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

Embed:

Moderator

Tac Anderson

twitter: @tacanderson

web: www.newcommbiz.com

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 Tac has a BA in Comm ...more

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@tacanderson Just discovered the #sm55 chat. Count me in for the scorecard exercise. Just determined 22 kpis for our internal socmed project
Posted by: @HoratioNelson - 04/13/2010 01:28:01 PM
RT @Marc_Meyer: Here is the transcript from today's #socialmedia chat with @tacanderson #sm55 http://bit.ly/bvtJE1
Posted by: @the_write_one - 04/13/2010 01:26:03 PM
RT @Marc_Meyer: Here is the transcript from today's #socialmedia chat with @tacanderson #sm55 http://bit.ly/bvtJE1
Posted by: @wileyccoyote - 04/13/2010 01:26:03 PM
RT @Marc_Meyer: Here is the transcript from today's #socialmedia chat with @tacanderson #sm55 http://bit.ly/bvtJE1
Posted by: @ingagenetworks - 04/13/2010 01:26:03 PM
Thanks to @tacanderson for moderating today's chat #sm55 - sorry my connection right there at the end. always great information.
Posted by: @LeeAnne_Orange - 04/13/2010 01:25:02 PM
@tacanderson pls add me to that list to help create a "fluid" #socialmedia score card. much appreciated! #sm55
Posted by: @wileyccoyote - 04/13/2010 01:25:02 PM
Here is the transcript from today's #socialmedia chat with @tacanderson #sm55 http://bit.ly/bvtJE1
Posted by: @Marc_Meyer - 04/13/2010 01:25:02 PM
@Verilliance #sm55 Key Performance Indicator...but it might differ based on the industry/context in which it is used
Posted by: @marcnarine - 04/13/2010 01:24:01 PM
For everyone on #sm55 who volunteered to create a *fluid* score card I'll send out a group email w/ next steps later today.
Posted by: @tacanderson - 04/13/2010 01:14:02 PM
@managementsushi were you following #sm55?
Posted by: @nigellegg - 04/13/2010 01:13:02 PM
For everyone on #sm55 who volunteered to create a *fluid* score card I'll send out a group email w/ next steps later today.
Posted by: @tacanderson - 04/13/2010 01:13:01 PM
And before I shut up: "Promoted Tweets" or whatever they're calledwill mean more fiddling to ensure your monitoring is working #sm55
Posted by: @nigellegg - 04/13/2010 01:11:02 PM
Thanks everyone - @BenySchonfeld @sharonmostyn @elhoust @tacanderson @TransitionalTee @themaria @JoeKikta #sm55
Posted by: @nigellegg - 04/13/2010 01:10:01 PM
.@ckieff Thanks Chris, it wasn't me, It was those that threw down in the tweetchat and of course @tacanderson #sm55
Posted by: @Marc_Meyer - 04/13/2010 01:10:01 PM
True better commerce is one measurement; moreover many miss how SM can improve biz processes in the supply/value chains #sm55
Posted by: @SteveKoss - 04/13/2010 01:10:01 PM
@ActiveIngreds Hey Vandana! Looks like I missed #sm55 :(( Was engrossed in a KM chat :)) Hope all is well.
Posted by: @correlationist - 04/13/2010 01:08:02 PM
@Marc_Meyer Just catching up to #sm55 Looks like you hit another one out of the park- Good job!
Posted by: @ckieff - 04/13/2010 01:07:02 PM
@randygiusto perhaps we could create our own tweet rating system too - how hard can it be? LOL #sm55
Posted by: @ActiveIngreds - 04/13/2010 01:07:02 PM
@BenySchonfeld I was more concerned with the fact I missed Cheese School at the weekend. There's a SM case study - handmade cheeses. #sm55
Posted by: @nigellegg - 04/13/2010 01:07:02 PM
#sm55 thanks, enjoyed it!
Posted by: @randygiusto - 04/13/2010 01:07:02 PM
Thanks for great #sm55 convo/RTs @ActiveIngreds @verilliance @Marc_Meyer @jenhale @nigellegg @stepmorgan @brightmatrix @elhoust @tacanderson
Posted by: @sharonmostyn - 04/13/2010 01:07:02 PM
@BenySchonfeld - sure. Sorry for not quite reading as your tweet scrolled off my screen. #sm55
Posted by: @nigellegg - 04/13/2010 01:06:03 PM
@sharonmostyn so true - need to grab some grub! #sm55
Posted by: @ActiveIngreds - 04/13/2010 01:06:03 PM
Thanks for the great chat. Got my juices flowing! :) #sm55
Posted by: @Verilliance - 04/13/2010 01:06:03 PM
