Social Media Metrics

Summary
Introduction
Metrics and Social Media Elements
Social Media Metrics: some approaches
Metrics for Social Media Communication
Tools
References

1. Introduction

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.

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

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. “

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.” “

These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives... Introduction

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

Five sites most visited by brazilian Internet users : Fonte: ComScore 1º Google Brasil 2º Orkut 3º Google 4º YouTube 5º Window Live Mail Introduction

2. Metrics and Social Media Elements

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.

Why to measure?
Determine financial return;
Accountability;
Demonstrate value and impact;
Assessing resource need;
Test hypothesis.
(Amber Naslund)

Ups:
Data persistence;
Data searchability;
Public information;
APIs;
Several levels of measurement .

Downs:
Differences betwees social media sites;
Inconsistent terminology.

Profile / Page Connections Content Social Media Elements

Social Media Elements

ENVIRONMENT Social Media Elements

Profile/Page
Demographics
Expertise
Bias
Freshness
Credibility
Number and Rate of Connections

Direction
Initiation
Emphasis
Connections Social Media Elements

Content
Density
Valence
Proximity
Attribution

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

Data Quantitative Data Qualitative Data ANALYSIS

Quantitative Data
Profile
Scraps
Friends
Communities
Fans
Videos
Photos
Mutual Friends
Mutual Communities

Community
Members
Creation Date
Last Topic
Related Communities
Quantitative Data

Promote
Views
Promotions
Click
Trashes
Promoters
Quantitative Data

Topic
Creation Date
Posts
Last Post Date
Quantitative Data

Profile
Folllowing
Followers
Tweets
Most Recent Tweet
Lists
Quantitative Data

Tweet
Retweets
Replies
Quantitative Data

Profile
Contacts
Groups
Testimonials
Joined
Quantitative Data

Photo Gallery
Number of Photos
Number of Albums
Pro / Free
Quantitative Data

Videos
Views
Likes / Dislikes
Comments
Quantitative Data

MyBarackObama
Eventos Hosted
Events Attended
Calls Made
Doors Knocked
Number of blog posts
Amount Raised
Groups Joined
Quantitative Data

3. Social Media Metrics: some approaches

Pólvora
Awareness
Influence
Engagement

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

IAB – Social Media Ad Metrics Definitions
Social Media Sites: 09 metrics;
Blogs: 12 metrics;
Applications / Widgets: 09 metrics.

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

Razorfish - Fluent
Net Sentiment
SIM Score (Social Media Index Score)

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

Social Currency
Brand Performance
Vivaldi|Partners

Social Currency
Affiliation
Conversation
Utility
Advocacy
Information
Identity
Brand Performance
Quality Perception
Brand Trust
Recommendation
Vivaldi|Partners

Vollmer & Precourt
Traditional Metics
Behavior-specific and Action-focused
New Media

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

Radian6 (a)
Activity and Engagement
Reveny and Biz Dev
Cost Savings
Awareness and Value

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

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)

Radian6 (b)
Exuberance
Attention span
Ressonance
Reverberation
Bucket Volume
Potential
Infatuation
Repetition
Activation
Conversation
Engagement

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

Radian6 (c)
Awareness | Attention | Reach
Leads | Conversions | Sales
Cost Savings

Product Spending
Loyalty
Propensity to Recommend
Brand Affinity
Media Value
Acquisition Cost
Syncapse/Hostpex

Engagement
Involvement
Interaction
Intimacy
Influence
Forrester Research

Dialog
Advocacy
Support
Innovation
Lovett & Owyang

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

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

Bain/IAB

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
...

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
...

4. Metrics for Social Media Communication

Process of Planning Social Media Communication

Processo
Evaluation of previous traits of candidate
Analysis of macro environment
Selection of social media sites
Schedule guiding

Processo
Social Media Optimized profiles
Production of textual, imagery and audiovisual content
Selection, editing and recommendation of third party content
Personal expressions

Processo
Selection of connections
Selection of hubs
Thanks and feedbacks
Responses to comments, questions and criticisms
Identifying key users and public
Fomenting participation

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

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

1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis. Steps

Customer Context
Strengths and Weakness;
Threads and Opportunities;
Competition;
Target Audience;
General Objectives of Communication;
Marketing Strategy.

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.

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.

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.

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.

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.

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

5. Tools

Tools
Data archiving
Analytics
Monitoring and Analysis Software
Search Engines
Profile Classification
Evaluation of presence, reach and response

Data archiving : software for manual collecting and storing data.
Useful for calculations in general and indispensable for social media without specific analytics tools.
Tools

Web Analytics : tracking and analysis of data from visitors.
For sites, blogs, Ning, social networks and customized social media as additional mechanism.
Tools

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

Search Engines : search terms and evalute volume.
In some cases, allow real-time results and data on emitters.
Tools

Profile Classification : applications with their own mechanisms for evaluating profiles. Often they offers scores and rankings.
Tools

Evaluation of presence, reach and response: creation of a numeric indexes to assess the presence, extent or response in several social media sites.
Tools

Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia ”

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

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

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

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

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

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

+ 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

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