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Social Media Metrics Presentation Transcript

  • 1. Social Media Metrics
  • 2. Summary
    • Introduction
    • Metrics and Social Media Elements
    • Social Media Metrics: some approaches
    • Metrics for Social Media Communication
    • Tools
    • References
  • 3. 1. Introduction
  • 4. Introduction
    • Contemporary WEB is defined by:
    • Content sharing;
    • User generated content – text, video, photo etc;
    • Sociability;
    • Active reception;
    • Reconfiguration of formats and social practices ;
    • Media convergence ;
    • Popularization of Social Media.
  • 5.
    • Behavior on the internet
    • Fonte: Power to the People da Universal McCann (UM)
    • Content sharing on the Internet has reached a prominent role in daily life of Internet users:
    • 63% created a profile on a social network site;
    • 57% managed a profile on a social network site;
    • 76% upload photos;
    • 33,1% upload videos;
    • 29,1% mantêm um blog;
    • 71% buscam informações em blogs.
    Introduction
  • 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. 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. These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives... Introduction
  • 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. 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. 2. Metrics and Social Media Elements
  • 12. Metrics
    • “ 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. ”
        • por Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.
  • 13. Why to measure?
    • Determine financial return;
    • Accountability;
    • Demonstrate value and impact;
    • Assessing resource need;
    • Test hypothesis.
    • (Amber Naslund)
  • 14. Social Media Metrics
    • Ups:
    • Data persistence;
    • Data searchability;
    • Public information;
    • APIs;
    • Several levels of measurement .
  • 15. Social Media Metrics
    • Downs:
    • Differences betwees social media sites;
    • Inconsistent terminology.
  • 16. Profile / Page Connections Content Social Media Elements
  • 17. Social Media Elements
  • 18. ENVIRONMENT Social Media Elements
  • 19. Profile/Page
    • Demographics
    • Expertise
    • Bias
    • Freshness
    • Credibility
    • Number and Rate of Connections
    Social Media Elements
  • 20.
    • Direction
    • Initiation
    • Emphasis
    Connections Social Media Elements
  • 21. Content
    • Density
    • Valence
    • Proximity
    • Attribution
    Social Media Elements
  • 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. Data Quantitative Data Qualitative Data ANALYSIS
  • 24. Quantitative Data
    • Profile
    • Scraps
    • Friends
    • Communities
    • Fans
    • Videos
    • Photos
    • Mutual Friends
    • Mutual Communities
  • 25.
    • Community
    • Members
    • Creation Date
    • Last Topic
    • Related Communities
    Quantitative Data
  • 26.
    • Promote
    • Views
    • Promotions
    • Click
    • Trashes
    • Promoters
    Quantitative Data
  • 27.
    • Topic
    • Creation Date
    • Posts
    • Last Post Date
    Quantitative Data
  • 28.
    • Profile
    • Folllowing
    • Followers
    • Tweets
    • Most Recent Tweet
    • Lists
    Quantitative Data
  • 29.
    • Tweet
    • Retweets
    • Replies
    Quantitative Data
  • 30.
    • Profile
    • Contacts
    • Groups
    • Testimonials
    • Joined
    Quantitative Data
  • 31.
    • Photo Gallery
    • Number of Photos
    • Number of Albums
    • Pro / Free
    Quantitative Data
  • 32.
    • Videos
    • Views
    • Likes / Dislikes
    • Comments
    Quantitative Data
  • 33.
    • MyBarackObama
    • Eventos Hosted
    • Events Attended
    • Calls Made
    • Doors Knocked
    • Number of blog posts
    • Amount Raised
    • Groups Joined
    Quantitative Data
  • 34. 3. Social Media Metrics: some approaches
  • 35. Pólvora
    • Awareness
    • Influence
    • Engagement
  • 36. Pólvora
    • Awareness
    • Page Views
    • Unique Visitors
    • Posts / Topics
    • Number of Groups
    • Average Time
    • New Visitors
    • Repeat Visitors
    • Traffic Sources
    • Leads
    • Evaluation of visitors: geographic, language, bounce rate etc.
    • Influence
    • Ratings / Rankings
    • Referrals
    • Members
    • Connections
    • Engagement
    • Comments and Trackbacks
    • Filled Profiles
    • Active Members
    • Means
    • Mentions
    • Frequency of Publication
    • Favorites
  • 37. IAB – Social Media Ad Metrics Definitions
    • Social Media Sites: 09 metrics;
    • Blogs: 12 metrics;
    • Applications / Widgets: 09 metrics.
