From Eyeballs to Engagement:
       Social Media Analysis & Measurement
       Chief Conversation Officer
       Spoken Com...
Social Media




Wednesday, April 21, 2010   2
Social Media = Cocktail Party engagement

                                • Real conversations


                         ...
Don’t be that guy




Wednesday, April 21, 2010   4
Social Media Analysis

       discovering, mapping, and measuring relationships

                   among people,   groups...
Why measure?

   “The main reason to measure objectives
                   is not so much to reward or punish
            ...
How we’ve measured

             Eyeballs       Hits   Engagement




Wednesday, April 21, 2010                       7
What not to measure

       • Eyeballs


       • Hits


       • Number of Twitter followers


       • Number of Faceboo...
Social Media Engagement ISN’T

   • A silver bullet        • A strategy   • A megaphone




Wednesday, April 21, 2010     ...
Social Media ISN’T
         • One-time implementation


         • Set it and forget it


         • ROI solution


      ...
What is your goal?
    • Direct sales


    • Improve public sentiment


    • Provide customer service


    • Reduce tra...
chrisbrogan.com
Wednesday, April 21, 2010                     12
How can engagement in social media...




Wednesday, April 21, 2010                      13
Widescreen Approach




                            •Customer retention

                            •Customer satisfactio...
Engagement metrics

       • Influence


       • Engagement


       • Advocacy


       • Sentiment




Wednesday, April ...
What to measure

       • Alerts (register and response rates / by channel / CTR / post
         click activity)
       • ...
What to measure

       • Groups (create / join / total number of groups / group activity)
       • Install widget (on a b...
What does



                            “engaged”

                               mean?



Wednesday, April 21, 2010     ...
Level of engagement

          4 = Addicted            % advocating, + sentiment recommendations



          3 = Highly e...
Goals determine metrics

                   Reputation/
                                     Awareness            Direct S...
Case Study: Knight News Challenge 2008




Wednesday, April 21, 2010                       21
Objectives

       • Improve diversity of the applications


             ➡From tech community


             ➡From social...
Strategy

          • Blogger outreach to 100 social media, open-source tech and Web 2.0


          • Send info to 7,500-...
Strategy


          • Built News Challenge Garage site on Drupal
            to encourage community participation


     ...
Outcomes
          • Increased awareness


                ➡Traffic to KNC site up 47%, average 2,930 visits/day


        ...
Case Study:
       Selling $140K plane using social media




  Case study video: http://www.youtube.com/watch?v=sCKNpUxvP...
Objectives

       • Generate attendance for live launch event


       • Generate interest in live launch event


       ...
Strategy: Focus on live event

     • Create campaign building up to a
       live event
     • Create less formal YouTube...
YouTube Channel




           http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded
Wednesday, April 21, 201...
Facebook Page




                            http://www.facebook.com/PiperSportxt
Wednesday, April 21, 2010              ...
Twitter feed




Wednesday, April 21, 2010   31
Outcomes

         • 30,000 YouTube views

         • 9,000 highly engaged Facebook fans

         • Sold an airplane onli...
Basic tools for competitive analysis
          • Google alert

                ➡ Company name

                ➡ Competito...
Tools: Google’s Time-Sensitive Mention Search




Wednesday, April 21, 2010                              34
Tools: socialmention.com




Wednesday, April 21, 2010         35
Tools: twitteranalyzer.com




Wednesday, April 21, 2010           36
Tools: Radian6.com




       http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html
Wednesda...
Great free marketing podcasts

       • For Immediate Release, the Hobson and Holtz Report


       • Managing the Gray


...
Resources
       • http://www.chrisbrogan.com/measuring-social-media-marketing/

       • http://www.interactiveinsightsgr...
From Eyeballs to Engagement:
       Social Media Analysis & Measurement
       Chief Conversation Officer
       Spoken Com...
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From Eyeballs to Engagement: Socia Media Measurement

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Updated presentation on social media measurement metrics, goals and case studies for UW marketing and entrepreneurship class

