3. The Rules
Metrics should map to goals.
M i h ld l
Marta Kagan, Espresso|Brand Infiltration, 2009 3
4. Mapping metrics to business goals
Business goal/objective: Site/social media metrics:
No. of Korean BBQ
tacos sold… …to people who saw
the truck location on
Twitter and went there
i d h
“Where else should
we send our
trucks?” Where people have
asked, via Twitter
5. Business goal/objective: Site/social media metrics:
No. of cars & trucks
sold… …to people
who became a
…after voting for the
1969 Pontiac when we
…after going to our
site from Twitter to
fi d out about GM
Business goals are achieved with more than just social media,
6. What needs to be measured:
All the ways a person can engage with y
y p g g you*
* not “all the places you put content and hope everyone will come”
7. Counts only indicate a person was there
t least once (and maybe only once)
t ( d b l )
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.
y yg , p g
The average time spent on our site last week
was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
We have 5,000 Twitter followers.
What verbs indicate engagement?
Vi it , regularly
Read/view content, a l
R d/ i lot
-- rate, print, vote, take a poll, click on an ad
-- share, e-mail, comment, contribute
9. Audiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
1. Who? How many?
In target audience? ? ? ? ? ? ? ?
2. No. f i i ?
2 N of visits?
How often? ? ? ? ? ? ? ?
3. What did they see? ? ? ? ? ? ? ?
Did they get want
4. Did they interact?
y ? ? ? ? ? ? ?
What did they do?
* Different metrics, methodologies for each channel!
10. Metrics that indicate interactivity
Facebook Insights – daily stats*
Key Performance Indicators:
No. of active users
No. of likes
No of comments
* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
11. Start with smart campaign design
“Connect with us
to find valuable
12. Does this page answer
th call to action, reinforce brand?
ll t ti i f b d?
Wasn’t this an
Alta Dena site?
Where are the
13. Be honest with the metrics
Do 538 people
Or do h
O d they jjust
14. Assess context, sentiment
together with comment counts
t th ith t t
Only 2 comments
… and from people
saying they can’t
y g y
sweepstakes or get
the additional code
the milk company
have a name?
Fairies” but no
Encourage lots of active
users to avoid dominant
commentators who might
Have different pages by topic
to encourage participation,
understand which topics
Higher education generate the most comments
All 3 comments on these
two subjects are from the
16. Popularity vs. influence
“Popularity is just that people like you.
Influence is when people listen to you.”
“Loudmouths don’t necessarily influence
h ’b h i ”
“Popularity is fleeting. Influence lasts.”
“Lady Gaga is popular. Bono is influential.”
“…one definitely bleeds into the other. More
popularity = more visibility = more
opportunity to influence.”
From “The Influencer Poll with Brian Solis,” Vocus, 2010 16
19. Track tweets, retweets, traffic
about a specific page/topic
b t ifi /t i
Advanced search by
keyword, Twitter handle
No. of tweets, retweets
Enter numbers in a spreadsheet for trending 19
20. Measurable tweets have
1. A call to action
Go here…look…tell me
2. li k that
2 A link th t you track with link
t k ith li k
and site metric tools
3. #Hashtags and/or keywords
4. Topic or person-specific handles
…120 or fewer characters, not 140!
…aren’t current audiences visiting and engaging with you more?
Get as much info as you can from every action taken on your site
An anonymous rating is the lowest level
indicator of engagement
Consider site surveys, but treat them like focus groups
“What was the purpose of your visit today? Did you find what you wanted?”
…aren’t new audiences visiting? ?
Old-fashioned but highly
surveys are the only way to
get data for crucial strategic
22. Using data for decision-making
1. Set specific goals across all channels
Act Web Report
Analytics 2. Design campaigns
to measure actions
that indicate engagement
3. Lather, rinse, repeat
23. Dana Chinn
USC Annenberg School for
Communications & Journalism