Social Media Bootcamp

Day 3 – Measurement & Metrics

A QUIZ!

Oh Snap!

The Answers

#1 – The Difference is…

Social Media Policy – the guidelines you/ your organization usesto engage your audience in the social web.

• It should reflect your organization’s culture, anticipate audience engagement, prevent and respond to communications crisis using the social web.

• Your plan implements your policy!

Social Media Plan – the concrete strategy you / your organizationuses to interact on a day-to-day basis with your audience.

#2 – The Four Elements of a Social Media Plan

• people: what are they ready for? where are they? what level of engagement are they at?

• objectives: what do you want to do to achieve your goals? what will be accomplished?

• strategies: what will change and how? how will it be measured?

• technology, tools & tactics: what are the best tools to help you get there?

#3 elements of a social media plan…

People

Objectives & Goals

Strategies

Technology, Tools & Tactics

#4 - online users: technographics & categories

creatorsconversationalistscriticscollectorsjoinersspectatorsIn-actives

} influencersorganizers {

} majority

Cultivate Your Community

LISTEN & ENGAGE.

•Use your keywords to identify ambassadors of your organization

•Identify different ways people advocate

•GIVE THE PEOPLE WHAT THEY WANT.

How Do I Know What the People Want?

Metrics – Give you insights on your audience

Online tools break down the demographics

•KLOUT•Hootsuite•Sprout Social•Google Analytics•Facebook Insights

WTH is ROI?

Tell Us, Dr. Susan Weinschenk:

http://youtu.be/O94kYyzqvTc

Have a specific GOAL.Return on Investment: i.e. How many facebook fans did you gain after spending $1,000 on a facebook ad campaign? Say you achieved 2,000 new 'likes' -- that would appear productive and efficient from a financial perspective. Your quantitative assessment = Success

Return on Influence: i.e. If you achieved 2,000 new fans over the course of your $1,000 facebook ad campaign, how many of those 2,000 fans took the action you ultimately desire (shared your page, posted a comment, joined your contest, etc)? If only 400 of those new fans took action, you could assume your engagement is low, and therefore, could be improved since your ultimate objective should be to impact behaviors rather than just extend your reach. Your qualitative assessment = Needs improvement

WTH is SEO?

• http://www.youtube.com/watch?feature=player_embedded&v=hF515-0Tduk

• http://youtu.be/fnSJBpB_OKQ

Join the fun

• http://www.meetup.com/net2chi/events/47565282/?a=md2p_grp&rv=md2p