How to Measure Social Media A Step-By-Step Guide to Developing and Assessing Social Media ROI

ISBN-10: 0789749858
ISBN-13: 9780789749857
Edition: 2013 (Revised)
Authors: Nichole Kelly
List price: $24.99
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Description: Measure the business value of social media -really!This book gives every marketer and social media pro a proven measurement strategy for showing their bosses exactly where social media fits into the sales funnel, and exactly what impact it is having  More...

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Book details

List price: $24.99
Copyright year: 2013
Publisher: Pearson Education
Publication date: 10/10/2012
Binding: Paperback
Pages: 288
Size: 5.75" wide x 9.25" long x 0.75" tall
Weight: 1.012
Language: English

Measure the business value of social media -really!This book gives every marketer and social media pro a proven measurement strategy for showing their bosses exactly where social media fits into the sales funnel, and exactly what impact it is having on the bottom line. Using Nichole Kelly's proven techniques, you can finally prove the value of what you're doing, with credible, accurate, and detailed data that finance-oriented executives will understand, respect, accept, and act upon! Step by step, Kelly walks you through clarifying exactly what you're trying to achieve with social media, which metrics will demonstrate this achievement, how to get the numbers you need, and how to present those numbers effectively to management. Writtenbya corporate marketerforcorporate marketers,Measure Upis radically different from previous "social media ROI books": unlike those books, it's100% actionable.Nichole Kelly simplifies measurement into three core metrics: sales, revenue and cost -- making metrics palatable to marketers while ensuring that finance-oriented decision-makers get the credible, accurate, and detailed information they demand and expect. Readers get step-by-step instructions and a pre-built Excel dashboard. They simply need to plug in numbers they may already have -- and theydon'tneed any knowledge of code or advanced web analytics. Agency professionals will find this book especially valuable for its inside perspective on how businesses really make decisions about their services. Brand-side marketers will learn indispensable ROI and basic data analysis techniques that will be crucial to their career advancement. More broadly,Measure Upteaches measurement techniques thatallmarketers can use with virtually any program or campaign --social media or otherwise.

