How do you manage the effectiveness of your social programs?


TOPIC QUESTIONS
Q1) What type of planning should go into your social media campaigns? What is your process?
Q2) What metrics should you always be looking at?
Q3) What should always be on your scorecard to measure effectiveness? Are there any constants?
   Event Details
Event Date:     2010-04-13

Event Time:     12PM - 1 PM EST
Participants:     49

Tweets:     371
tac-anderson.jpg
Moderator
Tac Anderson
BIO: Tac Anderson is the Director of Social Media at Waggener Edstrom's Studio D group. Prior to that he worked at Hewlett-Packard where he managed both internal and external social media initiatives. Some of his work was a featured case study in the Harvard Business Review book Groundswell.

Tac has been actively engaged in social media marketing for the last 5 years. He's a regular public speaker and blogs at www.newcommbiz.com

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  • Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:31:01 AM
  • RT : Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:35:01 AM
  • RT Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:36:02 AM
  • Live stream: http://bit.ly/QS8cE RT : Join me in 30min for #socialmedia http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:42:01 AM
  • i am in :) #sm55
    Posted by: - 04/13/2010 11:44:02 AM
  • Measure social fans ... "Value of a 'Fan' on Social Media: $3.60" http://bit.ly/a73bBD #sm55
    Posted by: - 04/13/2010 11:51:01 AM
  • Starting in a few. RT : Join me for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:53:01 AM
  • RT : Starting in a few. RT : Join me for #socialmedia - Managing the Effectiveness of Your Social Programs #sm55
    Posted by: - 04/13/2010 11:54:02 AM
  • Starting soon! #socialmedia chat on Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 11:54:02 AM
  • #sm55 is about to start. Get in here so you can learn from the pros: http://bit.ly/dAttEl
    Posted by: - 04/13/2010 12:01:02 PM
  • Okay are you ready for #socialmedia #sm55? I hope so. here we go
    Posted by: - 04/13/2010 12:02:02 PM
  • RT : Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
    Posted by: - 04/13/2010 12:02:02 PM
  • How do you manage the effectiveness of your social programs? (assuming you've already done the foundational work of course) #sm55
    Posted by: - 04/13/2010 12:02:53 PM
  • RT Measure social fans ... "Value of a 'Fan' on Social Media: $3.60" http://bit.ly/a73bBD #sm55
    Posted by: - 04/13/2010 12:03:12 PM
  • Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
    Posted by: - 04/13/2010 12:03:49 PM
  • #sm55 Feel free to use our app at hashtagsocialmedia.com/live to tweet from if you like or your iphone..:) we have an app there too
    Posted by: - 04/13/2010 12:03:49 PM
  • #SM55 Q1: First step is to define what you're going to judge effectiveness by. Depends on the channel.
    Posted by: - 04/13/2010 12:04:54 PM
  • RT : Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
    Posted by: - 04/13/2010 12:04:54 PM
  • RT : Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
    Posted by: - 04/13/2010 12:04:54 PM
  • RT : Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
    Posted by: - 04/13/2010 12:05:29 PM
  • RT Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
    Posted by: - 04/13/2010 12:05:29 PM
  • re: Q1 I think defining what "success" looks like is an important early step. Helps determine tools/tactics. #sm55
    Posted by: - 04/13/2010 12:05:56 PM
  • Q1 Planning starts with purpose. Step 1: make sure you've clearly answered the question "what is the purpose of this campaign?" #sm55
    Posted by: - 04/13/2010 12:05:56 PM
  • For Q1: Need to define level of (expected) engagement & who will be manning SM channels. #sm55
    Posted by: - 04/13/2010 12:05:56 PM
  • #SM55 Q1: Second step is to define your goals. Then, decide what channels will allow you to reach those goals. Finally, pick a strategy.
    Posted by: - 04/13/2010 12:06:03 PM
  • Do you follow a methodology like Forrester's POST or do you have your own? #sm55
    Posted by: - 04/13/2010 12:06:03 PM
  • Determine what the end goal result will be/should be and then align with client expectations-don't promise the moon #sm55
    Posted by: - 04/13/2010 12:06:54 PM
  • For Q1: Also should define which channels are most appropriate & effective for your expected audience. #sm55
    Posted by: - 04/13/2010 12:06:54 PM
  • really depends on goal behind the program: was it to raise awareness, increase traffic or signups - meas depends on that #sm55
    Posted by: - 04/13/2010 12:06:54 PM
  • just learnign abt it recently RT : Do you follow a methodology like Forresters POST or do you have your own? #sm55
    Posted by: - 04/13/2010 12:08:02 PM
  • RT : re: Q1 I think defining what "success" looks like is an important early step. Helps determine tools/tactics. #sm55
    Posted by: - 04/13/2010 12:08:02 PM
  • start with understanding who your target group is & their habits, grasp mkt sit, evaluate against your obj, and set goals #sm55
    Posted by: - 04/13/2010 12:08:02 PM
  • #sm55 Q1: Figure out what the end goal is and work backwards
    Posted by: - 04/13/2010 12:10:03 PM
  • Do you have specific KPI's (key performance indicators) for #socialmedia or do you use existing marketing KPI's? #sm55
    Posted by: - 04/13/2010 12:10:03 PM
  • A1: start w/understanding who your target group is & their habits, grasp mkt sit, evaluate against your obj, & set goals #sm55
    Posted by: - 04/13/2010 12:10:03 PM
  • I think the answers to Q1 show one thing: The client needs to know how they define success. #sm55
    Posted by: - 04/13/2010 12:10:03 PM
