1. Social Media Planning & Measurement: Proving (or not) the Value of Social Media Beth Harte Community Manager, MarketingProfs @bethharte

2. Why Measurement is Important

3. The silver bullet myth Image source: realestatedementia.com/

4. Are you ready for hard work? Image source: http://imagecache2.allposters.com/images/JAG/03-PS35-6.jpg

5. Politics will always exist Image source: http://www.cartoonstock.com/newscartoons/cartoonists/tcr/lowres/tcrn92l.jpg

6. Image source: clarinet-now.com Tactics without a plan...

7. Don’t think you need a plan? Image Source: www.bulldogblog.net/articles/wp-content/uploads/2009/02/money.jpg

8. Image source: clarinet-now.com With a plan...

9. How to write a measurable plan

10. The Plan: Goal Measurable Objectives Strategy Tactics

11. What is a goal? What do you hope to gain by engaging in social media? Does your goal fit into the overall corporate goal? How to write a goal: To increase sales To decrease customer service expenditures How not to write a goal: To increase sales AND to increase customer engagement Image source: getentrepreneurial.com

12. Types of objectives Output: Physical products –Blog post, news release, e-mail, etc. Outtake: What a target audience takes away –Messages, perceptions, understandings Outcome: Quantifiable changes in attitudes, behaviors, or opinions –Sales, change in the number of downloads, requests, responses

13. Writing measurable objectives To be measurable, objectives MUST include: 1.A specific desire, communication or behavioral effect; 2.A designated target audience among whom the effect is to be achieved; 3.The expected level of attainment; and 4.The timeframe in which those attainments are to occur.

14. Measurable objectives Output: To create a Facebook fan page and have 15% of online public #2 join within 6 months. Outtake: To increase positive mentions that include key message in key industry blogs by 15% within six months. Outcome: To increase sales of Product X by 20% within 3 months.

15. To increase sales To decrease customer service expenditures To increase sales and to increase customer engagement To decrease customer service expenditures and to increase customer satisfaction How not to write an objective

16. Strategy What is the approach to achieving objectives and reaching the goal? Example: Establish a Facebook Fan Page to keep target audiences connected. Set up a Ning community to support customers of Product X. Image source: getentrepreneurial.com

17. Tactics What activities will be conducted to carryout specific objectives? What tools will be used? Example: –Set up the Facebook account –Invite target audience via an e-mail Image source: http://francisanderson.files.wordpress.com

18. A Sample Plan Outline Goal Objective 1 (Outcome objective) –Strategy 1 Tactic 1 Tactic 2 Objective 2 (Output objective) –Strategy 1 Tactic 1 –Strategy 2 Tactic 1 Tactic 2

19. Sample Measurable Plan Goal: To lose weight Outcome Objective: I want to lose 10 pounds by September 15th Strategy 1: I will go to the gym 5 times a week –Tactic 1: Elliptical machine –Tactic 2: Weight training Strategy 2: I will watch what I eat –Tactic 1: Weight Watchers –Tactic 2: Journal Measurement: I lost 8 pounds by September 15th (Objective not met) Image source: http://reviewsofdietprograms.com/photos/scale.jpg

20. Sample Measurable Plan Goal: To increase sales Outcome Objective: To increase sales of Product X by 20% within 3 months Strategy 1: To use Facebook to engage customers of product X –Tactic 1: Create a Facebook Fan Page –Tactic 2: Create Facebook Ads Strategy 2: To use Twitter to engage customers of product X –Tactic 1: Conversational Tweets –Tactic 2: Tweets with discount codes Measurement: An increase of sales in Product X of 25% within 6 months (Objective not met) Image source: http://www.salesmotivation.net/img/salesrun.jpg

21. Plans need to be flexible Image Source: Flickr, ralphventon

22. What to measure when it comes to social media

23. Typical Measurement & Value Image sources: harperstudio.typepad.com, tiphut.wordpress.com, bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com tiphut.wordpress.com

24. Measurement Today

25. Traditional Marketing Funnel

26. Social Network Interference

27. New Marketing Funnel

28. SM Measurement of Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net

29. What to measure... Friends, Followers, Fans Comments/Subscribers Tweets/Retweets URL shortener stats Increased web traffic Click-thrus Net Promoter Score Influence Sentiment Brand mentions Share of conversation Image source: www.flickr.com/photos/joshrussell/580372830

30. Measurement Best Practices B enchmarking O bjectives R eturn on Expenditures R eturn on Investment BORR-ing...but necessary! Image source: www.usm.edu/pr/releases/2006/may/cook.htm

31. 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)

32. Objectives Plan #1: I want to lose 10 pounds by September 15 th –Results: 8 pounds lost by September 15 th –Objective not met by 7 pounds Plan #2: To increase sales of Product X by 20% within 3 months –Results: Sales of Product X increased by 25% in six months –Objective not met by 3 months

33. Measuring Tactical Expenditures: –Gym cost $50/month (1 month) –Weight Watchers cost $400/month (1 month) –Journal cost $5.00 –New sneakers cost $80.00 –New gym clothes cost $100.00 TOTAL: $635.00/8 lbs = $79.38 per pound ROE – Plan #1

34. ROE – Plan #2 Measuring Tactical Expenditures: –Facebook Free –Facebook Ads $500/month (3 months = $1,500) –Employee’s Facebook Time $40/hour ($40/hr * 10 hrs/wk * 12 weeks = $4,800 ) –Twitter Free –Employee’s Twitter Time $40/hour ($40/hr * 10 hrs/wk * 12 weeks = $4,800 ) TOTAL: $11,100/5 sales = $2,220 per sale

35. ROI – What’s the R? Image sources: http://www.mywasher.net & http://mymoneymakingexperiment.commoney-blogging.gif

36. ROI – What’s the I? Image sources: blogs.discovermagazine.com, www.ecu.edu, www.clydepumps.com/overview-2

37. 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

38. Measurement is a puzzle Image source: www.askmario.com/backtalk/backtalk_puzzle.php

39. Where tools can help and where they can’t

40. Tools to help measure

41. Image Sources: mentalfloss.cachefly.net, www.orthonurse.org, i.ehow.com/images, www.smbmarketingguide.com/

42. Who needs to be involved & what management expects

43. Who needs to be involved C-Suite (CMO) Finance Marketing Management (VP) Marketing Directors/Managers Support Staff Vendors

44. Speak Management’s Language Metrics that management wants to see: –An increase in sales of $12,500 as benchmarked against last quarter –Objective was not met by 3 months –Each sale was $2,500 at an expense of $2,220 –Social Media ROI was 13%

45. Get Management Approval Present your analysis –What did you hear? What was the sentiment? What is the competition doing? Share your measurable plan to address findings Provide detailed information –Budget –Required resources, time, vendors, etc. Demonstrate how you will provide an ROI

46. Only $49. Free for Premium Members!

47. QA &