Your SlideShare is downloading. ×
0
Social Media  Metrics
Summary <ul><li>Introduction </li></ul><ul><li>Metrics and Social Media Elements </li></ul><ul><li>Social Media Metrics: s...
1. Introduction
Introduction <ul><li>Contemporary WEB is defined by: </li></ul><ul><li>Content sharing; </li></ul><ul><li>User generated c...
<ul><li>Behavior on the internet </li></ul><ul><li>Fonte: Power to the People da Universal McCann (UM) </li></ul><ul><li>C...
Introduction Definition – Social Network Sites by:  Danah Boyd e Nicole Ellison web-based services that allow individuals ...
Introduction Definition – Social Media by:  Andreas Kaplan e Michael Haenlein a group of Internet-based applications that ...
These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ide...
Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing i...
Five sites most visited by brazilian Internet users : Fonte: ComScore 1º  Google Brasil  2º Orkut   3º  Google  4º YouTube...
2.  Metrics and Social Media Elements
Metrics <ul><li>“ A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all dis...
Why to measure? <ul><li>Determine financial return; </li></ul><ul><li>Accountability; </li></ul><ul><li>Demonstrate value ...
Social Media Metrics <ul><li>Ups: </li></ul><ul><li>Data persistence; </li></ul><ul><li>Data searchability; </li></ul><ul>...
Social Media Metrics <ul><li>Downs: </li></ul><ul><li>Differences betwees social media sites; </li></ul><ul><li>Inconsiste...
Profile / Page Connections Content Social Media Elements
Social Media Elements
ENVIRONMENT Social Media Elements
Profile/Page <ul><li>Demographics </li></ul><ul><li>Expertise </li></ul><ul><li>Bias </li></ul><ul><li>Freshness </li></ul...
<ul><li>Direction </li></ul><ul><li>Initiation </li></ul><ul><li>Emphasis </li></ul>Connections Social Media Elements
Content <ul><li>Density </li></ul><ul><li>Valence </li></ul><ul><li>Proximity </li></ul><ul><li>Attribution </li></ul>Soci...
Categorias CATEGORY KEY EXAMPLES Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg Social Bookmarking Delicious, ...
Data Quantitative Data Qualitative Data ANALYSIS
Quantitative Data <ul><li>Profile </li></ul><ul><li>Scraps </li></ul><ul><li>Friends </li></ul><ul><li>Communities </li></...
<ul><li>Community </li></ul><ul><li>Members </li></ul><ul><li>Creation Date </li></ul><ul><li>Last Topic </li></ul><ul><li...
<ul><li>Promote </li></ul><ul><li>Views </li></ul><ul><li>Promotions </li></ul><ul><li>Click </li></ul><ul><li>Trashes </l...
<ul><li>Topic </li></ul><ul><li>Creation Date </li></ul><ul><li>Posts </li></ul><ul><li>Last Post Date </li></ul>Quantitat...
<ul><li>Profile </li></ul><ul><li>Folllowing </li></ul><ul><li>Followers </li></ul><ul><li>Tweets </li></ul><ul><li>Most R...
<ul><li>Tweet </li></ul><ul><li>Retweets </li></ul><ul><li>Replies </li></ul>Quantitative Data
<ul><li>Profile </li></ul><ul><li>Contacts </li></ul><ul><li>Groups </li></ul><ul><li>Testimonials </li></ul><ul><li>Joine...
<ul><li>Photo Gallery </li></ul><ul><li>Number of Photos </li></ul><ul><li>Number of Albums </li></ul><ul><li>Pro / Free <...
<ul><li>Videos </li></ul><ul><li>Views </li></ul><ul><li>Likes / Dislikes </li></ul><ul><li>Comments </li></ul>Quantitativ...
<ul><li>MyBarackObama </li></ul><ul><li>Eventos Hosted </li></ul><ul><li>Events Attended </li></ul><ul><li>Calls Made </li...
3. Social Media Metrics: some approaches
Pólvora <ul><li>Awareness </li></ul><ul><li>Influence </li></ul><ul><li>Engagement </li></ul>
Pólvora <ul><li>Awareness </li></ul><ul><li>Page Views </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Posts / Topics ...
IAB – Social Media Ad Metrics Definitions  <ul><li>Social Media Sites:  09 metrics; </li></ul><ul><li>Blogs:  12 metrics; ...
IAB <ul><li>Social Media Sites </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Cost per Unique Visitors </li></ul><ul>...
Razorfish - Fluent <ul><li>Net Sentiment </li></ul><ul><li>SIM Score  (Social Media Index Score) </li></ul>
<ul><li>Net Sentiment for the Brand </li></ul><ul><li>(Positive + Neutral Conversations – Negative Conversations) / Total ...
<ul><li>Social Currency </li></ul><ul><li>Brand Performance </li></ul>Vivaldi|Partners
<ul><li>Social Currency </li></ul><ul><li>Affiliation </li></ul><ul><li>Conversation </li></ul><ul><li>Utility </li></ul><...
Vollmer & Precourt <ul><li>Traditional Metics </li></ul><ul><li>Behavior-specific and Action-focused </li></ul><ul><li>New...
<ul><li>Traditional Metrics </li></ul><ul><li>Reach, frequency, and traditional gross rating points </li></ul><ul><li>Demo...
Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Reveny and Biz Dev </li></ul><ul><li>Cost Savings </li></ul>...
Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Members </li></ul><ul><li>Posts/Threads </li></ul><ul><li>Co...
<ul><li>Awareness and Value </li></ul><ul><li>Brand loyalty/affinity </li></ul><ul><li>Media placements </li></ul><ul><li>...
Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>Attention span </li></ul><ul><li>Ressonance </li></ul><ul><li>Reverberati...
Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>The monthly count of twestimonials & positive posts </li></ul><ul><li>Att...
Radian6 (c) <ul><li>Awareness | Attention | Reach </li></ul><ul><li>Leads | Conversions | Sales </li></ul><ul><li>Cost Sav...
<ul><li>Product Spending </li></ul><ul><li>Loyalty </li></ul><ul><li>Propensity to Recommend </li></ul><ul><li>Brand Affin...
<ul><li>Engagement </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><l...
<ul><li>Dialog </li></ul><ul><li>Advocacy </li></ul><ul><li>Support </li></ul><ul><li>Innovation </li></ul>Lovett & Owyang
Lovett & Owyang <ul><li>Dialog </li></ul><ul><li>Share of Voice </li></ul><ul><li>Audience Engagement </li></ul><ul><li>Co...
 
