Measuring social media - an overview

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  • Measuring social media - an overview

    1. 1. Measuring social media - an overview Dana Chinn February 2010
    2. 2. • Traditional media vs. social media rules, metrics • Three steps for measuring social media • Example: measuring Twitter 2
    3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Step 2: Identify the participants, their roles, their numbers 9
    16. 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. 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. 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. 19. Understand Twitter’s simple complexity, understand how social media is measured Content Followers 13
    20. 20. Analyze your follower profiles to assess their likelihood of engagement Do your followers identify with your keywords? 14
    21. 21. Followers Look for influencers Review reach, churn, following/follower ratio 15
    22. 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. 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. 24. Analyze content Review hashtags, keywords, sentiment, problems, conversations that connect people 18
    25. 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. 26. GM “Reinvention”
    27. 27. GM “Reinvention”
    28. 28. GM “Reinvention”
    29. 29. GM “Reinvention”
    30. 30. GM “Reinvention” R O eturn n
    31. 31. GM “Reinvention” R OI eturn n nvestment
    32. 32. GM “Reinvention” Measurable R OI eturn n nvestment
    33. 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

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