SOCIAL MEDIA STRATEGY: MEASURING SUCCESS TO DRIVE STRATEGY

S U D H A J A M T H E , PAY PA L

@ S U J A M T H E

C O R P O R AT E S O C I A L M E D I A C O N F E R E N C E S A N F R A N C I S C O

J U N E 2 8 , 2 0 1 1

@SUJAMTHE #CSMSF

KNOW WHY YOU ARE LISTENING

Image: Thanks to zenoferox.blogspot.com

TWEET: Start with your goals #csmsf

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@SUJAMTHE #CSMSF

Marketing

• Awareness• Lead Gen

Campaigns• Pilot new

product/market/messaging

Social CRM

• Reduce Call Volume

• Engage Deeper with customers

PR/MarComm

• Brand Monitoring

• Triage• Competitiv

e Analysis• Influencer

Engagement

Product

• Get Feedback

• Sign Beta users

• Product Innovation

Reach Engagement Advocacy

9YOU DEFINE SUCCESS FIRST

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TRACK CUSTOMERS BY SOCIAL LIFE CYCLE

Advocates

Ready ti purchase

Cautious Excitement

Awareness

0 1 2 3 4 5 6

PRSupportMarketing

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MONITOR AND RESPOND WITH REASON

Tool used: SM2 from Techrigy (Also can use Radian6)

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KNOW WHO CAN SCALE YOUR REACH

Tool used: Socialping.com for Twitter Influencer Report

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MEASURE WITH CONSISTENCYSEPARATE MONITORING FROM PUBLISHING

Tool used: hootsuite (Also can use sprinkler or cotweet)

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TAKE A HOLISTIC LOOK AT CONVERSATIONS

Tool used: Peoplebrowsr Viral Analytics

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MEASURE YOUR COMPETITION

Tool used: Socialnuggets.net for Market Analysis

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LIGHT UP YOUR EXISTING WORLD – DON’T WORK IN ISOLATION

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Image: Thanks to owner

DON’T FORGET: NUMBER DON’T DRIVE STRATEGY, YOU DO

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Product Innovation

Campaigns ROI

Support call reduction

Value of increased customer engagement

Image: Thanks to jscreationzs

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Q&A

Contact:

Sudha Jamthe

@sujamthe

This deck online on Slideshare:

http://www.slideshare.net/sujamthe/