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Slides from the Communilytics Intensive at Web2Expo San Francisco, May 2, 2010. This looks at the types of community and the 4 ways to engage and monitor them.

Slides from the Communilytics Intensive at Web2Expo San Francisco, May 2, 2010. This looks at the types of community and the 4 ways to engage and monitor them.

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Social media measurement Social media measurement Presentation Transcript

  • Social Media Measurement Goals & Metrics in Practice
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up.
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. Growth Transition to Growth Product/Market Fit by: Sean Ellis
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Transition to Growth Product/Market Fit by: Sean Ellis DAT COD
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  • Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Learn Faster Growth Code LEAR BUIL Split Tests Unit Tests Customer Interviews Transition to Usability Tests Customer Development Growth Continuous Integration Five Whys Root Cause Incremental Deployment Analysis Free & Open-Source Components Customer Advisory Board Product/Market Fit Cloud Computing Falsifiable Hypotheses by: Sean Ellis Cluster Immune System Product Owner Just-in-time Scalability Accountability DAT COD Refactoring Customer Archetypes Developer Sandbox Cross-functional Teams Semi-autonomous Teams Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  • Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( )*+'%"*, Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Emails & Alerts !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  • !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content !"#$%&' !"#$%&'("%)'*$% +,-#./01203*#$%'2. 5. Re Website.com v en ue $ AARRR! by Dave McClure
  • Sponsorship, Money (engagement) endorsement Ads & marketing Three kinds of online capital Reputation Attention (amplification) (reach) Quality, contribution
  • c o m ⋅ m u ⋅ n i ⋅ l y t ⋅ i c s ( k ə - m yōō' nĭ- lĭt 'ĭk s ) : Communilytics is the act of measuring the acquisition, mobilization, contagion and outcomes of your social/digital efforts on any platform and tying them to your business objectives.
  • Just to be clear Analytics Communilytics
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers)
  • Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers) • What’s controversial? • Hits/day • How often do Reddit • Enrollment rate users click my links? • Page load time • Do people upvote me?
  • Communilytics measures ...
  • The 4 stages community building Acquisition Reach Virality Outcomes
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the size of your community (followers, friends)
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting size of your information community to your (followers, followers friends) (impressions)
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting Having size of your information followers community to your amplify a (followers, followers message (RT, friends) (impressions) linkback)
  • The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting Having Getting your size of your information followers community community to your amplify a to do (followers, followers message (RT, something friends) (impressions) linkback) (buying)
  • Accounting Optimization http://www.flickr.com/photos/thomasclaveirole/538819881/ http://www.flickr.com/photos/sanchom/2963072255/
  • Communilytics measures the acquisition, mobilization, contagion and outcomes of ....
  • Social Media Platforms
  • Emails, groups Blogs and mailing lists Forums / Answers Wikis Chat Micromessaging Social news Social networks aggregators
  • Search Anonymous, but little insight into what’s going on behind closed doors
  • Search Join Anonymous, but Permission- little insight into based access to what’s going on activity (friends, behind closed forums) doors
  • Search Join Moderate Anonymous, but Permission- Some little insight into based access to administrative what’s going on activity (friends, control, but you behind closed forums) have to earn it doors
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
  • Emails / Mailing Lists / Groups Search Join Moderate Run
  • Forums / Answers Search Join Moderate Run
  • Chat Platforms Search Join Moderate Run
  • Social Networks Search Join Moderate Run
  • Blogs Search Join Moderate Run
  • Wikis Search Join Moderate Run
  • Micromessaging Search Join Moderate Run
  • Social News Aggregators Search Join Moderate Run
  • Platforms that ... Search Join Moderate Run
  • Search Join Moderate Run Mailing list, Subscribe to Set up Yahoo ListServ / Group/mailing list search tools Yahoo group group Majordomo Forum search Get account, post Start a thread in a Forum tools in forums forum Vanilla Join on an IRC Create an IRC Real-time chat N/A-bomb channel, post channel Hybrid ircd Search Facebook Subscribe to Social Network public content Facebook Facebook group Elgg Comment on a Contribute to a Blog Blog search tools blog blog Wordpress Contribute/edit Wiki Wiki search tools Wikipedia entry Wetpaint / Wikia Mediawiki Twitter search Get a Twitter Create a group or Micromessaging sites account hashtag status.net Social news Reddit, Digg Vote & post N/A (subreddit?) Pligg instance aggregators search content
  • Search Join Moderate Run Group/mailing list KPI.... KPI KPI KPI Forum KPI KPI KPI KPI Real-time chat KPI KPI KPI KPI Social Network KPI KPI KPI KPI Blog KPI KPI KPI KPI Wiki KPI KPI KPI KPI Micromessaging KPI KPI KPI KPI Social news KPI KPI KPI KPI aggregators
  • 3 campaign types
  • Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  • If I had 100k for a campaign ....
  • Setting goals
  • Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  • Identify metrics
  • Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  • Engagement in Communities Business Objective Key Performance Indicator Share of Voice Foster Dialog Audience Engagement Conversation Reach Activate Advocates Promote Advocacy Advocate Influence Advocacy Impact Resolution Rate Facilitate Support Resolution Time Satisfaction Score Topic Trends Spur Innovation Sentiment Ratio Idea Impact From the report “Social Marketing Analytics” by John Lovett & Jeremiah Owyang
  • AARRR Business Objective Key Performance Indicator Unique Visitors / Followers / Fans / etc Acquisition SERP / Organic Search Clickthroughs by Social Media Platforms Bounce Rate Activation Average Time on Site Pages / Visit (or Key Pages Visited) Cohort Analysis Retention Return Visits Email Notification Clickthroughs Retweets / Repost / etc Referral Social Graph Opt-In / Social Graph Sharing Endorsement & Upvoting Money Revenue Attention Reputation Based on Dave McClure’s AARRR Pirate Metrics
  • No one really knows your business like you do ...
  • http://www.gapingvoid.com/now%20what.jpg