Introduction
Aligning Social Media with Core Business Objectives
Aligning Social Media Strategies to Business Goals
Setting Social Media Goals
Goal 1: Increase Brand Awareness
Goal 2: Generate More Leads
Retaining Your Existing Customers
How Do I Know Which Goal Is Right for My Company?
Goal 3: Increasing Customer Retention
Selecting the Right Social Media Goal
Hands-On Exercise: Selecting a Social Media Goal
Activity 1: Plot Existing Marketing Tactics
Activity 2: SWOT Analysis
Aligning Social Media to the Sales Funnel
Where Brand Awareness Fits
Exposure
Influence
Engagement
Action/Conversion
Customer Retention
Hands-On Exercise: Aligning the Funnel with Communications
Activity 1: Chart Existing Communications
Activity 2: Identify Communications Pieces That Don't Work With Contacts Who Touched the Social Media Channel
Activity 3: Determine Metrics to Evaluate Where People Fall Out of the Funnel
Social Media for Brand Awareness
Reality Check No. 1: No One Cares About Your Brand
Reality Check No. 2: You Have Lost Control of Your Brand
Where Brand Awareness Fits into the Funnel
Types of Brand Awareness
Where Social Media Fits into Brand Awareness Campaigns
Where Social Media Fits into Reputation Management
Developing a Measureable Strategy for a Brand Awareness Campaign
Create a Listening Station
Interpret the Conversation
Why Listening Matters
Refine Your Brand Awareness Goal
Define Niches Within Your Target Market
Define Social Media Channels
Define Success Metrics
Define Your Strategy
Define How You Will Do It
Flesh It Out
Developing a Measureable Strategy for Reputation Management
Develop a Listening Station
Outline the Types of Reputation Management You Will Focus On
Create Social Media Accounts Before You Need Them
Define Success Metrics
Define Your Strategy
Define How You Will Do It
Flesh It Out
Organize Your Plans
Hands-On Exercise: Prioritizing Brand Awareness Strategies
Strategy Evaluation Matrix
Measuring Social Media for Brand Awareness
Community Manager
Executive Management Team Metrics
Translating Social Media for Executives
Social Media Is Just Another Channel
Don't Measure Social Media in a Silo
The Goal of Brand Awareness Campaigns
Complementary Marketing Channels
The Goal of Reputation Management
Calculating Cost per Impression
Calculating Cost per Engagement
Calculating Cost per Conversion
Handling Salaries in Cost Metrics
Hands-On Exercise: Aligning social Media Metrics to Metrics That Matter
Social Media for Lead Generation
Where Lead Generation Fits into the Funnel
Understanding Social Media Lead Generation
Handling Social Media Leads
Soft Leads
Hard Leads
Content That Indicates Purchase Intent for HubSpot
How to Kill the Sale
Developing a Measurable Strategy for Lead Generation
Promotional Content
Informative Content
Decision-Making Content
Where Does Lead Scoring Fit?
Slow Leads
Medium Leads
Fast Leads
Types of Lead Scoring Models
Optimizing the Path to Conversion
Defining Success Metrics
Define Your Strategy
Define How You Will Do It
Flesh It Out
Organize your Plans
Hands-On Exercise: Prioritizing Lead Generation Strategies
Strategy Evaluation Matrix
Measuring Social Media for Lead Generation
Identifying Lead Potential
Slowest Leads
Slow Leads
Medium Leads
Fast Leads
Closed Leads
Lead Scoring
Types of Lead Scoring Models
Points-Based Lead Scoring
Activity-Based Lead Scoring
Manual Lead Scoring
Hybrid Lead Scoring
It's Okay to Keep It Simple
Hands-On Exercise: Aligning Social Media Leads to the Sales Funnel
Hands-On Exercise: Aligning Marketing Lists to Lead Categories
List Management
Customer Service, Referrals, and Strategies for Increasing Revenue from Existing Customers
Where Customer Retention Fits into the Funnel
Understanding Customer Retention
Developing a Measureable Strategy for Customer Retention
Provide Customer Service
Turn Customers into Revenue
Use Referral Strategies
Spend More Money at Each Purchase
Make More Frequent Purchases
Define Your Goal for Customer Retention
Listen
Define Success Metrics
Define Your Strategy
Define How You Will Do It
Flesh It Out
Organize Your Plans
Create Planning Documents
Hands-On Exercise: Prioritizing Customer Retention Strategies
Measuring Strategies for Increasing Revenue from Existing Customers
Where Customer Revenue Generation Strategies Fit into the Organization
Finding Your Key Metrics
Manager Metrics
Executive Metrics
Why This Is Going to Be Difficult but Not Impossible
What If You Can't Separate Customers Who Touch Your Social Media Channels?
Hands-On Exercise: Finding Customer Retention Metrics
Getting the Reports You Need
Tools for Collecting Metrics
Breaking Down the Barriers to Social Media Measurement
You Are the Problem
Standards Are the Problem
Confusion Between Measurement and Monitoring Tools Is the Problem
Lack of Maturity in Measurement Tools Is the Problem
Social Media Silos Are the Problem
The Path to Conversion Is the Problem
Your Systems Are the Problem
Don't Stop Now
Hands-On Exercise: Finding and Overcoming Your Barriers
Understanding the Dots That need to Connect to Facilitate End-to-End Measurement
Why Full Campaign History Is Important
What Dots Need to Connect
Is Getting Full Campaign History into Your CRM System Really Possible?
Finding Opportunities for Integration
Conducting a System Audit
Prioritizing Data Initiatives
Hands-On Exercise: Systems Audit System Audit Worksheet
Finding Integration Opportunities
Measurement Tool Review
Argyle Social Review
Overview
Overall Measurement Features (3.7 Stars)
Reporting Features (2 Stars)
Conversion Reporting (2 Stars)
Expion
Overview
Overall Measurement Features (3.6 Stars)
Reporting Features (3.2 Stars)
Raven Tools
Overview
Overall Measurement Features (3.3 Stars)
Reporting Features (2.5 Stars)
Social Snap
Overview
Overall Measurement Features (4.3 Stars)
Reporting Features (3.9 Stars)
Tracx
Overview
Overall Measurement Features (2.2 Stars)
Reporting Features (3.1 Stars)
Summary
Hands-On Exercise: Measurement Tool Worksheet
A Great Starter Mix of Tools for Less Than $10 a Month
Why HootSuite Pro Is a Crucial Part of the Mix
Validating Google Analytics Setup
Integrating HootSuite with Google Analytics
Start Tracking
Sample A
Sample B
Sample C
Limitations
Getting the Data
Hands-On Exercise: Create a System for Using Custom URL Parameters
Source
Medium
Campaign
Bonus Tip: Track the Exact Status Update That Drove a Conversion
Creating a Cross-Functional Measurement Dashboard
Hands-On Exercise: Build Your Dashboard
Trying It All Together
Hands-On Exercise: Social Media ROI Assessment
Index

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