social strategy & measuring success

On Social Strategy & Measuring SuccessA Step-by-Step Guide

Cathy MaHead of Social Media, IPC Media

@cathyma

September 2012

Agenda1. About IPC2. The Holy Grail of Social Media Success3. The 3-steps approach4. Case study - NME5. Bonus Social Tool Box

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What’s ?

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Business Objectives

/ Value

User Needs

Platform / Technologies

The Holy Grail of Social Media Success

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Monetisation Retention Acquisition

Cost  per  Acquisi3on

Engagement  Metrics

Value  of  conversion@cathyma

Step 1: What to Measure?

Step 2: How to Measure?

utm tracking

h"p://bit.ly/gatracking

Step 3: Optimisation

Monetisation – Value per EngagementHow  does  Social  Media  help  you  mone=se?

@cathymaCredits: h<p://bit.ly/SMReten3on  

Not Everything Can Be (directly) Measured

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Engagement EverywhereThe power of story-telling

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Case  Study

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Sharing  Passion

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Web…

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Then Print…

From Web…

To Social Media…

Then Print…

Best Content…

Enhancing Brand Experience using Social

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Business Objectives/ Value

User Needs

Platform / Technologies

The Holy Grail of Social Media Success

@cathyma

Key Takeaway1. Acquisition – Campaign Tracking2. Retention – Engagement Metrics3. Monetisation – Conversion Analysis4. Not Everything can be Measured5. Finding your Holy Grail

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Bonus: Your Social Analytics Tool BoxSelected  Useful  Tools

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Getting the Right People

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Social Editorial Calendar

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h<p://www.nextanaly3cs.com/  

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Feedback / Questions?

Cathy Ma @cathyma

h"p://uk.linkedin.com/in/cathyma