Measuring Social Media
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Or, how the Sheriff became your best friend.
Dave Evans,
Author, “Social Media Marketing: An Hour a Day”
Co founder
Co-founder and Strategist, Digital Voodoo
Strategy Director, FG SQUARED
Strategist, Social Web Strategies

Step 1. Sell Your Plan
1

Understand Your Business
Social Media is a NOT a universal answer!

Understand Your Audience
As people take control over their data while spreading their Web
presence, they are not looking for privacy, but for recognition as
individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008

Understand Your Audience
Consumption and participation are indicators of the clear trend.

Disclose Your Interest
Do you want this? Or this?
Having an interest is fine. Not telling your audience about it is not.

Then…Talk
Then Talk Social Media
PERSONAL
SOCIAL
NETWORKS
EVENTS WHITE-LABEL
SOCIAL NETWORKS
TV and
WIKIS BLOGS
Radio Magazines
Integrated Conversion
Social
S il COLLABORATIVE MICROBLOGS
Media TOOLS
Campaigns (Purchase)
Direct
Online Mail SMS PHOTOS
Advertising
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AUDIO
EMAIL
(PODCAST)
(BACN)
VIDEO
Social media components surround and support the “conversion”
p
process. Social media is one component y
p your marketing toolbox.
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Step 2. Measure Results
2

Measurement Points
Web Analytics
Relevance
Social Media Monitoring
{
{
{ Content
Impact
Pipeline Metrics

Social Media Measurement
• Raw Data
– Google Alerts
• Conversational Data
– BlogPulse
– Cymfony
– Techrigy
T hi
– Radian6
– Collective Intellect
• Diagnostic Data
– Net Promoter

Tracking Vanity URLs
• In print and TV,
“vanity” URLs can
be tracked
• U i t l lik
Using tools like
BudURL, you can
create and track
user-friendly vanity
URLs across the
Social Web
Web.

Tying Social Content to Web Analytics
• Social monitoring g
tools point to referrer
• Referrer ties to your
analytics d t *
l ti data*
• Analytics data shows
site path and goals
* It’s less than perfect, but it’s better than nothing!

Step 3. Establish ROI (+/-)
3

Baseline Measures ROI
• Conversation (Inference)
• Historical Analytics
– TIP: Social Dashboards provide
p
historical data as well as current.

Baseline Measures ROI
• Conversation (Inference)
( )
• Historical Analytics
• Ask Your Customers (Direct)

More Information
Twitter: evansdave
Blog: http://www ReadThis com
http://www.ReadThis.com
dave.evans@digital-voodoo.com