In this presentation, John Lovett starts by describing the social media framework he co-authored with Jeremiah Owyang from Altimeter . The research was built based in a pragmatic approach that first define business goals, then the social media objective, then the measure of success and finally the operational tactics (read more & download). The definition of Social Marketing Analytics is as follows: Social Marketing Analytics is the discipline that helps companies measure assess and explain the performance of Social Media initiatives in the context of specific Business objectives They found out that the main objectives that marketers have in mind when they start doing Social Media are:
- Foster & Dialogue
- Promoting Advocacy
- Facilitating Support
- Spurring Innovation
- Basic Analytics designed to help PR professionals understand which categories of online media are driving traffic and their ROI metrics.
- Advanced statistical methodologies that can help PR professionals match specific messaging strategies to target audiences.