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