Bain/IAB <ul><li>Brand Awareness </li></ul><ul><li>Purchase Intention </li></ul><ul><li>Likelihood to Recommend </li></ul>...
Bain/IAB
Online Media Owned Media Earned Media Paid Media <ul><li>Candidate’s Site </li></ul><ul><li>Party’s Site </li></ul><ul><li...
Online Media for Political Campaigns * According to brazilian law, paid media can’t be used in online political campaings ...
4.  Metrics for Social Media Communication
Process of Planning Social Media Communication
Processo <ul><li>Evaluation of previous traits of candidate </li></ul><ul><li>Analysis of macro environment </li></ul><ul>...
Processo <ul><li>Social Media Optimized profiles </li></ul><ul><li>Production of textual, imagery and audiovisual content ...
Processo <ul><li>Selection of connections </li></ul><ul><li>Selection of  hubs </li></ul><ul><li>Thanks and feedbacks </li...
Processo <ul><li>Environmental analysis </li></ul><ul><li>Monitoring of mentions to the candidate and key allies </li></ul...
 
Reach  is related to the degree of effective dissemination of certain content or to degree of potential spread that a sing...
1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analy...
Customer Context <ul><li>Strengths and Weakness; </li></ul><ul><li>Threads and Opportunities; </li></ul><ul><li>Competitio...
Current Practices in Social Media <ul><li>S elect which social media sites will be used in the campaign ; </li></ul><ul><l...
Emphasis <ul><li>Based on information obtained about the client and taking into account the type of work in social media, ...
Types of Metrics <ul><li>Considering the previous items, the next step is to define which metrics are appropriate. The cho...
Collection Tools <ul><li>Define Tool:  identify which tools make possible the information you want to collect; </li></ul><...
Analysis <ul><li>From the quantitative and qualitative data, one should interpret the information; </li></ul><ul><li>Think...
 
Example <ul><li>REACH </li></ul><ul><li>Growth of Total Followers  </li></ul><ul><li>Views of Key Videos </li></ul><ul><li...
5. Tools
Tools <ul><li>Data archiving </li></ul><ul><li>Analytics </li></ul><ul><li>Monitoring and Analysis Software </li></ul><ul>...
<ul><li>Data archiving : software for manual collecting and storing data. </li></ul><ul><li>Useful for calculations in gen...
 
<ul><li>Web Analytics : tracking and analysis of data from visitors. </li></ul><ul><li>For sites, blogs, Ning, social netw...
 
<ul><li>Monitoring and Analysis Softwares : software that collect, sort and allow addition of information such as tags and...
 
 
 
<ul><li>Search Engines : search terms and evalute volume. </li></ul><ul><li>In some cases, allow real-time results and dat...
 
<ul><li>Profile Classification : applications with their own mechanisms for evaluating  profiles. Often they offers scores...
 
 
<ul><li>Evaluation of presence, reach and response:  creation of a numeric indexes to assess the presence, extent or respo...
 
