Beyond Klout: Which social media metrics really matter?
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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.

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? Beyond Klout: Which social media metrics really matter? Presentation Transcript

  • Beyond Klout: Social Media Metrics Rhonda Hurwitz January 4, 2012
  • The Truth About Social Media Metrics
    • “ What’s the ROI of your Mom?”
      • ~ Gary Vaynerchuk,author of Crush It ,
      • in response to the question “What’s the ROI of Social Media?”
  • Klout: What and Why
    • “Social Scoring”: 1 number that measures online influence
    • Algorithm of 50+ factors
    • Who influences others ONLINE?
    • i.e., => Who curates/creates great content that moves virally and drives people to action?
    • Negatives: can be gamed, – no correlation to influence IRL
    View slide
  • 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 View slide
  • Social Media Metrics: Beyond Klout
    • Is It Working? What happens after you post?
    • Conversion: The Real Goal
      • Macro Conversions and Micro-Conversions
    • Social Impact:
      • Quality Engagements
      • ACTIVE fans and followers, across all platforms
    • Website Impact: Google Analytics
        • -- Traffic Sources, Backlinks, Keyword rankings
  • What Are The Best Social Media Metrics?
      • “ Holy Grail”: One tool to measure it all (doesn’t exist!)
      • Why You MUST Measure
      • 4 Hybrid Metrics:
        • Conversation Rate: “understanding”
        • Amplification Rate: “awesomeness”
        • Applause: “understanding/connection”
        • Economic Value: adds $ to bottom line
      • (Source: Avinash Kaushik, Occam’s Razor blog … http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ )
    •    
  • 3 Social Levers: “Conversation, Amplification, Applause” (C, A, A)
    • Components:
    • Blog: ……..…. Comments, Shares, RT’s, Likes, +1’s
    • Facebook …... Comments, Shares, Likes
    • Twitter …….… @replies, RT’s, Favorites
    • Google + ….… Comments, +1’s
    • You Tube ….… Comments, Shares, +1
    • *************************************
    • Linked in .…. Profile views? Best Answers? Contact IRL?
  • Social Media Metrics: How To Track
      • Track 3 Social Levers (C, A, A) + 1 Economic Measure (conversion)
      • Create Custom Dashboard:
      • -- Mash-up platform metrics plus Google Analytics
        • (see excel example)
      • -- Update Monthly
        • DIY, or Use Hubspot or $$$ Paid Platform
        • Misc. Metrics: Traffic Sources, Backlinks,
          • Keyword rankings, etc.
    •    
  •  
  • Facebook Metrics
    • Newsfeed Optimization:
      • What content performs best?
      • Goal: Engaged Fans (Likes, Shares, Comments)
    • New Facebook Insights
    • Paid Tools: Pagelever.com, Edgerankchecker.com
  •  
  • Twitter Metrics
    • Goal: Engaged Followers
      • Favorites, @Replies, R/T’s
    • What Twitter tools to use?
      • expensive paid measurement tools, hootsuite, count by hand, bit.ly, etc.
      • optimization tool: timely.com
    • Shortcuts to Manually Count?
      • For Favorites: favstar
  • Using Blog Metrics:
    • Traffic Volume and Sources:
      • Linked in, Facebook, SE’s, Twitter, G+
    • Referring Keywords
    • Most Viewed Post
    • Most Commented on post Barry Diller: The Original Social Media "Expert"! (Rand Fishkin v. Peter Shankman) *
    • Most Active Commenter's, etc.
    * http://shemeansbusiness.wordpress.com/
  • How to Improve Your Metrics
    • Goal Is Human Connection: What’s Resonating?
    • Are your posts/updates designed for engagement?
      • Call to action? “Action” words?
      • Titles? topics? keywords?
      • Frequency, consistency, or timing
      • How are you promoting your content?
      • Bloggers: actively commenting on other blogs/pages?
      • Learn from most successful posts/status updates!
    • ROI: Return on Investment vs. Return on Influence
      • Best Practice: assign $ goal values and calculate ROI …
      • Still … most “influence” can’t be measured!
  • Resources
    • 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
    • Mashable: 10 New G. Analytics Features You Need to Start Using (Better social metrics, keyword cloud, etc.)
      • http://mashable.com/2011/11/30/google-analytics-new-features/
    • New FaceBook Insights: http://www.simplyzesty.com/facebook/updates-to-new-facebook-insights/
    • Misc. Dashboards & Tools:
      • Sproutsocial ($9/mo)
  • 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/