Published in: Business

From Eyeballs to Engagement: Socia Media Measurement

  1. 1. From Eyeballs to Engagement: Social Media Analysis & Measurement Chief Conversation Officer Spoken Communications www.spoken.com http://blog.spoken.com @spokencomm Heidi Miller Media www.heidi-miller.com @heidimiller April 20, 2010 Wednesday, April 21, 2010 1
  2. 2. Social Media Wednesday, April 21, 2010 2
  3. 3. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation Wednesday, April 21, 2010 3
  4. 4. Don’t be that guy Wednesday, April 21, 2010 4
  5. 5. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers —with which they interact Wednesday, April 21, 2010 5
  6. 6. Why measure? “The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach.” --James E. Grunig, Professor Emeritus, University of Maryland Wednesday, April 21, 2010 6
  7. 7. How we’ve measured Eyeballs Hits Engagement Wednesday, April 21, 2010 7
  8. 8. What not to measure • Eyeballs • Hits • Number of Twitter followers • Number of Facebook fans Wednesday, April 21, 2010 8
  9. 9. Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone Wednesday, April 21, 2010 9
  10. 10. Social Media ISN’T • One-time implementation • Set it and forget it • ROI solution Like other forms of measurement, SM measurement • Requires constant engagement • Requires constant benchmarking • Requires constant fine-tuning Wednesday, April 21, 2010 10
  11. 11. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events • Develop new product offerings Wednesday, April 21, 2010 11
  12. 12. chrisbrogan.com Wednesday, April 21, 2010 12
  13. 13. How can engagement in social media... Wednesday, April 21, 2010 13
  14. 14. Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits Wednesday, April 21, 2010 14
  15. 15. Engagement metrics • Influence • Engagement • Advocacy • Sentiment Wednesday, April 21, 2010 15
  16. 16. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone) • Forward to a friend Wednesday, April 21, 2010 16
  17. 17. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts • Profile (e.g. updates) Wednesday, April 21, 2010 17
  18. 18. What does “engaged” mean? Wednesday, April 21, 2010 18
  19. 19. Level of engagement 4 = Addicted % advocating, + sentiment recommendations 3 = Highly engaged % repeat comments, RTs, thread participation 2 = Regularly engaged % comments, friends, follows 1 = Repeat visitor % repeat visits 0 = Unengaged % unique visitors Wednesday, April 21, 2010 19
  20. 20. Goals determine metrics Reputation/ Awareness Direct Sales relationships Positive % Highly engaged/ Reach Recommendations Addicted Customer % Positive and Cost per customer Satisfaction neutral mentions Positive Sentiment % Actions Web analytics Mentions % Positive Sales statistics Mentions vs Negative Wednesday, April 21, 2010 20
  21. 21. Case Study: Knight News Challenge 2008 Wednesday, April 21, 2010 21
  22. 22. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program • Build community among applicants Wednesday, April 21, 2010 22
  23. 23. Strategy • Blogger outreach to 100 social media, open-source tech and Web 2.0 • Send info to 7,500-person mailing list • Twitter 3-5x/day • Create and promote a hashtag • Podcast interviews with past winners giving advice; post to blog • Email campaign to journalists and educator influencers Wednesday, April 21, 2010 23
  24. 24. Strategy • Built News Challenge Garage site on Drupal to encourage community participation • Barcamp-style real-life meetups ➡9 overall ➡promoted as Facebook and Upcoming.org events • International outreach campaign via email Wednesday, April 21, 2010 24
  25. 25. Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site Wednesday, April 21, 2010 25
  26. 26. Case Study: Selling $140K plane using social media Case study video: http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded Wednesday, April 21, 2010 26
  27. 27. Objectives • Generate attendance for live launch event • Generate interest in live launch event • Create awareness of new Piper light sport airplanes • Sell planes Budget: $40,000 Wednesday, April 21, 2010 27
  28. 28. Strategy: Focus on live event • Create campaign building up to a live event • Create less formal YouTube video • No narrator or fancy graphics • Chief engineer from Piper • Chief pilot • Authentic voices • SEO for keywords • “light sport aircraft” • “Piper” and competitor brands Wednesday, April 21, 2010 28
  29. 29. YouTube Channel http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded Wednesday, April 21, 2010 29
  30. 30. Facebook Page http://www.facebook.com/PiperSportxt Wednesday, April 21, 2010 30
  31. 31. Twitter feed Wednesday, April 21, 2010 31
  32. 32. Outcomes • 30,000 YouTube views • 9,000 highly engaged Facebook fans • Sold an airplane online • Sold more during live event Wednesday, April 21, 2010 32
  33. 33. Basic tools for competitive analysis • Google alert ➡ Company name ➡ Competitors’ names ➡ Topics in the field • Blogsearch www.google.com/blogsearch ➡ Where are your industry’s influencers? • Twitter search http://search.twitter.com • Google’s Twitter search: http://www.google.com/search? hl=en&tbo=1&esrch=RTReplay&tbs=mbl%3A1&q=krispy +kreme&aq=f&aqi=g10&aql=&oq=&gs_rfai= ➡ Where are your industry’s influencers? Wednesday, April 21, 2010 33
  34. 34. Tools: Google’s Time-Sensitive Mention Search Wednesday, April 21, 2010 34
  35. 35. Tools: socialmention.com Wednesday, April 21, 2010 35
  36. 36. Tools: twitteranalyzer.com Wednesday, April 21, 2010 36
  37. 37. Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html Wednesday, April 21, 2010 37
  38. 38. Great free marketing podcasts • For Immediate Release, the Hobson and Holtz Report • Managing the Gray • Marketing over Coffee • Trafcom News Podcast • The Get It Done Guy Wednesday, April 21, 2010 38
  39. 39. Resources • http://www.chrisbrogan.com/measuring-social-media-marketing/ • http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ • http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/ • http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success • http://socialmediametrics.wikispaces.com/ • http://womma.org/metrics/ • http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics • http://www.kdpaine.com/index.cfm/all-about-katie-delahaye-paine/katies-speech-archives/ • www.casestudiesonline.com Wednesday, April 21, 2010 39
  40. 40. From Eyeballs to Engagement: Social Media Analysis & Measurement Chief Conversation Officer Spoken Communications www.spoken.com http://blog.spoken.com @spokencomm Heidi Miller Media www.heidi-miller.com @heidimiller #measurement Wednesday, April 21, 2010 40
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