Download Creating a measurement practice for social media

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Creating a measurement practice for social media programs
- Business objectives
- Measurement practice
- Framework
- Velocity and specificity
ROI = (omzet – kosten) / kosten x 100%
Strategy
Plan of action, designed to achieve a particular goal or objective. Strategies are often complex and
made up of many moving parts. It tends to be the realm of executives who can manage a high level
of operational complexity.
Tactics
The means by which a strategy may be carried out. Typically, targets are the methods used on the
ground to execute a strategy
Goals and targets
A goal is an organization’s desired end point, an objective. A target is a specific value assigned to an
objective within a certain timeframe. Goals set the direction and focus of an activity, whereas targets
establish specific parameters of success for accomplishing the goals.
Marketing goals
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Lead generation = attracting new customers
Customer retention = keeping your current customers
Brand awareness = merkbekendheid
Why
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Ondernemingsdoelstellingen zorgen dat je sociale media een doel heeft, link het aan de
lange termijn visie.
Ondernemingsdoelstellingen geven waarde aan social media.
Door je social media aan je hoofddoelstelling te linken koppel je alle andere afdelingen bij
jouw handelingen. Iedereen is er bij betrokken.
Social media geeft informatie en inzicht in wat werkt en wat niet.
Zonder ondernemingsdoelstellingen kan je niet duidelijk meten of je succes hebt gehad of gefaald
hebt.
Cornerstones of Measurement Practice
- Monitoring
- Measurement
- Analysis
- Reporting
Deze aspecten verbinden observatie, data verzamelen, de ontwikkeling van inzichten, en de
conversie van data naar business intelligence.
Monitoring
Listening with purpose. Looking at how consumers think about you and your products. n