Social media metrics

Social Media Metrics Clo Willaerts Webvertising forum 4 Feb 2010

About.me/clo

Book: “The Conversity Model” “Making money with social media” Out on 18 Feb 2011 at Lannoo Campus

Social media metrics Jim Sterne: Social media KPIs are, by necessity, a little fuzzier. 4

Social media metrics• You can’t control the conversation but you can guide the conversation. You can inﬂuence the conversation. You can have an impact on the conversation. That’s the whole reason for tracking and measuring it.• (Jim Sterne, Social Media Metrics) 5

1/5 Technology

Is this your target group?

Measuring awesomeness 8

2/5 Brand perception & awareness 1. Hear what they are talking about (= listening & ? monitoring) 2. Give them something to talk about Objective: reflect your brand and its values in all of your social media assets.

Is yours a t-shirt brand?

Measuring brand perception• mentions of your brand name – search queries within social media platforms – comparison tools – social media listening dashboard – social mention email alerts• mentions of your site’s url 13

Uniqueness 14

Search queries 15

Open Facebook searches 16

Comparison tools 17

Listening dashboard 18

Email alerts 19

URL mentions 20

3/5 Trafﬁc & audience• if – your own website (on your own domain) = your web publishing home base – your social media real estate = satellites of this home base• then – how do you use social media to drive traffic to your site(s)?

Advertising• Search Engine Advertising (SEA)• Social Media Advertising (SMA) – could base its ads on social data - both that of the one who sees the ad, and his or her “social graph” – self service advertising: Facebook Ads, LinkedIn DirectAds, YouTube Advertising. – sales house: Netlog, Skyrock, Hyves, Flickr, Twitter Promoted Tweets, Adheses Enchanté

Why would they leave?

Metrics: referrers 24

4/5 Relationship marketing“As defined by the dictionary, a relationship is “an emotional or other connection between people.” Not between a person and a company avatar. Not between a person and an automated response. People to people.”Humanizing the organization, Lauren Vargas, Radian6

Objectives• to establish a closer relationship with your customers/prospects• to identify new customers and prospects• to increase customer retention• to be more able to receive customer feedback

Metrics example: FB Insights

5/5 Sales and lead generation (aka conversion) “Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.” (“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)

Objectives• lead generation• to increase sales of existing products• to introduce new products• to enter new geographic markets

F-commerce / Facebook Deals 31

Sales metrics• sales• prospects• referrals 32

conversity.be/blog 33

Thank youc.willaerts@sanoma-magazines.be http://www.conversity.be

Social media metrics

by Clo Willaerts on Feb 04, 2011

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Social media metrics — Presentation Transcript