Digital and Social Media Performance

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2 Digital and Social Media Performance Measuring what matters and why As businesses continue to increase investments into digital and social media, it is critical to take stock of accountability and performance. The board and senior management are starting to review their investments and require tangible proof of performance that relates to actual business contributions and returns. With a myriad of organic metrics available, and even more proposed formulas for effective performance measurement, the challenge is to select those that really matter. Based off a proprietary audit framework developed and enhanced based off consulting projects commissioned by local organisations and global businesses, attendees will be armed with an understanding of a sound approach to adopt when reviewing the business' digital and social media state. Course details: Title: Accounting for Digital and Social Media Performance Date: 08 November 2016, Tuesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Holiday Inn Singapore Orchard City Centre, 11 Cavenagh Road, Singapore Course fee: SGD 999 per person (on or before 18 October 2016) SGD per person (after 18 October 2016) To register, please visit *Singapore registered companies can enjoy rebates of 40% under the Productivity and Innovation Credit (PIC) scheme. For more information, visit

3 About the trainers: Ryan Lim Principal consultant and founder QED Consulting Ryan has worked more than 15 years as a digital marketer and is a pioneer in social media marketing. He has been an advisor and strategist to senior management teams of some of the world's leading businesses and brands with his experience on digital marketing strategies, digital team structures, digital reputation management, digital marketing audits, social media crisis management and social media intelligence. In 2006, he founded Blugrapes before joining QED Consulting in He is constantly sought after by leading marketing publications and events to share his insights and opinions on digital marketing and social media that often shape the regional digital marketing industry. Freda Kwok Principal consultant QED Consulting As partner and principal Consultant of QED, Freda leads regional organisations to strategic usage of the digital medium for business accountability. She is known for her insights in the retail, beauty and finance industry, with key expertise in content marketing and advocacy cultivation. Freda's portfolio includes Alliance Bank, Manulife, Unilever, Estee Lauder, Love, Bonito and HBO, with relationships spanning years as trusted, collaborative partners. A proponent of enhancing the digital industry standards in Singapore, she has lectured at leading professional training schools and institutions like Ngee Ann Polytechnic, Singapore Institute of Technology, and Singapore Management University. She was also a judge at The Media Challenge 2014 (Republic Polytechnic) and the Mumpreneur awards 2014 (Mums@Work). Expected course outcomes: Understand the key review areas of social media performance Identify key metrics to measure different aspects of social media Understand what the respective metrics mean to the business Set realistic targets and benchmarks Select and use appropriate tools to measure performance Appreciate optimisation techniques Implement a reporting format and process

4 Who should attend: Business owners Brand owners Marketing and corporate communications professionals Digital and social media teams COURSE OUTLINE Registration 1. Quantitative versus qualitative view 2. Key areas of performance measurement Awareness Education Consideration Conversion Purchase Loyalty Advocacy Break 3. SMART measurement approach 4. Suggested performance metrics, why and what they mean Awareness o Community - size, demographics & growth o Views / Unique Views o Open Rate o Reach o Mentions Education o Clicks (CTR/CPC) o Virality o Engagement rate o Average length of view o Velocity Consideration o Mental Menu o Online sentiments o Buzz Conversion o Conversion rate Following & Sales o Click To Action o Promotion Detection Purchase o Cost Per Acquisition Loyalty

5 o Social NPS o Video subscriptions o Response rate Advocacy o Influencers o Influence = Impact x resonance Others o Response rate o Campaign Performance o Overall ROI 5. Recommended performance targets and benchmarks Lunch 6. Analysing and interpreting the data 7. Some key performance measurement tools Organic measurement tools Socialbakers Hootsuite BufferApp Bit.ly Google Analytics Digimind Iconosquare Break 8. Some optimisation best practices Suggested performance reporting Format Frequency End