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Measuring Social Media November 2007
 

Measuring Social Media November 2007

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Presentation for the 2007 Austin Social Media Workshop.

Presentation for the 2007 Austin Social Media Workshop.

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Measuring Social Media November 2007 Measuring Social Media November 2007 Presentation Transcript

  • Measuring Social Media It’s About Relationships
  • Why Measure?
  • Why Measure? “ Are we making a difference, or just making a fool of ourselves? ”
  • Measuring Social Media Katie Paine, KD Paine and Partners
  • Super Six Steps to Measurement
    • Set your objectives
    • Define your stakeholders
    • Determine which metrics to use
    • Benchmark against yourself over time or your competition
    • Pick your measurement tool
    • Analyze the results and start over
  • 1. Setting Objectives
    • Make them measurable
    • What do I want to happen by when?
    • Changes in attitudes and/or behavior
    • Outputs, outtakes and outcomes
    • Without objectives, measurement is meaningless
  •  
  • Strategy to Engage
    • Active Listening
    • Contribution
    • Participation
    http://www.healthcare100.com
  • 2. Community of Stakeholders By Andrew Niddrie, Flickr, Gulliver Square , Scotland
  • 3. What Metrics Matter Most?
    • Relationships
    • Analytics
    • Outcomes
  • Measuring Analytics: Easier
    • Number of unique users
    • Returning versus new readers
    • Referring traffic
    • Links from other sites
    • Google PageRank
    • Technorati Authority
    • Total time spent on the site
    • The popularity of the content itself, page views
    • Conversation Index: Ratio of blog comments to blog posts
    • Tone of conversation, comments, posts
    • Speed or velocity of spread, viral
  • Measuring Relationships: Harder
    • Interaction: Conversation Index
    • Quality of relationships
    • Building mutual trust
  • Measuring Relationships
    • Control Mutuality – Power of influence
    • Trust – Degree to which it exists
    • Satisfaction – Expectations met
    • Commitment – Mutually promoted
    • Exchange Relationship – Expectations of return for giving
    • Communal Relationship – Genuine and mutual concern with no expectation
    • by Jim Grunig and Linda Childers Hon, Institute for Public Relations
  • Outcomes and the Dreaded ROI Charlene Li, Forrester Research, The ROI of Blogging
    • Benefits
    • Costs
    • Risks
  • 4. Your Competition By Mr. Mark, Pick One , Flickr
  • 5. Measurement Tools: Free
    • Technorati (number of links, “authority”)
    • Del.icio.us (quality and type of coverage)
    • Google Analytics (site statistics)
    • Veoh (video views on all platforms)
    • Flickr (photo views)
    • Feedburner (subscribers)
    • Google Blog Search (Poor man’s clipping service)
    • Yahoo Pipes (manage RSS)
    • Compete , Alexa (traffic)
    • Quantcast (ratings and demographics)
  • Measurement Tools: Paid
    • The CGM Dashboard ( link )
    • Radian6 ( link )
    • BuzzLogic ( link )
    • Jeremiah’s List ( link )
  • Fun: Media Snackers Meme
  • Fun: Media Snackers Meme There have been 72 posts over the past 14 days that include the terms "media snack" or "media snackers." Both the plurals and the singular uses of each word were also pulled.
  • Comments and the “Conversation” Now Is Gone , Geoff Livingston (27 comments) Every dot Connects , Connie Reece (21 comments) Web strategy by Jeremiah , Jeremiah Owyang (19 comments) Web strategy by Jeremiah , Jeremiah Owyang (18 comments) Engage in PR , Kyle Flaherty (12 comments)
  • Jeremiah Owyang’s Mindshare
  • Resources
    • Kami’s Measurement Tag
    • Measuring Public Relationships , Katie Paine
    • Calculating the ROI of Blogging , Charlene Li
    • Constantin Basturea’s ROI tag
    • Jeremiah Owyang’s Social Media Tag
    • Trinity of Analytics , Avinash Kaushik
    • Institute for Public Relations , Measurement
    • Kami Watson Huyse, APR
    • My PR Pro
    • 210.467.5092
    • [email_address]
    • www.myprpro.com
    • Blog: Communication Overtones,
    • overtonecomm.blogspot.com
    Measuring Social Media