  • 38. IAB
    • Social Media Sites
    • Unique Visitors
    • Cost per Unique Visitors
    • Page Views
    • Visits
    • Return Visits
    • Interaction Rate
    • Time Spent
    • Video Installs
    • Relevant actions taken
    • Blogs
    • Conversation Size
    • Site Relevance
    • Author Credibility
    • Content Freshness and Relevance
    • Widgets and Applications
    • Installs
    • Active Users
    • Audience Profile
    • Unique User Reach
    • Growth
    • Influence
    • Application/Widget Installs - User
    • Active Users
    • Longevity/Lifecycle
  • 39. Razorfish - Fluent
    • Net Sentiment
    • SIM Score (Social Media Index Score)
  • 40.
    • Net Sentiment for the Brand
    • (Positive + Neutral Conversations – Negative Conversations) / Total Conversations for the Brand
    • Net Sentiment for the Industry
    • (Positive + Neutral Conversations – Negative Conversations) / Total Conversations for the Industry
    • SIM Score
    • Percentage of positive conversations for the brand in relation to the total conversations for the industry.
    Razorfish - Fluent
  • 41.
    • Social Currency
    • Brand Performance
    Vivaldi|Partners
  • 42.
    • Social Currency
    • Affiliation
    • Conversation
    • Utility
    • Advocacy
    • Information
    • Identity
    • Brand Performance
    • Quality Perception
    • Brand Trust
    • Recommendation
    Vivaldi|Partners
  • 43. Vollmer & Precourt
    • Traditional Metics
    • Behavior-specific and Action-focused
    • New Media
  • 44.
    • Traditional Metrics
    • Reach, frequency, and traditional gross rating points
    • Demographics
    • Brand metrics
    • Behavior-specific and Action-focused
    • Engagement
    • Quality and concentration of audience
    • Impact on purchase behavior
    • Actual Viewership
    Vollmer & Precourt
    • New Media
    • Demographics > Behaviors, Interests
    • Impressions > Engagement, Actions
    • Platform-specific > Campaing-specific
    • Usage/Segmentation > Purchase Funnel
    • Estimate > Census
  • 45. Radian6 (a)
    • Activity and Engagement
    • Reveny and Biz Dev
    • Cost Savings
    • Awareness and Value
  • 46. Radian6 (a)
    • Activity and Engagement
    • Members
    • Posts/Threads
    • Comments or Ideas
    • Inbound Links
    • Tags, Votes, Bookmarks
    • Active Profiles
    • Referrals
    • Post Frequency/Density
    • Revenue and Biz Dev
    • Speed of sales cycle
    • Number/% of repeat biz
    • % customer retention
    • Transaction value
    • Referrals
    • Net new leads
    • Cost Per Lead
    • Conversions from community
  • 47.
    • Awareness and Value
    • Brand loyalty/affinity
    • Media placements
    • Share of Conversation
    • Sentiment of Posts
    • Net Promoter Score
    • Interaction with Content
    • Employee Social Graphs
    • Cost Savings
    • Issue Resolution Time
    • % of issues resolved online
    • Account turnover
    • Employee turnover
    • Hiring/Recruiting
    • Training costs
    • New Product Ideas
    • Development cycle time
    • Product/Serv Adoption Rate
    Radian6 (a)
  • 48. Radian6 (b)
    • Exuberance
    • Attention span
    • Ressonance
    • Reverberation
    • Bucket Volume
    • Potential
    • Infatuation
    • Repetition
    • Activation
    • Conversation
    • Engagement
  • 49. Radian6 (b)
    • Exuberance
    • The monthly count of twestimonials & positive posts
    • Attention span
    • Average span of time a post is retweeted & commented on
    • Ressonance
    • The total volume of “in sync” conversation around an idea
    • Reverberance
    • The total volume of inbound linking and generations of retweeting of a post
    • Bucket Volume
    • Compare the monthly counts of post types (ie. complaints, referrals etc…)
    • Potential
    • Compare the monthly counts of point of need declarations & estimated revenue/closed
    • Infatuation
    • Score of the relative direction of inbound & outbound links/tweets between sources. Score of the relative direction of inbound & outbound links/tweets between sources.