tweetlevel by edelman still an ambiguous rating- trust is measured on RT's, there's no context if they like or dislike you @Marc_Meyer #sm55
Posted by: @randygiusto - 04/13/2010 01:05:03 PM
#sm55 thx - @tacanderson @ActiveIngreds @stepmorgan @sharonmostyn @LeeAnne_Orange @Marc_Meyer @buzzstreamtodd @jenhale @TransitionalTee
Posted by: @brightmatrix - 04/13/2010 01:05:03 PM
RT @JoeKikta Thanks to @tacanderson for moderating today's chat #sm55
Posted by: @odomlewis - 04/13/2010 01:05:03 PM
RT @Marc_Meyer: I want to thank .@tacanderson for hosting today. The convo was great as usual. The transcript will be up in minutes. #sm55
Posted by: @ActiveIngreds - 04/13/2010 01:05:03 PM
Thx 4 #socialmedia insights @tacanderson @Marc_Meyer @JoeKikta @nigellegg @sharonmostyn @stepmorgan @LeeAnne_Orange @karimacatherine #sm55
Posted by: @elhoust - 04/13/2010 01:05:03 PM
Thanks to @tacanderson for moderating today's chat #sm55
Posted by: @JoeKikta - 04/13/2010 01:05:03 PM
So many topics, so little time. RT @ActiveIngreds RT @Marc_Meyer Twitter is buzzing w/hashtags #sm55 #engageemail #measurepr #socialmedia
Posted by: @sharonmostyn - 04/13/2010 01:05:03 PM
RT @conniereece: For measurement tools, also look at Radian6 and PeopleBrowsr. SAS just launched enterprise tool this week. #sm55
Posted by: @sherrylowry - 04/13/2010 01:04:03 PM
I want to thank .@tacanderson for hosting today. The convo was great as usual. The transcript will be up in minutes. Thanks every1!! #sm55
Posted by: @Marc_Meyer - 04/13/2010 01:03:04 PM
#sm55 I am in; expect my email soon!
Posted by: @mfeldkamp - 04/13/2010 01:03:04 PM
@tacanderson @marc_meyer Thanks for making it happen. Great discussion today! #sm55
Posted by: @stepmorgan - 04/13/2010 01:03:04 PM
RT @Marc_Meyer: Twitter is buzzing with hashtags #sm55 #engageemail #measurepr #socialmedia #sm55
Posted by: @ActiveIngreds - 04/13/2010 01:03:04 PM
communities- panels- forums- I ask because interest in data mining sm activity is growing #sm55
Posted by: @eicg - 04/13/2010 01:03:04 PM
@tacanderson of course. But we have to decide on metrics on a case by case basis, not a single scorecard. #sm55
Posted by: @nigellegg - 04/13/2010 01:02:03 PM
@buzzstreamtodd And that's actually a good thing. ;) If you have to work a little harder, it's what makes you valuable, right? #sm55
Posted by: @Verilliance - 04/13/2010 01:02:03 PM
Whoa..look at the time, that zipped by. and lo & behold, @tacanderson is crowdsourcing a social media scorecard :) #sm55
Posted by: @Marc_Meyer - 04/13/2010 01:02:03 PM
Check out our interview with @tacanderson http://bit.ly/8xX9G5 #sm55 #socialmedia
Posted by: @odomlewis - 04/13/2010 01:02:03 PM
That's it for time. Thank you so much for everyone's participation. You rock! Feel free to continue. #sm55
Posted by: @tacanderson - 04/13/2010 01:02:03 PM
@buzzstreamtodd I think you can, I just don't think there's a button to click that gives magic answers yet. #sm55
Posted by: @Verilliance - 04/13/2010 01:02:03 PM
RT @TransitionalTee: @nigellegg Totally agree w/you. Success is subjective & individual, despite trends & what we *think* is important #sm55
Posted by: @sharonmostyn - 04/13/2010 01:02:03 PM
@Marc_Meyer But even as a fluid entity, success is subjective. What might be significant to one org could mean nothing to another. #sm55
Posted by: @TransitionalTee - 04/13/2010 01:01:05 PM
@themaria Yes. Effects of an awareness campaign -not financial straightaway - in some Nonprofit cases, never (eg cancer awareness) #sm55
Posted by: @nigellegg - 04/13/2010 01:01:05 PM
@tacanderson I'm game too. #sm55
Posted by: @Verilliance - 04/13/2010 01:01:05 PM
@tacanderson A social media scorecard sounds like a great idea. I'm in too. #sm55
Posted by: @elhoust - 04/13/2010 01:01:05 PM
@nigellegg all measurement aside from sales are only indicators of success. nothings perfect #sm55
Posted by: @tacanderson - 04/13/2010 01:00:03 PM
@nigellegg You missed the word..Fluid...:) A fluid social media scorecard #sm55
Posted by: @Marc_Meyer - 04/13/2010 01:00:03 PM

