Defining Your Social Media Strategy and Measuring Success - A Step-by-Step Guide

- A practice framework that helps you define your Social Media Strategy
- A Step-by-Step guide the 3 metrics you need to track today
- InStyle magazine as a case study on how social can help enhance both brand presence and user experience
- Links to all the tools you’ll need
- Suitable to entrepreneurs and companies of all size
- With a bonus tool box that helps you achieve you goals

Transcript

1. On Social Strategy & Measuring Success
 A Step-by-Step Guide! Cathy Ma Head of Social Media, IPC Media !"#$%&'#( 27 March 2012
2. Agenda! 1.  About IPC 2.  The Holy Grail of Social Media Success 3.  The 3 Core Metrics 4.  Case study - InStyle ! 5.  Bonus Social Tool Box! !"#$%&'#(
3. What’s ? !"#$%&'#(
4. !"#$%&'#(
5. Business Objectives / Value ! User Needs Platform / Technologies The Holy Grail of Social Media Success !"#$%&'#(
6. Monetisation Retention Acquisition )*+$(,-.(/"012+23*4( 546#6-'-4$(7-$.2"+( 8#91-(*:("*4;-.+#3*4( The 3 Core Metrics !"#$%&'#(
7. Begin the tracking journey <*,(=(/"3*4+($*(>$#.$(<*?#&( !"#$%&'#(
8. Acquisition Step 1: Start Tracking @*A(?*-+(>*"2#9(7-?2#(B.246(&*1(4-A("1+$*'-.+C( %D,EFFB2$G9&FHIJ6-4-.#$*.(( !"#$%&'#( utm tracking
9. Acquisition Step 2: Iterate & Improve %D,EFFAAAG$B6?262$#9G"*'F;2-AF#A#.?+F%-24-K-4L*,-4-.L:-+3;#9F((
10. Acquisition Step 3: Start Playing Facebook’s Open Graph Application
11. >*1."-+E(%D,EFFAAAG+2',9&M-+$&G"*'F( %D,EFFAAAG,*&4$-.G*.6F(%D,EFFAAAG*4924-+"%**9+G*.6F( ! ! "#$!%#&'#%()!! N('2992*4(24(=(A--K+( ! ! ! *+,-./0!1234#!5(#%()! O('2992*4(( 6&7#!89#$!7#,#%&-#')! N('2992*4(-P$.#(,-.(?#&( ! ! ! ! :#;!<#=#%%&/(:.*'(QR( H,(STTU($%.*16%(+*"2#9( 6.#,%( Acquisition Step 3: Start Playing
12. @*A(?*-+(>*"2#9(7-?2#(.-$#24(&*1.("1+$*'-.+C( 2. Retention – who’s talking? %D,EFFB2$G9&F>7I-$-43*4(( !"#$%&'#( Credits:
13. 3. Monetisation – Value per Engagement @*A(?*-+(>*"2#9(7-?2#(%-9,(&*1('*4-3+-C( !"#$%&'#( Credits: %D,EFFB2$G9&F>7I-$-43*4((
14. Not Everything Can Be (directly) Measured !"#$%&'#(
15. I-#9(3'-(:--?B#"K( !"#$%&'#(
16. >%#.246(V#++2*4( !"#$%&'#(
17. Engagement Everywhere The InStyle Case Study !"#$%&'#(
18. NW( InStyle’s Best Beauty Advice !"#$%&'#(
19. NX( On Facebook… !"#$%&'#(
20. Then Print… !"#$%&'#(
21. YN( With Top Content… !"#$%&'#(
22. From Web… To Social Media… Then Print… Best Content… Enhancing Brand Experience using Social !"#$%&'#(
23. Business Objectives / Value ! User Needs Platform / Technologies The Holy Grail of Social Media Success !"#$%&'#(
24. Key Takeaway! 1.  Acquisition – Campaign Tracking! 2.  Retention – Engagement Metrics! 3.  Monetisation – Conversion Analysis! 4.  Not Everything can be Measured! 5.  Finding your Holy Grail! !"#$%&'#(
25. Bonus: Your Social Analytics Tool Box >-9-"$-?(H+-:19(<**9+( !"#$%&'#(
26. Getting the Right People !"#$%&'#(
27. Social Editorial Calendar !"#$%&'#(
28. %D,EFFAAAG4-P$#4#9&3"+G"*'F(( !"#$%&'#(
29. Feedback / Questions? @cathyma %D,EFF1KG924K-?24G"*'F24F"#$%&'#