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A review of how to measure social media, including definitions of ROI, examples of metrics that are relevant, and discussions of goals and benchmarking.

A review of how to measure social media, including definitions of ROI, examples of metrics that are relevant, and discussions of goals and benchmarking.

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  • Remember: Metrics are only as good as the goals they impact Justification is different than measurement Metrics themselves don’t indicate success or failure

Transcript

  • 1.
    • http://www.radian6.com
    • @Radian6
    Old Metrics, New Metrics, and Learning from Them All Measuring Social Media © 2009 Radian6
  • 2. Start with Objectives.
  • 3. Goals related to:
    • Reputation
    • Awareness
    • Money
    • Engagement
    • Education
    • Entertainment
  • 4. The Truth About ROI.
  • 5. Gain from Investment - Investment Cost Investment Cost X 100 The Only True ROI
  • 6. Benchmarking.
  • 7. The Old Metrics
  • 8. The New Metrics
  • 9. Why We Need Both
  • 10.
    • Activity & Engagement
    • Members
    • Posts/Threads
    • Comments or Ideas
    • Inbound Links
    • Tags, Votes, Bookmarks
    • Active Profiles
    • Referrals
    • Post Frequency/Density
    • Revenue and Biz Dev:
    • Speed of sales cycle
    • Number/% of repeat biz
    • % customer retention
    • Transaction value
    • Referrals
    • Net new leads
    • Cost Per Lead
    • Conversions from community
    Metrics and Measurement
  • 11. Metrics and Measurement
    • Cost Savings:
    • Issue Resolution Time
    • % of issues resolved online
    • Account turnover
    • Employee turnover
    • Hiring/Recruiting
    • Training costs
    • New Product Ideas
    • Development cycle time
    • Product/Serv Adoption Rate
    • Awareness and Value:
    • Brand loyalty/affinity
    • Media placements
    • Share of Conversation
    • Sentiment of Posts
    • Net Promoter Score
    • Interaction with Content
    • Employee Social Graphs
  • 12. The Ultimate Metric:
  • 13. Learn Something.
  • 14. Do Something.
  • 15.
    • http://www.radian6.com
    • @Radian6
    Questions? © 2009 Radian6