 
 
 
Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia ”
Tools Tool Ups Downs Excel and similars Spreadsheets <ul><li>Universality </li></ul><ul><li>Customizable Calculations </li...
Tools Tool Ups Downs Radian6 Social media monitoring software <ul><li>Comparison with competitors and market </li></ul><ul...
Tools Tool Ups Downs Klout Profile analysis: reach, amplification and netwokr <ul><li>Classification of Twitterprofiles </...
Tools Tool Ups Downs HowSociable Evaluation of brand presence in more than 20 social media. <ul><li>Immediacy </li></ul><u...
References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais h...
References Tools http://office.microsoft.com/pt-br/excel/default.aspx www.google.com/docs www.google.com/analytics www.scu...
+ Content: www.papercliq.com.br www.papercliq.com.br/blog www.slideshare.net/papercliq On Twitter: @papercliq @marcelayres...
Upcoming SlideShare
Loading in...5
×

Social Media Metrics

23,276

Published on

Presentation by PaperCliQ, brazilian digital agency.

Published in: Business, Technology
8 Comments
135 Likes
Statistics
Notes
No Downloads
Views
Total Views
23,276
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
2,100
Comments
8
Likes
135
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media Metrics"

  1. 1. Social Media Metrics
  2. 2. Summary <ul><li>Introduction </li></ul><ul><li>Metrics and Social Media Elements </li></ul><ul><li>Social Media Metrics: some approaches </li></ul><ul><li>Metrics for Social Media Communication </li></ul><ul><li>Tools </li></ul><ul><li>References </li></ul>
  3. 3. 1. Introduction
  4. 4. Introduction <ul><li>Contemporary WEB is defined by: </li></ul><ul><li>Content sharing; </li></ul><ul><li>User generated content – text, video, photo etc; </li></ul><ul><li>Sociability; </li></ul><ul><li>Active reception; </li></ul><ul><li>Reconfiguration of formats and social practices ; </li></ul><ul><li>Media convergence ; </li></ul><ul><li>Popularization of Social Media. </li></ul>
  5. 5. <ul><li>Behavior on the internet </li></ul><ul><li>Fonte: Power to the People da Universal McCann (UM) </li></ul><ul><li>Content sharing on the Internet has reached a prominent role in daily life of Internet users: </li></ul><ul><li>63% created a profile on a social network site; </li></ul><ul><li>57% managed a profile on a social network site; </li></ul><ul><li>76% upload photos; </li></ul><ul><li>33,1% upload videos; </li></ul><ul><li>29,1% mantêm um blog; </li></ul><ul><li>71% buscam informações em blogs. </li></ul>Introduction
  6. 6. Introduction Definition – Social Network Sites by: Danah Boyd e Nicole Ellison web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. “
  7. 7. Introduction Definition – Social Media by: Andreas Kaplan e Michael Haenlein a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” “
  8. 8. These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives... Introduction
  9. 9. Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing in virtually all activities involving social media The five activities that grew most were: 1. Watch video clips online; 2. Listen to live radio/audio online; 3. Create a profile on a social network; 4. Read blogs; 5. Upload photos to a photo sharing site. Introduction
  10. 10. Five sites most visited by brazilian Internet users : Fonte: ComScore 1º  Google Brasil  2º Orkut   3º  Google  4º YouTube   5º  Window Live Mail Introduction
  11. 11. 2. Metrics and Social Media Elements
  12. 12. Metrics <ul><li>“ A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. ” </li></ul><ul><ul><ul><li>por Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein. </li></ul></ul></ul>
  13. 13. Why to measure? <ul><li>Determine financial return; </li></ul><ul><li>Accountability; </li></ul><ul><li>Demonstrate value and impact; </li></ul><ul><li>Assessing resource need; </li></ul><ul><li>Test hypothesis. </li></ul><ul><li>(Amber Naslund) </li></ul>
  14. 14. Social Media Metrics <ul><li>Ups: </li></ul><ul><li>Data persistence; </li></ul><ul><li>Data searchability; </li></ul><ul><li>Public information; </li></ul><ul><li>APIs; </li></ul><ul><li>Several levels of measurement . </li></ul>
  15. 15. Social Media Metrics <ul><li>Downs: </li></ul><ul><li>Differences betwees social media sites; </li></ul><ul><li>Inconsistent terminology. </li></ul>
  16. 16. Profile / Page Connections Content Social Media Elements
  17. 17. Social Media Elements
  18. 18. ENVIRONMENT Social Media Elements
  19. 19. Profile/Page <ul><li>Demographics </li></ul><ul><li>Expertise </li></ul><ul><li>Bias </li></ul><ul><li>Freshness </li></ul><ul><li>Credibility </li></ul><ul><li>Number and Rate of Connections </li></ul>Social Media Elements
