This is the distribution deck for the 2013 SocialMedia.org Summit. For the full deck and notes, see the page on my blog at GregGerik.com/brandsummit

1. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
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3. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 Myths
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Standardized Metrics
Accuracy & Perfection
Technology & Tools Solve Everything
Social = Soft Metrics / You Can’t Measure Social
There Is One Way To Measure Social
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4. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. You Move What You Measure (#YMWYM)
5. Measure What Matters (#MWM)
5.5 “Impressions” Is A Dirty Word (#YOLO)
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5. (√ (
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THINGS JUST GOT REAL.
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6. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5 ½ Truths
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. Measure What Matters (#MWM)
5. You Move What You Measure (#YMWYM)
5.5 “Impressions” Is A Dirty Word (#YOLO)
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7. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
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8. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
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9. The Process
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Business Purpose
Data Assets & Capabilities
Frame the Implementation
Actionable Insights
Execution & Measurement
Communication
Optimization & Exploration
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10. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
1. The Business Purpose
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11. 1.The Business Purpose
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12. 1. The Business Purpose
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Business Purpose
• Not A Digital Objective
• Never: “To Grow Our Facebook Community”
• Note: Social ≠ Strategy
There Are Many, Not Just One
We Are Going Back To Business
You Move What You Measure (#YMWYM)
Measure What Matters (#MWM)
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13. 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
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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
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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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Process 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 N/A

15. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
2. Data Assets & Capabilities
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16. 2. The Data
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17. 1. The Data Universe
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Data Assets
• Know Your Sources (Avoid the Black Box)
• Look Beyond Silos
• Public / Private / Shared
• Recorded v. Reported
• Data Quality Assurances
• Periodic Validation
• Ok - Good – Better – Best-In-Class
Data Capabilities
• Tools
• Algorithms
Measure What Matters (#MWM)
You Move What You Measure (#YMWYM)
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18. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
3. Frame The Implementation
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19. 3. Frame The Implementation
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Know Thy Culture
Process & Structure
• Defined Roles – Accountability
• Legal Considerations
• Moral Considerations
• Just Because You Can, Does Not Mean You Should
• Test & Prove
• Technology
• Plan For Problems
• Internal VOC
Manage Expectations
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20. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
4. Actionable Insights
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21. 4. Actionable Insights
Adam Cohen, http://img.gawkerassets.com/img/18ixee9ggv60fjpg/ku-xlarge.jpg
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22. 4. Actionable Insights
The IMPACT Cycle
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Identify the Questions
Master the Data
Provide the Meaning
Actionable Recommendations
Communicate Insights
Track Outcomes
Win With Advanced Business Analytics, Jean Paul Isson, Jesse S. Harriott
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23. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
5. Execution & Measurement
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24. Turn It On.
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25. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Communication
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26. 6. Communication
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Remove Silos (within reason)
Accelerate The Information & Tell A Story
5 Second Rule
Celebrate Success & Failure
Think “Internal Marketing”
We Are Going Back To Business
• You Move What You Measure (#YMWYM)
• Measure What Matters (#MWM)
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27. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
6. Optimization & Exploration
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29. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
The Process
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Business Purpose
Data Assets & Capabilities
Frame the Implementation
Actionable Insights (IMPACT)
Execution & Measurement
Communication
Optimization & Exploration
@ggerik / GregGerik.com
Remember
1. Culture Is King (Not Content)
2. Social Is Not A Strategy
3. We Are Going Back To Business
4. You Move What You Measure (#YMWYM)
5. Measure What Matters (#MWM)
5.5 “Impressions” Is A Dirty Word (#YOLO)

30. HOW TO MEASURE YOUR
SOCIAL MEDIA PROGRAM
Questions?
Greg Gerik, Social Media Leader
@ggerik
GregGerik.com
651-357-2057 (b. cell)
gtgerik@mmm.com
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Deck, Video & Info:
GregGerik.com/brandsummit