L17: Evaluation of social media marketing

Question 1

The social media strategy should support

Answer 1

The marketing strategy

The communication strategy

The overall business strategy

Question 2

Social Media Marketing Framework

Answer 2

1. Setting Evaluation Objectives
2. Identifying KPIs
3. Identifying Metrics
4. Data collection and analysis
5. Report Generation
6. Mangement Decision Making

and over….and. over….

Question 3

Objectives

Answer 3

What you need to achieve formulated SMART

Question 4

KPIs

Answer 4

Metrics that tell you if you are on the way to achieving your objectives or not

Choose metrics that are relevant to your objectives and check that they really are telling you what you think they are telling you

Question 5

Example: KPIs

Answer 5

Example: Sales objective: 100,000 DKK of sales by December

KPIs could be:
* Number of orders
* Traffic to web shop
* Click-rates on social media

Question 6

Strategy options for social media measurement:

Managers Ability to Measure Effectiviness x Managers Subjective Valuation of Effectiviness

Answer 6

Se slide

Question 7

Content Darwinism

Answer 7

continual optimisation of its pool of digital content, allowing to identify common trends and themes, from what was working well, versus what was not performing

Question 8

Sources of fake reviews

Answer 8

SOURCES OF FAKE REVIEWS
* Service providers or vendors that sell both positive and negative reviews

* Business owners and marketers who write their own fake reviews to attract customers, including fake negative reviews of their competitors

* Former employees who post negative reviews of their employees in retaliation for being fired or laid off

* Friends, family, and employees who write positive reviews on behalf of a company or brand they’re closely associated with

Customers who write negative reviews in order to get a refund, a discount, or some other benefit

Question 9

CREDIBILITY IN EVALUATION

Answer 9

Ensuring credibility in evaluations are key

Research methods to ensure credible metrics

Fake reviews are challenging trustworthy evaluations

Question 10

How to evaluate social media marketing:

Three steps

Answer 10

Alignment of the measurement objectives to the desired business goals

Establishment of key performance indicators (KPIs) aligned with measurement objectives

Determine performance benchmarks or targets to measure success

Question 11

How to evaluate social media marketing:

Three measurement stages

Answer 11

Relationship building

Community-based learning

Generate purchase intent

Question 12

A FRAMEWORK FOR EVALUATING

Answer 12

• Target audience: Key to segment priority populations
  
  • Channel choice: Choose the channels used by the target groups
  • Goals: Social media should have a clear purpose to be effective
  • Resources: Valuable resources should be allocated to be successful on social media
  • Policies: Set up basic rules to when to use social media
  • Monitoring: Measure, listen and evaluate
    Content activities: Plan posts with appropriate, authentic and ”human” content

Question 13

Comprehensiveness of strategies

Answer 13

Se model

Question 14

The social strategy cone

Answer 14

Level of comprehensiveness, experience and sucess

Intitation, diffusion, maturity

Question 15

Maturity stages

Answer 15

Intitation

Diffusion

Maturity