  20. 20. <ul><li>Direction </li></ul><ul><li>Initiation </li></ul><ul><li>Emphasis </li></ul>Connections Social Media Elements
  21. 21. Content <ul><li>Density </li></ul><ul><li>Valence </li></ul><ul><li>Proximity </li></ul><ul><li>Attribution </li></ul>Social Media Elements
  22. 22. Categorias CATEGORY KEY EXAMPLES Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg Social Bookmarking Delicious, Dihitt Blogs Blogspot, Wordpress, Tumblr Microblogging Twitter, Plurk Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro Wikis Wikipedia, Twiki Geolocalization Google Maps, Foursquare, Gowalla
  23. 23. Data Quantitative Data Qualitative Data ANALYSIS
  24. 24. Quantitative Data <ul><li>Profile </li></ul><ul><li>Scraps </li></ul><ul><li>Friends </li></ul><ul><li>Communities </li></ul><ul><li>Fans </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Mutual Friends </li></ul><ul><li>Mutual Communities </li></ul>
  25. 25. <ul><li>Community </li></ul><ul><li>Members </li></ul><ul><li>Creation Date </li></ul><ul><li>Last Topic </li></ul><ul><li>Related Communities </li></ul>Quantitative Data
  26. 26. <ul><li>Promote </li></ul><ul><li>Views </li></ul><ul><li>Promotions </li></ul><ul><li>Click </li></ul><ul><li>Trashes </li></ul><ul><li>Promoters </li></ul>Quantitative Data
  27. 27. <ul><li>Topic </li></ul><ul><li>Creation Date </li></ul><ul><li>Posts </li></ul><ul><li>Last Post Date </li></ul>Quantitative Data
  28. 28. <ul><li>Profile </li></ul><ul><li>Folllowing </li></ul><ul><li>Followers </li></ul><ul><li>Tweets </li></ul><ul><li>Most Recent Tweet </li></ul><ul><li>Lists </li></ul>Quantitative Data
  29. 29. <ul><li>Tweet </li></ul><ul><li>Retweets </li></ul><ul><li>Replies </li></ul>Quantitative Data
  30. 30. <ul><li>Profile </li></ul><ul><li>Contacts </li></ul><ul><li>Groups </li></ul><ul><li>Testimonials </li></ul><ul><li>Joined </li></ul>Quantitative Data
  31. 31. <ul><li>Photo Gallery </li></ul><ul><li>Number of Photos </li></ul><ul><li>Number of Albums </li></ul><ul><li>Pro / Free </li></ul>Quantitative Data
  32. 32. <ul><li>Videos </li></ul><ul><li>Views </li></ul><ul><li>Likes / Dislikes </li></ul><ul><li>Comments </li></ul>Quantitative Data
  33. 33. <ul><li>MyBarackObama </li></ul><ul><li>Eventos Hosted </li></ul><ul><li>Events Attended </li></ul><ul><li>Calls Made </li></ul><ul><li>Doors Knocked </li></ul><ul><li>Number of blog posts </li></ul><ul><li>Amount Raised </li></ul><ul><li>Groups Joined </li></ul>Quantitative Data
  34. 34. 3. Social Media Metrics: some approaches
  35. 35. Pólvora <ul><li>Awareness </li></ul><ul><li>Influence </li></ul><ul><li>Engagement </li></ul>
  36. 36. Pólvora <ul><li>Awareness </li></ul><ul><li>Page Views </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Posts / Topics </li></ul><ul><li>Number of Groups </li></ul><ul><li>Average Time </li></ul><ul><li>New Visitors </li></ul><ul><li>Repeat Visitors </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Leads </li></ul><ul><li>Evaluation of visitors: geographic, language, bounce rate etc. </li></ul><ul><li>Influence </li></ul><ul><li>Ratings / Rankings </li></ul><ul><li>Referrals </li></ul><ul><li>Members </li></ul><ul><li>Connections </li></ul><ul><li>Engagement </li></ul><ul><li>Comments and Trackbacks </li></ul><ul><li>Filled Profiles </li></ul><ul><li>Active Members </li></ul><ul><li>Means </li></ul><ul><li>Mentions </li></ul><ul><li>Frequency of Publication </li></ul><ul><li>Favorites </li></ul>
  37. 37. IAB – Social Media Ad Metrics Definitions <ul><li>Social Media Sites: 09 metrics; </li></ul><ul><li>Blogs: 12 metrics; </li></ul><ul><li>Applications / Widgets: 09 metrics. </li></ul>
  38. 38. IAB <ul><li>Social Media Sites </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Cost per Unique Visitors </li></ul><ul><li>Page Views </li></ul><ul><li>Visits </li></ul><ul><li>Return Visits </li></ul><ul><li>Interaction Rate </li></ul><ul><li>Time Spent </li></ul><ul><li>Video Installs </li></ul><ul><li>Relevant actions taken </li></ul><ul><li>Blogs </li></ul><ul><li>Conversation Size </li></ul><ul><li>Site Relevance </li></ul><ul><li>Author Credibility </li></ul><ul><li>Content Freshness and Relevance </li></ul><ul><li>Widgets and Applications </li></ul><ul><li>Installs </li></ul><ul><li>Active Users </li></ul><ul><li>Audience Profile </li></ul><ul><li>Unique User Reach </li></ul><ul><li>Growth </li></ul><ul><li>Influence </li></ul><ul><li>Application/Widget Installs - User </li></ul><ul><li>Active Users </li></ul><ul><li>Longevity/Lifecycle </li></ul>
