1. MEASUREMENT &
YOUR SOCIAL PROGRAM
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2. What is “Social”?
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3. Who Benefits From “Social” ?
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4. Who Manages “Social” ?
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5. !5
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6. !6
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7. !7
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8. !8
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9. MEASUREMENT &
YOUR SOCIAL PROGRAM
5 Myths
1.
2.
3.
4.
5.
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Standardized Metrics (Industry Standard)
Accuracy (Truth) & Perfection
Technology & Tools Solve Everything
Social = Soft Metrics / You Can’t Measure Social
There Is One Way To Measure Social
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10. MEASUREMENT &
YOUR SOCIAL PROGRAM
5 Truths
!
1. Social Is Not A Strategy
2. We Are Going Back To Business
3. You Move What You Measure
4. Measure What Matters
5 “Impressions” Do Not Matter
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11. (√ (
2
-things))
THINGS JUST GOT REAL
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12. !12
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13. 1. The Business Purpose
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14. 1. The Business Purpose
Examples:
!
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Customer Loyalty
•Increase Customer Acquisition
•Increase Market Share
•Increase Web Traffic & Conversion
•Increase Customer Feedback / Reviews
•Decrease Customer Time-To-Decision
•Optimize Human Capital
•Acquire Customer / Product / Use Information
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NOT Examples:
!
•Increase New Fans Or Followers
•Increase / Maintain / Measure Sentiment
•Increase Share of Voice
•Increase Customer Engagement
•Increase RT’s, Shares, Likes, etc.
•Increase Reach (of any variety)
•Garner X# Impressions
!

15. 1. The Business Purpose
Examples:
!
•Increase Customer Intimacy
•Increase Customer Satisfaction & Retention
•Increase Customer Loyalty
•Increase Customer Acquisition
•Increase Market Share
•Increase Web Traffic & Conversion
•Increase Customer Feedback / Reviews
•Decrease Customer Time-To-Decision
•Optimize Human Capital
•Acquire Customer / Product / Use Information
!
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Implementation Example:
!
Create Top-Of-Mind Awareness
of Our New Product
Awareness Types:
•Awareness & Knowledge
•Top of Mind
•Ad awareness
•Product Knowledge / Recall
!
*Attitudes / Purchase Intent / Usage

16. 2. The Data
2. Data Assets & Capabilities
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17. Know
Your
Sources
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18. Avoid
Black
Holes
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19. Look Beyond
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20. !20
Public
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Private
Shared

21. Recorded
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Reported

22. Validate
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23. ▪ Tools Pic
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24. Ok
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Good
Better
Best

25. 3. Frame the Implementation
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26. !26
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27. Define Roles
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28. !28
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29. !29
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30. !30
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31. Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg
4. Actionable Insights
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32. 5. Execution
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33. Deer in field - Moving Target
Moving Target
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34. Connect Silos
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35. Accelerate
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36. Tell A Story
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37. 5 second rule
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38. celebrate success
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39. celebrate failure
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40. THINK
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Internal
Marketing

41. 6. Optimization &Exploration
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42. MEASUREMENT &
YOUR SOCIAL PROGRAM
Questions?
Greg Gerik, Social Media Leader
!
@ggerik
GregGerik.com
651-408-4466
ggerik@gmail.com
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