HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 1 @ggerik / GregGerik.com @ggerik / GregGerik.com 2 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 5 Myths 1. 2. 3. 4. 5. 3 Standardized Metrics Accuracy & Perfection Technology & Tools Solve Everything Social = Soft Metrics / You Can’t Measure Social There Is One Way To Measure Social HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 4 @ggerik / GregGerik.com (√ ( 2 -things)) THINGS JUST GOT REAL. 5 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 5 ½ Truths 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. Measure What Matters (#MWM) 5. You Move What You Measure (#YMWYM) 5.5 “Impressions” Is A Dirty Word (#YOLO) 6 @ggerik / GregGerik.com 7 Metric % of Score Highest Possible Score Measurement Fan Growth 10 10 To receive 10 out of 10 possible points, you must have more fan growth than any other measured 3M page. Engagement Overall 10 10 To receive 10 out of 10 possible points, you must have more fan engagement than any other measured 3M page Engagement Likes 20 20 To receive a 20, you must have 100% of your Fans like 100% of your posts Engagement Comments 10 10 To receive a 10, you must have 100% of your Fans comment on 100% of your posts Engagement Shares 10 10 To receive a 10, you must have 100% of your Fans share 100% of your posts Organic Reach 30 30 To receive a 30, you must have the highest ratio of organic reach per post out of 3M measured communities Overall Reach 10 10 To receive 10 out of 10 possible points, you must have more overall reach than any other measured 3M page. This can include paid reach TOTAL 100 100 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com The Process 8 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM 9 @ggerik / GregGerik.com The Process • • • • • • • 10 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights Execution & Measurement Communication Optimization & Exploration @ggerik / GregGerik.com HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 1. The Business Purpose 11 1.The Business Purpose 12 @ggerik / GregGerik.com 1. The Business Purpose • • • • • 13 @ggerik / GregGerik.com Business Purpose • Not A Digital Objective • Never: “To Grow Our Facebook Community” • Note: Social ≠ Strategy There Are Many, Not Just One We Are Going Back To Business You Move What You Measure (#YMWYM) Measure What Matters (#MWM) 1. The Business Purpose 14 @ggerik / GregGerik.com Examples: NOT 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 •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 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 15 @ggerik / GregGerik.com Process Example: Create TopTop-OfOf-Mind Awareness of Our New Product Awareness Types: •Awareness & Knowledge •Top of Mind •Ad awareness •Product Knowledge / Recall *Attitudes / Purchase Intent / Usage N/A HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 2. Data Assets & Capabilities 16 2. The Data 17 1. The Data Universe • • • • 18 @ggerik / GregGerik.com Data Assets • Know Your Sources (Avoid the Black Box) • Look Beyond Silos • Public / Private / Shared • Recorded v. Reported • Data Quality Assurances • Periodic Validation • Ok - Good – Better – Best-In-Class Data Capabilities • Tools • Algorithms Measure What Matters (#MWM) You Move What You Measure (#YMWYM) 3. Frame The Implementation (Example Slide) 19 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 3. Frame The Implementation 20 3. Frame The Implementation 21 @ggerik / GregGerik.com 3. Frame The Implementation • • • 22 @ggerik / GregGerik.com Know Thy Culture Process & Structure • Defined Roles – Accountability • Legal Considerations • Moral Considerations • Just Because You Can, Does Not Mean You Should • Test & Prove • Technology • Plan For Problems • Internal VOC Manage Expectations HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 4. Actionable Insights 23 4. Actionable Insights Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg 24 @ggerik / GregGerik.com 4. Actionable Insights The IMPACT Cycle • • • • • • Identify the Questions Master the Data Provide the Meaning Actionable Recommendations Communicate Insights Track Outcomes Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott 25 @ggerik / GregGerik.com HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 5. Execution & Measurement 26 Turn It On. 27 HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 6. Communication 28 6. Communication 29 @ggerik / GregGerik.com 6. Communication • • • • • • 30 Remove Silos (within reason) Accelerate The Information & Tell A Story 5 Second Rule Celebrate Success & Failure Think “Internal Marketing” We Are Going Back To Business • You Move What You Measure (#YMWYM) • Measure What Matters (#MWM) @ggerik / GregGerik.com HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM @ggerik / GregGerik.com 6. Optimization & Exploration 31 32 @ggerik / GregGerik.com HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM The Process • • • • • • • 33 Business Purpose Data Assets & Capabilities Frame the Implementation Actionable Insights (IMPACT) Execution & Measurement Communication Optimization & Exploration Remember 1. Culture Is King (Not Content) 2. Social Is Not A Strategy 3. We Are Going Back To Business 4. You Move What You Measure (#YMWYM) 5. Measure What Matters (#MWM) 5.5 “Impressions” Is A Dirty Word (#YOLO) HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Questions? Greg Gerik, Social Media Leader @ggerik GregGerik.com 651-357-2057 (b. cell) gtgerik@mmm.com 34 Deck, Video & Info: GregGerik.com/brandsummit