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Moderator

For everyone on #sm55 who volunteered to create a *fluid* score card I'll send out a group email w/ next steps later today.

That's it for time. Thank you so much for everyone's participation. You rock! Feel free to continue. #sm55

@nigellegg all measurement aside from sales are only indicators of success. nothings perfect #sm55

Let's just start one: Who would like to help create a Social Media Scorecard? email me: @newcommbiz.com">tac@newcommbiz.com #sm55

RT @randygiusto communities- panels- forums- I ask because interest in data mining sm activity is growing #sm55

@wileyccoyote On a recent panel I asked what the most valuable measurement tool was A: Excel #sm55

for me the real value of a score card is change over time. measuring progress vs just activity #sm55

Q3: What should always be on your scorecard to measure effectiveness? #sm55

@brightmatrix marketing score cards are used to help look at multiple metrics and how they correlate. #sm55

@buzzstreamtodd for me the goal is learning. it'll never be 1:1 but looking for commonality helps us learn #sm55

How many of you are using a #socialmedia score card? #sm55

@nigellegg it will vary by industry but even still there should be some common metric. Yes/No? like: fans/follower/RT/clicks #sm55

RT @mfeldkamp @tacanderson and others discussing What is your stance on the importance of Twitter Lists? Facebook Post Quality Ratings?#sm55

@karimacatherine absolutely but at some point there are common goals and common metrics. we're looking for commonality. #sm55

@brightmatrix for different level of conversions right? sign up, vs download, vs purchase. #sm55

Return on Total Investment (ROTI) is HUGE! RT @MikeFraietta Don't forget cost savings #sm55

@brightmatrix could channel metrics be weighted? X# of fans is = to X# of RSS subscribers etc.? #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

Q2: What #socialmedia metrics are important to look at together? How do you show they accrue to something bigger? #sm55

@Verilliance topic: How do you manage the effectiveness of your social programs? #sm55

RT @SteveKoss Common to every social media program is MAMA (strategy) - marshal, allocate, monitor, and adjust #sm55

@CoryOBrien agree. I really think we need to move beyond the obvious metrics. the harder ones like engagement need work. #sm55

@LeeAnne_Orange I think the first goal is conversation but I don't think it's the end goal #sm55

great answers guys. feel free to share links to favorite resources/examples #sm55

Are there common #socialmedia goals you usually use or they different every time? #sm55

Do you have specific KPI's (key performance indicators) for #socialmedia or do you use existing marketing KPI's? #sm55

RT @geekgiant: re: Q1 I think defining what "success" looks like is an important early step. Helps determine tools/tactics. #sm55

Do you follow a methodology like Forrester's POST or do you have your own? #sm55

Q1: What type of planning should go into your social media campaigns? What is your process? #sm55

How do you manage the effectiveness of your social programs? (assuming you've already done the foundational work of course) #sm55

Okay are you ready for #socialmedia #sm55? I hope so. here we go

Join me in 30min for #socialmedia - Managing the Effectiveness of Your Social Programs http://bit.ly/cwKbgJ #sm55