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Presentation to George Washington University's "Digital Media Certification" Program. Thanks to Shashi Bellamkonda (@shashib)

Presentation to George Washington University's "Digital Media Certification" Program. Thanks to Shashi Bellamkonda (@shashib)

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Social media metrics Presentation Transcript

  • 1. Priya Ramesh Director, Social Media, CRT/tanaka @newpr
  • 2.
    • PR, marketing & branding, digital media
    • New York, California, Washington, D.C., Virginia
    • Corporate/B2B, Health, Consumer Products
    • VA Best Places to Work
    • 300+ PR industry awards
    About Us
  • 3. Sample Clients
  • 4. Run from the CEO that…
  • 5. 10 Signs Social Media is Here to Stay
    • As social media hits TV, 2012 will be the year of "must-tweet TV.”
    • Twitter was the #1 source of information regarding Osama Bi Laden capture NOT Fox or CNN.
    • Americans spent 53.5 billion minutes on Facebook in May 2011.
    • In 2010, Pepsi skipped Super Bowl ads in favor of a $20M social media campaign.
    • Sodexo reduced its annual recruitment advertising expenses by $300k using social media.
    • 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product.
    • By 2014, 53% of total retail sales (online and offline) will be affected by the Web.
    • 84.1 percent of the total U.S. Internet audience viewed online video.
    • Disney made a major announcement via bloggers than mainstream media.
    • Egypt’s revolution started on Facebook not Cairo’s Tahrir square.
  • 6. Old School Metrics
    • AVEs (Ad Value Equivalency)
    • Eyeballs
    • HITS
    • # of Twitter Followers
    • # of Facebook Friends/Fans
  • 7. Conversations to Conversions
  • 8. Social Media Metrics
  • 9. What Are You Measuring?
    • Online Mentions
    • Online Reputation
    • Sentiment
    • Web Traffic
    • SEO Rankings
    • Lead Generation
    • Increase in Sales
    • Increase in Following
  • 10. 5 Essential Steps to Measurement
    • Define Business Goals
    Identify Benchmarks Select the Right Tool Define KPIs Measure, Analyze, Measure 1 2 3 4 5
  • 11. A Model for Social Measurement
  • 12. Free Measurement Tools
    • Google Analytics (web traffic, referral traffic, new visits, top page views, top sources of traffic)
    • Social Mention (sentiment analysis)
    • BlogPulse (blog traffic)
    • Technorati (blog metrics)
    • IceRocket (blog metrics)
    • Facebook Insights (new likes, number of people talking about your brand)
    • YouTube Insights (
    • Bit.ly (number of people clicking on your bit.ly link)
  • 13. Paid/Sophisticated Analytics
    • Key Differences between tools:
    • Some are more robust for one-off research
    • Others are geared toward day-to-day monitoring
  • 14. Radian6
    • Advantages
      • Near real-time data – excellent for crisis support
      • Data can be graphed in a number of ways-useful for client reporting
      • Loads quickly and easy to export to Excel
      • Easy set up searches; find granular data
    • Disadvantages
      • Only 30 days of historical data
      • Topic profiles expire after 1 week
      • Not intuitive
  • 15. Alterian- SM2
    • Advantages:
      • Simple to learn; requires little training
      • Features easy-to-read dashboard
      • Detailed demographic data
    • Disadvantages:
      • Long load times
      • Excel exports are missing data
      • Only 30k results stored at one time
  • 16. Alterian - SM2 Dashboard
  • 17. Sysomos Heartbeat Dashboard
  • 18.
    • Advantages
      • High automated sentiment accuracy: 83-87%
      • Monitor competitor data easily
      • Detailed demographic data
      • Easy-to-read dashboard
    • Disadvantages
      • 2-3 hour lag on data
      • Price
    Sysomos- Heartbeat
  • 19. Sysomos MAP
    • Advantages
      • Data goes back two years
      • No restriction on number of search terms
      • Robust demographic data
      • Search results in real time
      • Great to create single client dashboard
    • Disadvantages
      • Not as useful for day-to-day monitoring
      • for an ongoing account.
      • Price
  • 20. Pinky Swear Facebook Campaign
    • Company: Henry Ford Health System
    • Objective: Create an engaging campaign that would increase online appointments by 30%.
    • Result: The application received over 1000 users within the first month and increased appointments by 161%.
  • 21. Go Granny Twitter Campaign
    • Company: Network Solutions
    • Objective: Launch a parody video during 2011 Super Bowl and leverage Twitter to drive Go Daddy transfers to Network Solutions
    • Result: 500% increase in .CO sales and thousands of transfers from Go Daddy to Network Solutions
  • 22. The FUTURE: Social CRM
  • 23. Let’s Stay Connected
    • Priya Ramesh
    • Director, Social Media
    • CRT/tanaka
    • [email_address]
    • 703 894 5460
    • Twitter: @newpr Blog: www.crttbuzzbin.com
    Stay on top of digital trends and insights with The Buzz Bin www.crttbuzzbin.com , Top 25 PR Blogs Ranked by PRWeb