Social Audience Panel Digiday SocialPresentation Transcript
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
Two Core Metrics
1. There are no traditional ways to measure social media.
2. Social initiatives have impact beyond the absolute reach of the program.
3. Every dollar spent in social media must have a return.
Social Media Measurement - Checklist
Measurement must be tied to business goals. Social behavior is not linear, and so measurement may not be linear.
Five steps to success in social media outreach:
Determine the metrics to use and pick a measurement tool(s)
Benchmark yourself over time (or to competition)
Lather, rinse & repeat
Understand and measure the audience and the environment. Shape your strategy around what is already happening, rather than trying to force your own agenda.
You can only measure what you track. Be sure to collect meaningful data across the lifecycle of your customer.
Use technology to provide support and motivation. If it does not help people take action, drop it.
Be prepared for what you will discover. Commit to a conversation over the long term.
Be pro-active. Participate. Bring the conversation closer. Involve those affected by the problem in creating the solution. Humanize the issues.
Coordinate a unified approach in your company. Abandon silos. Share data.
Measure buzz of: key employees, company name, company URL(s), product/service names, competitors
Measure buzz on : industry sites/media, newsgroups, bloggers, blog comments, Web analytics (page views, links from other sites, session length), viral/speed of spread