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Beth Harte / Social South 2009: Social Media Planning & Measurement

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Beth Harte
Beth Harte

Social South 2009 presentation on social media planning and measurement as presented by Beth Harte, Community Manager, MarketingProfs

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Social Media Planning & Measurement: Proving (or not) the Value of Social Media Beth Harte Community Manager, MarketingProfs @bethharte
Why Measurement is Important
The silver bullet myth Image source: realestatedementia.com/
Are you ready for hard work? Image source: http://imagecache2.allposters.com/images/JAG/03-PS35-6.jpg
Politics will always exist Image source: http://www.cartoonstock.com/newscartoons/cartoonists/tcr/lowres/tcrn92l.jpg
Image source: clarinet-now.com Tactics without a plan...
Don’t think you need a plan? Image Source: www.bulldogblog.net/articles/wp-content/uploads/2009/02/money.jpg
With a plan... Image source: clarinet-now.com
How to write a measurable plan
The Plan: ,[object Object],[object Object],[object Object],[object Object]
What is a goal? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: getentrepreneurial.com
Types of objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Writing measurable objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Measurable objectives ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],How not to write an objective
Strategy ,[object Object],[object Object],[object Object],Image source: getentrepreneurial.com
Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://francisanderson.files.wordpress.com
A Sample Plan Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Measurable Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://reviewsofdietprograms.com/photos/scale.jpg
Sample Measurable Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.salesmotivation.net/img/salesrun.jpg
Plans need to be flexible Image Source: Flickr, ralphventon
What to measure when it comes to social media
Typical Measurement & Value Image sources: harperstudio.typepad.com, tiphut.wordpress.com , bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com
Measurement Today
Traditional Marketing Funnel
Social Network Interference
New Marketing Funnel
SM Measurement of Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net
What to measure... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: www.flickr.com/photos/joshrussell/580372830
[object Object],[object Object],[object Object],[object Object],Measurement Best Practices BORR-ing...but necessary! Image source: www.usm.edu/pr/releases/2006/may/cook.htm
Benchmarking Image Sources: http://www.defenselink.mil/ & http://www.sweatyguineapig.com Where did we start? Plan #1: 15 lbs. overweight Plan #2: $50,000 in sales Where did we end? Plan #1: 7 lbs. overweight (lost 8 lbs) Plan #2: $62,500 in sales (25% increase)
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ROE – Plan #1
ROE – Plan #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROI – What’s the R? Image sources: http://www.mywasher.net & http://mymoneymakingexperiment.commoney-blogging.gif
ROI – What’s the I? Image sources: blogs.discovermagazine.com, www.ecu.edu, www.clydepumps.com/overview-2
ROI – Plan #2 Gain from Investment – Cost of Investment Cost of Investment And is always expressed in a percentage! $12,500 - $11,100 $11,100 ROI = 13% Sales Expenditures
Measurement is a puzzle Image source: www.askmario.com/backtalk/backtalk_puzzle.php
Where tools can help and where they can’t
Tools to help measure
Tools to help measure Image Sources: mentalfloss.cachefly.net, www.orthonurse.org, i.ehow.com/images, www.smbmarketingguide.com/
Who needs to be involved & what management expects
Who needs to be involved ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Speak Management’s Language ,[object Object],[object Object],[object Object],[object Object],[object Object]
Get Management Approval ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Only $49. Free for Premium Members !
Q A &

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