getting started, getting better: improving social media via web analytics
DESCRIPTION
This presentation was devleoped for an hour long presentation at REtechSouth 2010.TRANSCRIPT
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REtechSouth
March 25, 2010
Getting StartedGetting Better:Improving Your Social Media Via Web Analytics
Gahlord [email protected]
twitter.com/gahlordmeetwith.me/thoughtfaucetlinkedin.com/in/thoughtfaucet
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Industry function | Mastery | Tool use
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You can develop a clear approach for aligning your social media plan with your business goals.
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Some Theory Stuff
Some Applications of Theory
Some Q + A
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I like to measure things because it helps me discover more about how things work.
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Some people like to measure things because it lets them know if something they already did worked or if it didn’t work. (ROI)
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Some people like to measure things so they can make better decisions about the future.
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“Accountability” gets brought up a lot when people talk about measuring things.
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Here’s one of my favorite models.
Jonathan Boyd’s OODA Loop:
ObserveOrientDecideAct
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Where’s the “consumer” in all of this? Another model:
ReachAcquisitionConversion(Satisfaction)
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Social media disrupts our traditional RAC(S) funnel.
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We’re a little less linear now.
You can get a “conversion” without even trying to “reach.”
You can generate “satisfaction” without ever “converting.”
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We can work to achieve business objectives in a non-linear way.Awesome!
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Culture of accountability
OODA Loop
RAC(S)
The funnel got all non-linear on us
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ReachObserve: Size of social media “channel”Number of followers you have
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ReachOrient:Opportunity for growth?
*Tip: Advertising as research.
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AcquisitionObserve: Landing on your siteFollowing your links(Campaign Tagging)
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AcquisitionOrient:Reach vs Acquire ratioby topic, by time, by channel ...
*Tip: Is your audience awake?
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ConversionObserve: Direct messagesContact form submissionLive events and meetups
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ConversionOrient:by channel, by season, by topic, by quality ...
*Tip: A spreadsheet is helpful.
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SatisfactionObserve: SurveyReputation managementIndividual influence
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SatisfactionOrient:by channel, by action, by use, by human ...
*Tip: Learn to identify influence.
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You can develop a clear approach for aligning your social media plan with your business goals.
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Thanks! Hope you liked it. Questions?