From Eyeballs to Engagement: Socia Media Measurement

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

Social Media Wednesday, April 21, 2010 2

Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation Wednesday, April 21, 2010 3

Don’t be that guy Wednesday, April 21, 2010 4

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

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

How we’ve measured Eyeballs Hits Engagement Wednesday, April 21, 2010 7

What not to measure • Eyeballs • Hits • Number of Twitter followers • Number of Facebook fans Wednesday, April 21, 2010 8

Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone Wednesday, April 21, 2010 9

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

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

chrisbrogan.com Wednesday, April 21, 2010 12

How can engagement in social media... Wednesday, April 21, 2010 13

Widescreen Approach •Customer retention •Customer satisfaction rates •Overall proﬁts Wednesday, April 21, 2010 14

Engagement metrics • Inﬂuence • Engagement • Advocacy • Sentiment Wednesday, April 21, 2010 15

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

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

What does “engaged” mean? Wednesday, April 21, 2010 18

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

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

Case Study: Knight News Challenge 2008 Wednesday, April 21, 2010 21

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

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

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

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

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

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

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

YouTube Channel http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded Wednesday, April 21, 2010 29

Facebook Page http://www.facebook.com/PiperSportxt Wednesday, April 21, 2010 30

Twitter feed Wednesday, April 21, 2010 31

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

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

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 Wednesday, April 21, 2010 37

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

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

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

http://www.heidi-miller.com	24
http://www.slideshare.net	7
http://talkitup.typepad.com	2

From Eyeballs to Engagement: Socia Media Measurement

by Heidi Miller on Apr 21, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 33

Statistics

From Eyeballs to Engagement: Socia Media Measurement — Presentation Transcript