Beyond Klout:  Social Media Metrics Rhonda Hurwitz  January 4, 2012
The Truth About Social Media Metrics <ul><li>“ What’s the ROI of your Mom?” </li></ul><ul><ul><li>~ Gary Vaynerchuk,author...
Klout:  What and Why <ul><li>“Social Scoring”:  1 number that measures online influence </li></ul><ul><li>Algorithm of 50+...
What does it really mean? Name 2012 Iowa Caucus Result KLOUT Score Mitt Romney 24.6% 78 Rick Santorum 24.5% 66 Ron Paul 21...
Social Media Metrics: Beyond Klout <ul><li>Is It Working? What happens after you post? </li></ul><ul><li>Conversion:  The ...
What Are The Best  Social Media Metrics? <ul><ul><li>“ Holy Grail”:  One tool to measure it all (doesn’t exist!) </li></ul...
3 Social Levers:  “Conversation, Amplification, Applause” (C, A, A) <ul><li>Components: </li></ul><ul><li>Blog:  ……..…. Co...
Social Media Metrics: How To Track  <ul><ul><li>Track 3 Social Levers (C, A, A) + 1 Economic Measure (conversion) </li></u...
 
Facebook Metrics <ul><li>Newsfeed Optimization:  </li></ul><ul><ul><li>What content performs best? </li></ul></ul><ul><ul>...
 
Twitter Metrics <ul><li>Goal:  Engaged Followers  </li></ul><ul><ul><li>Favorites, @Replies, R/T’s </li></ul></ul><ul><li>...
Using Blog Metrics:  <ul><li>Traffic Volume and Sources:  </li></ul><ul><ul><li>Linked in, Facebook, SE’s, Twitter, G+ </l...
How to Improve Your Metrics <ul><li>Goal Is Human Connection: What’s Resonating? </li></ul><ul><li>Are your posts/updates ...
Resources <ul><li>Hubspot’s 83 page ebook on how to measure: website, landing pages, paid search, business blogging, socia...
Connect With Me! Linkedin: http://www.linkedin.com/in/rhondahurwitz  Twitter:  http://twitter.com/rhondahurwitz Email:  [e...
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Beyond Klout: Which social media metrics really matter?

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Which are the best social media metrics? Why measure, and how to track the social media metrics that count.

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Beyond Klout: Which social media metrics really matter?

