It’s not just how we measure, but what do we measure. You need a mindset for measurement, as well as tools. Challenge – it’s not consistent, there are few leaders, and no standards. Michael: Co-founder and president of appssavvy -- a direct sales team for hire by brands and agencies to help them utilize and connect with social media applications. In addition to starting appssavvy, Michael’s experience spans Freewebs and Yahoo! and HotJobs.com. Augustine: Digital Strategist. 13 yrs in the trenches of the Internet here in NY's Silicon Alley. PhD from MIT. Jon: TS: VP of Media Research for Quantcast, an audience data service based on directly-measured traffic and inferred audience data. Prior to joining Quantcast, TS was the global head of research for Havas Digital.... also prior stints at Doner Advertising, Nielsen Online, and Clear Channel. 4:00pm – 4:35: Social Audience Measurement & Metrics Round Table - In these trying economic times more emphasis than ever is on metrics and establishing some type of ROI, however getting people to understand and appreciate the value of the media is becoming more and more challenging. Just when we thought we got over the hump of the differences between traditional and digital metrics, we now have social and engagement metrics, and no standards have emerged yet. What are the best metrics to report on? Is it fair that offline marketing shows one picture of a Taxi Top and people think they have done a great job vs. the reams of data that digital can and is asked to provide? How do I value all the influencer audiences I need to address? And how do I have an integrated way of addressing all of them? Where does social media fit in the equation?
1. Social Audience Measurement & Metrics Michael Burke, Founder and President, appssavvy Dr. Augustine Fou, Digital Strategy Lead, Marketing Science Consulting Group Jon Gibs, VP of Insights, Nielsen Online T.S. Kelly, VP Media Research, Quantcast Stephanie Miller, VP, Return Path - Moderator
3. Two Core Metrics <ul><li>Influence Engagement </li></ul>
5. 1. There are no traditional ways to measure social media.
6. 2. Social initiatives have impact beyond the absolute reach of the program.
7. 3. Every dollar spent in social media must have a return.
8. The Takeaway
9. Social Media Measurement - Checklist <ul><li>Measurement must be tied to business goals. Social behavior is not linear, and so measurement may not be linear. </li></ul><ul><li>Five steps to success in social media outreach: </li></ul><ul><ul><li>Set objectives </li></ul></ul><ul><ul><li>Define stakeholders </li></ul></ul><ul><ul><li>Determine the metrics to use and pick a measurement tool(s) </li></ul></ul><ul><ul><li>Benchmark yourself over time (or to competition) </li></ul></ul><ul><ul><li>Lather, rinse & repeat </li></ul></ul><ul><li>Understand and measure the audience and the environment. Shape your strategy around what is already happening, rather than trying to force your own agenda. </li></ul><ul><li>You can only measure what you track. Be sure to collect meaningful data across the lifecycle of your customer. </li></ul><ul><li>Use technology to provide support and motivation. If it does not help people take action, drop it. </li></ul><ul><li>Be prepared for what you will discover. Commit to a conversation over the long term. </li></ul><ul><li>Be pro-active. Participate. Bring the conversation closer. Involve those affected by the problem in creating the solution. Humanize the issues. </li></ul><ul><li>Coordinate a unified approach in your company. Abandon silos. Share data. </li></ul><ul><li>Measure buzz of: key employees, company name, company URL(s), product/service names, competitors </li></ul><ul><li>Measure buzz on : industry sites/media, newsgroups, bloggers, blog comments, Web analytics (page views, links from other sites, session length), viral/speed of spread </li></ul><ul><li>Tracking tools (free): Google analytics, Go2Web20, Feedburner, Yahoo! Pipes, HitTail, MeasureMap, Technorati, Quantcast, Alexa </li></ul><ul><li>Tracking Tools (paid): BuzzMetrics, Nielsen Online, Radian6, BuzzLogic, Jeremiah’s List </li></ul><ul><li>Media Opportunities : Micro-blogging (Twitter, Pownce), Tagging (DIGG, del.icio.us), Veoh Networks (MySpace, Virb, Facebook, Bebo, LinkedIn), Content communities (Flickr, YouTube, BrightCove, GoogleVideo, Second Life) </li></ul>Questions: Email Stephanie.Miller@returnpath.net
10. Resources/Blogs <ul><li>Panelists: </li></ul><ul><ul><li>http://www.quantcast.com </li></ul></ul><ul><ul><li>http://www.returnpath.net </li></ul></ul><ul><ul><li>http://go-digital.net/blog </li></ul></ul><ul><ul><li>http://blog.appssavvy.com </li></ul></ul><ul><ul><li>http://www.nielsen-online.com/blog/ </li></ul></ul><ul><li>Blogs on Social Media Measurement </li></ul><ul><ul><li>http://measuringupblog.typepad.com </li></ul></ul><ul><ul><li>http://kdpaine.blogs.com </li></ul></ul><ul><ul><li>http://onlinemarketingconnect.com </li></ul></ul>
11. <ul><li>For a copy of the checklists please email email@example.com or @StephanieSAM </li></ul>