Bang for the Buck: Social Media Measurement

Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement

Social Media

Social Media = Cocktail Party engagement

Social Media = Cocktail Party engagement • Real conversations

Social Media = Cocktail Party engagement • Real conversations • Product development

Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships

Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation

Don’t be that guy

Social Media Analysis

Social Media Analysis discovering, mapping, and measuring relationships

Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities

Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers

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

Social Media Engagement ISN’T

Social Media Engagement ISN’T • A silver bullet

Social Media Engagement ISN’T • A silver bullet • A strategy

Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone

Social Media ISN’T

Social Media ISN’T • One-time implementation

Social Media ISN’T • One-time implementation • Set it and forget it

Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement

Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking

Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant ﬁne-tuning

What is your goal?

What is your goal? • Direct sales

What is your goal? • Direct sales • Improve public sentiment

What is your goal? • Direct sales • Improve public sentiment • Provide customer service

What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce trafﬁc to call centers

What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce trafﬁc to call centers • Provide a channel for crisis communications

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

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

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

chrisbrogan.com

How can engagement in social media...

Widescreen Approach

Widescreen Approach •Customer retention

Widescreen Approach •Customer retention •Customer satisfaction rates

Widescreen Approach •Customer retention •Customer satisfaction rates •Overall proﬁts

What to measure

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

What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite)

What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments

What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads

What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions

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)

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)

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)

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)

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

What to measure

What to measure • Groups (create / join / total number of groups / group activity)

What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc)

What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend)

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)

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)

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)

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)

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

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)

What does “engaged” mean?

Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged

More to measure (from Chris Brogan)

More to measure (from Chris Brogan) • % of online conversation (versus competitor)

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters)

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions

More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)

Case Study: Knight News Challenge 2008

Objectives

Objectives • Improve diversity of the applications

Objectives • Improve diversity of the applications ➡From tech community

Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities

Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news

Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia

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

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

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

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

Outcomes

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

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

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

Basic tools for competitive analysis

Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the ﬁeld

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?

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 ➡Where are your industry’s influencers?

Tools: socialmention.com

Tools: twitteranalyzer.com

Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html

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

Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement

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Bang for the Buck: Social Media Measurement

by Heidi Miller on Jan 11, 2010

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Bang for the Buck: Social Media Measurement — Presentation Transcript