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What social metrics should organizations measure and optimize
Presenter <ul><li>PRISCILLA S </li></ul><ul><li>Sr. Business Manager at Regalix Inc and Internet Marketing Evangelist. </l...
Table of Content  <ul><li>Social Media Marketing </li></ul><ul><li>What to measure in social media? </li></ul><ul><li>What...
Social Media Marketing
Paradigm shift from technology to relationships Transactional Occasional Impersonal Short-term Long- term Consistent Intim...
Social Media – some interesting stats <ul><li>2 out of 3 people on the planet visit social networks (Nielsen, 2009) </li><...
What to measure?
What to measure in Social Media <ul><li>Easy to measure with most traditional marketing channels </li></ul><ul><li>Difficu...
Facebook measurement <ul><li>What to measure on Facebook? </li></ul><ul><li>Number of fans </li></ul><ul><li>Number of wal...
Twitter measurement Retweet rank: number of times your tweet has been retweeted Number of followers – the most important m...
YouTube measurement Ratings for the video Number of views – the most important metric to measure Demography of our viewers
Slideshare / Docstoc measurement Top presentation of the day on slideshare Metrics to measure: views, comments, favorite &...
What tools will help you measure?
Tools for measurement  Phase Tool Comment Monitoring (Listening) Google Alerts Get updates on who's talking about you, you...
Monitoring tool Monitoring & Analysis tool
Monitoring tool (1/4) Handy uses for Google alerts Creating an alert for “Social Media Marketing” Alerts in our mail box
Monitoring tool (2/4) Enter keyword here
Monitoring tool (3/4) Enter keyword here  Monitors conversations from the following channels
Monitoring tool (4/4) Enter keyword here  Monitors conversations from the mentioned channels
Monitoring & Analysis tool (1/2) Enter keyword and the category Analysis by social mention
Monitoring & Analysis tool (2/2)
Measuring tools
Measuring tool Traffic sources Visits to the website
Measuring tool Enter the long URL here Tracking the number of clicks for a particular link
Twitter Management tools
Twitter Tool (1/4) Tweets from all my friends How many times I have been mentioned by others Direct messages
Twitter Tool (2/4) Direct messages How many times I have been mentioned by others
Twitter Tool (3/4)
Twitter Tool (4/4)
The basic building blocks of measurement <ul><li>Understanding the campaign objective / goal </li></ul><ul><li>Creating a ...
About Regalix <ul><li>Forefront of Online Marketing, Research and Web 2.0 portals </li></ul><ul><li>Multi-disciplinary Lea...
Learn more about Regalix at: www.regalix.com Contact: Priscilla Email :  [email_address]
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What social metrics should organizations measure and optimize

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Understand how to measure the right metrics for your social media programs. Go to www.regalix.com to listen to the on-demand version

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  • Twellow is an online directory of Twitter users that are arranged into various categories. It allows you to find people with similar interests who you can follow and interact with. Tweet volume shows you how often a keyword is mentioned on Twitter. We can use it to understand how powerful our competitors are on Twitter.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • Co Tweet is a very popular Twitter Management tool that many businesses use. It’s most useful feature is that many accounts can be managed through one login and multiple accounts can post through the same login. When there are quite a few people managing a brand on Twitter this comes in handy. Trends can also be monitored through this tool. It would give you an idea of what’s the buzz on Twitter at that point of time. Click tracking tracks the number of clicks a link you posted received. It indicates the reach of your message and helps you understand how compelling your message was.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • We now move on to Analytical tools. From a marketing perspective, Twitter Analyzer would help you understand how effective your Twitter campaign is. So information on the percentage of total msgs retweeted would explain how popular your profile is. For instance, a low percentage could initiate the need for a change in the Twitter strategy and an increase in engagement. The tool also showcases metrics like readers reach and daily tweet trend. The daily tweet graph shows you the number of tweets posted each day and this is useful for competitor analysis.
  • Transcript of "What social metrics should organizations measure and optimize"