  1. 1. Beyond Klout: Social Media Metrics Rhonda Hurwitz January 4, 2012
  2. 2. The Truth About Social Media Metrics <ul><li>“ What’s the ROI of your Mom?” </li></ul><ul><ul><li>~ Gary Vaynerchuk,author of Crush It , </li></ul></ul><ul><ul><li>in response to the question “What’s the ROI of Social Media?” </li></ul></ul>
  3. 3. Klout: What and Why <ul><li>“Social Scoring”: 1 number that measures online influence </li></ul><ul><li>Algorithm of 50+ factors </li></ul><ul><li>Who influences others ONLINE? </li></ul><ul><li>i.e., => Who curates/creates great content that moves virally and drives people to action? </li></ul><ul><li>Negatives: can be gamed, – no correlation to influence IRL </li></ul>
  4. 4. What does it really mean? Name 2012 Iowa Caucus Result KLOUT Score Mitt Romney 24.6% 78 Rick Santorum 24.5% 66 Ron Paul 21.4% 73 Newt Gingrich 13.3% 45 Rick Perry 10.3% 75 Michele Bachman 5% 66 Jon Huntsman 1% 70 Kathy Griffin NA 75 Warren Buffett NA 31
  5. 5. Social Media Metrics: Beyond Klout <ul><li>Is It Working? What happens after you post? </li></ul><ul><li>Conversion: The Real Goal </li></ul><ul><ul><li>Macro Conversions and Micro-Conversions </li></ul></ul><ul><li>Social Impact: </li></ul><ul><ul><li>Quality Engagements </li></ul></ul><ul><ul><li>ACTIVE fans and followers, across all platforms </li></ul></ul><ul><li>Website Impact: Google Analytics </li></ul><ul><ul><ul><li>-- Traffic Sources, Backlinks, Keyword rankings </li></ul></ul></ul>
  6. 6. What Are The Best Social Media Metrics? <ul><ul><li>“ Holy Grail”: One tool to measure it all (doesn’t exist!) </li></ul></ul><ul><ul><li>Why You MUST Measure </li></ul></ul><ul><ul><li>4 Hybrid Metrics: </li></ul></ul><ul><ul><ul><li>Conversation Rate: “understanding” </li></ul></ul></ul><ul><ul><ul><li>Amplification Rate: “awesomeness” </li></ul></ul></ul><ul><ul><ul><li>Applause: “understanding/connection” </li></ul></ul></ul><ul><ul><ul><li>Economic Value: adds $ to bottom line </li></ul></ul></ul><ul><ul><li>(Source: Avinash Kaushik, Occam’s Razor blog … http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ ) </li></ul></ul><ul><li>    </li></ul>
  7. 7. 3 Social Levers: “Conversation, Amplification, Applause” (C, A, A) <ul><li>Components: </li></ul><ul><li>Blog: ……..…. Comments, Shares, RT’s, Likes, +1’s </li></ul><ul><li>Facebook …... Comments, Shares, Likes </li></ul><ul><li>Twitter …….… @replies, RT’s, Favorites </li></ul><ul><li>Google + ….… Comments, +1’s </li></ul><ul><li>You Tube ….… Comments, Shares, +1 </li></ul><ul><li>************************************* </li></ul><ul><li>Linked in .…. Profile views? Best Answers? Contact IRL? </li></ul>
  8. 8. Social Media Metrics: How To Track <ul><ul><li>Track 3 Social Levers (C, A, A) + 1 Economic Measure (conversion) </li></ul></ul><ul><ul><li>Create Custom Dashboard: </li></ul></ul><ul><ul><li>-- Mash-up platform metrics plus Google Analytics </li></ul></ul><ul><ul><ul><li>(see excel example) </li></ul></ul></ul><ul><ul><li>-- Update Monthly </li></ul></ul><ul><ul><ul><li>DIY, or Use Hubspot or $$$ Paid Platform </li></ul></ul></ul><ul><ul><ul><li>Misc. Metrics: Traffic Sources, Backlinks, </li></ul></ul></ul><ul><ul><ul><ul><li>Keyword rankings, etc. </li></ul></ul></ul></ul><ul><li>    </li></ul>
  9. 10. Facebook Metrics <ul><li>Newsfeed Optimization: </li></ul><ul><ul><li>What content performs best? </li></ul></ul><ul><ul><li>Goal: Engaged Fans (Likes, Shares, Comments) </li></ul></ul><ul><li>New Facebook Insights </li></ul><ul><li>Paid Tools: Pagelever.com, Edgerankchecker.com </li></ul>
  10. 12. Twitter Metrics <ul><li>Goal: Engaged Followers </li></ul><ul><ul><li>Favorites, @Replies, R/T’s </li></ul></ul><ul><li>What Twitter tools to use? </li></ul><ul><ul><li>expensive paid measurement tools, hootsuite, count by hand, bit.ly, etc. </li></ul></ul><ul><ul><li>optimization tool: timely.com </li></ul></ul><ul><li>Shortcuts to Manually Count? </li></ul><ul><ul><li>For Favorites: favstar </li></ul></ul>
  11. 13. Using Blog Metrics: <ul><li>Traffic Volume and Sources: </li></ul><ul><ul><li>Linked in, Facebook, SE’s, Twitter, G+ </li></ul></ul><ul><li>Referring Keywords </li></ul><ul><li>Most Viewed Post </li></ul><ul><li>Most Commented on post Barry Diller: The Original Social Media &quot;Expert&quot;! (Rand Fishkin v. Peter Shankman) * </li></ul><ul><li>Most Active Commenter's, etc. </li></ul>* http://shemeansbusiness.wordpress.com/
  12. 14. How to Improve Your Metrics <ul><li>Goal Is Human Connection: What’s Resonating? </li></ul><ul><li>Are your posts/updates designed for engagement? </li></ul><ul><ul><li>Call to action? “Action” words? </li></ul></ul><ul><ul><li>Titles? topics? keywords? </li></ul></ul><ul><ul><li>Frequency, consistency, or timing </li></ul></ul><ul><ul><li>How are you promoting your content? </li></ul></ul><ul><ul><li>Bloggers: actively commenting on other blogs/pages? </li></ul></ul><ul><ul><li>Learn from most successful posts/status updates! </li></ul></ul><ul><li>ROI: Return on Investment vs. Return on Influence </li></ul><ul><ul><li>Best Practice: assign $ goal values and calculate ROI … </li></ul></ul><ul><ul><li>Still … most “influence” can’t be measured! </li></ul></ul>
  13. 15. Resources <ul><li>Hubspot’s 83 page ebook on how to measure: website, landing pages, paid search, business blogging, social media, email, marketing automation http://blog.hubspot.com/Portals/249/docs/ebooks/introduction-to-marketing-analytics.pdf </li></ul><ul><li>Mashable: 10 New G. Analytics Features You Need to Start Using (Better social metrics, keyword cloud, etc.) </li></ul><ul><ul><li>http://mashable.com/2011/11/30/google-analytics-new-features/ </li></ul></ul><ul><li>New FaceBook Insights: http://www.simplyzesty.com/facebook/updates-to-new-facebook-insights/ </li></ul><ul><li>Misc. Dashboards & Tools: </li></ul><ul><ul><li>Sproutsocial ($9/mo) </li></ul></ul>
  14. 16. Connect With Me! Linkedin: http://www.linkedin.com/in/rhondahurwitz Twitter: http://twitter.com/rhondahurwitz Email: [email_address] … if you have any questions, post them on my facebook page! Facebook: http://www.facebook.com/helpmerhondamarketing Blog 1: http://www.shemeansbusiness.wordpress.com Blog 2: http://blogs.forbes.com/rhondahurwitz/
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