2009 Philly Search Camp Social Media ROI


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2009 Philly Search Camp Social Media ROI

  1. 2. The ROI of Social Media Liana “Li” Evans SearchCamp Philly – Philadelphia, PA October 2009 Twitter: @storyspinner Liana “Li” Evans What The Heck Do I Measure & How Do I Know It’s Working?
  2. 3. How’d We Get Here?
  3. 4. Monitoring & Measuring <ul><li>Radian6 </li></ul><ul><li>Meltwater </li></ul><ul><li>TrackUR </li></ul><ul><li>Techrigy </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Analytics </li></ul><ul><li>Coremetrics </li></ul><ul><li>Omniture </li></ul><ul><li>ClickTracks </li></ul>Monitoring Helps Keep the Pulse – Makes Sure Your Heart is Beating Measuring Helps You Know If Its All Healthy!
  4. 5. Social Media’s Different Direct Click to Purchase is Very Rare in Social Media
  5. 6. There’s Not A Quick Way to Measure There’s a Lot of Manual Labor Involved
  6. 7. First - Who’s In Your Audience?
  7. 8. Second – They Use Different Types of Social Media
  8. 9. Third - Identify & Define Success
  9. 10. Different Things to Measure <ul><li>Social News (Digg, Reddit, Mixx, Etc) </li></ul><ul><ul><li>Number of Votes, Comments </li></ul></ul><ul><ul><li>Traffic to Media Submitted </li></ul></ul><ul><li>Social Sharing (YouTube, Flickr, Etc) </li></ul><ul><ul><li>Number of Views, Ratings, Embeds, Links, Favorites </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Number of Fans, Friends, Group Members </li></ul></ul><ul><ul><li>Comments on walls, postings, media </li></ul></ul>
  10. 11. Different Things to Measure <ul><li>Twitter </li></ul><ul><ul><li>Number of Followers </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Comments to Posts </li></ul></ul><ul><li>Forums & Message Boards </li></ul><ul><ul><li>Number of Members </li></ul></ul><ul><ul><li>Posts to Members, Replies to Posts </li></ul></ul>
  11. 12. What is Your Investment - Employee Resources - Technology Expenditures - Infrastructure Costs - Training
  12. 13. Last - Re-Evaluate & Tweak Goals If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09 Don’t Fall In Love…
  13. 14. But Remember It Isn’t Always a Sale You Can Choose To Measure Success With With Social Media It’s All About the Indirect Return
  14. 15. Involvement <ul><li>Customer’s first point of agreed upon contact. </li></ul><ul><ul><li>Visit to website </li></ul></ul><ul><ul><li>Sign up for email notification </li></ul></ul><ul><ul><li>Subscribe to RSS </li></ul></ul><ul><ul><li>Became a community member </li></ul></ul>
  15. 16. Measuring Involvement <ul><li>Web Analytics </li></ul><ul><ul><li>Referral traffic to site from social media sites </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Subscribers to email lists or RSS </li></ul></ul><ul><ul><li>How many friends/fans you have </li></ul></ul><ul><ul><li>Number of new community member signups </li></ul></ul><ul><ul><li>Average number of posts per forum member </li></ul></ul>
  16. 17. Interaction <ul><li>The people like you …… Or maybe not </li></ul><ul><ul><li>Conversations about you </li></ul></ul><ul><ul><li>Threads in forums & message board </li></ul></ul><ul><ul><li>Requests for more information </li></ul></ul><ul><ul><li>User Generated Content (UCG) about you </li></ul></ul><ul><ul><ul><li>Videos, pictures, comments, etc. </li></ul></ul></ul>
  17. 18. Measuring Interaction <ul><li>Web Analytics </li></ul><ul><ul><li>Transactional Data </li></ul></ul><ul><ul><ul><li>They bought something </li></ul></ul></ul><ul><ul><ul><li>Requested more information </li></ul></ul></ul><ul><ul><ul><li>Gave you their email address </li></ul></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Number of comments </li></ul></ul><ul><ul><li>Number of reviews </li></ul></ul><ul><ul><li>How much UCG was submitted </li></ul></ul><ul><ul><li>Replies to forum threads </li></ul></ul>
  18. 19. Intimacy <ul><li>Visitor has an opinion based on their experience with you </li></ul><ul><ul><li>Post product or service reviews </li></ul></ul><ul><ul><li>Blog posts – reviews of products/services </li></ul></ul><ul><ul><li>Create UCG such as videos, photos, podcasts </li></ul></ul><ul><ul><li>Forums threads dedicated to you </li></ul></ul><ul><ul><li>Fan/Hate groups dedicated to you </li></ul></ul>
  19. 20. Measuring Intimacy <ul><li>Buzz Monitoring </li></ul><ul><ul><li>Radian6, Meltwater </li></ul></ul><ul><ul><li>Customer Feedback Data </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Number of comments to UCG </li></ul></ul><ul><ul><li>Number of up/down votes </li></ul></ul><ul><ul><li>Number of stars on ratings </li></ul></ul><ul><ul><li>Number of reviews </li></ul></ul><ul><ul><ul><li>Blog posts </li></ul></ul></ul><ul><ul><ul><li>Product Reviews </li></ul></ul></ul>
  20. 21. Influence <ul><li>Audience members form an opinion based on other community members </li></ul><ul><li>Sentiment of conversations </li></ul><ul><li>Interaction about you </li></ul><ul><li>Propagation of your media </li></ul>
  21. 22. Measuring Influence <ul><li>Buzz Monitoring </li></ul><ul><ul><li>Radian6, Meltwater </li></ul></ul><ul><ul><li>Customer Feedback Data (How did they hear about you?) </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Who’s Talking About You? </li></ul></ul><ul><ul><ul><li>Technorati Ranking </li></ul></ul></ul><ul><ul><ul><li>Influence of Community Member </li></ul></ul></ul><ul><ul><ul><ul><li>How long a member </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Posting habits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Replies to posting </li></ul></ul></ul></ul>
  22. 23. Real World Example
  23. 24. Using Social Media to Engage, Interact, Involve & Influence Your Audience
  24. 25. Understanding Your Audience
  25. 26. Hold A Conversation in a Community
  26. 27. Videos…. Lead To
  27. 28. Your Audience Creating Them
  28. 29. Photos …. Lead To
  29. 30. Your Audience … Creating &Sharing Them
  30. 31. Linked In Profile… Lead To
  31. 32. Audience Created Groups & Discussions
  32. 33. Networking Where Your Audience Is
  33. 34. Leads to Over 480k Seeing Your Message
  34. 35. Twittering Leads To….
  35. 36. Twitters Holding Conversations About You
  36. 37. All of This Social Stuff Lead To….
  37. 38. Measured Results Of Target Audience?
  38. 39. Summary <ul><li>Understand where your audience is first </li></ul><ul><li>Identify and define your measurement goals </li></ul><ul><ul><li>Involvement goals </li></ul></ul><ul><ul><li>Interaction goals </li></ul></ul><ul><ul><li>Intimacy goals </li></ul></ul><ul><ul><li>Influence goals </li></ul></ul><ul><li>Defines success or failure </li></ul><ul><ul><li>When to stop </li></ul></ul><ul><ul><li>When to add more </li></ul></ul><ul><li>Remember to Figure in Your Investments </li></ul><ul><li>Don’t fall in love – re-evaluate & tweak goals </li></ul>
  39. 40. Contact Director of Social Media SergentiCommunications.com TakeItInHouse.com SocialConversations.com [email_address] Twitter: @storyspinner SearchMarketingGurus.com lianaevans.com