=lift(social, 2015): uri bar-joseph
Post on 14-Apr-2017
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#LIFTSocial
Defining Social SuccessUri Bar-Joseph
#LIFTSocial
ME, LOOKING FOR A JOB
#LIFTSocial
#LIFTSocial
#LIFTSocial
SUCCESS?
#LIFTSocial
IDENTIFY OBJECTIVES
ORGANIZE SOCIAL METRICS
SET REALISTIC GOALS
#LIFTSocial
STEP 1:Identify Marketing Objectives
#LIFTSocial
Delight customers
Inspire evangelism
Generate demand
Drive conversion
Create awarenessMarketing Objective
AWARENESS
CONSIDERATION
DECISION
ADOPTION
ADVOCACY
#LIFTSocial
50% of social marketers say tying their activity to business outcome is a challenge.”“
– State of Social Marketing 2015, TrustRadius.
#LIFTSocial
DECISION
ADOPTION
AWARENESS
ADVOCACY
CONSIDERATION
43%
25%
12%6%
11%
Which Objective Do You Support?
#LIFTSocial
Expose target audience to brand content
Generate engagement with brand content
Drive target audience to brand offersDrive customer engagement with brand product/services
Activate customer influencers
DECISION
ADOPTION
AWARENESS
ADVOCACY
CONSIDERATION
Do You Have The Right Strategy?
#LIFTSocial
STEP 2:Organize Social Metrics
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#LIFTSocial
Confusion sets in…Less than 50% of marketers identified the correct metric to evaluate their success
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#LIFTSocial
Metrics OVERLOAD
84 Companies57 Metrics
#LIFTSocial
Not everything that can be counted counts, and not everything that counts can be counted.”“
#LIFTSocial
#LIFTSocial
ACTIVITY SUCCESS IMPACTPosts &
PromotionsImpressions & Engagement
Traffic & Conversions
#LIFTSocial
STAGE: BRAND AWARENESSMarketing Objective:Social Media Strategy:
Activity Metrics:Success Metrics:Business Impact:
create awarenessexpose audience to brand’s contentposts & promotionsImpression & reachSOV & ToMA
#LIFTSocial
572
success metrics
possible metrics
Success, SIMPLIFIED
#LIFTSocial
#LIFTSocial
CONNECT THE DOTS…
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STEP 3:Set Realistic Goals
#LIFTSocial
1. Take one piece of paper, roll or crumple into a ball.
2. Prepare to throw onto the stage3. NOT YET!4. On a different piece of paper, write down
your name and how many balls you predict will end up on stage.
5. Pass your paper to the end of the row.6. On the count of three, throw your ball
onto the stage.7. Uri to count how many balls made it
onto the stage.8. Winner is whoever guessed the closest
HOW TO PLAY:
#LIFTSocial
WHAT IF YOU KNEW…• Number of attendees• Average distance to the stage• Average “flight” range of paper ball• Results from previous tests• Last trial result
#LIFTSocial
STEP 3:Set Realistic Goals
#LIFTSocial
Goals are success metrics with values.”“
– Uri Bar-Joseph, =LIFT (Social, 2015).
#LIFTSocial
ESTABLISH POINT OF REFERENCE
1. Your Own Baseline2. Peers3. Competitors4. Industry Benchmarks5. Common Sense – “guesstimation”
#LIFTSocial
#LIFTSocial
IDENTIFY OBJECTIVES
ORGANIZE SOCIAL METRICS
SET REALISTIC GOALS
THANK YOU#LIFTSocial
THANK YOU#LIFTSocial
liftconference.social/survey
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