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Session 3 Agenda

Session 3 Agenda. Brief Demo: Highlighter.com by Josh Mullineaux Social Media Analytics and ROI Key Definitions: Strategy & Tactics; Goals & Objectives Establishing the business value of social media Student Presentations: Paid Monitoring Tools Bill Higbee: Attensity360

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Session 3 Agenda

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  1. Session 3 Agenda Brief Demo: Highlighter.com by Josh Mullineaux Social Media Analytics and ROI Key Definitions: Strategy & Tactics; Goals & Objectives Establishing the business value of social media Student Presentations: Paid Monitoring Tools Bill Higbee: Attensity360 Jane Klausen: Visible Technologies Sue Thim: Dennis Grubbs: Radian6 (postponed to next week) mala.sarat.chandra@gmail.com

  2. KeyDefinitions Strategy vs. Tactics Strategy provides a framework of actions needed to achieve desired goals and objectives. Tactics are actions that lead to the execution of a strategy. Each tactic (action) has a purpose, schedule and measurable result. Goals vs. Objectives Goals are broad; objectives are narrow. Goals are general intentions; objectives are precise. Goals are intangible; objectives are tangible.  Goals are abstract; objectives are concrete. Goals can't be validated as is; objectives can be validated mala.sarat.chandra@gmail.com

  3. Examples Strategy Tactics Give discount coupons on their first purchase to people who share the offer with their network Give discount coupons to everyone on their first purchase Use Facebook to increase number of net new customers Goals Objectives Increase the number of new paying customers • Achieve 100 net new paying customers in Q1 Improve the company’s overall brand image • Shift the positive:negative sentiment ratio • across the top 4 social media channels from • the current 1:4 to 1:1 in 12 months across • those same channels Increase number of followers • Acquire 5000 followers a month on Twitter mala.sarat.chandra@gmail.com

  4. Aligning Social Media Goals with Business goals mala.sarat.chandra@gmail.com

  5. Key Performance Indicators:Metrics stated in Business Terms mala.sarat.chandra@gmail.com

  6. Dag’s slides go here mala.sarat.chandra@gmail.com

  7. Social Media Business Cycle mala.sarat.chandra@gmail.com

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