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

YOU DON’T KNOW CLICK Measuring What Matters in Social Media Eric Swayne | | 8/28/10 1

Your Intrepid Presenter Eric Swayne Senior Social / Digital Strategist @eswayne eswayne.com 2

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

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

ORGANIZE THE SOCIAL METRICS CHAOS 13

Step 1: Start with Conversions 14

What is a Conversion? Conversions = Money Fame Action 15

The “Halo Effect” Model • Ad Clicks • Friends • Sales • Followers • Downloads • Diggs • Trials • Tweets • Contacts / Leads • Comments • Signups • Bookmarks • Inquiries • Replies 16

The “Halo Effect” Model • Why did this happen? • What can I do to change it? • How can I keep this from happening again? 17

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

The “Social Schematic” Model ? ? ? Diagnosing the leaks in the system 19

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

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 - 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

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

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

Step 3: Measure It to Become It 32

Take a Site Health Management Day 34

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 40

QUESTIONS? Slides will be posted to: slideshare.net/eswayne eswayne.com 43

http://eswayne.com	38
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[OpenCamp 2010] You Don't Know Click: Measuring What Matters in Social Media

by Eric Swayne on Aug 28, 2010

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[OpenCamp 2010] You Don’t Know Click: Measuring What Matters in Social Media — Presentation Transcript