eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?
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eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

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Presentation given at eMetrics Marketing Optimization Summit - San Jose, CA, May 6, 2009.

Presentation given at eMetrics Marketing Optimization Summit - San Jose, CA, May 6, 2009.

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  • As usual, another helpful slideshare. Will be especially useful for students just beginning on twitter. Thank you!
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  • Social Media Metrics Panel Laura Lee Dooley , World Resources Institute Erik Bratt , Digitaria Lynn Lanphier , Best Buy What's the impact when a customer can share their opinion about your brand with 10,000 of their closest friends? How do you know how much to invest in social networks and discussion groups? What is the value of a comment on a blog post? A connection in a social network? A question in a support forum? A tag on YouTube? If you aren't on Facebook, Twitter, Friendfeed, Technorati, and Delicious, should you be? And once you jump into social media, how do you track and measure success? Tips, tools and stories from the trenches from people who focus on online engagement and have more links, friends and followers than some small countries have citizens.

eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway? eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway? Presentation Transcript

  • Twitter, Tweets, and Tweeple: What are we measuring, anyway? Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address] Social Media Metrics Panel
  • www.wri.org
  • delicious tags for World Resources Institute
  • Goal Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
  • Strategy
  • Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
  • TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
  •  
  • new ways to play & build relationships
  • twitter.com/worldresources
  • Basic Twitter Analytics Leveraging some free tools . . .
  • twitter.pbworks.com/Apps
  • AUTHORITY: Followers, frequency, @replies
  • twittercounter.com
  • useqwitter.com
  • URL shorteners . . . metrics, noframe
  • track twitter links through GA http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&utm_source=microblog
  • twitter.mailana.com (@petewarden)
  • www.twitalyzer.com (User)
  • www.twitalyzer.com (Brand)
  • www.twitalyzer.com (Search)
  • search.twitter.com
  • retweetist.com
  • . . . not just about retweets . . .
  • backtweets.com
  • tweetake.com
    • FOLLOWERS DATA
    • Twittername
    • Real name
    • Location
    • URL
    • Biosketch
    • Tweet Type
    • Follower/Mutual
    • Date/Time Followed
    • Blog feed (listen)
    • Blog contact info
  •  
  • What are we measuring anyway?
    • Twitter: Overall performance
    • Tweets: Clickthroughs Responses – direct, indirect
    • Tweeple: Your brand advocates, naysayers Growth in friends, followers Connections beyond twitter
  • Lessons Learned
  • Build knowledgebase of data . . .
  • . . . go beyond up and to the right . . .
  • . . . measure active conversation . . .
  • . . . your brand is the sum of many parts . . .
  • post ratio - 1:12 (1=you, 12=them)
  • . . . online engagement obstacle . . .
  • . . . success stories, relationships . . .
  • . . . measure against . . . 1) self 2) similar 3) community
  • . . . measure your contribution . . .
  • . . . listen + share + measure = TIME . . .
  • delicious.com/lldoolj2/twitter delicious.com/tag/twitter
  • Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/worldresources twitter.com/lauraleedooley [email_address]
  •