2009 Philly Search Camp Social Media ROI
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  • 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?
  • 3. How’d We Get Here?
  • 4. 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!
  • 5. Social Media’s Different Direct Click to Purchase is Very Rare in Social Media
  • 6. There’s Not A Quick Way to Measure There’s a Lot of Manual Labor Involved
  • 7. First - Who’s In Your Audience?
  • 8. Second – They Use Different Types of Social Media
  • 9. Third - Identify & Define Success
  • 10. 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
  • 11. 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
  • 12. What is Your Investment - Employee Resources - Technology Expenditures - Infrastructure Costs - Training
  • 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…
  • 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
  • 15. Involvement
    • Customer’s first point of agreed upon contact.
      • Visit to website
      • Sign up for email notification
      • Subscribe to RSS
      • Became a community member
  • 16. 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
  • 17. 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.
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. Influence
    • Audience members form an opinion based on other community members
    • Sentiment of conversations
    • Interaction about you
    • Propagation of your media
  • 22. 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
  • 23. Real World Example
  • 24. Using Social Media to Engage, Interact, Involve & Influence Your Audience
  • 25. Understanding Your Audience
  • 26. Hold A Conversation in a Community
  • 27. Videos…. Lead To
  • 28. Your Audience Creating Them
  • 29. Photos …. Lead To
  • 30. Your Audience … Creating &Sharing Them
  • 31. Linked In Profile… Lead To
  • 32. Audience Created Groups & Discussions
  • 33. Networking Where Your Audience Is
  • 34. Leads to Over 480k Seeing Your Message
  • 35. Twittering Leads To….
  • 36. Twitters Holding Conversations About You
  • 37. All of This Social Stuff Lead To….
  • 38. Measured Results Of Target Audience?
  • 39. 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
  • 40. Contact Director of Social Media SergentiCommunications.com TakeItInHouse.com SocialConversations.com [email_address] Twitter: @storyspinner SearchMarketingGurus.com lianaevans.com