When search and Social Collide


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Slides originally used during my keynote at Dublin City University November 1, 2011

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When search and Social Collide

  1. 1. Convergence of Social Media Analytics & Traditional Measurement Presented by: Alan K’necht
  2. 2. What is Social Media? Marketing ////////
  3. 3. SoMe Draws People Together
  4. 4. So How Big is Your Fire? And How Do You Measure It?
  5. 5. Earliest Measurement Tools
  6. 6. Early Measurement Tools <ul><li>The Cubit </li></ul><ul><li>Hands </li></ul><ul><li>Feet/Paces </li></ul><ul><ul><li>Milestones </li></ul></ul><ul><li>Heads </li></ul>
  7. 7. The Goal of Measuring Heads? <ul><li>Victory </li></ul><ul><li>Success of Battle </li></ul>
  8. 8. What Are We Measuring Now? <ul><li>Heads = Followers, Friends, Fans, etc. </li></ul><ul><li>Paces = Posts, Tweets, Up Dates, etc. </li></ul><ul><li>Nothing has changed but the tools </li></ul><ul><li>Victory/Success = ROI, RT, References </li></ul>
  9. 9. Measuring Your Fire/Success <ul><li>Fires require 3 things to be successful </li></ul><ul><ul><li>Kindling & Fuel </li></ul></ul><ul><ul><li>Spark/Heat </li></ul></ul><ul><ul><li>Oxygen </li></ul></ul><ul><li>So how do you measure these? </li></ul>
  10. 10. Tools of Today <ul><li>Klout </li></ul><ul><li>Twittalyzer </li></ul><ul><li>PeerIndex </li></ul><ul><li>Webtrends 10 </li></ul><ul><li>Radian6 </li></ul><ul><li>trackur </li></ul><ul><li>Etc </li></ul>
  11. 11. Scoring Tools <ul><li>Tell you how big a fish you are relative to your pond </li></ul><ul><li>Don’t tell you… </li></ul><ul><ul><li>How big is your pond? </li></ul></ul><ul><ul><li>How successful you are? </li></ul></ul>
  12. 12. How Big is Your Pond?
  13. 13. When to Use Scoring Tools <ul><li>To measure how successfull you are within your pond </li></ul><ul><li>Don’t use it to compare between people in other ponds </li></ul>
  14. 14. What Happens When You Compare?
  15. 15. Evaluating Individuals
  16. 17. Use Scoring Tools to Find People <ul><li>http://klout.com/#/topic/guinness </li></ul>http://www.peerindex.com/topic/guinness
  17. 18. Find Influencers
  18. 19. Back to Basics <ul><li>Traditional analytics uses ratios </li></ul><ul><ul><li>Must use them to measure success in SoMe </li></ul></ul><ul><li>Do people like what you’re saying? </li></ul><ul><ul><li>RT per Tweets </li></ul></ul><ul><ul><li>Comments per post </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  19. 20. Back to Basics <ul><li>Tag links as a campaign element for your analytics </li></ul><ul><ul><li>Measure are they clicking on links </li></ul></ul><ul><ul><li>Use URL shortners with good analytics </li></ul></ul><ul><ul><ul><li>Do they click on links to other sites? </li></ul></ul></ul>
  20. 21. Back to Basics <ul><li>What generates fans </li></ul>
  21. 22. Social’s Impact on Page Views
  22. 23. Bring it Together!
  23. 24. Bring it Together! <ul><li>Look at increases in references </li></ul><ul><li>Correlate to changes in traffic </li></ul><ul><ul><li>Does this increase proportionately relate to changes in sales? </li></ul></ul><ul><ul><li>Is there an exponential increase? </li></ul></ul><ul><ul><li>Is there no change? </li></ul></ul>
  24. 25. Setting Up Score Cards <ul><li>Record everything & look for correlations </li></ul>Measure/Period 1 2 3 4 Totals Tweets Out 25 35 20 15 95 RTs 30 60 40 25 155 Facebook Posts 1 2 1 3 7 FB Likes/Comments 3 15 0 25 43 Blog Posts 2 3 2 4 11 Shares/Comments 15 88 50 100 253
  25. 26. ID What’s Drawing People In <ul><li>What do they like to comment on? </li></ul><ul><li>Which posts/tweets bring them to your site? </li></ul><ul><li>What activity generates conversions? </li></ul><ul><li>Is there a time lag on high social activity & conversion increases? </li></ul>
  26. 27. ID What’s Drawing People In <ul><li>Correlation of social mentions & branded searches </li></ul><ul><li>Are there specific brand influencers/advocates who’s activity is driving awareness – if yes bring them to the camp fire </li></ul>
  27. 28. Is Your Effort Working? <ul><li>Extremely hard to quantify </li></ul><ul><li>Impact can take days, weeks or months </li></ul><ul><li>So what can measure? </li></ul><ul><ul><li>Depends on what your purpose is </li></ul></ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul><ul><ul><ul><li>Improved customer satisfaction </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Increase in word of mouth marketing </li></ul></ul></ul>
  28. 29. Measure the Right Stuff <ul><li>Bigger fires don’t always mean: </li></ul><ul><ul><li>More site traffic </li></ul></ul><ul><ul><li>More in store sales </li></ul></ul><ul><ul><li>More online Sales </li></ul></ul><ul><ul><li>More Profit </li></ul></ul>
  29. 30. Measure Attraction Not BTUs <ul><li>Build camp fires - not forest fires </li></ul><ul><li>Draw your community in </li></ul><ul><li>Don’t drive people away </li></ul>
  30. 31. Thank You Alan K’necht [email_address] @aknecht Just type my name into Google