Social Media Insights Playbook Jared Degnan | Brandware Public Relations

“Business Systems” Approach to Social

10 tactics

3 rules

MEASUREMENT Worry more about consistency than you do the tool.

Rule #1

Rule #2

SIMPLIFY Over-complicated data models work against you.

Rule #3

SAMPLING Just in case you can’t get validation anywhere else…there’s always statistics.

What You Will Need…

1.  Monitoring Tool

2.  Microsoft Excel w/Statistics Plug-In

3.  Facebook Admin Rights

TACTIC #1 Buzz Tracking

Forbes.com Story

Press Release

PR Team on Vacation

TACTIC #2 Message Optimization

Image Post

Video Post

Question Post

TACTIC #3 Sentiment Ratio

2:1

POS to NEG  

TACTIC #4 Awareness Penetration

Mentions Brand Handle

20%

General Brand Conversation

80%

Total Conversation

TACTIC #5 Keyword Occurrence

0   5   10   15   20   25   30   35   40   45  

marke-ng  

facebook  

online  

clubs  

event  

people  

internet  

year  

private  

Frequency  of  Keyword  Men0ons  

TACTIC #6 Unique Monthly Visitors

h=p://www.compete.com/  

TACTIC #7 Equivalent Ad Cost

?

?

TACTIC #8 Landing Pages

TACTIC #9 Follower Correlation

TACTIC #10 Sales Correlation

-4% -3% -2% -1% 0% 1% 2% 3% 4% 5% 6% 7%

0

10

20

30

40

50

60

70

80

90

1/1/11 1/8/11 1/15/11 1/22/11 1/29/11 2/5/11 2/12/11 2/19/11 2/26/11 3/5/11 3/12/11 3/19/11 3/26/11

Product Buzz

Sales

Product Buzz Sales Product Buzz 1 Sales 0.44448178 1

RULES

1 – Measure Consistently 2 – Simplify Your Models 3 – Use Smart Sampling!

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