scientific method for social media with tamsen mcmahon (@tamadear)
DESCRIPTION
Is there a science to social media marketing? Tamsen McMahon of Sametz says YES! Check our her slides from her webinar with Awareness, Inc from 12/16TRANSCRIPT
The Scientific Method!For Social Media!
On the line…
Your Presenter: Tamsen McMahon Sametz Blackstone Associates Brass Tack Thinking [email protected] @tamadear
Your Host: Mike Lewis, Awareness [email protected] @bostonmike | @awarenessinc
Got Ques/ons?
Use the hashtag: #awarenessinc On Twi7er
Technical Issues? Contact Webex customer support
Who is Awareness ?
• Creators of the Social Marke/ng Hub
• Allows marketer to control and centralize all social media marke/ng ac/vi/es in through one interface
• SoIware is powering the social media strategy of mid-‐to-‐large sized organiza/ons
• Partnered with leading digital and interac/ve agencies CUSTOMERS PARTNERS
‘I’m Overwhelmed!’ Social Media is only a % of my job and it requires a lot of my /me to be effec/ve
Social Media Challenges
‘Help me prove the value!’ I know social media works, but I need data to get buy-‐in, The execs are pushing me
for meaningful data before we invest further
‘I Need to Get Strategic!’ Need to move from tac/cal ac/vi/es to strategic programs
‘I’m Losing Control!’ Too many channels, too many comments to respond to, too many passwords, too many places to login, hard to keep control
Awareness Social Marke/ng Hub
Publish : Content-‐centric, mul/-‐channel
Manage : Enterprise grade access controls, permissioning, and control
Measure : Meaningful reports and marke/ng-‐focused Social Monitoring
Engage : Interact with individuals who are passionate about your content
Gain Control of your Social Media Programs
Centralize your programs
Evolve from tac>cal programs to strategic social media
Measure Success for mul/ple channels and assets
See the Hub in ac/on!
Social Marke;ng Hub Demo
w/ Will Eisner, Director of Product Marke/ng
Dec 21st – 2PM ET
http://tinyurl.com/hubdemo
Sign Up Now!!
Sametz Blackstone Associates
The Scientific Method for Social Media
Who I am Tamsen McMahon
[email protected] @tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz
Brass Tack Thinking brasstackthinking.com
You heard feedback, and thought you were done.
Nope.
Now with amplification!
SOCIAL MEDIA
IS A MADHOUSE
Blogs
Blogs
Blogs
Blogs
Blogs
YouTube
Blogs
YouTube
Blogs
Wiki(leak)s
Some say it’s AN ART.
I say it’s a SCIENCE.
Got your lab book?
You’ll need it.
Today
the method
0 Define the question
1 Observe 2 Investigate
3 Hypothesize
4 Experiment 5 Analyze
6 Retest
O define the question
How can we best use social media in our business?
Is podcasting an effective way to generate prospects?
Answer the question: What am I trying to figure out
about social media?
task:
1 observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
LISTEN: IF
WHAT
WATCH: WHERE HOW
Run searches for relevant keywords
Establish accounts on the major social networks
task:
2 investigate
Scope Audiences Content Resources Outcomes Measurement
Scope
Answer the question: What’s the scope?
task:
Audiences
Resonance & Dissonance
Answer the questions: For your scope, which
audience(s) make the most sense?
What do they care about? How do they perceive you?
task:
Content
Answer the questions: For your scope and audience,
what’s the best content? What already exists? What doesn’t?
task:
Resources
Answer the questions: For your scope, audience, and
defined content, which tools are most appropriate?
What resources do you need? How will you get them?
task:
Outcomes
Answer the question: Are you trying to achieve
awareness? comprehension? participation? loyalty? support? (choose one)
task:
Measurement
Answer the questions: What does success look like? How will you measure it? How will you tie it to concrete
business results?
task:
3 hypothesize
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
Draft your hypothesis!
task:
4 experiment
Design Execution
OBSERVATION ≠
PARTICIPATION
OBSERVATION ≠
PARTICIPATION (you have to do it)
Outline the steps of your experiment, with start and end dates
Execute your plan, while documenting significant events, impressions, and ongoing results
task:
5 analyze
Numbers Sentiment Actions
Collect metrics Overlay results onto
experiment steps and significant events
Note alignments Draw a conclusion
task:
6 retest
It takes practice.
Hypothesis confirmed? Define a new question and
start again Disproven or inconclusive? Revise hypothesis Design new experiment Retest
task:
So maybe it is a madhouse.
But now you’re the mad scientist.
Who I am Tamsen McMahon
[email protected] @tamadear
Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz
Brass Tack Thinking brasstackthinking.com
Dec 16 – Is there a science to social media?
Content is the future of Marke;ng
w/ Joe Pulizzi, Author of Get Content Get Customers
Jan 11th – 2PM ET
http://tinyurl.com/joepulizzi
Sign Up Now!!
Use the hashtag: #awarenessinc On Twi7er