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.

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

2. HI!
I’M MICH
HI!
I’M SOFIE

4. HOW DO YOU EVALUATE
SOCIAL MEDIA?

5. LET’S ILLUSTRATE
THE THEORY
USING A
CASE EXAMPLE

6. TIP 1 :
EVALUATE
EFFICIENTLY

7. YOU NEED A PLAN...
AND QUICKLY

9. MORE BRAND AWARENESS?
LOCATING AND ACTIVATING
AMBASSADORS?
BOOSTING WEBSITE TRAFFIC?
STIMULATING ACTION?
GENERATING LEADS?
APPRECIATION FROM TARGET
AUDIENCES?
...
1
2
3
4
5
6
7

10. “
”
SD worx aims to be
an approachable
knowledge expert
in HRM on social media

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

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

13. SET YOUR KPI’S

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

15. SET TARGETS

16. 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

17. SET BENCHMARKS

18. BENCHMARKING SD WORX

19. TIP 2 :
USE THE
RIGHT
TOOLS

21. PERMISSIONS AND ENGAGEMENT

22. PERMISSIONS AND ENGAGEMENT
INTERACTION PER MILLE

23. LEAD GENERATION

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

25. CONTENT

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

27. CONTENT

28. TIP 3 :
USE DATA
TO IMPROVE

29. 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

30. 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

31. BIGGER1.
BASICALLY
2.BETTER
3.SMARTER

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

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

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

35. THANK YOU!

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