Measuring Engagement of Social Media websites in the Web 2.0 world


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A presentation that I gave at SocialMediaCamp London regarding the potential of using engagement metrics to evaluate the performance of websites

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Measuring Engagement of Social Media websites in the Web 2.0 world

  1. 1. Measuring Engagement of Social Media websites in a Web 2.0 world Peter O’Neill Freelance Web Analytics Consultant
  2. 2. The buzzwords <ul><li>Social Media </li></ul><ul><ul><li>the topic of this un-conference </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>content created for the internet </li></ul></ul><ul><li>Measuring </li></ul><ul><ul><li>need to measure something in order to understand how it is performing </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>is one of the ‘hot’ buzzwords in web analytics </li></ul></ul><ul><ul><li>but what does it really mean? </li></ul></ul>Peter O’Neill
  3. 3. What does engagement really mean? <ul><li>The level to which one is engaged with a website </li></ul><ul><li>Is generally measured based on interactions with website </li></ul><ul><li>Engagement => Interest </li></ul><ul><li>Interest => Satisfaction </li></ul><ul><li>Satisfaction => Loyalty/Word of Mouth </li></ul>Peter O’Neill
  4. 4. So what does engagement really mean? <ul><li>Engagement is actually based on an old concept, the idea of loyal customers being good customers </li></ul><ul><li>Is a metric or group of metrics used to approximate satisfaction/loyalty </li></ul><ul><li>Therefore the likelihood to return and to promote the website to others </li></ul><ul><li>Engagement is an approximation of success or likelihood to succeed </li></ul>Peter O’Neill
  5. 5. What are website interactions? <ul><li>Viewed pages </li></ul><ul><li>Returned </li></ul><ul><li>Made a purchase </li></ul><ul><li>Submitted a form </li></ul><ul><li>Downloaded a file </li></ul>Peter O’Neill <ul><li>Viewed a video </li></ul><ul><li>Duration on site </li></ul><ul><li>Viewed specific pages </li></ul><ul><li>Used on-site search </li></ul><ul><li>Registered </li></ul><ul><li>Wrote a post </li></ul><ul><li>Gave a rating </li></ul><ul><li>Uploaded content – videos, photos </li></ul><ul><li>Subscribed to updates </li></ul><ul><li>Chatted online </li></ul><ul><li>Wrote on a wall </li></ul><ul><li>Left a comment </li></ul><ul><li>Shared content with a friend </li></ul><ul><li>Added a friend </li></ul><ul><li>Participated in a poll </li></ul><ul><li>Personalised page </li></ul><ul><li>Poked someone </li></ul><ul><li>Threw a sheep at someone </li></ul>
  6. 6. Which interactions are important <ul><li>It depends on the objectives for the website </li></ul><ul><li>It is going to be different for different types of social media </li></ul><ul><li>Blogs </li></ul><ul><li>Social networks </li></ul><ul><li>Online Community </li></ul><ul><li>Online Media </li></ul>Peter O’Neill
  7. 7. Which interactions are important? <ul><li>STA Travel – Online Community </li></ul><ul><ul><li>‘ Inspire Me’ </li></ul></ul><ul><ul><li>(to spend more on travel through STA) </li></ul></ul><ul><ul><li>Actions most likely to lead to a purchase </li></ul></ul><ul><ul><ul><li>Downloaded tools </li></ul></ul></ul><ul><ul><ul><li>subscribe to newsletter </li></ul></ul></ul><ul><ul><ul><li>read travel tips </li></ul></ul></ul><ul><ul><li>Engagement (and conversion rate) per site feature </li></ul></ul>Peter O’Neill
  8. 8. Which interactions are important? <ul><li>Bebo – The Gap Year </li></ul><ul><ul><li>&quot;The brand new daily reality show, from the makers of Big Brother&quot; </li></ul></ul><ul><ul><li>Revenue through sponsorship </li></ul></ul><ul><ul><ul><li>Canon, Tourism Australia, Jetstar NZ, STA Travel, PSP, Doritos, Az Jeans, Herbal Essences, RAF, Acuvue, Colgate Max White </li></ul></ul></ul><ul><ul><ul><li>Product placement, competitions, links </li></ul></ul></ul><ul><ul><li>Popularity of site/show vs ROI for sponsors </li></ul></ul>Peter O’Neill
  9. 9. How to measure Engagement? Peter O’Neill <ul><li>Current animated discussion in the Web Analytics world </li></ul><ul><li>One metric or many? </li></ul><ul><li>Which metrics? </li></ul><ul><li>How to capture the data? </li></ul><ul><li>How to report the data? </li></ul><ul><li>How to use the data? </li></ul>Eric Peterson engagement metric
  10. 10. What are the steps to follow <ul><li>Define your business objectives </li></ul><ul><li>Define which actions on site can lead to achieving these objectives </li></ul><ul><li>Ensure these actions are tagged </li></ul><ul><li>Track performance of actions over time </li></ul><ul><li>Track correlation between product features/traffic sources and engagement levels </li></ul><ul><li>I think multiple metrics, not a single unified metric... I think... </li></ul>Peter O’Neill
  11. 11. Summary <ul><li>Engagement is important in trying to understand the performance of any website </li></ul><ul><li>Will be more complicated for social media websites as they contain more ways to interact </li></ul><ul><li>Is going to become more important in justifying expenditure (ROI/accountability) </li></ul><ul><li>Define, measure, interpret and use engagement metrics to make informed decisions </li></ul>Peter O’Neill