentiment: Assess whether activity is positive or negative
• Measure and record• Build reports• Match against goals• Keep setting goals• Keep listening
So, what have we learned…
Conclusion
Bring the conversation closer!
If you would like to know more information on this please email [email protected]
Thank You
CIARÁN REGAN