mastering social media workshop 3 presentation

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Mastering Social Media Workshop 3

Implementation and Performance Measurement

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

June, 2011

http://www.energise2-0.com/

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Focus

Key issues in implementing your social media strategy

– Channel Action Plans– Performance Measurement

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Channel Action Plans

• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel

• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc

• But not ‘Paralysis by Analysis’

• The Action Plan for each channel should include a clear statement of…..

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Channel Action Plans

• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s

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Key Questions to Address

Channel Vision and Objectives

• What is your overall vision for this channel?

• What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)

• What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?

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Channel Actions• The Basics – for each channel, are you happy with - Page

Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration

• Key Success Factors – the ‘4Cs’ approach– Customers– Content– Conversations– Conversion

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Tools and Applications• What tools and apps should I use for this channel

Organisation, People and Resource Aspects• Do we have the right organisational ‘culture’ and

‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?

Performance Measurement• How should we measure channel performance and

business impact?

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Agenda

• Action Plans for Successful Channel Development– Twitter– Facebook– Linkedin (Guest Speaker – Paul McComish)– Blogging (briefly)

• ‘Stop and Reflect’ Exercises/ Channel Templates

• Same principles apply across all channels – ‘Be social before doing social’

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Twitter

• Twitter – An Overview• The Basics - Channel Set-Up and Terminology• Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the

Community), Conversations, Conversions • Twitter Tools and Applications• Performance Measurement• Organisation and People

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Twitter Overview

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Twitter – what is it?

• Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)

• It allows users to send updates to their friends (or "followers") via the web or mobile phone

• Messages (or "tweets") are up to 140 characters each

• Unlike Facebook/Linkedin, anyone on Twitter can follow your updates

http://www.twitter.com/

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Youtube

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Go to

www.twitter.com/stephenfry

http://www.twitter.com/stephenfry

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A Typical Twitter Page

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How big is it?

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There are lies, damned lies, statistics and twitter statistics

The most important stat is whetheryour ‘customers’ use it or can be

encouraged/trained to use it and thevalue add to the relationship

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Points to Note

• The ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’

• Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’

• Broadcast/PR – inform, increase awareness• Cost effective communications tool, instant/timely

updates • But it is NOT just about one way broadcasting – its about

conversation and engagement – this has time and resource implications

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Points to Note

• Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels

• Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships

• Adopt a ‘customer led’ approach

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Business Benefits

Improved marcoms effectiveness and efficiency

Performance measurement tools are available

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Stop & Reflect

Twitter Exercise 1

Vision and Strategy What do you want to use it for?

What business benefits do you hope to derive?How will Twitter help you achieve your core business

objectives? What KPIs will you use for measuring on-going channel

performance? What are your targets for each KPI?

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Getting Started

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Getting Started

• Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page

• Fill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname

• See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the service

• Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant

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Getting Started

• Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settings

• Fill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as well

• Although, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier

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Stop & Reflect Twitter Exercise 2

Make sure you understand the following terms: – Layout: Home Page, Profile, Messages, Who to Follow,

Account Settings, Search– Design – can be personalised, to some extent– Tweets– Retweets (RT)– @reply– Direct message– Hashtags #– Follow/unfollow; following/followers– Lists

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Features and Functions

Native App

Username

Tweet

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AramexCustom design

Tweet with shortened

URL

Tweet @ replies

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BoingoRetweet

Subscribe to Tweets

Hashtags

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Suggested Follows

Favourited Tweet

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Integration Options

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Integration Options

• You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc

• Be very careful

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Embed

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Key Success Factors

The 4Cs of Building a Successful Twitter Channel

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The 4Cs Framework

• Customers– engage with the right ‘customers’ and build your

community• Content

– be ‘customer led’ and add value• Conversations

– twitter is not a broadcast channel. It is marketing as a ‘conversation’

• Conversions– the ‘call-to-action’; core business objectives

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Twitter Exercise 3Who are your customers – who do you

wish to engage with on Twitter?

