The document discusses new metrics for measuring media and marketing in the digital age. It provides examples of both traditional and new social media metrics, including likes, shares, followers, and sentiment analysis. It emphasizes the importance of measuring marketing strategy and business goals like brand perception, marketing efficiency, revenue growth, and support savings over just measuring outputs. Finally, it discusses assembling metrics into key performance indicators and using both quantitative and qualitative measures to evaluate performance.

1. Web 2.0 SF March 29 2011 Measuring the Future: New Metrics for New Media @margaretfrancis #smm #measure #w2e

2. Warranty Cards: Genius!

3. Media Measurement, 1990 Sale! Media Targeting TV Print Post-Purchase Information Market Research OOH Warranty Card Radio Telephone Surveys WOM Credit/ Payment Info Focus groups Mail

4. Web 1.0

5. Media Measurement, 1990 Online Display Search Clicks Page Views Sessions Registra-tions Opt-ins Conver-sions TV Print OOH Warranty Card Radio Telephone Surveys WOM Credit/ Payment Info Focus groups Mail

6. The more digital our communications get, the more trackable our interactions and transactions, the higher our expectations of measurement

7. Media Measurement, 2010 Comment Blog Post Post Digg Make video Share Tweet Re-Tweet Fan Like Review Book mark Rate Online Display Search Clicks Page Views Sessions Registra-tions Opt-ins Conver-sions Telephone Surveys Warranty Cards Radio TV WOM Print Focus groups Credit / Payment Info OOH Mail

8. What we measure

9. SOME “SOCIAL” METRICS

10. Ford Explorer “Reveal,” July 2010

11. “You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy. The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.” Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010

12. Is that good?

13. Measure strategy, not stuff

14. FOUR KINDS OF APPLIED METRICS Brand Perception Marketing Efficiency Revenue Growth Support Savings

15. Think KPI Not ROI

16. BRAND PERCEPTION METRICS Social Media participation is necessary to create and maintain brand reputation Sentiment Brand equity Thematic/ perceptual maps; cluster analysis PR functions/ crisis control Media relationships Influencer relationships Customer satisfaction Likeliness to buy Likeliness to recommend (NPS)

17. MARKETING EFFICIENCY METRICS Social Media is an effective way to create awareness of and interest in products and services SEO Improved rankings Reach Followers Fans Forwards Invites Word of Mouth Shares RTs Research Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

18. REVENUE GROWTH METRICS Social Media is an effective way to drive sales Relationships that could become leads Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters Leads People that have expressed an interest in your product in the public domain and that you can follow up with Sales Tracked from links promoted via social media channels Tracked via promo codes and offers

19. SUPPORT SAVINGS Social Media is an effective way to service our customers (or let them self service themselves) Content creation: user generated vs. company generated Ratings & Reviews Forums Groups Support case metrics Cases per channel Response times per channel Wait time per channel Resolution rate per channel Customer sat per channel Call center costs defrayed

20. Know what you’re counting (and what you’re not)

21. Paid/ Earned/ Owned

22. Roll it up

24. Impressions

25. Page Views

26. Media Consumption

27. Total Interactions

28. Fan Photos/Videos

29. Post Quality

30. External Links to Content & Discussion

31. Total “Likes”

32. Subscribed “Likes”

33. Audience Profile as Reflection of Target

34. On-Message

35. Positive/Negative/Neutral

37. Retweets

38. Direct Messages

39. @Replies

40. Shared Content

41. Inbound Links

42. External Coverage

43. Extended Network/Influence of Followers

44. Follower Profile as Reflection of Target

45. On-Message

46. Positive/Negative/Neutral

48. Subscribers

49. Likes/Dislikes

50. Comments

51. FavoritesdReplies

52. Inbound Links

53. External Coverage

54. Subscribers

55. Demographic Insights

56. Audience Profile

57. On-Message

58. Positive/Negative/Neutral

60. # of Comments RelativetoAudience Size

61. Inbound Links

62. Subscribers

63. External Coverage

64. Audience Profile as Reflection of Target

65. On-Message

66. Positive/Negative/Neutral

68. # of Repeat Check-Ins

69. # of Check-ins broadcast to Twitter or Facebook

71. Traffic to Site

72. Unique Visitors

73. # Page Views (Overall)

74. # Page Views/User

75. Time Spent on Site

76. Inbound links

77. Profile of Visitors as Reflection of Target

79. Total Interactions

80. Total Trackbacks & Coverage of Activities

81. Total Ongoing Engaged Subscribers to Content/Community

82. Community Crossover

83. Overall Sentiment

84. Total Shift in SentimentOverall

85. Socialize the data

87. Quantitative complements qualitative

89. Being pretty never hurts

90. February Twitter Report INSIGHTS Tweets, Retweets, @Replies by Day INSIGHTS AND RECOMMENDATIONS: During the month of February, the @AutoMaker Twitter handle had a total of 96 tweets with an average 3.4 tweets per day. Source: TweetStats

91. INSIGHTS Fan Posts By Hour and Day of Week Day of week Breakdown by hour INSIGHTS AND RECOMMENDATIONS: SUNDAY: Heavy engagement in the evenings, with 62% of posts coming after 3pm PST Monday: Fans post bright and early when they get into the office. Engagement spikes at 7am PST, and slows consistently throughout the day Tues - Thurs: Engagement occurs during peak work hours, again starting at 7am PST but slowing at 4pm PST Friday: Posts spike mid-day, but continue to occur in the evening at a higher rate than Monday through Thursday Saturday: Continual posts throughout the day, with peaks in the morning and late evenings Source: Export.ly

92. Share of voice insights Total mentions of Automaker within Social Media (30 day sample) Day of Week Commercial peaks on Twitter with 37,389 total mentions on February 5 – Super Bowl Mentions on Twitter top out at 11,554 with the unveiling of the new model on February 28 Time of Day Time of Day *Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7 *Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7 Source: Radian6

93. Thank you for listening. Enjoy my hometown! #smm #measure #w2e @margaretfrancis