The document discusses social media analysis and measurement. It states that social media is like engaging in conversations at a cocktail party, and can be used for real conversations, product development, deepening relationships, and sparking innovation. It provides tips on goals for social media engagement, what social media is and isn't, and metrics to measure engagement like comments, shares, and followers. It also discusses levels of engagement and case studies.
18. Social Media Analysis
discovering, mapping, and measuring relationships
among people, groups, companies, and any other entities
including products,
online content,
and
personal computers
19. 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
28. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement
29. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement
• Requires constant tweaking
30. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement
• Requires constant tweaking
• Requires constant fine-tuning
34. What is your goal?
• Direct sales
• Improve public sentiment
35. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
36. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
37. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
• Provide a channel for crisis communications
38. 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
39. 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
40. 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
55. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
56. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
57. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
58. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
59. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
60. 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)
61. 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)
62. 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)
63. 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)
64. 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
66. What to measure
• Groups (create / join / total number of groups / group activity)
67. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
68. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
69. 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)
70. 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)
71. 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)
72. 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)
73. 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
74. 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)
85. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
86. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
87. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
88. 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
89. 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)
90. 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
91. 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
92. 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
93. 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)
94. 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)
102. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities
➡Online news
• Grow international submissions, esp. from Asia
103. 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
104. 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
105. 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
106. 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
108. 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
109. 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
110. 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
111. 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
114. Basic tools for competitive analysis
• Google alert
➡Company name
➡Competitors’ names
➡Topics in the field
115. 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?
116. 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?