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Building Your Community

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• Use your existing communications channels

• Use the community building tools provided by twitter

• Some advice on "Finding Your Tribe"...Start by Following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes

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Building Your Community on Twitter

1. Start By Following• Aim to follow 100 ‘quality’ profiles initially – to get started and

get on the learning curve• Some will ‘reciprocate’ but users are becoming more

discerning – quality of your tweets and depth of engagement (replies, DM) are critical

• As your twitter presence develops, your level of conversion should increase

• Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com

• Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet

http://friendorfollow.com/

http://www.tweepler.com/

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1a. Deciding Who to Follow• You should aim to follow accounts that add value to both you

and your network• Identify sources for “value” messages. Only follow those that

provide valuable messages on a regular basis• Follow those who are ‘influencers’ for your target customers

This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagement

• You can easily identify those to follow in a number of ways

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1b. Follow through Quality Content • The best way to find ‘Who to Follow’ is through the quality of

their Tweets and Retweets (and through search and lists). • A good focused Tweet can indicate if someone is worthy of a

follow. • This works both ways. Consider the quality of your Tweets and

the impact this is having on you being followed • There are good twitter search tools available

– http://search.twitter.com/search http://www.tweetdeck.com/ http://www.bing.com/twitter

• Social Media Monitoring Tools (www.topsy.com and others)

http://search.twitter.com/search

http://www.tweetdeck.com/

http://www.bing.com/twitter

http://www.topsy.com/

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1c. Use of Twitter Directories • A range of directories have emerged which have attempted to

categorize people to follow, through their interests and professional background. – We Follow http://wefollow.com – Twellow http://www.twellow.com/ – Twibs http://www.twibs.com – Twitterati http://twittorati.com/

• We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about

http://wefollow.com/

http://www.twellow.com/

http://www.twibs.com/

http://twittorati.com/

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1d. Use of Spam Avoidance Techniques • There are many examples of Spam on Twitter and a

mechanism is provided on both the Twitter website and some of the more popular clients to report this

• Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp

• Best way to avoid spam is through careful selection of profiles to follow.

• Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures

• Remember the old adage, if it seems too good to be true it usually is

http://truetwit.com/truetwit/signUp

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1e. Do Not Automate the Follow Process • Tools are available for automating the follow process• We do not recommend these tools. • Examples include:

http://twitterbatcher.com http://followformation.com

1f. Avoid Get Followers Fast Schemes • There are a number of 'get followers fast' schemes• Don’t use them• Your aim should be ‘quality’

http://twitterbatcher.com/

http://followformation.com/

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Content and Conversations

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Content

• Quality tweets are the key to success• 140 characters but try for less to encourage RTs (140-7)• Include shortlinks when appropriate• Agree tone, theme, frequency• Remember to use @username if you want the individual

to see the reply or to respond• Balance of Retweets (RTs) and Direct Messages (DM)• Organisation and people aspects • Content policy and strategy• What makes a great Tweeter?

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Content

• Be very careful with twitter gaffes

• Many examples of slip-ups

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Conversations

• Social media is ‘marketing as a conversation’ with your network

• It is not about one way broadcasting

• This has time and resource implications

• Some advice......

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Conversations

• Tweet – Your tweets should add value

– Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network

– Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly.

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Conversations

Reply and Direct Messages

• These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast tool

• It can allow a dialogue between Twitter profiles and on specific Tweets.

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Conversations

• Retweet – Retweeting can add significant value to your network but

don’t overdo it.

– Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’

– Encourage an RT if its really important

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Conversations

• Using Hashtags

– Words or phrases pre-fixed with # e.g. #topic

– Conversations clustered around a theme. Helps you find

where relevant conversations are taking place and join in

– Hashtags give your tweets (and you) more prominence on

certain issues

– Don’t spam or misrepresent the # e.g. Habitat

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Conversations

Twitter Chat

• Chatting can be conducted through Twitter.

• Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.

• You tweet and add a hashtag to each tweet #climate

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Conversations

Create an Interdependent Presence • Networks thrive on interconnectedness and cross fertilization • Ensure multi channel coordination • You can integrate Twitter with Facebook (#fb) and your Blog

Consider Automating Your Tweets • If you regularly post your own articles, use of an application

like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make sense

• But consider carefully your use of these tools and don’t spam• Manual tweets are more personal - there is a balance to be

struck here

http://twitterfeed.com/

http://posterous.com/

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Conversations

Using Lists • A good way to organize your information flow

• Group Twitter profiles under topics/quality

• You can subscribe to others’ lists

• The number of lists which you become part of illustrates the power of your tweets...another measure of your influence

• You are more likely to be found and followed through lists

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Why People Unfollow

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Evaluate your current Content/Conversation approach?

