“Moving Beyond Counts & Traffic – Social Media
Measurement That Works”
Mike Rowland
President
iStrategy Chicago Meeting
Se...
Our Experience
Our Clients include:
2
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.
How Do You Measure
Success in Social Media?
15%
35%
40%
10%
Direct ROI
Site Traffic
Participation Only
Not Measuring
©2010...
There is a LOT of
Confusion Out There
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 4
Sourc...
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 5
If everything on the web can be
measured, w...
Current State of Social
Media: Tactics Versus
Strategy
6
www.yourcompany.com
Add 10 Tweets
per day, RT at
least 4 others’
...
This Results In Too Much
Steve Urkel Rather Than
Steve Jobs
7©2010 JTS Online Holdings Inc. dba Impact Interactions.
All R...
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 8
We create lots of content, but not
the resu...
“That Makes Sense”
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 9
“Uh Mike, That’s a
Lighthouse…”
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 10
“Uh Mike, That’s a
Lighthouse…”
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 11
“Why yes, ...
Use the Audience
Appropriate Social Media
Tools Only
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Re...
Simplify Your
Measurement Categories
Traffic – How many?
– Visitors, Visits, Page views, Referrers,
Comments, Posts, Uploa...
Traffic Measures Tactic
Success
This is your base
line information
(counts)
©2010 JTS Online Holdings Inc. dba Impact Inte...
Traffic Metrics
What traffic tells you:
– How effective your outreach and third party social media
efforts are in driving ...
Behavior Measures Offer
Success
This is what Day to
Day Management
should focus upon
This is your base
line information
(c...
Behavior Metrics
Behavior metrics tell you:
– How effective your benefit statement is in moving visitors
to unmask themsel...
Value Measures Strategy
Success
This is what Sr.
Management
cares about
This is what Day to
Day Management
should focus up...
To Measure Value, You
Must Build Relationships
Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)
This is w...
Value Metrics
Value equals economic value in terms that make sense for the
business
– Value is extremely difficult to meas...
Questions
21©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.
Here in person…
On Twitter - @Imp...
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Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

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A presentation on integrated, coordinated social media programs based upon proven measurement strategies for objectives that impact the organization’s top and bottom line.

Presented by Mike Rowland, President of Impact Interactions during iStrategy Chicago 2010 conference.

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Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

  1. 1. “Moving Beyond Counts & Traffic – Social Media Measurement That Works” Mike Rowland President iStrategy Chicago Meeting September 16, 2010
  2. 2. Our Experience Our Clients include: 2 ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  3. 3. How Do You Measure Success in Social Media? 15% 35% 40% 10% Direct ROI Site Traffic Participation Only Not Measuring ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 3 11% 22% 33% 34% Direct ROI Site Traffic Participation Only Not Measuring B2B B2C Source: B2B Marketing Goes Social: A White Horse Survey Report, whitehorse.com/b2bbraintrust, March 2010, Survey Data from 104 Companies
  4. 4. There is a LOT of Confusion Out There ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 4 Source: Social Media Usage, Attitudes and Measurability: What Do Marketers Think?, King Fish Media, June 2010, Survey Data from 457 respondents (Sponsored by HubSpot and Junta42) ≠ ROI Measure = ROI Measure
  5. 5. ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 5 If everything on the web can be measured, why are we having so much difficulty? Perhaps it’s the process not the tools….
  6. 6. Current State of Social Media: Tactics Versus Strategy 6 www.yourcompany.com Add 10 Tweets per day, RT at least 4 others’ Tweets Upload 6 convention videos, tag, then imbed on blog Add 20 photos from convention, update status each day – Do we turn on comments? Add 100 photos from user convention send five out on Twitter Browse 15 industry blogs, follow up with our writers for more entries & to answer comments Surf groups, add our blog content and links to YouTube channel Review our blog, escalate comments, create reports, talk to marketing about promotions, check with advertising about our AdWords campaigns, attend meetings, attend more meetings, etc. ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. Review our Sentiment Analysis and Brand Mention Reports
  7. 7. This Results In Too Much Steve Urkel Rather Than Steve Jobs 7©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. Photo Courtesy of EW.com Photo Courtesy of Wired.com
  8. 8. ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 8 We create lots of content, but not the results we want So, let’s go about this in a more focused manner….
  9. 9. “That Makes Sense” ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 9
  10. 10. “Uh Mike, That’s a Lighthouse…” ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 10
  11. 11. “Uh Mike, That’s a Lighthouse…” ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 11 “Why yes, yes it is.” Image: Fanpop.com
  12. 12. Use the Audience Appropriate Social Media Tools Only ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 12 www.yourcompany.com Third party sites should COMPLIMENT not COMPETE with your organization’s web site and offers to produce measurable results
  13. 13. Simplify Your Measurement Categories Traffic – How many? – Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc. Behavior – What did they do? Who are they? – Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re- Tweeted, etc. Value – What did we gain by using the social media? – Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 13
  14. 14. Traffic Measures Tactic Success This is your base line information (counts) ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 14 Traffic – How many? – Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc. Behavior – What did they do? Who are they? – Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re- Tweeted, etc. Value – What did we gain by using the social media? – Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight
  15. 15. Traffic Metrics What traffic tells you: – How effective your outreach and third party social media efforts are in driving visits to your main site – How effective your content is in meeting audience needs – What content is popular with visitors and what is not – Where your visitors are coming from – What pages/offerings are ‘sticky’ ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 15 Photo Courtesy of BBC.co.uk
  16. 16. Behavior Measures Offer Success This is what Day to Day Management should focus upon This is your base line information (counts) ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 16 Traffic – How many? – Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc. Behavior – What did they do? Who are they? – Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re- Tweeted, etc. Value – What did we gain by using the social media? – Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight
  17. 17. Behavior Metrics Behavior metrics tell you: – How effective your benefit statement is in moving visitors to unmask themselves (conversion) – How interesting is your content to the average visitor (consumption) – Are members building your site into their routine (engagement) – How healthy is your site content/community/blog (engagement) – HOW APPEALING IS YOUR OFFER (engagement) ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 17 Photo Courtesy of BBC.co.uk
  18. 18. Value Measures Strategy Success This is what Sr. Management cares about This is what Day to Day Management should focus upon This is your base line information (counts) ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 18 Traffic – How many? – Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc. Behavior – What did they do? Who are they? – Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re- Tweeted, etc. Value – What did we gain by using the social media? – Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight
  19. 19. To Measure Value, You Must Build Relationships Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it) This is what Sr. Management cares about This is what Day to Day Management should focus upon This is your base line information (counts) ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 19 Traffic – How many? – Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc. Behavior – What did they do? Who are they? – Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re-Tweeted, etc. Value – What did we gain by using the social media? – Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight
  20. 20. Value Metrics Value equals economic value in terms that make sense for the business – Value is extremely difficult to measure until your members start interacting with each other and the site on a regular basis Analysis is difficult if you base it on social media and site metrics alone – Be Creative and Build Relationships! – The best value analysis comes from comparing member behaviors against CRM data , but you must unmask your followers/fans/visitors first in order to start moving towards value Examples of Value Metrics – Purchase frequency or amount of active member vs average customer – Lift in sales from use of exclusive offer or code (trial offers) – Cost of lead generated through social media vs traditional direct mail or tele-marketing efforts – Customer/Partner/VAR share of wallet or organizational revenues contributed ©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 20
  21. 21. Questions 21©2010 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. Here in person… On Twitter - @ImpactInteract On LinkedIn - www.linkedin.com/in/mikerowland Blog – Impactinteractions.com/Blog Phone – +1 410 604 3304

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