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Les 1 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 - Lead generation = attracting new customers Customer retention = keeping your current customers Brand awareness = merkbekendheid Why - 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