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PBRL 3150: Social Media Measurement
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PBRL 3150: Social Media Measurement

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  • 1. Social Media Measurement PBRL 3150 Social Media for Strategic PR Feb. 28, 2012
  • 2. Our Mission • Identify key performance indicators. • Understand tools and services. • Provide clear reporting and analysis.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 3. ROI = (Gain – Cost) / CostSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 4. The Cost Social media is only free if your time is worthless.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 5. The Gain • Build brand awareness and affinity. • Increase number of event attendees. • Increase number of sales. • Drive web traffic.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 6. Two Core Metrics Success on a social platform is determined by two factors — influence and engagement.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 7. Set Measurable Objectives • Prompt __ people to inquire. • Increase engagement by __ percent. • Drive __ people to the website. • Get __ people to apply.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 8. ―Number of fans and followers is NOT a business metric — what you do with them is.‖ -Jeremiah OwyangSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 9. What are your key performance indicators?Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 10. Key Performance Indicators • Feedback (likes, comments, mentions, shares etc.) • Total and unique views. • Website referrals. • Conversions.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 11. Business Objective Key Performance Indicator Foster Dialog Share of Voice Audience Engagement Conversation Reach Promote Events Active Advocates Advocate Influence Conversation Reach Customer Service Response Time Resolution Rate Generate Leads Active Advocates Conversation Reach ConversionsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 12. Don’t measure everything, just the things that matter.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 13. It begins here …Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 14. General TrendsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 15. Advanced SegmentsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 16. Social Interaction TrackingSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 17. Specific CampaignsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 18. Specific CampaignsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 19. URL BuilderSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 20. View InsightsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 21. Facebook InsightsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 22. Metric Meaning Total Likes The number of unique people who like your page. Friends of Fans The number of unique people who were friends of people who liked your page. People Talking The number of people in a week who have About This created a story about your page, i.e., liked, commented, shared, or posted. Weekly Total Reach The number of unique people in a week who have seen any piece of content from your page.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 23. Page PostsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 24. Metric Meaning Reach The number of unique people who have seen your post. Engaged Users The number of unique people who have clicked on your post. Talking About This The number of unique people who have created a story on your page post. Virality Percentage of people who saw your posted and created story from it.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 25. The real gold in a Facebook page is mined from exported data.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 26. Exported Data • Story types created (like, comments). • Consumptions by type (view, click). • Organic, paid and viral impressions. • Organic, paid and viral reach. • Lifetime negative feedback.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 27. • Followers • Following • Tweets • ListsSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 28. HootsuiteSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 29. TwitterCounterSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 30. Additional Resources • TwitterGrader by Hubspot • Wildfire Social Monitor • TweetStats • KloutSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 31. YouTubeSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 32. FoursquareSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 33. KloutSocial Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 34. Unless a measurement tool addresses your specific social media goals, the score it spits out is useless.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 35. Now what do I do?Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 36. Social media measurement is only as valuable as the analysis that follows.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 37. Creating a Report • Make it easy to read and understand. • Report key performance indicators. • Monitor and highlight trends. • Offer recommendations. • Explain causation.Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 38. Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 39. Social Media MeasurementPBRL 3150 Social Media for Strategic PR
  • 40. DiscussionSocial Media MeasurementPBRL 3150 Social Media for Strategic PR