Measuring the Performance of your
Social Media Communications
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
http://www.flickr.com/photos/pdxdj/76103587/

Integrate social media communications to
expand reach, increase engagement,
build influence, and request action −
customers, prospects, employees, partners,
analysts, reporters, the public.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/bossone/3847857289/

Each group will have a place where they
hang out.You must find them (ask!).
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/jtcatbagan/2053730757/

Example:
Dell Outlet on Twitter − objective
“to increase reach for offer
messaging to help rapidly move
bubbles of inventory.”
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/lordzarcon/1457227009/

Evolution − Dell discovered that
while their goal was promotion,
customers started engaging with
them.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/vodcars/1981244224/

Return on Dell’s investment (ROI) −
Dell reached $3MM in sales
directly through Twitter since 2007.
http://www.flickr.com/photos/masterjackroger/2787980120/
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

What did Dell measure?
- SALES by tracking hits to specific URLs +
toll-free numbers
- number of problems resolved
- interactivity through @replies and retweets
- reputation and brand perception over time
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/mauriziomontanaro/3950393487/

Brand communication: think and
measure (before and after) − awareness,
relevance, preference, loyalty, affinity
Crisis communications: think and
measure (before and after) − reputation as
associated with key attributes for starters
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/hi-phi/7606571/

- Start with your objectives.
- Know your baseline (measure).
- Find people you want to reach.
- Stay flexible as to evolution.
- Develop from what works.
- Measure against objectives.
http://www.flickr.com/photos/bluetigger/1050747206/
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

Ask yourself:
What happened as a result of communications?
How do you influence positive conversation
and action?
Who and where is engaging with your content?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/9737802@N02/2052910901/

Integrate measurement:
Web analytics − relevant content, calls to action (participation chain)
Content and behavior analysis − mentions, sentiment, interaction
Primary research − purchases, recommendations, event attendance
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/pjvenda/3605346531/

Look under the hood −
have you expanded reach, increased
engagement, built influence, and
improved action?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/misw/2914795005/

To know where you are − observe and
measure comment sentiment, subscriptions and
links, likelihood to recommend to a friend, and
product purchase.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/frontis/2432431836/

Value/time − this is the equation
that will allow you to get to financial
impact, or return on investment (ROI).
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/tonysphotos/241694329/

Velocity is acquired by participation
− as you acquire momentum in
communications via social media, you
will be able to observe message recall
and retention, then peer to peer
recommendations.
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/a-m-photo/2411951424/

As value creation is a process, so is measurement.
It’s a combination of metrics − measure the right
things. Go for performance over vanity −is the
variable moving you forward in the exposure,
engagement, influence, and action continuum?
http://www.flickr.com/photos/angel_alvarez/3248575385
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com

How do you link activities designed to nurture value provided to customers via social
media communications to business outcomes?
© 2009 Valeria Maltoni, Conversation Agent http://www.conversationagent.com http://www.flickr.com/photos/urbanmixer/3302374293/

Text
Think correlation, integrate Web analytics with
research and monitoring/listening, track as you would
any marketing and communications program across
media, where your customers, prospects, partners,
influencers are − establish a baseline, measure against it.
© Valeria
Maltoni, Conversation Agent,
www.conversationagent.com @ConversationAge
http://www.flickr.com/photos/brtsergio/94558006/