Twitter, Tweets, and Tweeple:  What are we measuring, anyway? Laura Lee S. Dooley Online Engagement Strategist World Resou...
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 peop...
TRUST is  personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to ...
 
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-renew...
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
<ul><li>FOLLOWERS DATA </li></ul><ul><li>Twittername </li></ul><ul><li>Real name </li></ul><ul><li>Location </li></ul><ul>...
 
What are we measuring anyway? <ul><li>Twitter:  Overall performance </li></ul><ul><li>Tweets: Clickthroughs Responses – di...
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 twit...
 
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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.

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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&apos;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&apos;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?

    1. 1. 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
    2. 2. www.wri.org
    3. 3. delicious tags for World Resources Institute
    4. 4. Goal Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
    5. 5. Strategy
    6. 6. Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
    7. 7. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
    8. 9. new ways to play & build relationships
    9. 10. twitter.com/worldresources
    10. 11. Basic Twitter Analytics Leveraging some free tools . . .
    11. 12. twitter.pbworks.com/Apps
    12. 13. AUTHORITY: Followers, frequency, @replies
    13. 14. twittercounter.com
    14. 15. useqwitter.com
    15. 16. URL shorteners . . . metrics, noframe
    16. 17. 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
    17. 18. twitter.mailana.com (@petewarden)
    18. 19. www.twitalyzer.com (User)
    19. 20. www.twitalyzer.com (Brand)
    20. 21. www.twitalyzer.com (Search)
    21. 22. search.twitter.com
    22. 23. retweetist.com
    23. 24. . . . not just about retweets . . .
    24. 25. backtweets.com
    25. 26. tweetake.com
    26. 27. <ul><li>FOLLOWERS DATA </li></ul><ul><li>Twittername </li></ul><ul><li>Real name </li></ul><ul><li>Location </li></ul><ul><li>URL </li></ul><ul><li>Biosketch </li></ul><ul><li>Tweet Type </li></ul><ul><li>Follower/Mutual </li></ul><ul><li>Date/Time Followed </li></ul><ul><li>Blog feed (listen) </li></ul><ul><li>Blog contact info </li></ul>
    27. 29. What are we measuring anyway? <ul><li>Twitter: Overall performance </li></ul><ul><li>Tweets: Clickthroughs Responses – direct, indirect </li></ul><ul><li>Tweeple: Your brand advocates, naysayers Growth in friends, followers Connections beyond twitter </li></ul>
    28. 30. Lessons Learned
    29. 31. Build knowledgebase of data . . .
    30. 32. . . . go beyond up and to the right . . .
    31. 33. . . . measure active conversation . . .
    32. 34. . . . your brand is the sum of many parts . . .
    33. 35. post ratio - 1:12 (1=you, 12=them)
    34. 36. . . . online engagement obstacle . . .
    35. 37. . . . success stories, relationships . . .
    36. 38. . . . measure against . . . 1) self 2) similar 3) community
    37. 39. . . . measure your contribution . . .
    38. 40. . . . listen + share + measure = TIME . . .
    39. 41. delicious.com/lldoolj2/twitter delicious.com/tag/twitter
    40. 42. Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/worldresources twitter.com/lauraleedooley [email_address]

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