Bang for the Buck: Social Media Measurement

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Keynote version of Social Media Analysis & Measurement to the UW MBA class, January 11, 2010

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  • Bang for the Buck: Social Media Measurement

    1. 1. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement
    2. 2. Social Media
    3. 3. Social Media = Cocktail Party engagement
    4. 4. Social Media = Cocktail Party engagement • Real conversations
    5. 5. Social Media = Cocktail Party engagement • Real conversations • Product development
    6. 6. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships
    7. 7. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
    8. 8. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
    9. 9. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
    10. 10. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
    11. 11. Don’t be that guy
    12. 12. Social Media Analysis
    13. 13. Social Media Analysis discovering, mapping, and measuring relationships
    14. 14. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities
    15. 15. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers
    16. 16. 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
    17. 17. Social Media Engagement ISN’T
    18. 18. Social Media Engagement ISN’T • A silver bullet
    19. 19. Social Media Engagement ISN’T • A silver bullet • A strategy
    20. 20. Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone
    21. 21. Social Media ISN’T
    22. 22. Social Media ISN’T • One-time implementation
    23. 23. Social Media ISN’T • One-time implementation • Set it and forget it
    24. 24. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement
    25. 25. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking
    26. 26. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning
    27. 27. What is your goal?
    28. 28. What is your goal? • Direct sales
    29. 29. What is your goal? • Direct sales • Improve public sentiment
    30. 30. What is your goal? • Direct sales • Improve public sentiment • Provide customer service
    31. 31. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers
    32. 32. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications
    33. 33. 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
    34. 34. 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
    35. 35. 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
    36. 36. chrisbrogan.com
    37. 37. How can engagement in social media...
    38. 38. How can engagement in social media...
    39. 39. How can engagement in social media...
    40. 40. How can engagement in social media...
    41. 41. How can engagement in social media...
    42. 42. How can engagement in social media...
    43. 43. Widescreen Approach
    44. 44. Widescreen Approach •Customer retention
    45. 45. Widescreen Approach •Customer retention •Customer satisfaction rates
    46. 46. Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits
    47. 47. What to measure
    48. 48. What to measure • Alerts (register and response rates / by channel / CTR / post click activity)
    49. 49. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite)
    50. 50. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments
    51. 51. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads
    52. 52. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions
    53. 53. 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)
    54. 54. 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)
    55. 55. 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) 
    56. 56. 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)
    57. 57. 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
    58. 58. What to measure
    59. 59. What to measure • Groups (create / join / total number of groups / group activity)
    60. 60. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc)
    61. 61. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend)
    62. 62. 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)
    63. 63. 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)
    64. 64. 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)
    65. 65. 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)
    66. 66. 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
    67. 67. 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)
    68. 68. What does “engaged” mean?
    69. 69. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
    70. 70. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
    71. 71. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
    72. 72. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
    73. 73. More to measure (from Chris Brogan)
    74. 74. More to measure (from Chris Brogan) • % of online conversation (versus competitor)
    75. 75. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement
    76. 76. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links
    77. 77. 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
    78. 78. 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)
    79. 79. 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
    80. 80. 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
    81. 81. 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
    82. 82. 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)
    83. 83. 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)
    84. 84. Case Study: Knight News Challenge 2008
    85. 85. Objectives
    86. 86. Objectives • Improve diversity of the applications
    87. 87. Objectives • Improve diversity of the applications ➡From tech community
    88. 88. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities
    89. 89. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news
    90. 90. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia
    91. 91. 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
    92. 92. 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
    93. 93. 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
    94. 94. 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
    95. 95. Outcomes
    96. 96. 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
    97. 97. 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
    98. 98. 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
    99. 99. 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
    100. 100. Basic tools for competitive analysis
    101. 101. Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field
    102. 102. 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?
    103. 103. 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?
    104. 104. Tools: socialmention.com
    105. 105. Tools: twitteranalyzer.com
    106. 106. Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html
    107. 107. 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
    108. 108. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement
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