YOU DON’T KNOW

  CLICK
Measuring What Matters in Social Media

Eric Swayne   |          |   8/28/10
                     ...
Your Intrepid Presenter

          Eric Swayne
          Senior Social / Digital Strategist


          @eswayne
         ...
The Company I Work For


                               2008 Small Agency of the Year
                                    ...
People I Get To Work With




                            4
Brands I’ve Worked With




                          5
Minute to Win
The Lightning It:
The OpenCamp
Round
Presentation Version




                       6
Questions?

@eswayne
#ocdfw
#knowclick


             7
How do
you do
that?
         8
TOO MANY
NUMBERS



           9
This is humanity.
It gets messy.




                    10
11
12
ORGANIZE THE
SOCIAL METRICS
CHAOS



                 13
Step 1:
Start with
Conversions

              14
What is a Conversion?




Conversions
              =   Money




                   Fame
                           Actio...
The “Halo Effect”
                    Model


•   Ad Clicks                  •   Friends
•   Sales                      • ...
The “Halo Effect”
     Model


       • Why did this happen?
       • What can I do to
         change it?
       • How ca...
The “Social Schematic” Model



• Ad Clicks    • Visitors /     •   Clickthroughs   •   Friends
• Sales          Uniques  ...
The “Social Schematic” Model



     ?        ?              ?

              Diagnosing the
            leaks in the syst...
How do
you do
that?
         20
URL Tracking and        Advanced
  Link Tagging        Segmentation          Goal Funnels




 What created the   Where di...
Step 2:
Cultivate
Your Crowd

             22
More Than Just Conversions




                             23
Putting the
heart back
with the head

                24
Showcasing Your
Passions…


                  25
…While Celebrating
Others




                     26
1,000 True Fans




                  27
“A creator, such as an artist, musician, photographer, craftsperson,
performer, animator, designer, videomaker, or author ...
How do
you do
that?
         29
REACH
 The number that can hear you.
 Fans, Friends, Followers, Visitors.
FOCUS
 Is my audience full of potential
 influen...
Checking Your RFE
•When I’m listed on Twitter, what’s
 the name of that list?
•Who are the influentials in my
 niche? Do t...
Step 3:
Measure It
to Become It

               32
33
Take a
Site Health
Management
Day

              34
How do
you do
that?
         35
5 KEY METRICS FOR
YOUR SOCIAL
SCHEMATIC

5 KEY METRICS FOR
YOUR R.F.E.
                    36
Find the
Meaning

Make a Plan

              37
Definition of
Insanity


                38
Wrapping Up



              39
Step 1:
  Start with Conversions
Step 2:
  Cultivate Your Crowd
Step 3:
  Measure It to Become It
                        ...
41
42
QUESTIONS?
Slides will be posted to:
slideshare.net/eswayne
eswayne.com
                            43
Upcoming SlideShare
Loading in …5
×

[OpenCamp 2010] You Don't Know Click: Measuring What Matters in Social Media

1,721 views
1,599 views

Published on

Data is both the good news and the bad news of social media - we get so many numbers from our actions in the space that it's hard to separate the cool from the meaningful. But measuring people is nothing new - CRM programs have been doing this for the last 40+ years. So let's take a look at the best parts from the old school, and see what we can teach the new school about measurement, KPIs and tracking success.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,721
On SlideShare
0
From Embeds
0
Number of Embeds
427
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

[OpenCamp 2010] You Don't Know Click: Measuring What Matters in Social Media

  1. 1. YOU DON’T KNOW CLICK Measuring What Matters in Social Media Eric Swayne | | 8/28/10 1
  2. 2. Your Intrepid Presenter Eric Swayne Senior Social / Digital Strategist @eswayne eswayne.com 2
  3. 3. The Company I Work For 2008 Small Agency of the Year 2009 Agency A-List Top 10 Agencies rockfishinteractive.com Top Intranet in the World My Walmart.com Small Agency of the Decade Finalist 3
  4. 4. People I Get To Work With 4
  5. 5. Brands I’ve Worked With 5
  6. 6. Minute to Win The Lightning It: The OpenCamp Round Presentation Version 6
  7. 7. Questions? @eswayne #ocdfw #knowclick 7
  8. 8. How do you do that? 8
  9. 9. TOO MANY NUMBERS 9
  10. 10. This is humanity. It gets messy. 10
  11. 11. 11
  12. 12. 12
  13. 13. ORGANIZE THE SOCIAL METRICS CHAOS 13
  14. 14. Step 1: Start with Conversions 14
  15. 15. What is a Conversion? Conversions = Money Fame Action 15
  16. 16. The “Halo Effect” Model • Ad Clicks • Friends • Sales • Followers • Downloads • Diggs • Trials • Tweets • Contacts / Leads • Comments • Signups • Bookmarks • Inquiries • Replies 16
  17. 17. The “Halo Effect” Model • Why did this happen? • What can I do to change it? • How can I keep this from happening again? 17
  18. 18. The “Social Schematic” Model • Ad Clicks • Visitors / • Clickthroughs • Friends • Sales Uniques • Comments • Followers • Downloads • Time of • Replies • Diggs • Trials Interaction • ReTweets • Tweets • Contacts / • Bounce Rate • Likes • Backlinks Leads • Navigation • Shares • Bookmarks • Signups Funnels • Posts • Inquiries • Bailout Rate 18
  19. 19. The “Social Schematic” Model ? ? ? Diagnosing the leaks in the system 19
  20. 20. How do you do that? 20
  21. 21. URL Tracking and Advanced Link Tagging Segmentation Goal Funnels What created the Where did they come How many made it to traffic? from and where did the end? they go? 21
  22. 22. Step 2: Cultivate Your Crowd 22
  23. 23. More Than Just Conversions 23
  24. 24. Putting the heart back with the head 24
  25. 25. Showcasing Your Passions… 25
  26. 26. …While Celebrating Others 26
  27. 27. 1,000 True Fans 27
  28. 28. “A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author - in other words, anyone producing works of art - needs to acquire only 1,000 True Fans to make a living.” “A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can't wait till you issue your next work. They are true fans.” -Kevin Kelly 28
  29. 29. How do you do that? 29
  30. 30. REACH The number that can hear you. Fans, Friends, Followers, Visitors. FOCUS Is my audience full of potential influencers and true fans? ENGAGEMENT Does my audience care? 30
  31. 31. Checking Your RFE •When I’m listed on Twitter, what’s the name of that list? •Who are the influentials in my niche? Do they know me? •When others link to me, what’s the text in that link? 31
  32. 32. Step 3: Measure It to Become It 32
  33. 33. 33
  34. 34. Take a Site Health Management Day 34
  35. 35. How do you do that? 35
  36. 36. 5 KEY METRICS FOR YOUR SOCIAL SCHEMATIC 5 KEY METRICS FOR YOUR R.F.E. 36
  37. 37. Find the Meaning Make a Plan 37
  38. 38. Definition of Insanity 38
  39. 39. Wrapping Up 39
  40. 40. Step 1: Start with Conversions Step 2: Cultivate Your Crowd Step 3: Measure It to Become It 40
  41. 41. 41
  42. 42. 42
  43. 43. QUESTIONS? Slides will be posted to: slideshare.net/eswayne eswayne.com 43

×