Social Media Strategy and Measurement: MWMC Workshop Recap
Category: Blog - May 23, 2011
On Thursday, I attended the Minnesota Women in Marketing and Communications event Women@Work: Social Media Strategy and Measurement Workshop in Minneapolis. Kary Delaria, principal at Kane Consulting, and Mahtab Rezai, chief experience offer at Eaton Golden, reviewed the following topics:
- Conducting a social media audit to inform social media strategies
- Using social media listening tools for research and engagement
- Determining goal, benchmarking and measuring success
- Contextualizing social media measurement with other marketing metrics
Overall the session was insightful, informative and engaging. Some of my key takeaways:
Creating Meaningful Social Media Goals
Rezai categorized four potential objectives for social media programs: listen, respond, contribute and establish thought leadership. Rezai reminded participants that listening to gain consumer insight is one of most valuable, and often overlooked, results of social media monitoring. She referenced an Oscar Mayer Bacon case study that emphasized this point. A few years ago, Oscar Mayer began monitoring social media conversations around the keyword “bacon,” with the intention of gathering new product development ideas. Instead, an overwhelming number of customer complaints regarding bacon packaging emerged. As a result, Oscar Mayer developed and introduced peel-back, reclosable packaging for bacon.
Social Media Monitoring/Measurement
Delaria outlined the differences between monitoring for engagement and monitoring for measurement. She reiterated that while metrics must be tied to outcomes, common social media measurements, such as hits, influence and follower count are not. Delaria provided examples of appropriate metrics for sales, loyalty (progression from participation to advocacy) and awareness goals.
Sales goals:
- Traffic to website from other channels
- Purchases made as result of Web traffic
- Social sales conversations
Loyalty goals:
- Retweets
- Repeat site visits
- Repeat comments
- Follows and likes
Awareness goals:
- Conversations about you with people that matter
- Interactions with the audience
- Change in sentiment
- Keyword rich mentions, including brand name + product or service
- Volume of content shared
- Lindsey Kerr, Account Supervisor
Related posts:
Measurement and PR: IABC MN Spring Conference Recap
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