    • Repetition
    • Average times per month a source inbound links/retweets your content
    • Ativation
    • The monthly total of new sources that have shared your positive content.
    • Conversation
    • The total monthly relative share of conversation vs. competitors
    • Engagement
    • The amount of repeat commenting & length of those comments
  • 50. Radian6 (c)
    • Awareness | Attention | Reach
    • Leads | Conversions | Sales
    • Cost Savings
  • 51.
    • Product Spending
    • Loyalty
    • Propensity to Recommend
    • Brand Affinity
    • Media Value
    • Acquisition Cost
    Syncapse/Hostpex
  • 52.
    • Engagement
    • Involvement
    • Interaction
    • Intimacy
    • Influence
    Forrester Research
  • 53.
    • Dialog
    • Advocacy
    • Support
    • Innovation
    Lovett & Owyang
  • 54. Lovett & Owyang
    • Dialog
    • Share of Voice
    • Audience Engagement
    • Conversation Reach
    • Advocacy
    • Percent Active Advocates
    • Advocate Influence
    • Advocacy Impact
    • Support
    • Issue Resolution Rate
    • Resolution Time
    • Satisfaction Score
    • Innovation
    • Topic Trends
    • Sentiment Ratio
    • Idea Impact
  • 55.  
  • 56. Bain/IAB
    • Brand Awareness
    • Purchase Intention
    • Likelihood to Recommend
    • Favorability
    • Conversion Rates
    • Recall
    • Click through
    • Unique Visitors
    • Message association
    • Ad impressions/views
    • Time spent on page
    • Interaction rate
    • View through
    • Engagement Time
  • 57. Bain/IAB
  • 58. Online Media Owned Media Earned Media Paid Media
    • Candidate’s Site
    • Party’s Site
    • Official Profiles
    • Official Content
    • ...
    • News
    • Posts
    • Conversations - Communities / Groups
    • Pages / Wikis
    • Forwarded Emails
    • ...
    • Banners - Sponsored Links - Sponsored Posts
    • ...
  • 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*
    • Candidate’s Site
    • Party’s Site
    • Official Profiles
    • Official Content
    • ...
    • News
    • Posts
    • Conversations - Communities / Groups
    • Pages / Wikis
    • Forwarded Emails
    • ...
    • Banners - Sponsored Links - Sponsored Posts
    • ...
  • 60. 4. Metrics for Social Media Communication
  • 61. Process of Planning Social Media Communication
  • 62. Processo
    • Evaluation of previous traits of candidate
    • Analysis of macro environment
    • Selection of social media sites
    • Schedule guiding
  • 63. Processo
    • Social Media Optimized profiles
    • Production of textual, imagery and audiovisual content
    • Selection, editing and recommendation of third party content
    • Personal expressions
  • 64. Processo
    • Selection of connections
    • Selection of hubs
    • Thanks and feedbacks
    • Responses to comments, questions and criticisms
    • Identifying key users and public
    • Fomenting participation
  • 65. Processo
    • Environmental analysis
    • Monitoring of mentions to the candidate and key allies
    • Monitoring of mentions to the competitors
    • Monitoring of key themes and threads
    • Sentiment Index
    • Spotting advocates, detractors and repeat emitters
  • 66.  
  • 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
  • 68. 1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis. Steps
  • 69. Customer Context
    • Strengths and Weakness;
    • Threads and Opportunities;
    • Competition;
    • Target Audience;
    • General Objectives of Communication;
    • Marketing Strategy.
  • 70. Current Practices in Social Media
    • S elect which social media sites will be used in the campaign ;
    • Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships;
    • 4. Monitoring;
    • Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc.
  • 71. Emphasis
    • 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
    • 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 :
      • Influence;
      • Engagement;
      • Reach;
      • Adequacy.
  • 72. Types of Metrics
    • 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:
      • Social Media Site;
      • Previous Social Media Performance;
      • Desired Information;
      • Measurable Data: quantitative x qualitative.
      • Definir conjunto de métricas de acordo com as particularidades das mídias sociais.
  • 73. Collection Tools
    • Define Tool: identify which tools make possible the information you want to collect;
    • Methodology: How tools will be used? In what period? How will data be stored?
    • Data collection.
