New Media Class Session 8 Ss
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The document discusses various ways to measure the success of social media marketing efforts. It identifies both traditional metrics like page views, visitors, and leads, as well as social media-specific metrics like actions taken, links from other blogs, products sold, and customer service calls lowered. Additionally, it emphasizes the importance of relationship building metrics like number of customers retained and engaged, net promoter score, new customers converted, and referrals from existing customers. Finally, it provides tips for social media planning like deciding key metrics, starting with small pilots, getting customer feedback, and revising efforts.
New Media Class Session 8 Ss
- 1. Marketing via New Media Putting it all together Becky Carroll, MBA UCSD Extension Summer 2008
- 2. Tonight’s Topic: Measuring social media Guest speaker: Christine Morrison, Intuit Measuring social media success Other topics: tagging Discuss final project grading criteria Project work!
- 3. What are your customers doing?
- 4. Measuring Success of Social Media How you measure depends on the goal Listening to customers Talking with customers Energizing customers Helping support customers Embracing customers
- 5. Metrics – Which are new? Social media is another part of the marketing toolkit, so… traditional metrics apply! Page views Visitors Leads Cost per impression AND other metrics specific to social media
- 6. Some social media “engagement” metrics Actions taken Links to posts from other blogs Products sold Satisfaction Index raised Customer Service calls lowered Mainstream media coverage (conversions from social media to larger media outlets) Subscribers / users increased Source: Chris Brogan (www.chrisbrogan.com)
- 7. And more metrics… Comments Track-backs Rankings/voting Tags and bookmarks ( delicious , StumbleUpon , digg ) Community activity Reviews
- 8. It’s about building relationships Number of customers retained Number of customers engaged actively Net Promoter Score (customer loyalty index) New customers converted Referrals from existing customers
- 9. Social Media Planning Who is in charge? How do we know when they are successful? Who else needs to be involved? Marketing Customer service R&D C-level Employees at large Decide which metrics are the most critical Use the Groundswell to get good at it Start small with focused pilots See what works Ask for customer feedback Revise and revise!
- 10. Map Out Touch Points Who is in charge? How do we know when they are successful? Who else needs to be involved? Marketing Customer service R&D C-level Employees at large Use the Groundswell to get good at it Start small with focused pilots See what works Ask for customer feedback Revise and revise!