brief. deliver. measure. repeat: how to quantify your investment in social media
TRANSCRIPT
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in social media @hannahjthorpe
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500 million tweets per day 936 million daily active Facebook Users 70 million photos posted per day on Instagram
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Commanders Intent •
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A Good Brief? •
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The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/
73% say they process information more deeply, thoroughly and thoughtfully when they share it
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The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/
85% say reading other people’s responses helps them understand and process information and events
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1. To Define Ourselves to others 2. To Build and Grow
Relationships 3. Self fulfilment 4. To support a cause or brand
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• Altruists • Careerists • Hipsters • Boomerangs • Connectors • Selectives
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voice Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional
https://blog.bufferapp.com/social-media-marketing-voice-and-tone
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tone A subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel
https://blog.bufferapp.com/social-media-marketing-voice-and-tone
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If my brand were a person, who would it be? Who is going to read it? What is the reader going to be doing/thinking when they read your message? What if something goes wrong?
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http://www.themediaflow.com/blog/brand-identity-twitter
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Hamdi Ulukaya, 2012, Interview with Harry Smith, Rock Center, NBC-TV
Chobani
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Fast response time Respond to every tweet Problems resolved in public eye
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Social Measurement •
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Traffic • Absolute numbers • % YoY growth • Content page landings • Other referrals
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Performance • Time on page • Bounce Rate • Avg. No. Pages visited
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Quantitative vs Qualitative
• Total audience size
• Comparison to competitors
• Impressions
• Audience location
• Demographics • Most influential
followers
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Image Credit: https://www.flickr.com/photos/upsand/
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Image Credit: https://www.flickr.com/photos/hazzat/
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Image Credit: https://www.flickr.com/photos/laenulfean
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Increase Efficiency=Tools • Buffer • Twitter Analytics and Facebook Insights
• Rival IQ –rivaliq.com
• Shared Count - sharedcount.com/
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Resources
@hannahjthorpe
Psychology of Sharing: http://nytmarketing.whsites.net/mediakit/pos/ Chobani Case Study: Chris Malone and Susan Fiske, The Human Brand- How we relate to People, Products and Companies Tone of Voice https://blog.bufferapp.com/social-media-marketing-voice-and-tone https://www.distilled.net/tone-of-voice/