Make recommendations for improvement

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Conversion

• It is critical to measure the performance of your Twitter activities

• This can be done in two ways – ‘lag’ and ‘lead’ measures• ‘Lag’ measures are your ultimate ‘business’ objectives

e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc

• ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives

• This could include....

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Performance Measurement

• Number of followers / that you follow• Growth in followers over time• Total number of Tweets• Average number of Tweets over time• Number of Retweets• Number of Lists you are in• Who's Following You vs. Who You Are Following

To be continued…..

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Twitter Tools and Applications

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Make Use of Relevant Applications

• Desktop, Browser and Mobile Clients• Tweet Feeds• Twitter Search• Analytics• Directories and Follow Services• Others

See http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/

http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/

http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/

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Twitter Tools/Applications

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Tweetdeck

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Hootsuite

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Review and evaluate some of the Twitter Tools and Applications listed on our blog

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• It is critical to measure the performance of your Twitter activities




• These could include....

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• Number of followers / that you follow• Growth in followers over time• Total number of Tweets• Average number of Tweets over time• Number of Retweets• Number of Lists you are in• Who's Following You vs. Who You Are Following

There are a number of tools available for monitoring your twitter performance, including:

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Analytics

• Klout: http://klout.com/ • TweetStats: Trending stats for your twitter profile

http://tweetstats.com• Topsy: http://analytics.topsy.com • Export.ly: http://export.ly • Twitalyzer: http://twitalyzer.com/ • Twittercounter: http://twittercounter.com/ • Twitturly: http://twitturly.com/ • Retweetist: http://retweetist.com • Twitterfall: http://twitterfall.com/

http://klout.com/

http://tweetstats.com/

http://analytics.topsy.com/

http://export.ly/

http://twitalyzer.com/

http://twittercounter.com/

http://twitturly.com/

http://retweetist.com/

http://twitterfall.com/

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Use one or more of the following tools to monitorthe performance of a twitter account of your ownchoice

• Klout http://klout.com/• Topsy http://analytics.topsy.com• Export.ly http://export.ly • TweetStats http://tweetstats.com

http://klout.com/

http://analytics.topsy.com/

http://export.ly/

http://tweetstats.com/

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Klout

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Organisation, People and Resource Aspects

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and

resourced? Policies and Guidelines?

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Twitter Do’s and Dont’s

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Do’s and Don’t’s

• Don’t Be a Showoff– Your tweets should add value to the ‘customer’ – it’s not

about ‘me,me,me’

• Don’t Use Poor Grammar or Spelling– Don’t try to be too cool

• Don’t Get Too Personal (business users)– Keep the conversations warm but professional; it’s what

business users expect and anything else comes off as creepy

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• Don’t Auto-Tweet– It’s OK to schedule tweets for specific times but don’t

automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam.

• Don’t Leave Air in the Conversation– Respond as quickly as possible – within hours not days.

• Don’t Overtweet– Don’t flood your followers’ timelines

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• Do Shout Out to Users Who Mention You– Thank those making favourable comments; be very careful

how you respond to any negative comments• Do Monitor Keywords and Sector Trends

– And respond when appropriate• Do Make an Informative Profile

– Use your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your website

• Do Fish Where the Fish Are– Where your customers hang out

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Thank You

Questions

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Channel Development

• Facebook – An Overview• Channel Set-Up and Terminology• Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the

Community), Conversations, Conversions • Facebook Tools and Applications• Performance Measurement

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Facebook Overview

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Facebook – what is it?

