measuring social media for b2b
DESCRIPTION
Socon10 Discussion on Pick a Metric and Manage it. Service levels, response times, mentions, leads and reach are all valid approaches. Take a process centric approved to managing your social media initiative and measurement efforts. Improvement should be the main goal.TRANSCRIPT
Activity Needs to Drive Results
jon gatrell
@spatially
www.spatiallyrelevant.org
Everyone has a website
Everyone Has a Blog, Right?
Maybe Not
SOURCE: 2010: Product Management Survey – www.pragmaticmarketing.com
v
v
v
Lots of Reasons Not Use Social Media
Source: MS&L Social Media Survey
Not Everyone Tweets
Product Managers For Example
SOURCE: 2010: Product Management Survey – www.pragmaticmarketing.com
v
v
v
Source: MS&L Social Media Survey
…Lot’s of Reasons to Use Social Media
Social
Media
Onsite
Experience &
Conversion
Search &
Online Web
Marketing
Operational
Marketing
Social Media Is Just Business
Bubbles Don’t Work for Business
SPJCM5 Bubble Social Media Measurement Framework –Isha
Goals and ObjectivesBaseline, Track, React and Improve
Be agile….
Things
You
Could Do
Things
You
Prioritize
Things You
Do
Everyday
Learn,
Change,
Iterate
Source:mtn goat sw
What Should You Measure?
•Leads?
•Support Inquiries?
•Mentions?
•Re-Tweets?
•Authority/Influence?
•Speed to Follow Up?
•Fans/Friends?
•Election Outcome?
•Bit.ly clicks?
Somebody has to do
something and it’s
incredibly pathetic that it
has to be us.
-J. Garcia
@really?