measuring social media
DESCRIPTION
Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au) There’s only two things I want you to walk away with today, and here they are. Always measure social media with context and understand that Search and Social influence one another Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au) Now this may be simple, but it's the simple things we need to remember. It's also important to remember that while measurement mightn't be sexy, it is critical to the success and to demonstrating the success of social media. The Lord of the Rings is about as long as every blog post stuck together. And Frodo and Sam sure had influence: the fate of the whole world. Know your objective Don’t bullshit anyone. Businesses exist to make money. Do good things, and get paid to do good things. Be interesting. But more importantly – have clear business outcomes to meet. Whether your in community management, PR, marketing or administration: your purpose exists - make people happy and make the business money. Everyone in the known world knew they were after the ring. Destroy the ring and save the world. That was the outcome, the objective. Work together (whether good or evil, and we’ll get there). Business Wide vs Department Lead Social Media Have a clear strategy lead from the business team at hand: but don’t forget it’s still about your customer, not the person with the loudest blog. The fellowship was created because they all held significant roles – but they all wanted to achieve the greater goal. They were greater from the sum of their parts. Put away your ego. Know what your success looks like What is success? Make sure you understand what you value. And if you’re doing good work – then demonstrate it. If you can’t articulate what you’re doing – then how can you value it? For PR companies: make sure you know why the blogs you reach are important. A good blog measure could be (1) inbound links (2) average comments per post (3) average # of commenter's per post and (4) avg views per post. Sam knew Frodo and the ring were both important: they were the campaign here. Sam knew he had to save Frodo, so Frodo could save the world. He knew why he was important, because he’d listened to Gandalf. He understood his role and he was willing to sacrifice to meet the outcome. Measure the right and useful stuff, with the right tools I don’t know what the tools are going to look like in 6 months – but I still know what I need to measure. Yes, we’d consider using both BuzzNumber and or Dialogix. And we use up to 12 different tools depending on what the client values and wants to measure. I learned so much more joining the switched on team because their search guys knew so much about reporting from SEM and SEO. With Trivett Harley-Davidson, it was converting traffic from Twitter to booking Test Rides, with PayPal it was converting ticket sales. Golem was the way. Not for the whole journey. Only for part of the journey – but that’s OK. Sam was rightfully wary, but without Golem, then they’d surely perish How to measure with context Identify what you are measuring, and why you are measuring: and make sure that social media activity leads to a business outcome. Focus on the relationship between social media activity and business outcomes - and you're measurements will be useful. These are the steps we take to determine how to measurement engagement, influence or what ever you want to call it – it comes back to measuring whether we’re reaching a business outcome. Look at success, understand what it is. Understand why you want to get there. Ensure it’s meeting the business outcome. THEN decided how you’re going to measure it. 4 steps here – no more, no less. They needed to get to Mount Doom. Why? To destroy the ring. The business outcome is to save the world. How is final step – uTRANSCRIPT
1. Measurement Requires Context2. Search & Social Influence One Another
jye smith//switched on media
Destroy the fucking ring.
Business Outcome: Save The World
Business Wide VS Department Led
Who’s in your party?
Understand what is valued, what is success?
Sam knew Frodo & The Ring were valuable
Measure the right things, using the right tools
Golem was part of the toolbox
MEASURE WITH CONTEXT
The big arm wrestle is between media & creative agencies and those who get search & social – if you do social by being useful and interesting – you’re going to get a lot of traction.
- Mark Pollard
Understand search
Community/Audience
Business Outcome
Social MediaSearch
Measurem
entMea
sure
men
t
Influence
SOCIAL INFLUENCES SEARCH
5 Tips to Measuring Social Better
1. Understand what your business outcomes are2. Identify and measure SM activity leading to outcomes3. Report/analyse all relevant social media activity regularly 4. Understand your search and how it influences your social5. Compare and analyse search and social data
Stop measuring ‘engagement’;start measuring the SM activity leading to business outcomes
1. Measurement Requires Context2. Search & Social Influence One Another
jye smith, social media strategist
[email protected] @jyesmith