• Facebook www.facebook.com is a social network service and website launched in February 2004

• Facebook allows users to do the following: – create profiles with photos, lists of personal interests,

contact information, and other personal information.– communicate with friends and other users through

private or public messages and a chat feature. – Join, “like” or run common interest groups or pages

(organized by business or brand)– advertise across the platform

Source: Wikipedia and The Authors

http://www.facebook.com/

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Facebook Pages - Business Benefits

1. Customer loyalty, repeat business, referral, ‘advocacy’

2. Increased sales (sales / month) – F-Commerce

3. Improved marketing effectiveness/efficiency

4. Reputation/brand management

5. Improved customer/market knowledge and insight

6. Others?

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Stop & Reflect

Facebook Exercise 1

Vision and Strategy What do you want to use it for?

What business benefits do you hope to derive?How will Facebook help you achieve your core business

objectives? What KPIs will you use for measuring on-going channel

performance? What are your targets for each KPI?

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Facebook

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How big is it?

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The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook

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A Typical Facebook Profile: Wall

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Profile: News Feed

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A Typical Facebook Page

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Facebook Pages -Key Features

• Individuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share.

• FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*.

• FB Pages access in-house analytics, Facebook Insights and can have multiple administrators

• FB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.

• FB Pages have SEO benefits - featuring high in search results for your brand or product.

Source: The Authors and Mokomarketing.com on Scrbd

http://www.scribd.com/doc/13907180/Marketing-Benefits-of-a-Facebook-Page

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Facebook Pages

• Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels

• It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships

• Adopt a ‘customer led’ approach

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Getting Started

• Go to Facebook. Click on the “Create a Page"• Choose a category. Choose between: “local business or

place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details.

• Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and Permissions

• Suggest your Page to others• See if your contacts are on Facebook. After you fill out basic

info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts

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• Posts• Comments• Likes• FBML Pages and Landing Pages• Main Navigation• Suggest to a Friend• Adverts

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Logo

Post or Status

Update

Main Navigation and Likers

Comment

Photo Showcase

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Category

Custom Pages

Facebook Ads

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Logo

Link added

Wall

Comments

Sort by Top Posts

Likes

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Applications

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Integration Options

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• You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube

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Facebook Likes

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Facebook + Websites / Blogs

• Like buttons (update Facebook profile when clicked)

• Activity button (show what friends are doing on the site)

• Add Comments (add comments to any web page)

• Recommendations (suggestions for web pages)

• Like box (view Facebook Page stream from website)

• Website Login / Registration authentication through Facebook

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Facebook and Twitter

• Publish Tweets on Facebook

• Publish Facebook Status Updates on Twitter

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Stop & Reflect Facebook Exercise 2

Make sure you understand the following terms: – Layout: Profile, Page, Wall, News Feed, Account

Settings, Search– Design – profile images - can be customised– Like (Page)– Post– Like (Post)– Comment– Share– FBML / Integration– Applications

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Key Success Factors

The 4Cs of Building a Successful Facebook Channel

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The 4Cs Framework

• Customers– engage with the right ‘customers’ and build your

community• Content

– be ‘customer led’ and add value• Conversations

– Facebook is not a broadcast channel. It is marketing as a ‘conversation’

• Conversions– the ‘call-to-action’; core business objectives

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Facebook Exercise 3Who are your customers – who do you

wish to engage with on Facebook?

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• Use ‘Friend Finder’/ ‘People You May Know’ to send

friend request to five people

• Use the search facility to join/‘like’ three relevant

groups/pages

• Explore the potential Return on Investment from

Facebook Advertising

• Invite friends by email using ‘Invite Friends’

• ‘Suggest to Friends’

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• Embed Facebook widget/link on your web site/blog

• Invite your email/ezine subscribers

• Add social media profiles to your email signature file

• The potential for running an incentivised Facebook

Advert

• Add page link/badge to your profile page

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• Actively participate in relevant groups/pages – tagging

your post

• Offline marketing of your Facebook Page

• Think about the best way of creating a viral campaign

• Once you reach 25 ‘likers’, register your own unique

address – www.facebook.com/username

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Content

• Frequency – how often to post or update• Topic – 5 key topics focusing on key customer groups• Type (update, video, image) – mix it up, photos and

videos can be more engaging• Own/Other Peoples Content (OPC) – look for other

content to share• Tone/theme – friendly, informal, warm, welcoming,

advisory, facilitative, authoritative• Sources of Inspiration – have some examples of your

ideal page• Participation in other groups/ pages – comment and

interact more widely

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Conversations

• Engage in other relevant FB pages/groups

• Look for opportunities to stimulate a discussion and

encourage user generated content on your own Page

• Encourage shares, likes and comments

• Create a Response Policy for FB (perhaps a wider

initiative across all channels)

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Engagement

• For status updates, try ending with a question.

