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Social Media Measurement Workshop
November 2010
SOCIAL MEDIA MARKETING &
ONLINE PUBLIC RELATIONS
WHO WE ARE
1. Activate online influencers
in the blogopshere, social networking sites & on Twitter
to voluntarily carry yo...
Solid goal-setting is key
KPI before ROI
APPLYING METRICS TO BRAND PERCEPTION
• Sentiment
• Brand equity
• PR functions/ crisis control
• Media relationships
• Inf...
APPLYING METRICS TO MARKETING EFFICIENCY
SEO
Reach
Research
APPLYING METRICS TO REVENUE GROWTH
• Relationships that could become leads
• Leads
• Sales
APPLYING METRICS TO SUPPORT SAVINGS
Content creation: user generated vs.
company generated
Support case metrics
Call ce...
Metrics should NOT
be the strategy,
only its guide.
It’s easy to get lost in metric world and lose sight of the big picture
Now that strategy is good, let’s measure!
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader,...
Now that strategy is good, let’s measure!
Multimedia Search YouTube, Flickr
Custom Feed Social Media Firehose (Yahoo Pipes...
PROFESSIONAL TOOLS – Ex: SM2
How much are people talking
about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Reputation?
Online PR Promotion of
Habitat for Humanity’s
2010 World Habitat Day
Campaign Report for
Habitat for Humanity
Oct. 20, 201...
Summary of work on the 2010 World Habitat Day Campaign
We were able to gather the statistics of UMV’s
(unique monthly visi...
To illustrate how successful the World Habitat Day’s social
media campaign was, this chart shows that the WHD
outreaches g...
Summary of work on the 2010 World Habitat Day Campaign
*The Industry standard is a 5% response rate. The 2009
response rat...
Social
Media
News
Release
Provides a one stop shop for bloggers
Easily acquire media
Videos
Images
Quotes
Makes blogging e...
Worldhabitatdaynews.org SMNR Analytics – 246,212 hits
Summary of work on the 2010 World Habitat Day Campaign
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
Post Examples
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
Summary of work on the 2010 World Habitat Day Campaign
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
• 295 earned blog posts
• 38 million impressions from posts
• Impressions were 35% higher than award finalist campaign
• 2...
Tweet Examples
Summary of work on the 2010 World Habitat Day Campaign
http://abrahamharrison.com
info@abrahamharrison.com
(202) 570-4878
Questions?
Further information we can provide as a foll...
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meshmarketing10 Measurement Master Class

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Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!

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Transcript of "meshmarketing10 Measurement Master Class"

  1. 1. Social Media Measurement Workshop November 2010 SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS
  2. 2. WHO WE ARE 1. Activate online influencers in the blogopshere, social networking sites & on Twitter to voluntarily carry your message in their voice and with their credibility to their audiences 2. Manage and protect your online reputation and image Help you become aware of threats to your brand reputation and gain control of your brand space online 3. Develop your impact and influence in the Social Networks: Increase the number of your fans, friends, and followers Intensify their relationship with you and your messaging WHAT WE DO 100% online media company, living our lives in the world of social media. Team of 35 professionals spanning 5 continents , speaking 10 languages natively. Abraham Harrison LLC
  3. 3. Solid goal-setting is key KPI before ROI
  4. 4. APPLYING METRICS TO BRAND PERCEPTION • Sentiment • Brand equity • PR functions/ crisis control • Media relationships • Influencer relationships • Customer satisfaction • Likeliness to buy • Likeliness to recommend • Volume/Impact of conversations
  5. 5. APPLYING METRICS TO MARKETING EFFICIENCY SEO Reach Research
  6. 6. APPLYING METRICS TO REVENUE GROWTH • Relationships that could become leads • Leads • Sales
  7. 7. APPLYING METRICS TO SUPPORT SAVINGS Content creation: user generated vs. company generated Support case metrics Call center costs defrayed
  8. 8. Metrics should NOT be the strategy, only its guide.
  9. 9. It’s easy to get lost in metric world and lose sight of the big picture
  10. 10. Now that strategy is good, let’s measure! Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter Rowfeeder, TwitterSearch Social Bookmarking StumbleUpon, Digg, Reddit, Delicious Social Media Search Engine SocialMention, Serph, Keotag
  11. 11. Now that strategy is good, let’s measure! Multimedia Search YouTube, Flickr Custom Feed Social Media Firehose (Yahoo Pipes) Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies, Scout Labs, Meltwater, Sysomos Website Traffic Google Analytics, Quantcast, Alexa, Compete Blog Traffic & Backlinks Technorati, Wordpress Dashboard Netvibes
  12. 12. PROFESSIONAL TOOLS – Ex: SM2 How much are people talking about the brand?
  13. 13. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?
  14. 14. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?
  15. 15. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?
  16. 16. PROFESSIONAL TOOLS – Ex: SM2 Reputation?
  17. 17. Online PR Promotion of Habitat for Humanity’s 2010 World Habitat Day Campaign Report for Habitat for Humanity Oct. 20, 2010 Example:
  18. 18. Summary of work on the 2010 World Habitat Day Campaign We were able to gather the statistics of UMV’s (unique monthly visitors) and followers for 188 of the 295 posts and determined that more than 38 million impressions were made out of the 188 posts from our blogger outreaches. Note that unlike ads which disappear after a campaign, these posts are now a permanent part of the online record, continually garnering more impressions and feeding link juice for SEO ad infinitum. • 2900 Bloggers reached • 504 Responses • 295 Posts
  19. 19. To illustrate how successful the World Habitat Day’s social media campaign was, this chart shows that the WHD outreaches generated more impressions and more mentions than a PR Web Finalist campaign performed by Abraham Harrison Summary of work on the 2010 World Habitat Day Campaign
  20. 20. Summary of work on the 2010 World Habitat Day Campaign *The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.
  21. 21. Social Media News Release Provides a one stop shop for bloggers Easily acquire media Videos Images Quotes Makes blogging easy Bloggers like articles that write themselves By providing easily copied info you allow them to create their posts faster. Worldhabitatdaynews.org Summary of work on the 2010 World Habitat Day Campaign
  22. 22. Worldhabitatdaynews.org SMNR Analytics – 246,212 hits Summary of work on the 2010 World Habitat Day Campaign
  23. 23. Summary of work on the 2010 World Habitat Day Campaign Post Examples
  24. 24. Post Examples Summary of work on the 2010 World Habitat Day Campaign
  25. 25. Post Examples Summary of work on the 2010 World Habitat Day Campaign
  26. 26. Summary of work on the 2010 World Habitat Day Campaign Post Examples
  27. 27. • 295 earned blog posts • 38 million impressions from posts • Impressions were 35% higher than award finalist campaign • 22% increase in performance over last year • Over 245K visits to SMNR Summary of work on the 2010 World Habitat Day Campaign
  28. 28. Tweet Examples Summary of work on the 2010 World Habitat Day Campaign
  29. 29. http://abrahamharrison.com info@abrahamharrison.com (202) 570-4878 Questions? Further information we can provide as a follow up?
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