  39. 39. Razorfish - Fluent <ul><li>Net Sentiment </li></ul><ul><li>SIM Score (Social Media Index Score) </li></ul>
  40. 40. <ul><li>Net Sentiment for the Brand </li></ul><ul><li>(Positive + Neutral Conversations – Negative Conversations) / Total Conversations for the Brand </li></ul><ul><li>Net Sentiment for the Industry </li></ul><ul><li>(Positive + Neutral Conversations – Negative Conversations) / Total Conversations for the Industry </li></ul><ul><li>SIM Score </li></ul><ul><li>Percentage of positive conversations for the brand in relation to the total conversations for the industry. </li></ul>Razorfish - Fluent
  41. 41. <ul><li>Social Currency </li></ul><ul><li>Brand Performance </li></ul>Vivaldi|Partners
  42. 42. <ul><li>Social Currency </li></ul><ul><li>Affiliation </li></ul><ul><li>Conversation </li></ul><ul><li>Utility </li></ul><ul><li>Advocacy </li></ul><ul><li>Information </li></ul><ul><li>Identity </li></ul><ul><li>Brand Performance </li></ul><ul><li>Quality Perception </li></ul><ul><li>Brand Trust </li></ul><ul><li>Recommendation </li></ul>Vivaldi|Partners
  43. 43. Vollmer & Precourt <ul><li>Traditional Metics </li></ul><ul><li>Behavior-specific and Action-focused </li></ul><ul><li>New Media </li></ul>
  44. 44. <ul><li>Traditional Metrics </li></ul><ul><li>Reach, frequency, and traditional gross rating points </li></ul><ul><li>Demographics </li></ul><ul><li>Brand metrics </li></ul><ul><li>Behavior-specific and Action-focused </li></ul><ul><li>Engagement </li></ul><ul><li>Quality and concentration of audience </li></ul><ul><li>Impact on purchase behavior </li></ul><ul><li>Actual Viewership </li></ul>Vollmer & Precourt <ul><li>New Media </li></ul><ul><li>Demographics > Behaviors, Interests </li></ul><ul><li>Impressions > Engagement, Actions </li></ul><ul><li>Platform-specific > Campaing-specific </li></ul><ul><li>Usage/Segmentation > Purchase Funnel </li></ul><ul><li>Estimate > Census </li></ul>
  45. 45. Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Reveny and Biz Dev </li></ul><ul><li>Cost Savings </li></ul><ul><li>Awareness and Value </li></ul>
  46. 46. Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Members </li></ul><ul><li>Posts/Threads </li></ul><ul><li>Comments or Ideas </li></ul><ul><li>Inbound Links </li></ul><ul><li>Tags, Votes, Bookmarks </li></ul><ul><li>Active Profiles </li></ul><ul><li>Referrals </li></ul><ul><li>Post Frequency/Density </li></ul><ul><li>Revenue and Biz Dev </li></ul><ul><li>Speed of sales cycle </li></ul><ul><li>Number/% of repeat biz </li></ul><ul><li>% customer retention </li></ul><ul><li>Transaction value </li></ul><ul><li>Referrals </li></ul><ul><li>Net new leads </li></ul><ul><li>Cost Per Lead </li></ul><ul><li>Conversions from community </li></ul>
  47. 47. <ul><li>Awareness and Value </li></ul><ul><li>Brand loyalty/affinity </li></ul><ul><li>Media placements </li></ul><ul><li>Share of Conversation </li></ul><ul><li>Sentiment of Posts </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>Interaction with Content </li></ul><ul><li>Employee Social Graphs </li></ul><ul><li>Cost Savings </li></ul><ul><li>Issue Resolution Time </li></ul><ul><li>% of issues resolved online </li></ul><ul><li>Account turnover </li></ul><ul><li>Employee turnover </li></ul><ul><li>Hiring/Recruiting </li></ul><ul><li>Training costs </li></ul><ul><li>New Product Ideas </li></ul><ul><li>Development cycle time </li></ul><ul><li>Product/Serv Adoption Rate </li></ul>Radian6 (a)
  48. 48. Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>Attention span </li></ul><ul><li>Ressonance </li></ul><ul><li>Reverberation </li></ul><ul><li>Bucket Volume </li></ul><ul><li>Potential </li></ul><ul><li>Infatuation </li></ul><ul><li>Repetition </li></ul><ul><li>Activation </li></ul><ul><li>Conversation </li></ul><ul><li>Engagement </li></ul>
  49. 49. Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>The monthly count of twestimonials & positive posts </li></ul><ul><li>Attention span </li></ul><ul><li>Average span of time a post is retweeted & commented on </li></ul><ul><li>Ressonance </li></ul><ul><li>The total volume of “in sync” conversation around an idea </li></ul><ul><li>Reverberance </li></ul><ul><li>The total volume of inbound linking and generations of retweeting of a post </li></ul><ul><li>Bucket Volume </li></ul><ul><li>Compare the monthly counts of post types (ie. complaints, referrals etc…) </li></ul><ul><li>Potential </li></ul><ul><li>Compare the monthly counts of point of need declarations & estimated revenue/closed </li></ul><ul><li>Infatuation </li></ul><ul><li>Score of the relative direction of inbound & outbound links/tweets between sources. Score of the relative direction of inbound & outbound links/tweets between sources. </li></ul><ul><li>Repetition </li></ul><ul><li>Average times per month a source inbound links/retweets your content </li></ul><ul><li>Ativation </li></ul><ul><li>The monthly total of new sources that have shared your positive content. </li></ul><ul><li>Conversation </li></ul><ul><li>The total monthly relative share of conversation vs. competitors </li></ul><ul><li>Engagement </li></ul><ul><li>The amount of repeat commenting & length of those comments </li></ul>
