Business Gateway - Measuring ‘success’ in social media

Social Media Webinar Series
In association with

For webinar slides visit:
http://www.slideshare.net/enterprise2012

Measuring ‘success’ in social
media.

2012

Poll! Do you measure your
business social media
performance?

Copyright Deer Digital Ltd. 2012

What’s the value
of a ‘like’?


2012


2012

Quantitative Qualitative
only only


2012

Fans res
Sha
Followers
omm ents
C
only only
Clicks Sign
ups
Views


2012

Fans res
Sha Behavioural
Sentiment
Followers analysis
omm ents Reputation
C
only only
Clicks Sign Custom
ups er
Awareness satisfa
ction
Views


2012

Fans res
Sha Behavioural
Sentiment
Followers analysis
omm ents Reputation
C
Quantitative & Qualitative

Clicks Sign Custom
ups er
Awareness satisfa
ction
Views


2012

Sales
Offline New
customers

Customer
Market
retention
share
Online

Reputation


2012

New
Sales Offline
customers

Customer Market
Online Reputation
retention share


2012

New
Sales Offline Social
customers

Customer Market
Online Reputation
retention share


Framework for
measurement.


2012

S

M

A

R

T


2012

S PECIFIC

M

A

R

T


2012

S PECIFIC

M EASUREABLE

A

R

T


2012

S PECIFIC

M EASUREABLE

A CHIEVABLE

R

T


2012

S PECIFIC

M EASUREABLE

A CHIEVABLE

R EALISTIC

T


2012

S PECIFIC

M EASUREABLE

A CHIEVABLE

R EALISTIC

T IMED


2012

“Increase ________ by ________

within ________ time period”


2012

SPECIFIC, MEASURABLE
ACHIEVABLE, REALISTIC

“Increase ________ by ________

within ________ time period”

ACHIEVABLE, TIME-BASED


2012

Step 1: List your business
objectives.


2012

Step
1 Business Objectives


2012

Step

eg. Drive £1,000,000 in new business sales over next 12 months

eg. Reduce customer churn by 10% over next 6 months

eg. Increase market share by 25% over next 12 months


2012

Step 2: Map out how you
will achieve your business
objectives.


2012

Step

Drive new business sales

Reduce customer churn

Increase market share


2012

Step Step
1 Business Objectives 2 How to achieve this:

eg. Grow brand awareness T
A
eg. Build brand reputation
C
Reduce customer churn eg. Get closer to existing customers T
I
eg. Become recognised as thought leader
C
eg. Attract and retain the best staff S


2012

Step 3: Match KPIs to your
goals and tactics.


2012

Step Step
1 Business Objectives 2 How to achieve this:

eg. Grow brand awareness T
A
eg. Build brand reputation
C
Reduce customer churn eg. Get closer to existing customers T
I
eg. Become recognised as thought leader
C
eg. Attract and retain the best staff S
eg. Website referral traffic
Step
3 eg. Sales value £ eg. Search engine page rankings
KPIs

eg. No. of customers eg. Engagement data

eg. Competitor analysis
eg. % Market share
eg. Reach data


2012

Step 4: Develop SMART
social objectives that
support business KPIs.


2012

Step eg. Sales value £ eg. Website referral traffic eg. Reach data
3
KPIs

eg. No. of customers eg. Engagement data eg. Competitor analysis

eg. % Market share eg. Search engine page rankings


2012

Step eg. Sales value £ eg. Website referral traffic eg. Reach data
3
KPIs



Step
4

Develop
SMART
social
objectives


2012

Step eg. Sales value £ eg. Website referral traffic
eg. Website referral traffic eg. Reach data
3
KPIs



Step
4

Develop
SMART
social
objectives


2012

3
KPIs



Step
4 ⇾ Increase social website referral traffic by 25% in 3 months
Develop
SMART
social
objectives


2012

3
KPIs



Step
Develop
SMART
social ⇾ Increase social clicks by 15% in 2 months
objectives


2012

3
KPIs



Step
Develop
SMART
social ⇾ Increase social clicks by 15% in 2 months
objectives

⇾ Drive 10 new customers through a social campaign in 1 month


Measurement tools.


2012

Poll! Do you use free or paid
tools to measure social
performance?


2012

Free tools.


2012

Analyse your web traffic

Google Analytics > Traffic Source > Social > Sources


2012

Shorten & track your links


2012

Network stats

Facebook > Your page > Admin Panel > Insights


2012

Network stats

LinkedIn > Your page > Edit > View Page Insights


2012

Sentiment analysis


2012

Sentiment analysis

Paid Tool Considerations:


2012

Sentiment analysis

How many sources are surveyed?


2012

Sentiment analysis


Can you customise the search?


2012

Sentiment analysis



How many keywords can be tracked?


2012

Sentiment analysis




Can geographic, demographic or
language filters be set?


2012

Sentiment analysis





Can specific blogs/websites be
searched?


2012

Sentiment analysis





Can specific blogs/websites be
searched?

Cost? (Free trial)


2012

Paid tools.


2012

Reporting.


2012

REACH


2012

Facebook fans LinkedIn followers
REACH
Twitter followers Newsletter subscribers


2012

REACH

CONTENT


2012

REACH

Views
CONTENT Comments (by network)
Shares


2012

REACH

Views
Shares

CONVERSIONS


2012

REACH

Views
Shares

Demo sign ups Subscribes
CONVERSIONS (by network)
Trial request Purchases


2012

REACH

Views
Shares


IMPACT ON
WEBSITE


2012

REACH

Views
Shares


IMPACT ON
Traffic sources Social referrals
WEBSITE


2012

Commentary/Summary

REACH

Views
Shares


IMPACT ON
WEBSITE


2012

Commentary/Summary

REACH

Views
Shares


IMPACT ON
WEBSITE

→Learning / Actions


Questions?


Social Media Webinar Series
For webinar slides visit:
http://www.slideshare.net/enterprise2012

In association with

Business Gateway - Measuring ‘success’ in social media

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