you don't have to be einstein to measure social media - #seriouslyldn
TRANSCRIPT
YOU DON’T HAVE TO BE EINSTEIN TO MEASURE
SOCIAL MEDIA Charlie Southwell
Co-founder Transmute
#SeriouslyLDN
ABOUT ME
@charliesaidthat @wetransmute
NEARLY HALF OF CMOs SAY WHAT NOW…
@charliesaidthat #SeriouslyLDN
@charliesaidthat #SeriouslyLDN
“You can buy 10,000 followers, or 1 million views now But it won’t change your business.“
@charliesaidthat #SeriouslyLDN
2,000 TWITTER FOLLOWERS - ($5)
@charliesaidthat #SeriouslyLDN
8,000+ YOUTUBE VIEWS - ($5)
@charliesaidthat #SeriouslyLDN
40,000 WEBSITE TRAFFICS [sic] – ($5)
@charliesaidthat #SeriouslyLDN
MoR Test (Money off Roof)
HR
Digital Transformation
of People
Attraction
Onboarding
Engagement
Alumni
Employee Digital Advocacy Programme
Social Media Playbook & Policy Digital Capability Assessment at Induction
Social Media Advocacy Programmes Social Media Centre Of Excellence Digital & Social Media Training
Digital Induction Programmes
Corporate Universities
Talent Attraction Platform Building Social Media Talent Pools
Leaders Digital Thought Leadership
Digital Reputation Management Succession Planning Alumni Advocacy Programmes
@charliesaidthat #SeriouslyLDN
PR, MARKETING, ADVERTISING
What if you talked to your CMO
about lowering the cost of marketing, acquisition and
customer retention
@charliesaidthat #SeriouslyLDN
DIRECT SALES
Frequency – how OFTEN do customers buy?
Reach – how many NEW customers do you attract?
Yield – how much is the AVERAGE TRANSACTION VALUE?
F.R.Y.
@charliesaidthat #SeriouslyLDN
CUSTOMER SERVICE
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CUSTOMER SERVICE
@charliesaidthat #SeriouslyLDN
BUSINESS INTELLIGENCE
@charliesaidthat #SeriouslyLDN
BUSINESS INTELLIGENCE
Topic Analysis
Volume of posts Proportion of posts
@charliesaidthat #SeriouslyLDN
INTERNAL COMMS
Help your team collaborate, send less email and help increase productivity identify experts within your own teams, reducing wasted project time AND training costs.
HR
Decrease the amount of applications per role by XX% this year
Direct Sales
Drive £XX,000 worth of repeat sales through social channels in Apr 2016
PR
Reduce outreach costs by directly pitching journalists
EXAMPLE OBJECTIVES
Customer Service
Increase NPS by X in 2016 Reduce call centre costs by £XX,000 in 2016
Business Intelligence
Understand the [Key topics] and share of voice of us and competitors to develop a new proposition in June 2016
Internal Comms
Reduce internal email by XX% in 2016
Increase # of staff working from home by XX days a month in 2016
EXAMPLE OBJECTIVES
GOOGLE CONSUMER JOURNEY
@charliesaidthat #SeriouslyLDN
PROBLEM WITH CALLING IT SOCIAL MEDIA
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WE SHOULD BE PLATFORM AGNOSTIC
1. MEDITATE ON BUSINESS OBJECTIVES 2. ALIGN DIGITAL SUCCESS INDICATORS 3. ONLY THEN PICK CHANNELS / METRICS 4. DON’T OPERATE IN A MARKETING / CONTENT BUBBLE 5. *ACTUALLY* GO AND SPEND TIME WITH YOUR CUSTOMERS & ASK WHAT THEY WANT
@charliesaidthat #SeriouslyLDN
RECOMMENDED READING
@charliesaidthat #SeriouslyLDN
Social Media ROI Olivier Blanchard
Web Analytics 2.0 Avinash Kaushik
THANK YOU
THANK YOU Charlie Southwell Transmute @charliesaidthat #SeriouslyLDN