  50. 50. Radian6 (c) <ul><li>Awareness | Attention | Reach </li></ul><ul><li>Leads | Conversions | Sales </li></ul><ul><li>Cost Savings </li></ul>
  51. 51. <ul><li>Product Spending </li></ul><ul><li>Loyalty </li></ul><ul><li>Propensity to Recommend </li></ul><ul><li>Brand Affinity </li></ul><ul><li>Media Value </li></ul><ul><li>Acquisition Cost </li></ul>Syncapse/Hostpex
  52. 52. <ul><li>Engagement </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>Forrester Research
  53. 53. <ul><li>Dialog </li></ul><ul><li>Advocacy </li></ul><ul><li>Support </li></ul><ul><li>Innovation </li></ul>Lovett & Owyang
  54. 54. Lovett & Owyang <ul><li>Dialog </li></ul><ul><li>Share of Voice </li></ul><ul><li>Audience Engagement </li></ul><ul><li>Conversation Reach </li></ul><ul><li>Advocacy </li></ul><ul><li>Percent Active Advocates </li></ul><ul><li>Advocate Influence </li></ul><ul><li>Advocacy Impact </li></ul><ul><li>Support </li></ul><ul><li>Issue Resolution Rate </li></ul><ul><li>Resolution Time </li></ul><ul><li>Satisfaction Score </li></ul><ul><li>Innovation </li></ul><ul><li>Topic Trends </li></ul><ul><li>Sentiment Ratio </li></ul><ul><li>Idea Impact </li></ul>
  55. 56. Bain/IAB <ul><li>Brand Awareness </li></ul><ul><li>Purchase Intention </li></ul><ul><li>Likelihood to Recommend </li></ul><ul><li>Favorability </li></ul><ul><li>Conversion Rates </li></ul><ul><li>Recall </li></ul><ul><li>Click through </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Message association </li></ul><ul><li>Ad impressions/views </li></ul><ul><li>Time spent on page </li></ul><ul><li>Interaction rate </li></ul><ul><li>View through </li></ul><ul><li>Engagement Time </li></ul>
  56. 57. Bain/IAB
  57. 58. Online Media Owned Media Earned Media Paid Media <ul><li>Candidate’s Site </li></ul><ul><li>Party’s Site </li></ul><ul><li>Official Profiles </li></ul><ul><li>Official Content </li></ul><ul><li>... </li></ul><ul><li>News </li></ul><ul><li>Posts </li></ul><ul><li>Conversations - Communities / Groups </li></ul><ul><li>Pages / Wikis </li></ul><ul><li>Forwarded Emails </li></ul><ul><li>... </li></ul><ul><li>Banners - Sponsored Links - Sponsored Posts </li></ul><ul><li>... </li></ul>
  58. 59. Online Media for Political Campaigns * According to brazilian law, paid media can’t be used in online political campaings Owned Media Earned Media Paid Media* <ul><li>Candidate’s Site </li></ul><ul><li>Party’s Site </li></ul><ul><li>Official Profiles </li></ul><ul><li>Official Content </li></ul><ul><li>... </li></ul><ul><li>News </li></ul><ul><li>Posts </li></ul><ul><li>Conversations - Communities / Groups </li></ul><ul><li>Pages / Wikis </li></ul><ul><li>Forwarded Emails </li></ul><ul><li>... </li></ul><ul><li>Banners - Sponsored Links - Sponsored Posts </li></ul><ul><li>... </li></ul>
  59. 60. 4. Metrics for Social Media Communication
  60. 61. Process of Planning Social Media Communication
  61. 62. Processo <ul><li>Evaluation of previous traits of candidate </li></ul><ul><li>Analysis of macro environment </li></ul><ul><li>Selection of social media sites </li></ul><ul><li>Schedule guiding </li></ul>
  62. 63. Processo <ul><li>Social Media Optimized profiles </li></ul><ul><li>Production of textual, imagery and audiovisual content </li></ul><ul><li>Selection, editing and recommendation of third party content </li></ul><ul><li>Personal expressions </li></ul>
  63. 64. Processo <ul><li>Selection of connections </li></ul><ul><li>Selection of hubs </li></ul><ul><li>Thanks and feedbacks </li></ul><ul><li>Responses to comments, questions and criticisms </li></ul><ul><li>Identifying key users and public </li></ul><ul><li>Fomenting participation </li></ul>
  64. 65. Processo <ul><li>Environmental analysis </li></ul><ul><li>Monitoring of mentions to the candidate and key allies </li></ul><ul><li>Monitoring of mentions to the competitors </li></ul><ul><li>Monitoring of key themes and threads </li></ul><ul><li>Sentiment Index </li></ul><ul><li>Spotting advocates, detractors and repeat emitters </li></ul>
