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?

How’d We Get Here?

Monitoring & Measuring Radian6 Meltwater TrackUR Techrigy Google Alerts Google Analytics Coremetrics Omniture ClickTracks Monitoring Helps Keep the Pulse – Makes Sure Your Heart is Beating Measuring Helps You Know If Its All Healthy!

Radian6

Meltwater

TrackUR

Techrigy

Google Alerts

Google Analytics

Coremetrics

Omniture

ClickTracks

Social Media’s Different Direct Click to Purchase is Very Rare in Social Media

There’s Not A Quick Way to Measure There’s a Lot of Manual Labor Involved

First - Who’s In Your Audience?

Second – They Use Different Types of Social Media

Third - Identify & Define Success

Different Things to Measure Social News (Digg, Reddit, Mixx, Etc) Number of Votes, Comments Traffic to Media Submitted Social Sharing (YouTube, Flickr, Etc) Number of Views, Ratings, Embeds, Links, Favorites Social Networking Number of Fans, Friends, Group Members Comments on walls, postings, media

Social News (Digg, Reddit, Mixx, Etc)

Number of Votes, Comments

Traffic to Media Submitted

Social Sharing (YouTube, Flickr, Etc)

Number of Views, Ratings, Embeds, Links, Favorites

Social Networking

Number of Fans, Friends, Group Members

Comments on walls, postings, media

Different Things to Measure Twitter Number of Followers Retweets Blogs Subscribers Comments to Posts Forums & Message Boards Number of Members Posts to Members, Replies to Posts

Twitter

Number of Followers

Retweets

Blogs

Subscribers

Comments to Posts

Forums & Message Boards

Number of Members

Posts to Members, Replies to Posts

What is Your Investment - Employee Resources - Technology Expenditures - Infrastructure Costs - Training

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…

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

Involvement Customer’s first point of agreed upon contact. Visit to website Sign up for email notification Subscribe to RSS Became a community member

Customer’s first point of agreed upon contact.

Visit to website

Sign up for email notification

Subscribe to RSS

Became a community member

Measuring Involvement Web Analytics Referral traffic to site from social media sites The Other Stuff (Manual) Subscribers to email lists or RSS How many friends/fans you have Number of new community member signups Average number of posts per forum member

Web Analytics

Referral traffic to site from social media sites

The Other Stuff (Manual)

Subscribers to email lists or RSS

How many friends/fans you have

Number of new community member signups

Average number of posts per forum member

Interaction The people like you …… Or maybe not Conversations about you Threads in forums & message board Requests for more information User Generated Content (UCG) about you Videos, pictures, comments, etc.

The people like you …… Or maybe not

Conversations about you

Threads in forums & message board

Requests for more information

User Generated Content (UCG) about you

Videos, pictures, comments, etc.

Measuring Interaction Web Analytics Transactional Data They bought something Requested more information Gave you their email address The Other Stuff (Manual) Number of comments Number of reviews How much UCG was submitted Replies to forum threads

Web Analytics

Transactional Data

They bought something

Requested more information

Gave you their email address

The Other Stuff (Manual)

Number of comments

Number of reviews

How much UCG was submitted

Replies to forum threads

Intimacy Visitor has an opinion based on their experience with you Post product or service reviews Blog posts – reviews of products/services Create UCG such as videos, photos, podcasts Forums threads dedicated to you Fan/Hate groups dedicated to you

Visitor has an opinion based on their experience with you

Post product or service reviews

Blog posts – reviews of products/services

Create UCG such as videos, photos, podcasts

Forums threads dedicated to you

Fan/Hate groups dedicated to you

Measuring Intimacy Buzz Monitoring Radian6, Meltwater Customer Feedback Data The Other Stuff (Manual) Number of comments to UCG Number of up/down votes Number of stars on ratings Number of reviews Blog posts Product Reviews

Buzz Monitoring

Radian6, Meltwater

Customer Feedback Data

The Other Stuff (Manual)

Number of comments to UCG

Number of up/down votes

Number of stars on ratings

Number of reviews

Blog posts

Product Reviews

Influence Audience members form an opinion based on other community members Sentiment of conversations Interaction about you Propagation of your media

Audience members form an opinion based on other community members

Sentiment of conversations

Interaction about you

Propagation of your media

Measuring Influence Buzz Monitoring Radian6, Meltwater Customer Feedback Data (How did they hear about you?) The Other Stuff (Manual) Who’s Talking About You? Technorati Ranking Influence of Community Member How long a member Posting habits Replies to posting

Buzz Monitoring

Radian6, Meltwater

Customer Feedback Data (How did they hear about you?)

The Other Stuff (Manual)

Who’s Talking About You?

Technorati Ranking

Influence of Community Member

How long a member

Posting habits

Replies to posting

Real World Example

Using Social Media to Engage, Interact, Involve & Influence Your Audience

Understanding Your Audience

Hold A Conversation in a Community

Videos…. Lead To

Your Audience Creating Them

Photos …. Lead To

Your Audience … Creating &Sharing Them

Linked In Profile… Lead To

Audience Created Groups & Discussions

Networking Where Your Audience Is

Leads to Over 480k Seeing Your Message

Twittering Leads To….

Twitters Holding Conversations About You

All of This Social Stuff Lead To….

Measured Results Of Target Audience?

Summary Understand where your audience is first Identify and define your measurement goals Involvement goals Interaction goals Intimacy goals Influence goals Defines success or failure When to stop When to add more Remember to Figure in Your Investments Don’t fall in love – re-evaluate & tweak goals

Understand where your audience is first

Identify and define your measurement goals

Involvement goals

Interaction goals

Intimacy goals

Influence goals

Defines success or failure

When to stop

When to add more

Remember to Figure in Your Investments

Don’t fall in love – re-evaluate & tweak goals

Contact Director of Social Media SergentiCommunications.com TakeItInHouse.com SocialConversations.com [email_address] Twitter: @storyspinner SearchMarketingGurus.com lianaevans.com