Learn how to evaluate the effectiveness of your organizations digital and social media investments by deploying the correct tools and measurement techniques.
Identifying the correct measures and understanding the best tools to evaluate these measures adds to the overall success of your organizations digital and social media strategy. Having the tools in place to evaluate the effectiveness of your digital and social media deployments enables you to continue investing in the techniques that are working, and modify those techniques that may not be performing at an optimal level. It is not enough to generate reports about your digital and social media deployment. It is important to use these reports to drive changes in your tactical deployment plan and improve the execution. In essence, it is critical that organizations measure what matters and are making what matters measurable!
This Metrics, Measurement & Analytics Seminar focuses on providing participants with the knowledge and skills to allow them to evaluate their organizations digital and social media deployments. This seminar is designed to ensure that organizations are measuring the correct items; using the appropriate free and paid tools to provide the actionable information needed and that the appropriate individuals in the organization have access to and the capability to act on the data.
This seminar includes six, 3-hour modules:
Module 1: Metrics & Measurement Strategy
Executing on a Digital and Social Media Strategy is not enough, you need to ensure that it is working effectively. This module focuses on WHAT should be measured and WHY to ensure your metrics are consistent with your strategy.
Module 2: Metrics & Meassurement Tool
Metrics and measurement will only be effective if they are easy: easy to obtain, easy to report, and easy to understand. In this module, participants will be introduced to a variety of tools that allow you to track metrics, and assist in evaluation.
Module 3: Google Analytics
This module covers the proper deployment and utilization of Google Analytics, the most powerful FREE tool available to organizations today. Not only does it provide data and insights for your website, but your social media and in-store interactions.
Module 4: Social Media Analytics
This module helps to ensure that your social media goals are achieved through utilization of the tools included in Facebook, Twitter, and LinkedIn as well as aggregators such as Simply Measured and Hootsuite to benchmark against your competitors.
Module 5: Social Listening Tools
This module will provide guidance on the appropriate tools to monitor conversations not only about your organization and brand, but also about your competition for market intelligence so you can respond and engage effectively.
Module 6: Acting on the Analysis
This module will provide you with the information needed to not only develop an effective audit plan, but to have the mechanisms in place to act appropriately to make the necessary improvements in Digital and Social Media deployments.
This seminar is part of the Digital and Social Media Program.
Anyone within an organization who needs to make strategic or tactical decisions regarding digital or social media deployments including management at all levels; content creators; web development and maintenance team members; social media team members; and customer response teams.
A laptop or tablet is recommended for this session.
Participants will also be granted access to several free DSMP Online courses as well as premium courses valued at several hundred dollars.
A laptop or tablet is recommended for this semianr.
Continuing Education Contact Hours: 18
Lyle Wetsch is an Associate Professor of Marketing at Memorial University of Newfoundland. With over 100 presentations and publications in the past 10 years, his research has been published in the Marketing Education Review, the Journal of Advertising Education, the Journal of Virtual World Research, the Journal of Relationship Marketing and the International Journal of Electronic Marketing and Retailing.
Lyle is actively involved in providing presentations and consulting with businesses on various elements of Internet Marketing, especially Social Media and Social Networks. He has assisted businesses and organizations with the development, design and implementation of their Social and Digital Media Strategies. He also serves on several Advisory Boards including the Memorial University Social Networking Committee.
Through the Gardiner Centre at the Faculty of Business Administration Lyle has designed the Digital Marketing Program now renamed Digital and Social Media Program and offers it in locations throughout North America.
Inquire about future dates or request a specific delivery of this offering for a group.