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Social Media Measurement Fundamentals (NYU)

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Measurement Fundamentals Class 1: New York University Social Media Analytics I @BrianHonigman


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Challenges for Effective Measurement in 2015 @BrianHonigman


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*Increasingly Complex. @BrianHonigman


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*Always Evolving. @BrianHonigman


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*Difficult to Master. @BrianHonigman


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*Issues With Technology. @BrianHonigman


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*No Measurement System is Perfect. @BrianHonigman


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*Not All Social Media Can Be Measured. @BrianHonigman


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*ROI Dependent on Channel Mechanic. @BrianHonigman


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Apply This Measurement Framework to Your Campaigns @BrianHonigman


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STEP 1: Create a Campaign Customer Service Marketing Public Relations Fundraising Sales Employee Engagement


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STEP 2: Define Your Timeline @BrianHonigman


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STEP 3: Understand the Platforms Used @BrianHonigman


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STEP 4: Select The Right Tools @BrianHonigman


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STEP 5: Choose Your Goals *More Awareness? *Additional Sales? *Happy Customers? *Increased Loyalty? @BrianHonigman


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STEP 6: Pair Metrics @BrianHonigman


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STEP 7: Monitor Real-Time Results @BrianHonigman


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STEP 8: Analyze & Report Results @BrianHonigman


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Example 1: Ziploc’s Little Beasts Campaign @BrianHonigman


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Apply Measurement Framework to the Ziploc Campaign Step 1: Create a Campaign Step 5: Choose Your Goals Step 2: Define a Timeline Step 6: Pair Metrics Step 3: Understand the Platforms Step 7: Monitor Real-Time Results Step 4: Select the Right Tools Step 8: Analyze & Report Results


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Example 2: KLM’s Social Customer Service


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Apply Measurement Framework to the KLM Campaign Step 1: Create a Campaign Step 5: Choose Your Goals Step 2: Define a Timeline Step 6: Pair Metrics Step 3: Understand the Platforms Step 7: Monitor Real-Time Results Step 4: Select the Right Tools Step 8: Analyze & Report Results


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Example 3: NATO’s PR Campaign @BrianHonigman


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Apply Measurement Framework to NATO’s Campaign Step 1: Create a Campaign Step 5: Choose Your Goals Step 2: Define a Timeline Step 6: Pair Metrics Step 3: Understand the Platforms Step 7: Monitor Real-Time Results Step 4: Select the Right Tools Step 8: Analyze & Report Results


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Questions!? @BrianHonigman


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