8 Apr 2023

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Developing Social Media Strategy

Webinar 4Defining success and evalutation

8 Apr 2023

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In this webinar: Tactics, sourcing and platforms.

1. S.M.A.R.T Objectives

2. Looking at our complete picture.

3. Tools for evaluation

4. Monitoring tools

8 Apr 2023

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Questions from the previous webinars?

8 Apr 2023

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Looking at S.M.A.R.T objectives

Specific

Measurable

Achievable

Relevant

Time-Orientated

“Myer wants to increase the foot traffic to the youth section of it’s department stores by 30% come December 2015”

“The Melbourne Hospital wants to decrease the number of alcohol related incidents dealt with by their emergency ward by 20% by January 2016”

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Two per Goal.

Goal: Ben and Jerry’s want to find out what people think of Ben And Jerry’s range of flavors.

Objective: “To have prompted 1000 posts from 1000 distinct individuals across Facebook and Twitter expressing their opinion on the flavor “Nacho Cheese Extravaganza” by December 2014 which can then be used for sentiment analysis”

Objective: “To have received 2000 distinct responses to a Facebook poll asking people to indicate their favorite discontinued B&J’s flavor which can be used to inform a short-run of one type of discontinued stock, to be performed in January 2015”

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Things you will note.• Our smart objectives are finite. They require frequent updates.

• You may wish to have one short and one long term objectives for each goal In order to add to the lifespan of your strategy.

• They are tied to the value provided to your organisation.

• In order to achieve them, we need to provide value to the audience, we need to ask ourselves the question of “WHY”.

8 Apr 2023

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Questions, queries or comments on S.M.A.R.T Objectives?

8 Apr 2023

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Value Proposition, the last piece of the puzzle.

Our objectives clearly define success for us, and establish what our organisation stands to gain from being on social media.

But what about our audience?

What is your Value Proposition. You are now finally ready to fill in these blanks

*TARGET AUDIENCE* will want to participate in *TACTICS* because we are providing them with *VALUE PROPOSITION*. We have ample reason to believe they want this *VALUE PROPOSITION* because our research of our target audience states *LIST SUPPORTIVE RESEARCH HERE*.

8 Apr 2023

9The complete picture

A

O

G

KM

key messagesour goals

because

Whatwewant

what we know about our audience

Why?

because

T

tactics

Why?

C

Our ContentValue

Proposition

Smart Objectives

8 Apr 2023

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What in the world is this monstrosity that we’ve built?

8 Apr 2023

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I suspect there might be questions?

8 Apr 2023

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Means of evaluation

8 Apr 2023

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“What we want”This is what we should be evaluating.

?

8 Apr 2023

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Looking at Evaluation tools.

Facebook Insights.

8 Apr 2023

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Hootsuite/ Sprout

8 Apr 2023

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The big cats.

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Questions?