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What’s Next
for Measurement
Presented to Ragan and PR Daily
ABOUT CARLOS GIL
Disclaimer:The only metric that matters is the sale
THIS IS YOUR
AUDIENCE ON
The greatest competitive advantage social
media gives your business is the ability
to search and listen to what’s said
about you and your competition
The secret to getting more
engagement is CONVERSATIONS
You can growth-hack social media
by speaking to people – the keyword in
social media is “social”
Your 2018 strategy should be centered
on CUSTOMER ACQUISITION through
community building
How do you get there? Content leads to
conversation which builds loyalty, which
leads to long-term growth and sales
If quick sales are top of mind, use
Facebook ads to drive ROI:
ads can be measured in cost-per-click
and cost-per-conversions
If you have 1-3 years,
build a community of advocates –
how much are 30 advocates
worth to you?
Who’s an advocate?
Your employees, customers,
and customers of your competition
Turn advocates into affiliates
by creating a ‘Pod’ or engagement
platform
Employee Advocacy at BMC resulted in:
33,000+ social media shares, 15M+
impressions, 500+ MQL for $0
THE FUTURE OF
SOCIAL MEDIA
According to eMarketer, it is estimated that
mobile messaging apps will own 75%
of mobile messaging activity compared to
mobile carriers by 2018.
Social media is going private
How to measure Advocacy
Give your advocates their own URL’s for you
to track their shares, impressions, and clicks
which will result in increased brand mentions,
NPS, and sales.
Why Creators are More Popular than Brands
You need to humanize
your brand through storytelling
not story-yelling
Instagram Growth Tips
Chatbot Strategy:• What do you want your bot to do?
• Your bot can be an ‘entry-level auto-responder’ or a community manager
• Analyze your top 20 most commonly asked questions and responses
• Create a word tree whereby certain phrases or words trigger a set response
• Keep it simple – it’s a bot
• Epic fails WILL happen
Chatbot Fail
Summary:a. A bot won’t do it all but it will help speed up response time
b. AI can help identify needs but you can’t automate being human
c. Build internal storytellers as advocates