  65. 67. Reach is related to the degree of effective dissemination of certain content or to degree of potential spread that a single profile has in the network. Engagement is related to the degree of participation and involvement of a specific profile or group of users to a theme or subject Influence is related to the degree of attention and mobilization that a certain profile can generate in others users. Adequaçy refers to the degree of proximity that given content has in relation to the desired characteristics and values
  66. 68. 1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis. Steps
  67. 69. Customer Context <ul><li>Strengths and Weakness; </li></ul><ul><li>Threads and Opportunities; </li></ul><ul><li>Competition; </li></ul><ul><li>Target Audience; </li></ul><ul><li>General Objectives of Communication; </li></ul><ul><li>Marketing Strategy. </li></ul>
  68. 70. Current Practices in Social Media <ul><li>S elect which social media sites will be used in the campaign ; </li></ul><ul><li>Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships; </li></ul><ul><li>4. Monitoring; </li></ul><ul><li>Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc. </li></ul>
  69. 71. Emphasis <ul><li>Based on information obtained about the client and taking into account the type of work in social media, it's time to define desired information </li></ul><ul><li>With the objectives defined, the next step is to identify what you want to discover and check through the metrics within each of the areas : </li></ul><ul><ul><li>Influence; </li></ul></ul><ul><ul><li>Engagement; </li></ul></ul><ul><ul><li>Reach; </li></ul></ul><ul><ul><li>Adequacy. </li></ul></ul>
  70. 72. Types of Metrics <ul><li>Considering the previous items, the next step is to define which metrics are appropriate. The choice of metrics varies on a number of criteria such as: </li></ul><ul><ul><li>Social Media Site; </li></ul></ul><ul><ul><li>Previous Social Media Performance; </li></ul></ul><ul><ul><li>Desired Information; </li></ul></ul><ul><ul><li>Measurable Data: quantitative x qualitative. </li></ul></ul><ul><ul><li>Definir conjunto de métricas de acordo com as particularidades das mídias sociais. </li></ul></ul>
  71. 73. Collection Tools <ul><li>Define Tool: identify which tools make possible the information you want to collect; </li></ul><ul><li>Methodology: How tools will be used? In what period? How will data be stored? </li></ul><ul><li>Data collection. </li></ul>
  72. 74. Analysis <ul><li>From the quantitative and qualitative data, one should interpret the information; </li></ul><ul><li>Think metrics according to every part of the objectives to be achieved; </li></ul><ul><li>Apply data and analysis in the planning of new actions, optimization strategies etc. </li></ul>
  73. 76. Example <ul><li>REACH </li></ul><ul><li>Growth of Total Followers </li></ul><ul><li>Views of Key Videos </li></ul><ul><li>INFLUENCE </li></ul><ul><li>Quality of Twitter Lists Klout Score </li></ul><ul><li>ENGAGEMENT </li></ul><ul><li>Topics/Month </li></ul><ul><li>Active Participants </li></ul><ul><li>ADEQUACY </li></ul><ul><li>Proximity with key words </li></ul><ul><li>Sentiment Value Index </li></ul>
  74. 77. 5. Tools
  75. 78. Tools <ul><li>Data archiving </li></ul><ul><li>Analytics </li></ul><ul><li>Monitoring and Analysis Software </li></ul><ul><li>Search Engines </li></ul><ul><li>Profile Classification </li></ul><ul><li>Evaluation of presence, reach and response </li></ul>
  76. 79. <ul><li>Data archiving : software for manual collecting and storing data. </li></ul><ul><li>Useful for calculations in general and indispensable for social media without specific analytics tools. </li></ul>Tools
  77. 81. <ul><li>Web Analytics : tracking and analysis of data from visitors. </li></ul><ul><li>For sites, blogs, Ning, social networks and customized social media as additional mechanism. </li></ul>Tools
  78. 83. <ul><li>Monitoring and Analysis Softwares : software that collect, sort and allow addition of information such as tags and the valences of terms and phrases emitters. </li></ul>Tools
  79. 87. <ul><li>Search Engines : search terms and evalute volume. </li></ul><ul><li>In some cases, allow real-time results and data on emitters. </li></ul>Tools
  80. 89. <ul><li>Profile Classification : applications with their own mechanisms for evaluating profiles. Often they offers scores and rankings. </li></ul>Tools
  81. 92. <ul><li>Evaluation of presence, reach and response: creation of a numeric indexes to assess the presence, extent or response in several social media sites. </li></ul>Tools
