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 <ul><li>Set your objectives </li></ul><ul><li>Define your stakeholders </li></ul><ul><li>De...
1. Setting Objectives <ul><li>Make them measurable </li></ul><ul><li>What do I want to happen by when? </li></ul><ul><li>C...
 
Strategy to Engage <ul><li>Active Listening </li></ul><ul><li>Contribution </li></ul><ul><li>Participation </li></ul>http:...
2. Community of Stakeholders By Andrew Niddrie, Flickr,  Gulliver Square , Scotland
3. What Metrics Matter Most? <ul><li>Relationships </li></ul><ul><li>Analytics </li></ul><ul><li>Outcomes </li></ul>
Measuring Analytics: Easier <ul><li>Number of unique users </li></ul><ul><li>Returning versus new readers </li></ul><ul><l...
Measuring Relationships: Harder <ul><li>Interaction: Conversation Index </li></ul><ul><li>Quality of relationships </li></...
Measuring Relationships <ul><li>Control Mutuality  – Power of influence  </li></ul><ul><li>Trust  – Degree to which it exi...
Outcomes and the Dreaded ROI Charlene Li, Forrester Research,  The ROI of  Blogging <ul><li>Benefits </li></ul><ul><li>Cos...
4. Your Competition By Mr. Mark,  Pick One , Flickr
5. Measurement Tools: Free <ul><li>Technorati  (number of links, “authority”) </li></ul><ul><li>Del.icio.us  (quality and ...
Measurement Tools: Paid <ul><li>The CGM Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ...
Fun: Media Snackers Meme
Fun: Media Snackers Meme There have been 72 posts over the past 14 days that include the terms &quot;media snack&quot; or ...
Comments and the “Conversation” Now Is Gone , Geoff Livingston (27 comments) Every dot Connects , Connie Reece (21 comment...
Jeremiah Owyang’s Mindshare
Resources <ul><li>Kami’s  Measurement Tag </li></ul><ul><li>Measuring Public Relationships , Katie Paine </li></ul><ul><li...
<ul><li>Kami Watson Huyse, APR </li></ul><ul><li>My PR Pro </li></ul><ul><li>210.467.5092 </li></ul><ul><li>[email_address...
Upcoming SlideShare
Loading in...5
×

Measuring Social Media November 2007

15,115

Published on

Social Media Measurement presentation for 2007 Austin Social Media Workshop at Dell

Published in: Business, Technology
3 Comments
70 Likes
Statistics
Notes
  • Nice presentation. Interesting topic.

    Darren Mack
    www.lyricsringtones.org/
    www.shibidoo.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.

    www.soezlecturing.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • kk
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
15,115
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
1,042
Comments
3
Likes
70
Embeds 0
No embeds

No notes for slide
  • Measuring Social Media November 2007

    1. 1. Measuring Social Media It’s About Relationships
    2. 2. Why Measure?
    3. 3. Why Measure? “ Are we making a difference, or just making a fool of ourselves? ”
    4. 4. Measuring Social Media Katie Paine, KD Paine and Partners
    5. 5. Super Six Steps to Measurement <ul><li>Set your objectives </li></ul><ul><li>Define your stakeholders </li></ul><ul><li>Determine which metrics to use </li></ul><ul><li>Benchmark against yourself over time or your competition </li></ul><ul><li>Pick your measurement tool </li></ul><ul><li>Analyze the results and start over </li></ul>
    6. 6. 1. Setting Objectives <ul><li>Make them measurable </li></ul><ul><li>What do I want to happen by when? </li></ul><ul><li>Changes in attitudes and/or behavior </li></ul><ul><li>Outputs, outtakes and outcomes </li></ul><ul><li>Without objectives, measurement is meaningless </li></ul>
    7. 8. Strategy to Engage <ul><li>Active Listening </li></ul><ul><li>Contribution </li></ul><ul><li>Participation </li></ul>http://www.healthcare100.com
    8. 9. 2. Community of Stakeholders By Andrew Niddrie, Flickr, Gulliver Square , Scotland
    9. 10. 3. What Metrics Matter Most? <ul><li>Relationships </li></ul><ul><li>Analytics </li></ul><ul><li>Outcomes </li></ul>
    10. 11. Measuring Analytics: Easier <ul><li>Number of unique users </li></ul><ul><li>Returning versus new readers </li></ul><ul><li>Referring traffic </li></ul><ul><li>Links from other sites </li></ul><ul><li>Google PageRank </li></ul><ul><li>Technorati Authority </li></ul><ul><li>Total time spent on the site </li></ul><ul><li>The popularity of the content itself, page views </li></ul><ul><li>Conversation Index: Ratio of blog comments to blog posts </li></ul><ul><li>Tone of conversation, comments, posts </li></ul><ul><li>Speed or velocity of spread, viral </li></ul>
    11. 12. Measuring Relationships: Harder <ul><li>Interaction: Conversation Index </li></ul><ul><li>Quality of relationships </li></ul><ul><li>Building mutual trust </li></ul>
    12. 13. Measuring Relationships <ul><li>Control Mutuality – Power of influence </li></ul><ul><li>Trust – Degree to which it exists </li></ul><ul><li>Satisfaction – Expectations met </li></ul><ul><li>Commitment – Mutually promoted </li></ul><ul><li>Exchange Relationship – Expectations of return for giving </li></ul><ul><li>Communal Relationship – Genuine and mutual concern with no expectation </li></ul><ul><li>by Jim Grunig and Linda Childers Hon, Institute for Public Relations </li></ul>
    13. 14. Outcomes and the Dreaded ROI Charlene Li, Forrester Research, The ROI of Blogging <ul><li>Benefits </li></ul><ul><li>Costs </li></ul><ul><li>Risks </li></ul>
    14. 15. 4. Your Competition By Mr. Mark, Pick One , Flickr
    15. 16. 5. Measurement Tools: Free <ul><li>Technorati (number of links, “authority”) </li></ul><ul><li>Del.icio.us (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Veoh (video views on all platforms) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (ratings and demographics) </li></ul>
    16. 17. Measurement Tools: Paid <ul><li>The CGM Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ( link ) </li></ul><ul><li>Jeremiah’s List ( link ) </li></ul>
    17. 18. Fun: Media Snackers Meme
    18. 19. Fun: Media Snackers Meme There have been 72 posts over the past 14 days that include the terms &quot;media snack&quot; or &quot;media snackers.&quot; Both the plurals and the singular uses of each word were also pulled.
    19. 20. 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)
    20. 21. Jeremiah Owyang’s Mindshare
    21. 22. Resources <ul><li>Kami’s Measurement Tag </li></ul><ul><li>Measuring Public Relationships , Katie Paine </li></ul><ul><li>Calculating the ROI of Blogging , Charlene Li </li></ul><ul><li>Constantin Basturea’s ROI tag </li></ul><ul><li>Jeremiah Owyang’s Social Media Tag </li></ul><ul><li>Trinity of Analytics , Avinash Kaushik </li></ul><ul><li>Institute for Public Relations , Measurement </li></ul>
    22. 23. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>My PR Pro </li></ul><ul><li>210.467.5092 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.myprpro.com </li></ul><ul><li>Blog: Communication Overtones, </li></ul><ul><li>overtonecomm.blogspot.com </li></ul>Measuring Social Media
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×