Jason Falls's slides from his social media measurement session at #exhibitorlive.

1. A No-nonsense Blueprint For Measurement Success
Jason Falls | Exhibitor LIVE | March 4, 2015
Social Measurement Made Simple

2. Why do we think this is hard?
ELASTICITY + MEASUREMENT MADE SIMPLE

3. We’re over-thinking it!
ELASTICITY + MEASUREMENT MADE SIMPLE

4. ELASTICITY + MEASUREMENT MADE SIMPLE
Let’s create a Blueprint
for Measurement Success

5. YOU
MUST
HAVE
GOALS
ELASTICITY + MEASUREMENT MADE SIMPLE
You must have goals!

6. ELASTICITY + MEASUREMENT MADE SIMPLE
Measuring without goals is like getting to
the end of the driveway and asking,
“Where are we going on vacation?”
- Me. Just now.
(Tweet that!)

7. YOU
MUST
HAVE
GOALS
ELASTICITY + MEASUREMENT MADE SIMPLE
You have to plan to measure.

8. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Six Business Drivers of Social Marketing
– Social can drive branding and awareness
– Social can help protect brand reputation
– Social can build community
– Social can facilitate customer service
– Social can supplement research & development
– Social can drive sales or leads
What can social media do for you?

10. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Six Business Drivers of Social Marketing
– Social can drive branding and awareness
– Social can help protect brand reputation
– Social can build community
– Social can facilitate customer service
– Social can supplement research & development
– Social can drive sales or leads
What do you want social media to do?

11. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
What do you want social media to do?

12. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
• Drive more leads
– Attract eyeballs on social channels
– Create engaging content for our target audience
– Present occasional calls to action
– Leverage unique coupon codes or URL parameters
– Delineate out social leads vs. advertising and other
– Measure number, conversion rates, efficiency of spend
– Also account for branding/customer service metrics
Some examples …

13. ELASTICITY + MEASUREMENT MADE SIMPLE
YOU
MUST
HAVE
GOALS
Choose tools based on metrics

14. Two types of
Marketing
Measure to your goals

15. What do I get in return?
Let’s ask a better question …

16. Measure
For The Future
Not the Past

17. Nothing worth having comes easy
- Theodore Roosevelt

18. Jason Falls
Elasticity
@JasonFalls
goelastic.com
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www.slideshare.net/elasticity
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