9. Sosiaalisen median mittaamisesta
- Paljon eri mittareita
- Ei vielä vakiintuneita käytäntöjä
- Kaikilla omat mittarit
- Keskitaso tuntematon
- Uniikkien kävijöiden mittaaminen helpompaa
- Pitäisi mitata aina ihmisten määrää
12. Sosiaalisen median mittaaminen
• Volume of consumer-created buzz for a brand based • Social bookmarks
on number of posts • Subscriptions (RSS, podcasts, video series)
• Amount of buzz based on number of impressions • Pageviews (for blogs, microsites, etc.)
• Shift in buzz over time • Effective CPM based on spend per impressions
• Buzz by time of day/daypart receivecl
• Seasonality of buzz • Change in Search engine rankings for the site
• Competitive buzz linked to through social media
• Buzz by category/topic • Change in Search engine share of voice for all
• Buzz by social channel (forums, social networks, social sites promoting the brand
blogs, Twitter, etc.) • Increase in searches clue to social activity
• Buzz by stage in purchase funnel (e. g., researching • Percentage of buzz containing links
vs. completing transaction vs. post-purchase) • Links ranked by influence of publishers
• Asset popularity (e. g., if several videos are • Percentage of buzz containing multimedia (images,
available to embed, Which is used more) video, audio)
• Mainstream media mentions • Share of voice on social sites when ruruling earned
• Fans and paid media in same environment
• Followers • Influence of consumers reached
• Friends I • Influence of publishers reached (e.g., blogs)
• Growth rate of fans, followers, and friends • Influence of brands participating in social channels
• Rate of vitality/pass-along • Demographics of target audience engaged with
• Change in vitality rates over time social channels
• Demographics of audience reached through social
• Second-degree reach (connections to fans,
media
followers, and friends exposed-by people or
impressions) • Social media habits/interests of target audience
• Embecls/Installs • Geography of participating consumers
• Downloads • Sentiment by volume of posts
• Uploads • Sentiment by volume of impressions
• User-initiated views (e.g., for videos) • Shift in sentiment before, during, and after social
marketing programs
• Ratio of cmbcds or favoritjng to views
• Languages spoken by participating consumers
• Likes/favorites
• Time spent with distributed content
• Comments
• Time spent on site through social media referrals
• Ratings
13. Sosiaalisen median mittareita
• Method of content discovery (search, pass-along, • Savings per customer assisted through direct social
discovery engines, etc.) media interactions compared to other channels
• Clicks (e.g., call centers, in-store)
• Percentage of traffic generated from earned media • Savings generated by enabling customers to
• View-throughs connect with each other
• Impact on iirst Contact resolution (F CR) (hat tip to
• Number of interactions
Forrester Research for that one)
• Interaction/engagement rate
• Customer satisfaction
• Frequency of social interactions per consumer
• Volume of customer feedback generated
• Percentage of videos viewed
• Research 8: development time saved based on
• Polls taken/votes received
feedback from social media
• Brand association • Suggestions implemented from social feedback
• Purchase consideration • Costs saved from not spending on traditional
• Number of user-generated submissions received research
• Exposures of virtual gifts • Impact on online sales
• Number of virtual gifts given • Impact on offline sales
• Relative popularity of content • Discount redemption rate
• Tags added • Impact on other offline behavior (c.g., TV tune-in)
• Attributes of tags (e.g., how well they match the • Leads generated
b1'and’s perception of itself) • Products sampled
• Registrations from third-party social logins (c.g., • Visits to store locator pages
Facebook Connect, Twitter OAuth)
• Conversion change due to user ratings, reviews
• Registrations by channel (cg. , Web, desktop
• Rate of customer/visitor retention
application, mobile application, SMS, etc.)
• Impact on customer lifetime value
• Contest entries
• Customer acquisition/retention c0s_ts through
• Number of chat room participants
social media
• Wiki contributors
• Change in market share
• Impact of offline marketing/events on social
marketing programs or buzz • Earned media’s impact on results from paid media
• Responses to socially posted events
• User-generated content created that can be used by
the marketer in other channels • Attendance generated at in-person events
• Customers assisted • Employees reached (for internal programs)
• Job applications received
14. Sosiaalisen median mittaaminen
Osallistuminen Sanan leviäminen (viraali)
- Aktivoituminen - Kavereille suosittelu
- Vietetty aika - Newsfeed
- Pelaaminen - Jakaminen
- Kyselyt
- Tykkäykset
- Kommentointi / Keskustelu
Sisältö
- Keskustelun sisältö
- Hakujen sisältö
17. Sisältö
Osuus Osuus
4.91%
16.76% 16.76%
12.84%
23.77%
9.19% 9.19%
12.84%
29.87%
26.43% 21.08%
15.85%
Oma Kilpailija 1 Kilpailija 2 Kilpailija 3 Kilpailija 4 Kilpailija 5 Oma Kilpailija 1 Kilpailija 2 Kilpailija 3 Kilpailija 4 Kilpailija 5
23. Sakara tour nosturin keikka
IRC-Galleriassa järjestettiin Sakara-tour Nosturi-keikan live stream 17.11. Keikkaa pääsi
seuraamaan liittymällä yhteisöön ja jakamalla tiedon keikasta Facebookiin. Jakaneiden
kesken järjestettiin arvonta, joista viisi onnekasta voittivat itselleen ja kaverilleen liput
keikalle paikan päälle.
24. Sakara tour nosturin keikka
Yhteisö Keikka
36 000 uniikkia 4 000 tuntia
53 000 sivulatausta 10 000 uniikkia kävijää
4 200 streamin seuraajaa
Kilpailu 12 000 kommenttia
6 000 osallistujaa 1 550 chat-vierasta
2 800 jakoa Facebookiin 500 kirjoitti kommentin
8 200 klikkausta takaisin
Osallistuakseen käyttäjän piti kertoa
keikasta Facebookiin.
Keikka jaettiin 2 100 kertaa Facebookiin
keikkapäivänä. Näistä klikattiin 5 000
kertaa IRC-Galleriaan.
25. Emma Gaala
Chatissa
Chat-
Yhteisö Käyntejä Eri kävijät keskimäärin
Kommentteja
vietetty aika
16 minuuttia 32 25
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