omsphoenix6-15-2011-workshop three
DESCRIPTION
Social measurement: metrics and ROITRANSCRIPT
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Social Measurement
Workshop 3:
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KATHY JACOBS
CallKathy for social media support, training, and consulting!
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TOOLS, TOOLS, TOOLS
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What’s outthere?
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Learn more at:
What Are The Best Social Media Monitoring Tools? [Infographic]
http://oneforty.com/blog/what-are-the-best-social-media-monitoring-tools/
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What have I used?• TweetDeck• SocialMention• Sysomos• UberVu• HowSociable• Visibli• Klout
Social Media Monitoring Tools
http://vitaminch.com/blogs/2010/07/08/july-social-media-club-phoenix-social-media-monitoring/
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What about autoposting?
Ok when…• One piece of content, many
places to post• Pre-scheduled posts• Multiple posters
Not OK when…• Invasive• No human touch• Spamming• Stupid
Most of all: Don’t be a BOT
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Your turn
Each table pick a monitoring tool and pull together a short report for the group telling us:– Which tool you picked– What it does– Good points– Bad points– Cost
Time limit 10 minutes
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DATA STRATEGY
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What about measurement?
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Your content
• Google Analytics• Facebook page and ad analytics• Flickr stats (pro accounts only)• Follower and Following data• Click through data• YouTube Stats
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Content about you
• Hits/comments/likes• Changes over time• New mentions• Back links
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Do you know how your customers feel about you?
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Your turn
Determine two sets of data you need to acquire to measure the impact of your content, two sets to measure content about you, and whether you will use sentiment data.
Time Limit: 10 minutes
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RETURN ON INVESTMENT
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What is ROI?
Benefit - CostCost
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Costs are…
Tool AcquisitionPersonnelHardware to supportGadgets to supportFace to face events
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Benefits are…
Decrease in support costsCustomer retentionSalesReputationVisibility
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Other metrics
Time of response
Quality of interactions
Frequency of
interaction
Customer sentiment
Reputation
Reactions
Retweets
Comments
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Metrics alone are not the
objective!
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Your turn
Using the data decisions made earlier, determine your ROI equation and document three other goals for your SMM plan.
Time Limit: 10 minutes
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SELLING SOCIAL INSIDE THE COMPANY
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How will you share with…
• … the CEO• … another department head• … a member of another department• … an existing customer
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STAYING ENGAGED AND ENTHUSED
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Sanity tips
• Love it or leave it• Connect with others in your industry• Connect with others in online world• Keep your own brand going• Have an outlet outside of work
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Sometimes you have to break the rules
• Do something your community doesn’t expect• Try new sites and tools• Expand the team• Deal with volunteers
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Your turn
Share with your table group one tip for preventing social media burnout.
Time limit: 3 minutes
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GROWING YOUR SKILLS
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Stay connected
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Events you should attend…
Gangplank events
Social Media Club Phoenix
PodCampAZ
WordCampAZ
Wordpress group
SxSW
Blogworld
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Post workshop assignment
Sign up for at least one of the events on the previous page. Attend, volunteer to help, or present. It will do you good!
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WRAP UP