social media: you can't measure if you don't plan
Post on 19-Nov-2014
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YOU CAN’T MEASURE
IF YOU DON’T PLAN
YOU CANMEASURE
IF YOUPLAN
Derek BeereNew Media Manager, Mason Inc.
@derekbeere
Measure
Sales, profits, advertising, public relations, marketing, employees and the list goes on and on…
Defined objectives
Clear strategy
Expected goals
Lots Fail
Many brands fail because they jump into social media with no understanding of what they want out of it.
Not Just A Cool Thing To Do
Social media needs to be fused with all of your marketing efforts and a part of your brand.
Brand Strategy
MarketingCommunications
Planning
Creative
Integrated Delivery
Our Role Has Changed
Not just about billboards, press releases and the traditional.
(Traditional is still important!)
Instant Gratification Era
Forces brands to be quick, responsive and more connected.
We Get It
We need to be connected.
But what now?
Look At Yourself
Evaluate yourself. What traditional channels do you use?
Website?
TV?
Radio?
Direct Mail?
Outreach?
PR?
Newsletters?
Asking the Tough Questions
How well are these channels working?
Are they reaching who we want?
Where do they fall short?
Asking the Tough Questions
Asking these questions will remind you of who you are and who you want to be.
Also shows you how social media can be used to help.
You Will Gain
• A better understanding of your brand presence
• Online communities you should join• Values you should promote• Attitudes you should change• Influencers
Identify
Identify where the conversations about your brand, product or service are happening.
Develop
Develop a strategy, including content, policies, goals, tone…
Don’t get confused…
“Communities already exist. Instead, think about how you can help that community do what it wants to do.”
- Mark Zuckerberg, CEO, Facebook
Establish a presence
Where are you going to speak?
Actively Engage
Content, content, content…
How To Measure
Followers, engagement, conversations, action, conversions, brand awareness…
Using Social Media for?
Customer service? Promotions? News? Ask these questions!
WE HAVE HEARD THESE
About Connex Credit Union
• One of CT’s largest credit unions• Established in 1940• AT&T, SNET
Mission Statement
Improving the lives of our members…
one member at a time
About Connex Credit Union
Corporate Giving
Donates more than $10,000 each year to various local organizations
About Connex Credit Union
Connex and Social Media
Connex and Social Media
• Existing blog• Establish social media• Blog to serve as content• Social channels to connect, engage and
offer something
Situation
After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.
Challenge
Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.
Solution
Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan.
The holiday social was born.
Concept
Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank.
$1 provides 3.6 meals
Objectives• Support a worthwhile cause during holidays• Increase Facebook “Likes”• Engage and interact• Increase overall awareness• Earn media coverage
Support• Social media• Banner ads on websites (radio)• In branch flyers to members• Connex website• Community partners
Facebook Tab
Email To Members
Branch Flyers
Connex Website Banner
Website Banners
What did we measure?
Based on our objectives
• Support a worthwhile cause during holidays• Increase Facebook “Likes”• Engage and interact• Increase overall awareness• Earn media coverage
Results• More than doubled Facebook “likes”• Increased engagement• Raised $324, or 1,170 meals• Earned media coverage (before, after)• Reposts by other businesses
and people
Continued Engagement
• Financial tips• Resources• Other ways to save, such as Groupon• Connex news• Closings• Workshops• Other communication
How We Did It
We planned first and then we measured!
How else can we measure?
Enterprise social media monitoring
Multi-brand and agency interface
Rich interface
Track mentions, keywords
Measure sentiment
“Robust”
Free tools
• Tweetdeck• Hootsuite• Twitter• Facebook insights
Human Ability
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