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    Social media metrics Social media metrics Presentation Transcript

    • Priya Ramesh Director, Social Media, CRT/tanaka @newpr
      • 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
    • Sample Clients
    • Run from the CEO that…
    • 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.
    • Old School Metrics
      • AVEs (Ad Value Equivalency)
      • Eyeballs
      • HITS
      • # of Twitter Followers
      • # of Facebook Friends/Fans
    • Conversations to Conversions
    • Social Media Metrics
    • What Are You Measuring?
      • Online Mentions
      • Online Reputation
      • Sentiment
      • Web Traffic
      • SEO Rankings
      • Lead Generation
      • Increase in Sales
      • Increase in Following
    • 5 Essential Steps to Measurement
      • Define Business Goals
      Identify Benchmarks Select the Right Tool Define KPIs Measure, Analyze, Measure 1 2 3 4 5
    • A Model for Social Measurement
    • 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 (
      • (number of people clicking on your link)
    • Paid/Sophisticated Analytics
      • Key Differences between tools:
      • Some are more robust for one-off research
      • Others are geared toward day-to-day monitoring
    • 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
    • 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
    • Alterian - SM2 Dashboard
    • Sysomos Heartbeat Dashboard
      • 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
    • 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
    • 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%.
    • 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
    • The FUTURE: Social CRM
    • Let’s Stay Connected
      • Priya Ramesh
      • Director, Social Media
      • CRT/tanaka
      • [email_address]
      • 703 894 5460
      • Twitter: @newpr Blog:
      Stay on top of digital trends and insights with The Buzz Bin , Top 25 PR Blogs Ranked by PRWeb