Social Media Measurement

Basics of Social Media Measurement
MANG3052
30TH April 2010

Topics to cover
Principles of measurement 101
The growth of social media monitoring
What you can do with free tools
AVG case study

Measurement
What is the business objective? You first need to know WHAT you want to measure...
Are your objectives SMART?
Take care to note the difference between
EFFICIENCY – doing the thing right
EFFECTIVENESS – doing the right thing

Criticism of measurement accuracy is not new...
“Half the money I spend on advertising is wasted; the trouble is I don't know which half” John WanamakerUS department store merchant (1838 - 1922)

The Measurement Process (Sterne, 2010)
Awareness
reach (opportunity to see)
awareness (did they get the message at all)
value metric for the message itself (was it worth repeating, did people remark about it)
Influence and sentiment
Quality rather than quantity of referrals is important
Sentiment metrics are currently very basic, but improving
Business outcomes
buy the product, download the whitepaper, sign up for the webinar, join the membership, etc.

Why monitoring is important
Brands can track negativity and respond to complaints
Follow up sales leads
Answer customer questions
Campaign tracking
“Crowdsourcing” new product development
Tracking competitor activity
Identify key influencers and learn from their conversations

Definition
“Social Marketing Analytics is the discipline that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives.” by Jeremiah Owyang & John Lovett
Blogs/tweets to track:
www.web-strategist.com (@jowyang)
www.webmetricsguru.com (@webmetricsguru)

The scope of SMM

Facebook F8 conference announcements (April 2010)
Analysis of Fan page content has been searchable for some time, but...
FB’s new graph API allows public data to be searched and stored (eg wall posts, status updates)
Analytics companies such as Sysomos have already integrated this feature for their customers
See for example www.techcrunch.com
Do Facebook users a) know, and b) care?
What are your views?

Foursquare launches business dashboard
Foursquare is a location-based social network (see 2 minute intro video on www.foursquare.com )
Businesses can now ‘claim’ their venue and interact/reward customers in real time based on dashboard analytics
Online/offline integration – window stickers are available!
Full details available on Mashable

Problems (Owyang, 2010)
Many companies are “stumbling blindly” into social media marketing, largely without measurements in place.
A pragmatic approach using metrics derived from sound business objectives minimisesconfusion about the value of various social efforts.
Existing social marketing measures and metrics fail to deliver actionable insights and offer little more than digital trivia.
Technologies exist to facilitate data collection in diverse social media, but there are no silver bullets.

Free Tools
A whole new software industry is emerging
Free tools (and the paid for ones!) are far from perfect, but a reasonable place to start
You can get free basic analytics from your blog service, egI also use:
www.feedjit.com allows you to track visitor locations in real time
www.clustrmaps.com visualisation of visitor locations

ClustrMaps

www.wordle.net

Free Twitter tools
www.twittergrader.com
www.twapperkeeper.com (for example results see http://summarizr.labs.eduserv.org.uk/?hashtag=pelc10 )
http://www.thewebpitch.com/twitter/top-100-twitter-tools/

Archivist.com

Sentiment Analysis
“Measures” positive and negative reaction
Doesn’t do irony: “itsnickcleggsfault”
Automation only takes you so far – only people can truly understand the context

Free Social Media Dashboards
“RSS on steroids”: allows you to customise, integrate and visualise in real time the sources of information you are interested in
http://www.netvibes.com/brendancooper#Twitter_conversations

Commercial tools
Radian 6 is the industry leader:
http://www.youtube.com/watch#!v=U9zZolmk9jU&feature=related
Scans over 100 million sites and sources, from blogs and comments to photos, videos, forums, public Facebook groups, and Twitter.
Real-time results posted to dashboard
Metrics like sentiment, engagement, reach, inbound links, vote count or comment count.
Filters results by media type, geographic region, or any of ten international languages – English, French, Spanish, German, Italian, Finnish, Japanese, Korean, Simple Chinese and Russian.
View influencers by media type to get a broader picture of who is talking about the business on what channels.
Communicate and collaborate internally on outreach and information sharing

On AVG Blogs
We now have 10 AVG regular blog channels
318,248 unique visitors in the past month (01.02 – 01.03)
The most popular post this month: Virus Lab Blog with
18,418 page views
Total Retweets - 1,392.
Most Popular: Rob Gorby’s SMB post on Social engineering: Hacking people, not machines - 68 Retweets
Our Visitor Trends have almost doubled to nearly 20,000 new visits since last month.

On
INFLUENCER INTERACTION UP 120%
AVG’s Engagement Channel - @AVGFree gained an extra 1,000+ followers in February
We use this channel to “Connect with AVG Conversations” on the web

On Twitter Feedback
We make a positive difference, by reaching out and engaging with our followers!

On
In February, we launched AVG Tutorial Videos. Learn about AVG Internet Security 9.0” generated 61% of views in February
Today, total video views are over 17,000+ and growing.
The community loves factual video content – we aim to provide more in Q2 and Q3. Educate the community in how to use our products.

On
Launched in February 2010
59 members
77 news articles published
Encourage resellers and partners to sign up
Promote through SMB content outreach
Encourage AVGers to lead conversations

Key insights
We are now active in 5 Social Media channels with a community greater than 50,000 people
Our blog posts are read and retweeted by the community. Great content spreads.
Our videos are receiving great coverage. AVG Tutorials on YouTube have generated over 3,000 views
More social media contributions from local teams ensures we can maintain social media engagement that scales.

On Influencer Outreach
In February, we approached 1,520* Tech, SMB and Consumer influencers in 16 countries with AVG SMB blog content
“I’ve put a post up regarding this on our forums. Thanks for the heads up. I’m sure our members will find it useful”
“I actually have worked in the past for an Antivirus provider www.avira.com so it’s nice to hear from AVG”
“This story would be a winner but the front end of our site is getting no attention just now. It’s all strategising behind the scenes for now”

On Shared Blog Content
Facebook was the most popular platform for sharing content – 3,888 shares in past month
Blog content was shared most in America – 4,393 shares, followed by the UK – 1,091 shares
Shares per day
Linear trend

Forthcoming: Future Horizons?
We are focused on building a loyal and valuable community. But what happens after that?
Keeping the community “engaged” with AVG Products presents a challenge.
We want our followers and fans to feel valued and in return they provide us with Feedback, Advocacy and Support.
We need a program that will help us to achieve this objective, as well our business objectives (Acquire, Monetise and Retain.)

Exercise
What do you think YOU could measure with regard to your project communities?
HOW will this add value?

More Resources...
http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise?from=ss_embed (considers what influence really means, and how far off current analytic packages really are)
http://www.slideshare.net/webmeticsguru/how-to-monitor-sentiment-and-benefit-from-the-insight-this-offers?from=ss_embed (review of commercial analytic tools)
http://www.monitoring-social-media.com/ (links to slides and video resources from 2009 SMM conference)
http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics?from=embed
Sterne, J (2010) “Social Media Metrics: how to optimise your marketing investment”, Wiley

Social Media Measurement

by lisa harris on Apr 30, 2010

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Social Media Measurement — Presentation Transcript

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