Getting Started, Getting Better: Improving social media via web analytics

REtechSouth

March 25, 2010

Getting StartedGetting Better:Improving Your Social Media Via Web Analytics

Gahlord Dewaldgahlord@thoughtfaucet.com

twitter.com/gahlordmeetwith.me/thoughtfaucetlinkedin.com/in/thoughtfaucet

Industry function | Mastery | Tool use

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You can develop a clear approach for aligning your social media plan with your business goals.

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Some Theory Stuff

Some Applications of Theory

Some Q + A

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I like to measure things because it helps me discover more about how things work.

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Some people like to measure things because it lets them know if something they already did worked or if it didn’t work. (ROI)

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Some people like to measure things so they can make better decisions about the future.

“Accountability” gets brought up a lot when people talk about measuring things.

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Here’s one of my favorite models.

Jonathan Boyd’s OODA Loop:

ObserveOrientDecideAct

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Where’s the “consumer” in all of this? Another model:

ReachAcquisitionConversion(Satisfaction)

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Social media disrupts our traditional RAC(S) funnel.

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We’re a little less linear now.

You can get a “conversion” without even trying to “reach.”

You can generate “satisfaction” without ever “converting.”

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We can work to achieve business objectives in a non-linear way.Awesome!

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Culture of accountability

OODA Loop

RAC(S)

The funnel got all non-linear on us

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ReachObserve: Size of social media “channel”Number of followers you have

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ReachOrient:Opportunity for growth?

*Tip: Advertising as research.

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AcquisitionObserve: Landing on your siteFollowing your links(Campaign Tagging)

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AcquisitionOrient:Reach vs Acquire ratioby topic, by time, by channel ...

*Tip: Is your audience awake?

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ConversionObserve: Direct messagesContact form submissionLive events and meetups

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ConversionOrient:by channel, by season, by topic, by quality ...

*Tip: A spreadsheet is helpful.

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SatisfactionObserve: SurveyReputation managementIndividual influence

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SatisfactionOrient:by channel, by action, by use, by human ...

*Tip: Learn to identify influence.

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You can develop a clear approach for aligning your social media plan with your business goals.

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Thanks! Hope you liked it. Questions?