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MEASUREMENT &

YOUR SOCIAL PROGRAM

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What is “Social”?

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Who Benefits From “Social” ?

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Who Manages “Social” ?

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MEASUREMENT & YOUR SOCIAL PROGRAM

5 Myths1. Standardized Metrics (Industry Standard) 2. Accuracy (Truth) & Perfection 3. Technology & Tools Solve Everything 4. Social = Soft Metrics / You Can’t Measure Social 5. There Is One Way To Measure Social

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MEASUREMENT & YOUR SOCIAL PROGRAM

5 Truths!1. Social Is Not A Strategy 2. We Are Going Back To Business 3. You Move What You Measure 4. Measure What Matters 5 “Impressions” Do Not Matter

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(√ ( -things))2 THINGS JUST GOT REAL

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1. The Business Purpose

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1. The Business Purpose

Examples: !•Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information

NOT Examples: !•Increase New Fans Or Followers •Increase / Maintain / Measure Sentiment •Increase Share of Voice •Increase Customer Engagement •Increase RT’s, Shares, Likes, etc. •Increase Reach (of any variety) •Garner X# Impressions !

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1. The Business Purpose

Examples: !•Increase Customer Intimacy •Increase Customer Satisfaction & Retention •Increase Customer Loyalty •Increase Customer Acquisition •Increase Market Share •Increase Web Traffic & Conversion •Increase Customer Feedback / Reviews •Decrease Customer Time-To-Decision •Optimize Human Capital •Acquire Customer / Product / Use Information !

Create Top-Of-Mind Awareness of Our New Product

Implementation Example: !

Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall !

*Attitudes / Purchase Intent / Usage

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2. The Data

2. Data Assets & Capabilities

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Know Your Sources

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Avoid Black Holes

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Look Beyond

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ReportedRecorded

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Validate

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▪ Tools Pic

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Ok Good Better Best

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3. Frame the Implementation

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Define Roles

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Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg

4. Actionable Insights

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5. Execution

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Deer in field - Moving Target

Moving Target

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Connect Silos

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Accelerate

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Tell A Story

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5 second rule

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celebrate success

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celebrate failure

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THINK Internal Marketing

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6. Optimization &Exploration

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Questions?

Greg Gerik, Social Media Leader !@ggerik GregGerik.com 651-408-4466 ggerik@gmail.com

MEASUREMENT & YOUR SOCIAL PROGRAM