How This Project Manager Turned Social Media Followers into Engaged Customers Through Data-Driven Metrics

Absolutely. I did, I set all of our quarterly goals, um, as the social media manager at Keon for that department, um, and we would do biweekly check-ins, uh, one on ones with one another to see how progress was being made. I also was, um, owning the, uh, how we would measure, measure success in another role that I took right after Keon. Uh, where I worked for Ram Media. Um, Ram Media is a company that was co-founded by several really iconic figures in the outdoor industry, and they wanted to Embark on really a new revenue stream. They were a social first company primarily to the point that they hired me, and they were looking to, again, uh, get more people from passive follower to active customer. Um, so they needed to bring people over to their website. And get them in their sales funnel. We did this using something called, uh, the Rome Awards, which was this photo contest. And so, um, I was, uh, in charge of rolling out the Rome Awards, and I needed to be able to measure, uh, how well it was performing. Uh, so, I used, um, a mix of, um, Uh, performance measurement techniques. Uh, the number one that, uh, technique that I used was setting, uh, UTM parameters around all of our links so that we could tell which channels were bringing in, uh, the most traffic, uh, and, um, that was a really interesting way to measure, uh, the success of, uh, are bringing social media followers over to the website and um Then I was also At Rome in charge of really defining the kind of campaign measurables, like, in a predefined way. Um, we really wanted, I, I really wanted to push. Um, the COO to say, hey, this is how much revenue we want to make. Let's come up with a number. This is how many people we want to grow the Instagram following by. So we set as many predefined campaign success measurables as we could, which we could measure against at the end. Um, and so I, I had a hand in developing all of that.

Gotcha. Um, right, and so they, uh, like I said, they were really looking for a way to turn kind of their social media following into, uh, an engaged customer base, and so that was our ultimate goal was to, um, test ways to get people through to the website. Uh, and so, uh, given that this was the high-level goal, uh, we used, I, I, uh, wanted to be able to clearly be able to track, uh, who is coming from in from our own Instagram, from Rome's Instagram. In particular, but then also from some of Rome's co-founders. Uh, they all had, uh, links in their Instagram bios, uh, for going to the Rome website to, uh, submit a photo contest entry, uh, into the Rome Awards. And so, I wanted to be able to track, like, which of the co-founders were generating the most traffic to the website. And in addition to Rome and Rome's partners. And so that, uh, so yeah, so that was the process that I used for figuring that out.

I do what I can to keep the team motivated around the goal. Like, let's kind of take a step back and remember what we're all working towards. It can be really easy to get kind of lost in the day to day, um, uh, tactical work, and it can get a little, um, Difficult to stay motivated when you're just working on one aspect of a larger, um, objective. And so, one thing that I've done when I've been, um, doing like a check-in with a direct report, for instance, is to Do a reminder of, like, what were our quarterly objectives, for instance, and how are those quarterly objectives really related to the greater, um, organizational purpose and work backwards from there in terms of creating our own, um, our own version of key results that we individually want to hit, and then by being able to look at this like clearly in a defined way, um, I've had feedback from a direct report where it really gave him a stronger sense of connection to the greater organizational goals and purpose, and, um, he found it, uh, to be really helpful in terms of clarify. ify ing uh, what the expectations are exactly, and then being able to tell for himself exactly, uh, how much progress he had made towards those and just be able to see their impact, um, at a greater level. OK.