1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Monitoring & Measuring Social Media ImpactOnlineMarketing.com

2. Define an Objective Why are you monitoring? You a clear goal: I want to monitor because I want to be alerted immediately when people are saying bad / good things about my brand. I want to quickly respond to all customer service queries and I’m going to set up a system with my support team. I’m monitoring to see who is talking about [industry keyword] and join the conversation to bring more credibility to my brand. I'm monitoring so I can keep my finger on the pulse of the market so I can figure out what the market actually needs and then create it. I’m monitoring so I can easily identify people in need of my product and help them at the point of need. ImpactOnlineMarketing.com

3. Decide What to Monitor Monitoring is keyword-based – selection of the right keywords is important. Track your company name, brand names, product names, names of key execs, competitor names, competitive product names, industry keywords, etc. ImpactOnlineMarketing.com

4. Develop a Plan Develop an editorial calendar to guide your posting on each social medium. Develop a response plan : When someone raves about your products, how do you leverage the positive attention? How do you handle customer suggestions or feedback? How do you respond to negative comments? (next slide) ImpactOnlineMarketing.com

5. Develop a Crisis Plan Anticipate negative situations that could potentially occur and proactively develop an action plan How do you handle an irate customer who posts online? How do you address ‘bad press’ within your social media postings? How do you handle negative reviews posted online? ImpactOnlineMarketing.com

6. Social Media Effectiveness Metrics Used by Professional Marketers Reach (organic, paid, and viral) Post interactions (Likes, Comments, and Shares) Engagement Rate Click through rates and conversions from each activity Key influencers and brand ambassadors Fan growth and momentum of your page Customer service standards (Response Rate, Response Times) ImpactOnlineMarketing.com

7. Analytics Specific to Platforms Facebook: Insights LinkedIn: marginal (limited to stats related to profile views, size of network, etc. Twitter: metrics available via ads.twitter.com; click “Analytics” at the top of the page Google+: access through http://google.com/analytics or click here for moreclick here Pinterest: click Analytics within the Settings dropdown Instagram: go to http:// http://statigr.am/ and login through your Instagram acct. ImpactOnlineMarketing.com

8. Measuring Social Media ROI Measuring ROI requires setting up your social programs in a way that makes data is available and unblemished. Easiest measurement of ROI is to follow social media through to purchase. E-commerce makes this very doable. If you want to neatly measure social media ROI, give your customers and fans a clear assignment with tracked clicks and post-click landing pages and forms. ImpactOnlineMarketing.com

9. Measuring Social Media ROI (cont.) Metrics like “engagement” and “reach” may or may not lead to ROI. Need to have a defined path. Example: California Tortilla Facebook-only special offer, redeemable at all store locations in the form of a secret password. When a Facebook fan shows up and says the password (“Fresh”) the special offer (free chips and queso with any burrito purchase) is keyed into the register, and reported through the centralized POS system. ROI can be determined by analyzing redemption rates vs customary store sales and average ticket. ImpactOnlineMarketing.com

10. Social Management and Analytical Tools HootSuite.com – free or at a fee for Pro version -- manages FB, Twitter, LinkedIn, Google+ SocialOomph.com – free or for bi-weekly fee for Pro -- manages FB, Twitter, LinkedIn Buffer.com – free or $10.00 / mo; manages FB, Twitter, LinkedIn, Google + ImpactOnlineMarketing.com