defining your social media strategy and measuring success - a step-by-step guide
DESCRIPTION
- A practice framework that helps you define your Social Media Strategy - A Step-by-Step guide the 3 metrics you need to track today - InStyle magazine as a case study on how social can help enhance both brand presence and user experience - Links to all the tools you'll need - Suitable to entrepreneurs and companies of all size - With a bonus tool box that helps you achieve you goalsTRANSCRIPT
On Social Strategy & Measuring Success
A Step-by-Step Guide
Cathy MaHead of Social Media, IPC Media
@cathyma
27 March 2012
Agenda
1. About IPC
2. The Holy Grail of Social Media Success
3. The 3 Core Metrics
4. Case study - InStyle
5. Bonus Social Tool Box
@cathyma
What’s ?
@cathyma
@cathyma
Business Objectives
/ Value
User Needs
Platform / Technologies
The Holy Grail of Social Media Success
@cathyma
Cost per Acquisition
Engagement Metrics
Value of conversation
The 3 Core Metrics
@cathyma
Begin the tracking journeyTop 3 Actions to Start Today
@cathyma
Acquisition Step 1: Start Tracking
How does Social Media bring you new customers?
http://bit.ly/URLgenerator @cathyma
utm tracking
Acquisition Step 2: Iterate & Improve
http://www.tbgdigital.com/view/awards/heineken-opener-festival/
Acquisition Step 3: Start Playing
Facebook’s Open Graph Application
Sources: http://www.simplyzesty.com/http://www.poynter.org/ http://www.onlineschools.org/
New readers: 1 million in 3 weeks
Monthly Active Users:4 million Page View generated:1 million extra per day
Web Referral from FBUp 600% through social graph
Acquisition Step 3: Start Playing
How does Social Media retain your customers?
2. Retention – who’s talking?
http://bit.ly/SMRetention @cathymaCredits:
3. Monetisation – Value per Engagement
How does Social Media help you monetise?
@cathymaCredits: http://bit.ly/SMRetention
Not Everything Can Be (directly) Measured
@cathyma
Real time feedbackReal time feedback@cathyma
Sharing PassionSharing Passion
@cathyma
Engagement EverywhereThe InStyle Case Study
@cathyma
18
InStyle’s Best Beauty AdviceInStyle’s Best Beauty Advice
@cathyma
19
On Facebook…On Facebook…
@cathyma
Then Print…Then Print…
@cathyma
21
With Top Content…With Top Content…
@cathyma
From Web…From Web…
To Social Media…To Social Media…
Then Print…Then Print…
Best Content…Best Content…
Enhancing Brand Experience using Social
@cathyma
Business Objectives/ Value
User Needs
Platform / Technologies
The Holy Grail of Social Media Success
@cathyma
Key Takeaway
1. Acquisition – Campaign Tracking
2. Retention – Engagement Metrics
3. Monetisation – Conversion Analysis
4. Not Everything can be Measured
5. Finding your Holy Grail
@cathyma
Bonus: Your Social Analytics Tool Box
Selected Useful Tools
@cathyma
Getting the Right People
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Social Editorial Calendar
@cathyma
http://www.nextanalytics.com/
@cathyma
Feedback / Questions?
Cathy Ma @cathyma
http://uk.linkedin.com/in/cathyma