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Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
Bang for the Buck: Social Media Measurement
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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

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

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

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