    1. 1. What social metrics should organizations measure and optimize
    2. 2. Presenter <ul><li>PRISCILLA S </li></ul><ul><li>Sr. Business Manager at Regalix Inc and Internet Marketing Evangelist. </li></ul><ul><li>Marketing and advertising professional with over 5 years of experience. </li></ul><ul><li>Associated with one of India’s leading Software Services Company, managing their marketing activities in France, UK and Scandinavia. </li></ul><ul><li>Masters in Business Administration (Marketing) and a Graduation in Mass Media with a specialization in Advertising. </li></ul><ul><li>Expertise ranges from Public Relations, Media Planning, marketing communications, Search engine Marketing, Search Engine Optimization etc… </li></ul>
    3. 3. Table of Content <ul><li>Social Media Marketing </li></ul><ul><li>What to measure in social media? </li></ul><ul><li>What tools will help you measure social media? </li></ul><ul><li>The basic building blocks of a measurement dashboard for community managers? </li></ul>
    4. 4. Social Media Marketing
    5. 5. Paradigm shift from technology to relationships Transactional Occasional Impersonal Short-term Long- term Consistent Intimate Loyal
    6. 6. Social Media – some interesting stats <ul><li>2 out of 3 people on the planet visit social networks (Nielsen, 2009) </li></ul><ul><li>Visiting social sites is now the fourth most popular online activity—ahead of personal email—  66.8% of Internet users have used social networks, while only 65.1% have used email (Nielsen, 2009) </li></ul><ul><li>Twitter grew 1382% between February 2008 and February 2009 </li></ul><ul><li>Twitter is expected to have over 100 million users by 2010 and 250 million in 2011 </li></ul><ul><li>3 million tweets are posted on Twitter every day on average </li></ul><ul><li>Facebook doubled from 100 million to 200 million users between June 2008 and February 2009 [ComScore 2009] and is now in excess of 250 million users </li></ul>
    7. 7. What to measure?
    8. 8. What to measure in Social Media <ul><li>Easy to measure with most traditional marketing channels </li></ul><ul><li>Difficult to measure ROI from social media, but not impossible </li></ul><ul><li>What is the nature of each channel: </li></ul>Channel Nature What to measure Facebook Networking <ul><li>Number of fans </li></ul><ul><li>Interaction level </li></ul><ul><li>New fans </li></ul><ul><li>Unique visitors </li></ul>Twitter Microblogging <ul><li>Number of followers </li></ul><ul><li>Retweets </li></ul>YouTube Infotainment <ul><li>Number of views </li></ul><ul><li>Subscribers to your channel </li></ul><ul><li>Friends in your channel </li></ul><ul><li>Ratings </li></ul><ul><li>Favorites </li></ul>Slideshare / Docstoc Knowledge sharing <ul><li>Number of views </li></ul><ul><li>Number of downloads </li></ul><ul><li>Ratings </li></ul><ul><li>Favorites </li></ul>
    9. 9. Facebook measurement <ul><li>What to measure on Facebook? </li></ul><ul><li>Number of fans </li></ul><ul><li>Number of wall posts </li></ul><ul><li>Interaction level – per post </li></ul><ul><li>Post quality </li></ul><ul><li>Page views </li></ul><ul><li>Demographics of your fans </li></ul>
    10. 10. Twitter measurement Retweet rank: number of times your tweet has been retweeted Number of followers – the most important metric in twitter
    11. 11. YouTube measurement Ratings for the video Number of views – the most important metric to measure Demography of our viewers
    12. 12. Slideshare / Docstoc measurement Top presentation of the day on slideshare Metrics to measure: views, comments, favorite & download
    13. 13. What tools will help you measure?
    14. 14. Tools for measurement Phase Tool Comment Monitoring (Listening) Google Alerts Get updates on who's talking about you, your industry, your customers YourVersion Whostalking monitorThis Monitoring and Analysis Social Mention Radian 6 JamieQ Measuring Google Analytics Google analytics will allow you to track your traffic levels (among other things) and will allow to identify where you traffic is coming from Bit.ly Bit.ly shortens long URLs and gives us the number of clicks to each of the links Twitter Management Tweetdeck The ultimate Twitter management system   Hootsuite Manage multiple twitter accounts from one dashboard   Twitterfeed Set your RSS feeds to post automatically on Twitter   Twitterssearch Find anything on Twitter real-time. For tagging, use the # (hash) tag   Buzzom.com Excellent twitter management tool
    15. 15. Monitoring tool Monitoring & Analysis tool
    16. 16. Monitoring tool (1/4) Handy uses for Google alerts Creating an alert for “Social Media Marketing” Alerts in our mail box
    17. 17. Monitoring tool (2/4) Enter keyword here
    18. 18. Monitoring tool (3/4) Enter keyword here Monitors conversations from the following channels
    19. 19. Monitoring tool (4/4) Enter keyword here Monitors conversations from the mentioned channels
    20. 20. Monitoring & Analysis tool (1/2) Enter keyword and the category Analysis by social mention
    21. 21. Monitoring & Analysis tool (2/2)
    22. 22. Measuring tools
    23. 23. Measuring tool Traffic sources Visits to the website
    24. 24. Measuring tool Enter the long URL here Tracking the number of clicks for a particular link
    25. 25. Twitter Management tools
    26. 26. Twitter Tool (1/4) Tweets from all my friends How many times I have been mentioned by others Direct messages
    27. 27. Twitter Tool (2/4) Direct messages How many times I have been mentioned by others
    28. 28. Twitter Tool (3/4)
    29. 29. Twitter Tool (4/4)
    30. 30. The basic building blocks of measurement <ul><li>Understanding the campaign objective / goal </li></ul><ul><li>Creating a social media campaign based on the goals </li></ul><ul><li>Understanding the nature of each channel and mapping the metrics to it </li></ul><ul><li>Reporting and Analysis </li></ul>
    31. 31. About Regalix <ul><li>Forefront of Online Marketing, Research and Web 2.0 portals </li></ul><ul><li>Multi-disciplinary Leadership Team </li></ul><ul><li>Fortune 500 and Venture-Backed Customers (B2B and B2C) </li></ul><ul><li>Global Operations: HQ in Silicon Valley, 4 Offices </li></ul><ul><li>150+ Team, Built on 8+ years of research </li></ul><ul><li>Recognition </li></ul>
    32. 32. Learn more about Regalix at: www.regalix.com Contact: Priscilla Email : [email_address]

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