Social Media Measurement


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Presentation at PR News PR and Social Media Measurement Conference, March 2011

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  • Note:  These are NOT in order of priority or weight (and they’re not all weighted equally — not by a long shot).Grader’s Algorithm Factors1.  Number of Followers2.  Power of Followers3.  Updates4.  Update Recency5.  Follower/Following Ratio6.  EngagementDetailed Description
  • About Klout ScoreThe scores range from 1-100 with higher scores representing a wider and stronger sphere of influence.The Klout Score is a factor of over 35 variables broken into three categories; True Reach, Amplification Score and Network Score.True Reach is the size of your engaged audience and is based on the followers and friends who actively listen and react to your messages. Amplification Score is the likelihood that your messages will generate actions (retweets, @messages, likes and comments) and is on a scale of 1 to 100. Network score indicates how influential your engaged audience is, also on a scale of 1 to 100. The Klout score is highly correlated to clicks, comments and retweets.
  • Social Media Measurement

    1. 1. Lion Brand Social Media<br />Measurement and Analysis <br />Ilana Rabinowitz<br />VP of Marketing<br />@Ilana221<br />
    2. 2. Lion Brand Social Media<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    3. 3. Measuring and tracking the Social media influence<br /><ul><li>Visitors (trends, loyalty)
    4. 4. Goals (conversions)
    5. 5. E-commerce tracking (orders, revenue, product performance)</li></ul>Lion Brand Yarn<br />Ilana Rabinowitz<br />
    6. 6. Visitors Loyalty<br />Page/Visits<br />Bounce Rate<br />Returning Visitors<br />(+11%)<br />(+6%)<br />(+7%)<br />Social Media Traffic<br />Referring Traffic<br />Social Media Traffic<br />Referring Traffic<br />Social Media Traffic<br />Referring Traffic<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    7. 7. Goals Conversion Rate<br />Newsletter Subscription<br />Catalog Request<br />Submit Order<br />(+200%)<br />(+80%)<br />(+13%)<br />Social Media Traffic<br />Referring Traffic<br />Social Media Traffic<br />Referring Traffic<br />Social Media Traffic<br />Referring Traffic<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    8. 8. Social Media Analysis<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    9. 9. Twitter Measurements<br /> links – measuring click throughs with special branded URL (<br />New followers – tracking our influence<br />TweetDeck – staying in touch with what’s happening now<br />TwitPic – posting photos and videos<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    10. 10. Twitter Measurements<br />Twitatyzer ( – your and competitors’ impact analysis. <br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    11. 11. Twitter Measurements<br />Twitter Grader ( – measures the power and authority of your twitter profile. <br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    12. 12. Twitter Measurements<br />Klout ( – determines your twitter influence level<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    13. 13. Facebook Measurements<br />Engagement<br />Daily new Likes<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    14. 14. Facebook Content Analysis<br />We asked our fans to tell us their favorite material for hooks and needles.<br />Here’s a visual representation of the top 25 most used words in the post:<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    15. 15. Youtube Measurements<br />Views<br />“Hot” spots<br />Demographics (compare to Facebook and website)<br />Community engagement (how many times have viewers rated, favorited or commented on video)<br />Subscribers<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    16. 16. Lion Brand Blog<br />Top content analysis<br />Perfect Sweaters for Your Body<br />Fall Fashion Trends<br />Did You Know…? Vanna’s Choice Colors Are Meant to Mix and Match<br />How to Crochet a Basic Beanie<br />What’s in Your Project Bag?<br />…<br />Conclusions<br /><ul><li>Interest in how to better use our products
    17. 17. Preference for heavy use of photos
    18. 18. Interest in how to select clothing to fit body type
    19. 19. Interest in our take on fashion trends for our consumers
    20. 20. Prefer opportunities to give an opinion in the comments</li></ul>Lion Brand Yarn<br />Ilana Rabinowitz<br />
    21. 21. Helpful Free Tools<br />– for generating Word Clouds <br /><br />– feedburner stats to track the numbers of subscribers<br />– mentions of your brand in blogosphere<br />Lion Brand Yarn<br />Ilana Rabinowitz<br />
    22. 22. Take-aways<br /><ul><li>Social media does not operate in a vacuum. It is effected by your website and newsletter and visa versa Consider this when evaluating success.</li></ul> <br /><ul><li>Measurement should be made against goals. How well you are doing depends on what you are trying to accomplish.</li></ul> <br /><ul><li>Not everything about social media is measurable.</li></ul> <br /><ul><li>Measurement is part quantitative (analytics) and part qualitative (analysis).</li></ul> <br /><ul><li>Social media can help you grow revenue, members and subscribers but should also help improve your all marketing efforts.</li></ul>Lion Brand Yarn<br />Ilana Rabinowitz<br />
    23. 23. Thank you.<br />Ilana Rabinowitz<br />VP of Marketing<br />@Ilana221<br />