social media: you can't measure if you don't plan

YOU CAN’T MEASURE

IF YOU DON’T PLAN

YOU CANMEASURE

IF YOUPLAN

Derek BeereNew Media Manager, Mason Inc.

@derekbeere

Measure

Sales, profits, advertising, public relations, marketing, employees and the list goes on and on…

Defined objectives

Clear strategy

Expected goals

Lots Fail

Many brands fail because they jump into social media with no understanding of what they want out of it.

Not Just A Cool Thing To Do

Social media needs to be fused with all of your marketing efforts and a part of your brand.

Brand Strategy

MarketingCommunications

Planning

Creative

Integrated Delivery

Our Role Has Changed

Not just about billboards, press releases and the traditional.

(Traditional is still important!)

Instant Gratification Era

Forces brands to be quick, responsive and more connected.

We Get It

We need to be connected.

But what now?

Look At Yourself

Evaluate yourself. What traditional channels do you use?

Website?

TV?

Radio?

Direct Mail?

Outreach?

PR?

Newsletters?

Asking the Tough Questions

How well are these channels working?

Are they reaching who we want?

Where do they fall short?

Asking the Tough Questions

Asking these questions will remind you of who you are and who you want to be.

Also shows you how social media can be used to help.

You Will Gain

• A better understanding of your brand presence

• Online communities you should join• Values you should promote• Attitudes you should change• Influencers

Identify

Identify where the conversations about your brand, product or service are happening.

Develop

Develop a strategy, including content, policies, goals, tone…

Don’t get confused…

“Communities already exist. Instead, think about how you can help that community do what it wants to do.”

- Mark Zuckerberg, CEO, Facebook

Establish a presence

Where are you going to speak?

Actively Engage

Content, content, content…

How To Measure

Followers, engagement, conversations, action, conversions, brand awareness…

Using Social Media for?

Customer service? Promotions? News? Ask these questions!

WE HAVE HEARD THESE

About Connex Credit Union

• One of CT’s largest credit unions• Established in 1940• AT&T, SNET

Mission Statement

Improving the lives of our members…

one member at a time

About Connex Credit Union

Corporate Giving

Donates more than $10,000 each year to various local organizations

About Connex Credit Union

Connex and Social Media

Connex and Social Media

• Existing blog• Establish social media• Blog to serve as content• Social channels to connect, engage and

offer something

Situation

After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.

Challenge

Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.

Solution

Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan.

The holiday social was born.

Concept

Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank.

$1 provides 3.6 meals

Objectives• Support a worthwhile cause during holidays• Increase Facebook “Likes”• Engage and interact• Increase overall awareness• Earn media coverage

Support• Social media• Banner ads on websites (radio)• In branch flyers to members• Connex website• Community partners

Facebook Tab

Email To Members

Branch Flyers

Connex Website Banner

Website Banners

What did we measure?

Based on our objectives

• Support a worthwhile cause during holidays• Increase Facebook “Likes”• Engage and interact• Increase overall awareness• Earn media coverage

Results• More than doubled Facebook “likes”• Increased engagement• Raised $324, or 1,170 meals• Earned media coverage (before, after)• Reposts by other businesses

and people

Continued Engagement

• Financial tips• Resources• Other ways to save, such as Groupon• Connex news• Closings• Workshops• Other communication

How We Did It

We planned first and then we measured!

How else can we measure?

Enterprise social media monitoring

Multi-brand and agency interface

Rich interface

Track mentions, keywords

Measure sentiment

“Robust”

Free tools

• Tweetdeck• Hootsuite• Twitter• Facebook insights

Human Ability