  82. 97. Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia ”
  83. 98. Tools Tool Ups Downs Excel and similars Spreadsheets <ul><li>Universality </li></ul><ul><li>Customizable Calculations </li></ul><ul><li>Manual insertion </li></ul><ul><li>Complexity </li></ul>Google Docs Spreadsheets Spreadsheets <ul><li>Synchronous collaboration </li></ul><ul><li>Limited when compared to Excel </li></ul>Google Analytics Web analytics sofware <ul><li>Trustness </li></ul><ul><li>Integration with Google Tools </li></ul><ul><li>Indirect data </li></ul>Scup Social Media monitoring software <ul><li>Brazilian (supported language, help) </li></ul><ul><li>Few data crossings available </li></ul><ul><li>Moderate investment </li></ul>
  84. 99. Tools Tool Ups Downs Radian6 Social media monitoring software <ul><li>Comparison with competitors and market </li></ul><ul><li>High investiment </li></ul><ul><li>Complex interface </li></ul><ul><li>Without Orkut support </li></ul>SM2 Social media monitoring software <ul><li>Trial: 1000 mentions </li></ul><ul><li>Demographics </li></ul><ul><li>Unfriendly interface </li></ul>PostRank Measurement of engagement for social media content and websites <ul><li>Good with sites and blog </li></ul><ul><li>Good with evaluation of reach </li></ul><ul><li>Basic plan: only 5 sites x 20 pages </li></ul><ul><li>Few social media sites </li></ul>Social Mention Search by type of site: portals, blogs, social boomarking, social networks .... <ul><li>11 segmentations </li></ul><ul><li>Feed Creation </li></ul><ul><li>Data exportation </li></ul><ul><li>Vague and non-customizable sentiment analysis </li></ul>
  85. 100. Tools Tool Ups Downs Klout Profile analysis: reach, amplification and netwokr <ul><li>Classification of Twitterprofiles </li></ul><ul><li>Influence metrics </li></ul><ul><li>Some inaccurate data </li></ul>Twitter Analyzer Analysis of data from Twitter profiles, such as reacf, evolution and mentions. <ul><li>Several data analysed </li></ul><ul><li>Layout </li></ul><ul><li>Only Twitter </li></ul><ul><li>Non-exportable data </li></ul>TweetReach Measures the potential scope of tweets on the subject or profile. <ul><li>Lists of profiles with higher reach on topic </li></ul><ul><li>Limited </li></ul>Hubspot Graders Scores of blogs, Twitter profiles, Foursquare, Facebook pages etc. <ul><li>Twitter: higher influence grades by city </li></ul><ul><li>Limited </li></ul>
  86. 101. Tools Tool Ups Downs HowSociable Evaluation of brand presence in more than 20 social media. <ul><li>Immediacy </li></ul><ul><li>Good for initial comparisons </li></ul><ul><li>“ Pro” version still in development phase </li></ul>YouTube Insight YouTube Analytics <ul><li>“ Partes mais Vistas” </li></ul><ul><li>Demographics only from logged users </li></ul>Facebook Insights Facebook Pages Analytics <ul><li>Fans Demographics </li></ul><ul><li>Updates Delay </li></ul><ul><li>Only Pages: Profiles and Groups don’t have Insights </li></ul>Feedburner Feeds Management <ul><li>Several levels of data </li></ul><ul><li>Only feeds </li></ul>
  87. 102. References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais http://fluent.razorfish.com/ http://www.context-digital.com/ http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287 http://www.slideshare.net/Radian6/measuring-social-media-2396778 http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/ www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2 http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/ http://www.iab.net/insights_research/947883/buildingbrandsonline Wave 4 – Power to the People Plano de Negócio Sebrae Users of the world, unite! - Kaplan Andreas M., Haenlein Michael. Social Network Sites: Definition, History, and Scholarship . – danah m. boyd e Nicole B. Ellison
  88. 103. References Tools http://office.microsoft.com/pt-br/excel/default.aspx www.google.com/docs www.google.com/analytics www.scup.com.br www.radian6.com http://sm2.techrigy.com https://analytics.postrank.com http://socialmention.com www.klout.com www.twitteranalyzer.com www.tweetreach.com www.grader.com www.howsociable.com www.youtube.com/my_videos_insight www.facebook.com/business/insights http://feedburner.google.com
  89. 104. + Content: www.papercliq.com.br www.papercliq.com.br/blog www.slideshare.net/papercliq On Twitter: @papercliq @marcelayres @renatacbc @tarushijio Tarcízio Silva – Director of Research and Development www.tarciziosilva.com.br/blog www.twitter.com/tarushijio
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×