  • For those that don't know the Forrester post method, It stands for: People, Objectives, Strategy and Technology #sm55
    Posted by: - 04/13/2010 12:10:03 PM
  • #sm55 For Q1: Need to establish which metrics will be tracked. Establish baseline, goals, and tactics to get from A to B
    Posted by: - 04/13/2010 12:10:03 PM
  • planning: figure out goal, this will drive metrics, ID metrics, channels, create content, reach out to whoever u need #sm55
    Posted by: - 04/13/2010 12:10:03 PM
  • RT : FYI, there is a #socialmedia tweetchat just starting up with host . Use the hashtag #sm55 to join
    Posted by: - 04/13/2010 12:11:03 PM
  • RT : For those that dont know the Forrester post method, It stands for: People, Objectives, Strategy and Technology #sm55
    Posted by: - 04/13/2010 12:11:03 PM
  • agrees with , wonders if "defining what you are going to judge effectiveness by comes both before and after goal setting #sm55
    Posted by: - 04/13/2010 12:11:03 PM
  • FYI, there is a #socialmedia tweetchat just starting up with host . Use the hashtag #sm55 to join
    Posted by: - 04/13/2010 12:11:03 PM
  • Are there common #socialmedia goals you usually use or they different every time? #sm55
    Posted by: - 04/13/2010 12:12:02 PM
  • Each program "should be" specific. Some KPIs are unique, some are universal. ROI is universal. #sm55
    Posted by: - 04/13/2010 12:12:02 PM
  • RT : FYI, there is a #socialmedia tweetchat just starting up with host . Use the hashtag #sm55 to join #sm55
    Posted by: - 04/13/2010 12:12:02 PM
  • Are there common #socialmedia goals you usually use or they different every time? #sm55
    Posted by: - 04/13/2010 12:12:03 PM
  • Each program "should be" specific. Some KPIs are unique, some are universal. ROI is universal. #sm55
    Posted by: - 04/13/2010 12:12:03 PM
  • RT : FYI, there is a #socialmedia tweetchat just starting up with host . Use the hashtag #sm55 to join #sm55
    Posted by: - 04/13/2010 12:12:03 PM
  • Isn't the end goal that your company/event/service is talking and being talked about (in a good way)? how do you measure that? #sm55
    Posted by: - 04/13/2010 12:13:38 PM
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Moderator
Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55
Okay are you ready for #socialmedia #sm55? I hope so. here we go
How do you manage the effectiveness of your social programs? (assuming you've already done the foundational work of course) #sm55
Q1: What type of planning should go into your social media campaigns? What is your process? #sm55
Do you follow a methodology like Forrester's POST or do you have your own? #sm55
RT : re: Q1 I think defining what "success" looks like is an important early step. Helps determine tools/tactics. #sm55
Do you have specific KPI's (key performance indicators) for #socialmedia or do you use existing marketing KPI's? #sm55
Are there common #socialmedia goals you usually use or they different every time? #sm55
Are there common #socialmedia goals you usually use or they different every time? #sm55
great answers guys. feel free to share links to favorite resources/examples #sm55
I think the first goal is conversation but I don't think it's the end goal #sm55
agree. I really think we need to move beyond the obvious metrics. the harder ones like engagement need work. #sm55
RT Common to every social media program is MAMA (strategy) - marshal, allocate, monitor, and adjust #sm55
topic: How do you manage the effectiveness of your social programs? #sm55
Q2: What #socialmedia metrics are important to look at together? How do you show they accrue to something bigger? #sm55
Since there are no real industry benchmarks yet these Q's are tough but I love these answers. Glad you're all thinking through them #sm55
Return on Total Investment (ROTI) is HUGE! RT Don't forget cost savings #sm55
could channel metrics be weighted? X# of fans is = to X# of RSS subscribers etc.? #sm55
for different level of conversions right? sign up, vs download, vs purchase. #sm55
absolutely but at some point there are common goals and common metrics. we're looking for commonality. #sm55
RT and others discussing What is your stance on the importance of Twitter Lists? Facebook Post Quality Ratings?#sm55
it will vary by industry but even still there should be some common metric. Yes/No? like: fans/follower/RT/clicks #sm55
How many of you are using a #socialmedia score card? #sm55
How many of you are using a #socialmedia score card? #sm55
for me the goal is learning. it'll never be 1:1 but looking for commonality helps us learn #sm55
marketing score cards are used to help look at multiple metrics and how they correlate. #sm55
Q3: What should always be on your scorecard to measure effectiveness? #sm55
for me the real value of a score card is change over time. measuring progress vs just activity #sm55
for me the real value of a score card is change over time. measuring progress vs just activity #sm55
On a recent panel I asked what the most valuable measurement tool was A: Excel #sm55
RT communities- panels- forums- I ask because interest in data mining sm activity is growing #sm55
Let's just start one: Who would like to help create a Social Media Scorecard? email me: .com">tac.com #sm55
all measurement aside from sales are only indicators of success. nothings perfect #sm55
That's it for time. Thank you so much for everyone's participation. You rock! Feel free to continue. #sm55
For everyone on #sm55 who volunteered to create a *fluid* score card I'll send out a group email w/ next steps later today.
For everyone on #sm55 who volunteered to create a *fluid* score card I'll send out a group email w/ next steps later today.