  • 74. Analysis
    • From the quantitative and qualitative data, one should interpret the information;
    • Think metrics according to every part of the objectives to be achieved;
    • Apply data and analysis in the planning of new actions, optimization strategies etc.
  • 75.  
  • 76. Example
    • REACH
    • Growth of Total Followers
    • Views of Key Videos
    • INFLUENCE
    • Quality of Twitter Lists Klout Score
    • ENGAGEMENT
    • Topics/Month
    • Active Participants
    • ADEQUACY
    • Proximity with key words
    • Sentiment Value Index
  • 77. 5. Tools
  • 78. Tools
    • Data archiving
    • Analytics
    • Monitoring and Analysis Software
    • Search Engines
    • Profile Classification
    • Evaluation of presence, reach and response
  • 79.
    • Data archiving : software for manual collecting and storing data.
    • Useful for calculations in general and indispensable for social media without specific analytics tools.
    Tools
  • 80.  
  • 81.
    • Web Analytics : tracking and analysis of data from visitors.
    • For sites, blogs, Ning, social networks and customized social media as additional mechanism.
    Tools
  • 82.  
  • 83.
    • Monitoring and Analysis Softwares : software that collect, sort and allow addition of information such as tags and the valences of terms and phrases emitters.
    Tools
  • 84.  
  • 85.  
  • 86.  
  • 87.
    • Search Engines : search terms and evalute volume.
    • In some cases, allow real-time results and data on emitters.
    Tools
  • 88.  
  • 89.
    • Profile Classification : applications with their own mechanisms for evaluating profiles. Often they offers scores and rankings.
    Tools
  • 90.  
  • 91.  
  • 92.
    • Evaluation of presence, reach and response: creation of a numeric indexes to assess the presence, extent or response in several social media sites.
    Tools
  • 93.  
  • 94.  
  • 95.  
  • 96.  
  • 97. Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia ”
  • 98. Tools Tool Ups Downs Excel and similars Spreadsheets
    • Universality
    • Customizable Calculations
    • Manual insertion
    • Complexity
    Google Docs Spreadsheets Spreadsheets
    • Synchronous collaboration
    • Limited when compared to Excel
    Google Analytics Web analytics sofware
    • Trustness
    • Integration with Google Tools
    • Indirect data
    Scup Social Media monitoring software
    • Brazilian (supported language, help)
    • Few data crossings available
    • Moderate investment
  • 99. Tools Tool Ups Downs Radian6 Social media monitoring software
    • Comparison with competitors and market
    • High investiment
    • Complex interface
    • Without Orkut support
    SM2 Social media monitoring software
    • Trial: 1000 mentions
    • Demographics
    • Unfriendly interface
    PostRank Measurement of engagement for social media content and websites
    • Good with sites and blog
    • Good with evaluation of reach
    • Basic plan: only 5 sites x 20 pages
    • Few social media sites
    Social Mention Search by type of site: portals, blogs, social boomarking, social networks ....
    • 11 segmentations
    • Feed Creation
    • Data exportation
    • Vague and non-customizable sentiment analysis
  • 100. Tools Tool Ups Downs Klout Profile analysis: reach, amplification and netwokr
    • Classification of Twitterprofiles
    • Influence metrics
    • Some inaccurate data
    Twitter Analyzer Analysis of data from Twitter profiles, such as reacf, evolution and mentions.
    • Several data analysed
    • Layout
    • Only Twitter
    • Non-exportable data
    TweetReach Measures the potential scope of tweets on the subject or profile.
    • Lists of profiles with higher reach on topic
    • Limited
    Hubspot Graders Scores of blogs, Twitter profiles, Foursquare, Facebook pages etc.
    • Twitter: higher influence grades by city
    • Limited
  • 101. Tools Tool Ups Downs HowSociable Evaluation of brand presence in more than 20 social media.
    • Immediacy
    • Good for initial comparisons
    • “ Pro” version still in development phase
    YouTube Insight YouTube Analytics
    • “ Partes mais Vistas”
    • Demographics only from logged users
    Facebook Insights Facebook Pages Analytics
    • Fans Demographics
    • Updates Delay
    • Only Pages: Profiles and Groups don’t have Insights
    Feedburner Feeds Management
    • Several levels of data
    • Only feeds
  • 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
  • 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
  • 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