executive social marketing bootcamp

I love stories

@davidalston @radian6

top 11reasons

to put off social media

Worried aboutROI

#1

don’t know what to do first

#2

can’tscale up

#3

Worried about failing andwearing it.

#4

too noisy to find what’s relevant #5

Don’t have top level support

#6

Can’t measure it

#7

not enough customers using social media yet

#8

numbers don’tmatch traditionalmedia

#9

Don’t have a policy

#10

can’t find headcount

#11

culture

bureaucracy & politics

regulations

measuring social media

ExuberanceThe monthly count of twestimonials & positive posts

Attention spanAverage span of time a post is retweeted & commented on

ResonanceThe total volume of “in sync” conversation around an idea

ReverberationThe total volume of inbound linking and generations of retweeting of a post

Bucket VolumeCompare the monthly counts of post types (ie. complaints, referrals etc..)

PotentialCompare the monthly counts of point of need declarations & estimated revenue/closed

InfatuationScore of the relative direction of inbound & outbound links/tweets between sources.

RepetitionAverage times per month a source inbound links/retweets your content

ActivationThe monthly total of new sources that have shared your positive content.

ConversationThe total monthly relative share of conversation vs. competitors

EngagementThe amount of repeat commenting & length of those comments

EngagementValues M

easu

rem

ent &

Ana

lysi

s

Social Media Maturity Model

The Top 10 Conversations-To listen for-How to respond

2

conversationsto listen for

Top10

#10

2

The Complaint

2

The Compliment

#9

18

2

The Problem

#8

2

2

The Question

or Inquiry

#7

2

The Campaign Impact

#6

2

The Crisis

#5

2

2

The Competitor

#4

2

The Crowd #3

2

The Influencer

#2

2

2

The Point of Need

#1

Conversation?@davidalston

@radian6