• Add your own comments as needed to get the ball

rolling.

• Come back and reply often to your fans’ comments

• Agree an appropriate Response Policy

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Evaluate your current Content/Conversation approach?

Make recommendations for improvement

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Conversion

• Look for opportunities to make a sale, generate an enquiry, create a referral

• Be subtle• Facebook is not a sales channel

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Managing Facebook

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Managing Facebook

• Third-Party Software can make managing one or more Facebook Pages easy. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the same application on your desktop and your mobile phone– Hootsuite http://hootsuite.com – TweetDeck http://www.tweetdeck.com – MediaFeedia http://mediafeedia.com – HyperAlerts http://www.hyperalerts.no

http://hootsuite.com/

http://www.tweetdeck.com/

http://mediafeedia.com/

http://www.hyperalerts.no/

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Hootsuite

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Hootsuite

Hootsuite amongst the first to have a mobile client for Facebook Pages

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Review and evaluate some of the Facebook Tools and Applications listed on our blog

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• It is critical to measure the performance of your Facebook activities




• These could include....

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• Involvement – the number and quality of people involved in Facebook

• Interaction – the number of comments and likes• Intimacy – affection or aversion to the brand • Influence – recommendation in terms of shares on

Facebook• Insight – actionable insight on the Facebook Page• Impact – sales, enquiries

There are a number of tools available for monitoring your Facebook performance, including:

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Facebook Insights

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SocialBakers

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Export.ly

This Report provides a basic set of charts for Export.ly. For help or to inquire about custom data and reporting options, please contact [email protected]

dates showing:

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Wal

l Pos

ts

Fan Page Activity Over TimePosts by Fans Posts by Admin Fan Comments

40

429

38

495

160

- 100 200 300 400 500 600

Total Posts by Admin

Total User Comments

Total Likes on Comments

Total Likes on Posts

Total Unique Commenters

Total Fan Page Activity

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Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice

• Facebook Insights http://www.facebook.com

• Social Baker http://www.socialbakers.com

• Hootsuite http://hootsuite.com

• Export.ly http://export.ly

http://www.facebook.com/

http://www.socialbakers.com/

http://hootsuite.com/

http://export.ly/

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Organisation, People and Resource Aspects

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and

resourced? Policies and Guidelines?

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Facebook Do’s and Dont’s

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• Don’t Get Too Personal– On a Facebook Page you are representing a company or

brand - keep the conversations warm but professional

• Don’t Overpost– Always try to create valuable, engaging posts. Make music

not noise

• Don’t Under-Post– Your customers are there for an engaging experience,

don’t neglect your Page or the needs of your network!

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• Do look for opportunities to engage– Always look for opportunities to widen out the

conversation – be a good facilitator

• Do - be attentive– Respond as quickly as possible – within hours not days.

• Do let people know you exist– Don’t be afraid to promote your Page offline and online

• Do engage on other Pages– Where your customers hang out

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Thank You

Questions

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A Brief Final Word on Social Media Monitoring

and Performance Measurement

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Monitor and Measure

• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets

• Performance evaluation should be undertaken at three main levels…

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Monitor and Measure

• Individual Channel Performance– the effectiveness/success of each channel benchmarked

against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence

– most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy

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Facebook Insights

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Monitor and Measure

• Wider Social Media Performance

– monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools

– this will show the impact of your SM activities on others and other channels

– it measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on

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Merchant City, Glasgow

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Monitor and Measure

• Underlying Business Performance– the performance of each social media channel and the

overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures– in a social media era, they are the main ‘drivers’ of future

business performance– the final level of performance monitoring, therefore, is

linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?

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Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’

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Programme Feedback

Follow Up, Informal Session?