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Social media Strategy and Measurement UAS Conference 2017

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J
Jessica Turner

This is my presentation for the UAS Conference 2017 at the University of Oxford, looking at Social media Strategy and Measurement.

Marketing
1 of 17
Social Media Strategy and Measurement Jessica Turner Digital Communications Office Tuesday 28 March 2017
Social Media Strategy & Measurement Finding your audience What are your goals? Social media voice Don’t measure for the sake of it Ongoing vs. Campaign analytics Examples of measurement Four social media myths Five things to remember
Social Landscape
Social Goals • Your goals will depend on how you will use social media • What do you hope to gain? • What counts as a success?
Social Media Voice
SOCIAL MEDIA CAMPAIGNS
Started in Oxford
Mindgrowing
Social Media Planning
MEASUREMENT
Don’t measure for the sake of it The metric that you should be looking at is based on what you are trying to achieve!
What kind of metrics? Ongoing analytics: pulse of general conversation – an overview of your brand Campaign focused metrics: targeted marketing initiatives and will vary from campaign to campaign, depending on your goals for each.
Examples of metrics Measuring awareness? Use metrics like volume, reach, exposure, amplification. Measuring engagement? Look for metrics around retweets, comments, replies, and participants. Find advocates and fans? Track contributors and influence. Driving traffic to a website? Track URL shares, clicks and conversions. Share of Voice? Track your volume relative to your closest competitors.
Social Media Myths 1. I Need to Be On Every Social Media Platform 2. I Can Publish the Same Post On All My Social Media Platforms 3. I Am Successful If I Have a Large Number of Followers 4. I Will See Big Results from My Social Media Activities in 30 to 60 Days
Five things to remember • Find your voice • Be flexible • Listen and learn • Content is everything • Remember your objectives
WANT TO FIND OUT MORE? https://www.ox.ac.uk/public-affairs/social-media
QUESTIONS?

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Social media Strategy and Measurement UAS Conference 2017

  • 1. Social Media Strategy and Measurement Jessica Turner Digital Communications Office Tuesday 28 March 2017
  • 2. Social Media Strategy & Measurement Finding your audience What are your goals? Social media voice Don’t measure for the sake of it Ongoing vs. Campaign analytics Examples of measurement Four social media myths Five things to remember
  • 4. Social Goals • Your goals will depend on how you will use social media • What do you hope to gain? • What counts as a success?
  • 11. Don’t measure for the sake of it The metric that you should be looking at is based on what you are trying to achieve!
  • 12. What kind of metrics? Ongoing analytics: pulse of general conversation – an overview of your brand Campaign focused metrics: targeted marketing initiatives and will vary from campaign to campaign, depending on your goals for each.
  • 13. Examples of metrics Measuring awareness? Use metrics like volume, reach, exposure, amplification. Measuring engagement? Look for metrics around retweets, comments, replies, and participants. Find advocates and fans? Track contributors and influence. Driving traffic to a website? Track URL shares, clicks and conversions. Share of Voice? Track your volume relative to your closest competitors.
  • 14. Social Media Myths 1. I Need to Be On Every Social Media Platform 2. I Can Publish the Same Post On All My Social Media Platforms 3. I Am Successful If I Have a Large Number of Followers 4. I Will See Big Results from My Social Media Activities in 30 to 60 Days
  • 15. Five things to remember • Find your voice • Be flexible • Listen and learn • Content is everything • Remember your objectives
  • 16. WANT TO FIND OUT MORE? https://www.ox.ac.uk/public-affairs/social-media