Developing and Executing Digital Strategy
We work with you to define and execute digital strategy. Our method includes:
Market Review
We identify your customers and prospects by means of the social web, and help determine how deep or broad the Social Net opportunity is for your organization.
Experience Review
We assess you organization’s Social Net competency, and review with you who in your organization should know about social media engagement techniques and who should have what kind of training.
Defining Goals
Any road will take you somewhere, and we won’t take you there. The goals we help develop will be time-specific, spell out market share, and be financially driven. We identify and gain consensus on the Critical Success Factors in achieving your goals.
Action Plan
We help determine who needs to do what, where and when. We help develop strategy and tactics, and determine the sites that are important to reach your market, down to the detailed level of the activities around those sites and the resources you need to optimize interaction with your market.
Execution
This is where the rubber meets the road. We are experts in executing a successful strategy to defined goals.
Measuring Social Media ROI
We help businesses determine whether or not a social media program is moving the needle, moving product or otherwise making an impact.
Qualitative
First, we determine what you want to measure, whether it’s corporate reputation, conversations or customer relationships. These objectives require a more qualitative measurement approach.
For example, if the objective is measure ROI for conversations, we start by benchmarking ourselves with questions like:
- Are we currently part of conversations about our product/industry?
- How are we currently talked about versus our competitors?
Then to measure success, we ask whether we were able to:
- Build better relationships with our key audiences?
- Participate in conversations where we hadn’t previously had a voice?
- Move from a running monologue to a meaningful dialogue with customers?
We offer services to assist with this kind of measurement, which requires a great deal of human analysis on top of the automated results to appropriately assess the tonality and brand positioning across various social media platforms.
Quantitative
If the goal is to measure traffic, sales or SEO ranking, We take a quantitative approach to measure traffic, sales, and SEO ranking.
We employ tools that can help with this type of measurement, including:
AideRSS, which allows you to enter a feed URL and returns statistics about its posts, including which are the most popular based on how many times they are shared on a variety of social networking sites.
Google Analytics and Feedburner are essential tools we use to help analyze your company’s blog traffic, subscriber count, keyword optimization and additional trends.
Through Xinu we measure useful statistics ranging from search engine optimization (SEO) to social bookmarking.
In addition, we look at how many people join your social network (or become your connection) in a given period of time, how much activity there is in your forum or what the click-through rate is to your product pages from any of these platforms that result in direct sales.
Conclusion
Without some sort of benchmark, it’s impossible to determine your ROI. The key takeaway, regardless of how your company chooses to measure engagement, is that Senscape Digital develops a success metric before you begin.