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Measuring social media - an overview

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  • 1. Measuring social media - an overview Dana Chinn February 2010
  • 2. • Traditional media vs. social media rules, metrics • Three steps for measuring social media • Example: measuring Twitter 2
  • 3. Not only are the technologies new, but the metrics are as well. --Online Media and Marketing Association Metrics and Measurement program, June 2009 3
  • 4. Two different types of communities A traditional news org website has content that it distributes to people who are in the same geography 4
  • 5. Two different types of communities A traditional news org website A social media service has content that it distributes to people who are in the same geography 4
  • 6. Two different types of communities A traditional news org website A social media service has content serves participants that it distributes to people who are in the same geography 4
  • 7. Two different types of communities A traditional news org website A social media service has content serves participants that it distributes who to people who are in the same geography 4
  • 8. Two different types of communities A traditional news org website A social media service has content serves participants that it distributes who to people -- group -- have themselves who are the same in the same interests geography 4
  • 9. Two different types of communities A traditional news org website A social media service has content serves participants that it distributes who to people -- group -- have themselves who are the same in the same interests -- contribute geography content -- have conversations 4
  • 10. Types of social media channels Sharing Networking News Bookmarking Reviews -- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009 5
  • 11. Social media: a constant stream of calls to action Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 6
  • 12. Social media: a constant stream of calls to action Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 ...the true value of a network is measured by the frequency of engagement of the participants. -- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009 6
  • 13. Social media rules 1. Listen 2. Engage 3. Measure • Audience • Engagement • Loyalty • Influence • Action Metrics should map to goals. Period. From “What the **** is Social Media - One Year Later,” Marta Kagan, Espresso|Brand Infiltration, July 16, 2009. Some explicit words. 7
  • 14. Step 1: Define the R R OI eturn n nvestment and R OO eturn n bjectve “What is it that we want to change, improve, accomplish, incite....?” --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 8
  • 15. Step 2: Identify the participants, their roles, their numbers 9
  • 16. Understand the limitations of your data sources The Facebook ad application only gives you people on Facebook who filled out the form. You don’t know how many: didn’t give details or updated their status or told the truth or aren’t in Facebook or... 10
  • 17. Step 3: Identify the Key Performance Indicators, the data you need to make decisions Define success/failure with KPIs that indicate participation, engagement. Use ratios, percents - not counts. • Content: comments/post; bounce rate; percent positive/negative • Twitter: PVs/URL; tweets/influencer; retweets/tweet • Facebook: Percent of fans in target audience; discussion topics/influencer; wall posts/fan • Photos/slideshows: percent of show viewed; percent of target audience who posted; comments/slideshow • Videos: views/UV; percent of UVs who rated • Attitudes: transparency; trust; are you adding value to the conversation? 11
  • 18. Advertisers want proof of audience, participation • Targeted audience reach, frequency • Audience profile • Unique visitors, active users; page views; visits, return visits; time spent • Growth; “conversation reach” • Content relevance • Author (journalists, others) credibility; content freshness; influence • Calls to action answered • Passive: downloads; games played; videos viewed; alerts subscribed/ unsubscribed; widgets installed • Info submitted: comments posted; topics/forums created; photos, videos uploaded; poll votes; ratings, reviews, recommendations; contests entered • Interaction: friends reached; in/out links; reposts Derived from Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009 12
  • 19. Understand Twitter’s simple complexity, understand how social media is measured Content Followers 13
  • 20. Analyze your follower profiles to assess their likelihood of engagement Do your followers identify with your keywords? 14
  • 21. Followers Look for influencers Review reach, churn, following/follower ratio 15
  • 22. The perfect (measurable) Tweet • A call to action to participate, engage with you Look at this. Go here. What do you think? • A link To get news, information Tweets are now a primary news source, the new home page To respond to the call to action • A #hashtag and/or keywords • Handle specific to person/topic • A comment 16
  • 23. “Perfect” tweets are less than 120 characters RT/via @handle + call to action/comment + link + #hashtag 100 characters 111 characters Watch handle, hashtag sizes Lost the link 17
  • 24. Analyze content Review hashtags, keywords, sentiment, problems, conversations that connect people 18
  • 25. Are you part of the conversation in real-time web signaling events? “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.” --Rishab Ghosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009 19
  • 26. GM “Reinvention”
  • 27. GM “Reinvention”
  • 28. GM “Reinvention”
  • 29. GM “Reinvention”
  • 30. GM “Reinvention” R O eturn n
  • 31. GM “Reinvention” R OI eturn n nvestment
  • 32. GM “Reinvention” Measurable R OI eturn n nvestment
  • 33. Dana Chinn Blog Lecturer http://www.newsnumbers.com chinn@usc.edu 213-821-6259 Analytics for news orgs bookmarks http://www.delicious.com/ danachinn Presentations http://www.slideshare.net/ danachinn 21