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How to Measure Social Media

Taille reliureHow to Measure Social Media
ISBN/GTIN
CHF23.30
2.6 % TVA incluse

Produit

RésuméYour 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business MetricsPainlesslyThink 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...

Détails
ISBN/GTIN978-0-7897-4985-7
Type de produitLivre
Type de reliureCartonné
Année de parution2012
SérieQue
Pages288 pages
LangueAnglais
DimensionsLargeur 163 mm, Hauteur 229 mm, Épaisseur 14 mm
Poids352 g
Id-produit de l'éditeur74985QUE
BZ n°13310385

Contenu/Critiques

Table des matières
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   76
Translating Social Media for Executives   76
Social Media Is Just Another Channel   77
Don't Measure Social Media in a Silo   77
The Goal of Brand Awareness Campaigns   77
Complementary Marketing Channels   78
The Goal of Reputation Management   79
Calculating Cost per Impression   81
Calculating Cost per Engagement   82
Calculating Cost per Conversion   82
Handling Salaries in Cost Metrics   82
Hands-On Exercise: Aligning Social Media Metrics to Metrics That Matter   83
5  Social Media for Lead Generation   87
Where Lead Generation Fits into the Funnel   88
Understanding Social Media Lead Generation   88
Handling Social Media Leads   90
  Soft Leads   90
  Hard Leads   91
  Content That Indicates Purchase Intent for HubSpot   91
  How to Kill the Sale   93
Developing a Measurable Strategy for Lead Generation   93
  Promotional Content   93
  Informative Content   94
  Decision-Making Content   95
Where Does Lead Scoring Fit?   96
  Slow Leads   96
  Medium Leads   96
  Fast Leads   97
  Types of Lead Scoring Models   97
Optimizing the Path to Conversion   97
Defining Success Metrics   99
Define Your Strategy   100
  Define How You Will Do It   102
  Flesh It Out   102
  Organize Your Plans   102
Hands-On Exercise: Prioritizing Lead Generation Strategies   103
  Strategy Evaluation Matrix   104
6  Measuring Social Media for Lead Generation   107
Identifying Lead Potential   108
  Slowest Leads   109
  Slow Leads   109
  Medium Leads   110
  Fast Leads   110
  Closed Leads    110
Lead Scoring   110
  Types of Lead Scoring Models    111
  Points-Based Lead Scoring   111
  Activity-Based Lead Scoring   112
  Manual Lead Scoring   112
  Hybrid Lead Scoring   112
It's Okay to Keep It Simple   113
Hands-On Exercise: Aligning Social Media Leads to the Sales Funnel   116
Hands-On Exercise: Aligning Marketing Lists to Lead Categories   116
  List Management   117
7  Customer Service, Referrals, and Strategies for Increasing Revenue from Existing Customers   121
Where Customer Retention Fits into the Funnel   122
Understanding Customer Retention   123
Developing a Measureable Strategy for Customer Retention   124
  Provide Customer Service   124
  Turn Customers into Revenue   129
  Use Referral Strategies   130
  Spend More Money at Each Purchase   133
  Make More Frequent Purchases   133
  Define Your Goal for Customer Retention   135
  Listen 135
  Define Success Metrics   135
  Define Your Strategy   137
  Define How You Will Do It   138
  Flesh It Out   138
  Organize Your Plans   139
  Create Planning Documents   139
Hands-On Exercise: Prioritizing Customer Retention Strategies   140
8  Measuring Strategies for Increasing Revenue from Existing Customers   143
Where Customer Revenue Generation Strategies Fit into the Organization   144
  Finding Your Key Metrics   144
  Manager Metrics   145
  Executive Metrics   147
  Why This Is Going to Be Difficult but Not Impossible   148 
  What If You Can't Separate Customers Who Touch Your Social Media Channels?   149
Hands-On Exercise: Finding Customer Retention Metrics   149
  Getting the Reports You Need   150
II Tools for Collecting Metrics
9  Breaking Down the Barriers to Social Media Measurement   155
You Are the Problem   156
Standards Are the Problem   157
Confusion Between Measurement and Monitoring Tools Is the Problem   157
Lack of Maturity in Measurement Tools Is the Problem   158
Social Media Silos Are the Problem   159
The Path to Conversion Is the Problem   160
Your Systems Are the Problem   161
Don't Stop Now   162
Hands-On Exercise: Finding and Overcoming Your Barriers   163
10  Understanding the Dots That Need to Connect to Facilitate End-to-End Measurement   167
Why Full Campaign History Is Important   168
What Dots Need to Connect   169
Is Getting Full Campaign History into Your CRM System Really Possible?   171
Finding Opportunities for Integration   172
Conducting a System Audit   174
Prioritizing Data Initiatives   175
Hands-On Exercise: Systems Audit   177
System Audit Worksheet   177
Finding Integration Opportunities   177
11 Measurement Tool Review   181
Argyle Social Review   182
  Overview   182
  Overall Measurement Features (3.7 Stars)   184
  Reporting Features (2 Stars)   185
  Conversion Reporting (2 Stars)   186
Expion   187
  Overview   187
  Overall Measurement Features (3.6 Stars)   188
  Reporting Features (3.2 Stars)   190
Raven Tools   191
  Overview   192
  Overall Measurement Features (3.3 Stars)   193
  Reporting Features (2.5 Stars)   194
Social Snap   196
  Overview   196
  Overall Measurement Features (4.3 Stars)   197
  Reporting Features (3.9 Stars)   199
Tracx   201
  Overview   201
  Overall Measurement Features (2.2 Stars)   202
  Reporting Features (3.1 Stars)   203
Summary   204
Hands-On Exercise: Measurement Tool Worksheet   204
12  A Great Starter Mix of Tools for Less Than $10 a Month   207
Why HootSuite Pro Is a Crucial Part of the Mix   208
Validating Google Analytics Setup   208
Integrating HootSuite with Google Analytics   211
Start Tracking   212
  Sample A   214
  Sample B   214
  Sample C   214
Limitations   215
Getting the Data   215
Hands-On Exercise: Create a System for Using Custom URL Parameters   217
  Source   218
  Medium   219
  Campaign   220
Bonus Tip: Track the Exact Status Update That Drove a Conversion   221
13  Creating a Cross-Functional Measurement Dashboard   223
Hands-On Exercise: Build Your Dashboard   229
14  Tying It All Together   231
Hands-On Exercise: Social Media ROI Assessment   233
Index   235plus

Auteur

Nichole Kelly is a pioneer in making social marketing efforts consistently profitable, measurable, and accountable. She is the president of SME Digital, the digital agency division of Social Media Explorer, and has worked for companies of all sizes, from Signs By Tomorrow-USA to Sherwin-Williams, Deutsche Bank Alex.Brown to The Federal Reserve Bank. Kelly runs the No-Fluff Social Media Measurement Boot Camp and has spoken at leading events including Dreamforce, B2B Summit, BlogWorld, Social Fresh, SocialTech, Inbound Marketing Summit, Exploring Social, Marketing Profs University, Small Business Success Summit, and the Social Media Success Summit. She writes about social media measurement for two of Ad Age's top 30 marketing blogs, Social Media Examiner and Social Media Explorer.
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