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

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

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]