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At the Austin AMA and Business Wire event, Navigating Social Media’s Wild, Wild West: A Practical Guide for Communicators and Marketers, Dave Evans (author of Social Media Marketing: An Hour A Day) answered how you drive your message to market while keeping your Sheriff off your back. Interested in more marketing programs and networking? Visit the Austin American Marketing Association website (www.austinama.org) for coming events and the AMA blog (www.austinama.org/blog) to be a part of the conversation.
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Measuring Social MediagOr, how the Sheriff became your best friend.
Dave Evans,Author, “Social Media Marketing: An Hour a Day”Co-founder and Strategist, Digital VoodooCo founder and Strategist, Digital VoodooStrategy Director, FG SQUAREDStrategist, Social Web Strategies
Step 1 Sell Your PlanStep 1. Sell Your Plan
Understand Your BusinessUnderstand Your Business
Social Media is a NOT a universal answer!
Understand Your AudienceUnderstand Your Audience
As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008
Understand Your AudienceUnderstand Your Audience
Consumption and participation are indicators of the clear trend.
Disclose Your InterestDisclose Your InterestDo you want this? Or this?
Having an interest is fine. Not telling your audience about it is not.
Then Talk Social MediaThen…Talk Social MediaPERSONAL
SOCIAL NETWORKSEVENTS WHITE-LABEL
SOCIAL NETWORKS
Integrated S i l
MagazinesTV and Radio
Conversion
BLOGSWIKIS
SOCIAL NETWORKS
Integrated Campaigns
Social Media
Direct MailOnline
Advertising
Conversion (Purchase)
COLLABORATIVE TOOLS
MICROBLOGS
SMS PHOTOSg
VIDEO
EMAIL (BACN)
AUDIO (PODCAST)
Social media components surround and support the “conversion” process. Social media is one component your marketing toolbox.p p y g
Step 2 Measure ResultsStep 2. Measure Results
Measurement PointsMeasurement Points
Web Analytics
Relevance {Social Media Monitoring
Web Analytics
Content{{
Impact
Pipeline Metrics
Social Media MeasurementSocial Media Measurement• Raw Data
– Google Alerts• Conversational Data
– BlogPulse– Cymfony
T h i– Techrigy– Radian6
Collective Intellect– Collective Intellect• Diagnostic Data
– Net Promoter– Net Promoter
Tracking Vanity URLsTracking Vanity URLs
• In print and TV,In print and TV, “vanity” URLs can be trackedU i t l lik• Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social WebSocial Web.
Tying Social Content to Web AnalyticsTying Social Content to Web Analytics
• Social monitoring gtools point to referrer
• Referrer ties to your l ti d t *analytics data*
• Analytics data shows site path and goalssite path and goals
* It’s less than perfect, but it’s better than nothing!
Step 3 Establish ROI (+/-)Step 3. Establish ROI (+/-)
Baseline Measures ROIBaseline Measures ROI
• Conversation (Inference)Conversation (Inference)• Historical Analytics
– TIP: Social Dashboards provide phistorical data as well as current.
Baseline Measures ROIBaseline Measures ROI
• Conversation (Inference)( )• Historical Analytics• Ask Your Customers (Direct)
![GJ #2016, 1, Internet and Social Media’s Social Movements Leading [...], by E.S. Madhavan](https://img.dokumen.tips/doc/110x75/579078d31a28ab6874c43ba3/gj-2016-1-internet-and-social-medias-social-movements-leading-.jpg)
