How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI, Rough Cuts

Description

• Copyright 2013
• Dimensions: 6" x 9"
• Pages: 256
• Edition: 1st

• Rough Cuts
• ISBN-10: 0-13-309976-8
• ISBN-13: 978-0-13-309976-8

This is the Rough Cut version of the printed book.

Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly

Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you won’t know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail.

Bet you can’t wait to see his face when you walk in with metrics that stand up to his most brutal questions. We’re not just talking about getting “buy-in” or begging for your proverbial “seat at the table.” We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company.

Here’s the best part: It’s not hard. You won’t need to become a math nerd. The tools are cheap (or free), and you’re probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You’ll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She’s helped hundreds of marketers prove their value to bosses and boardrooms. Now it’s your turn.

If you’re a marketer or agency pro, this is a game you have to play. Win it.

Reliable answers to questions like:

• How much revenue did our activities on social media platforms generate this month?
• Are social media prospects more likely to convert to customers?
• Which status update delivered the highest conversion rate?
• How long do we retain new social media customers?
• Do they spend more or less than customers from other channels?
• Do they make repeat purchases more often than other customers?
• And much more…

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Sample Content

Table of Contents

Introduction     1
I Aligning Social Media with Core Business Objectives
1  Aligning Social Media Strategies to Business Goals     11
Setting Social Media Goals     12
  Goal 1: Increase Brand Awareness     14
  Goal 2: Generate More Leads     16
  Retaining Your Existing Customers     20
  How Do I Know Which Goal Is Right for My Company?     21
  Goal 3: Increasing Customer Retention     21
  Selecting the Right Social Media Goal     23
Hands-On Exercise: Selecting a Social Media Goal     29
  Activity 1: Plot Existing Marketing Tactics     29
  Activity 2: SWOT Analysis     30
2  Aligning Social Media to the Sales Funnel     33
Where Brand Awareness Fits     35
  Exposure     35
  Influence     36
  Engagement     37
  Action/Conversion     40
  Customer Retention     41
Hands-On Exercise: Aligning the Funnel with Communications     47
  Activity 1: Chart Existing Communications     48
  Activity 2: Identify Communications Pieces That Don’t Work With Contacts Who Touched the Social Media     Channel     48
  Activity 3: Determine Metrics to Evaluate Where People Fall Out of the Funnel     48
3  Social Media for Brand Awareness     51
Reality Check No. 1: No One Cares About Your Brand     52
Reality Check No. 2: You Have Lost Control of Your Brand     52
Where Brand Awareness Fits into the Funnel     53
Types of Brand Awareness     54
Where Social Media Fits into Brand Awareness Campaigns     54
Where Social Media Fits into Reputation Management     57
Developing a Measureable Strategy for a Brand Awareness Campaign     59
  Create a Listening Station     59
  Interpret the Conversation     60
  Why Listening Matters     61
  Refine Your Brand Awareness Goal     61
  Define Niches Within Your Target Market     61
  Define Social Media Channels     63
  Define Success Metrics     63
  Define Your Strategy     65
  Define How You Will Do It     65
  Flesh It Out     66
Developing a Measureable Strategy for Reputation Management     66
  Develop a Listening Station     66
  Outline the Types of Reputation Management You Will Focus On     67
  Create Social Media Accounts Before You Need Them     68
  Define Success Metrics     68
  Define Your Strategy     69
  Define How You Will Do It     69
  Flesh It Out     70
  Organize Your Plans     70
Hands-On Exercise: Prioritizing Brand
  Awareness Strategies     71
  Strategy Evaluation Matrix     72
4  Measuring Social Media for Brand Awareness     75
Community Manager     76
Executive Management Team Metrics&nb

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