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Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09
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Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09

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This presentation was given at the Open Government & Innovations conference held in Washington DC on 7/22/09. This presentation covers objectives of measuring Social Media efforts that companies & …

This presentation was given at the Open Government & Innovations conference held in Washington DC on 7/22/09. This presentation covers objectives of measuring Social Media efforts that companies & the government face. For more information visit: http://www.serengeticommunications.com

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  • 1. Measuring the Impact of Social Media<br />Liana “Li” Evans<br />Director of Social Media, <br />Serengeti Communication<br />
  • 2. How’d We Get Here?<br />
  • 3. Monitoring &amp; Measuring<br /><ul><li> Radian6
  • 4. Meltwater
  • 5. TrackUR
  • 6. Techrigy
  • 7. Google Alerts
  • 8. Google Analytics
  • 9. Coremetrics
  • 10. Omniture
  • 11. ClickTracks</li></li></ul><li>Social Media’s Different<br />
  • 12. Involvement<br />Customer’s first point of agreed upon contact.<br />Visit to website<br />Sign up for email notification<br />Subscribe to RSS<br />Became a community member<br />
  • 13. Measuring Involvement<br />Web Analytics<br />Referral traffic to site from social media sites<br />The Other Stuff (Manual)<br />Subscribers to email lists or RSS<br />How many friends/fans you have<br />Number of new community member signups<br />Average number of posts per forum member<br />
  • 14. Interaction<br />The people like you …… Or maybe not<br />Conversations about you<br />Threads in forums &amp; message board<br />Requests for more information<br />User Generated Content (UCG) about you<br />Videos, pictures, comments, etc.<br />
  • 15. Measuring Interaction<br />Web Analytics<br />Transactional Data <br />They bought something<br />Requested more information<br />Gave you their email address<br />The Other Stuff (Manual)<br />Number of comments<br />Number of reviews<br />How much UCG was submitted<br />Replies to forum threads<br />
  • 16. Intimacy<br />Visitor has an opinion based on their experience with you<br />Post product or service reviews<br />Blog posts – reviews of products/services<br />Create UCG such as videos, photos, podcasts<br />Forums threads dedicated to you<br />Fan/Hate groups dedicated to you<br />
  • 17. Measuring Intimacy<br />Buzz Monitoring<br />Radian6, Meltwater<br />Customer Feedback Data<br />The Other Stuff (Manual)<br />Number of comments to UCG<br />Number of up/down votes<br />Number of stars on ratings<br />Number of reviews <br />Blog posts<br />Product Reviews<br />
  • 18. Influence<br />Audience members form an opinion based on other community members<br />Sentiment of conversations<br />Interaction about you<br />Propagation of your media<br />
  • 19. Measuring Influence<br />Buzz Monitoring<br />Radian6, Meltwater<br />Customer Feedback Data (How did they hear about you?)<br />The Other Stuff (Manual)<br />Who’s Talking About You?<br />Technorati Ranking<br />Influence of Community Member<br />How long a member<br />Posting habits<br />Replies to posting<br />
  • 20. Who’s In Your Audience?<br />
  • 21. Different Types of Social Media<br />
  • 22. Different Things to Measure<br />Social News (Digg, Reddit, Mixx, Etc)<br />Number of Votes, Comments<br />Traffic to Media Submitted<br />Social Sharing (YouTube, Flickr, Etc)<br />Number of Views, Ratings, Embeds, Links, Favorites<br />Social Networking<br />Number of Fans, Friends, Group Members<br />Comments on walls, postings, media<br />
  • 23. Different Things to Measure<br />Twitter<br />Number of Followers<br />Retweets<br />Blogs<br />Subscribers<br />Comments to Posts<br />Forums &amp; Message Boards<br />Number of Members<br />Posts to Members, Replies to Posts<br />
  • 24. Identify &amp; Define Success<br />
  • 25. Re-Evaluate &amp; Tweak Goals<br />Don’t Fall In Love…<br />If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09<br />
  • 26. Real World Example<br />Something From<br />The Not So Distant<br />Past……<br />
  • 27. Using Social Media to Engage, Interact, Involve &amp; Influence Your Audience<br />
  • 28. Understanding Your Audience<br />
  • 29. Hold A Conversation in a Community<br />
  • 30. Videos…. Lead To<br />
  • 31. Your Audience Creating Them<br />
  • 32. Photos …. Lead To<br />
  • 33. Your Audience … Sharing Them<br />
  • 34. Linked In Profile… Lead To<br />
  • 35. Audience Created Groups &amp; Discussions<br />
  • 36. Networking Where Your Audience Is<br />
  • 37. Leads to Over 480k Seeing Your Message<br />
  • 38. Twittering Leads To….<br />
  • 39. Twitters Holding Conversations About You<br />
  • 40. All of This Social Stuff Lead To….<br />
  • 41. Results Of Target Audience?<br />
  • 42. Summary <br />Understand where your audience is first<br />Identify and define your measurement goals<br />Involvement goals<br />Interaction goals<br />Intimacy goals<br />Influence goals<br />Defines success or failure <br />When to stop<br />When to add more<br />Don’t fall in love – re-evaluate &amp; tweak goals<br />
  • 43. Contact<br />Liana “Li” Evans<br />Director of Social Media<br />SergentiCommunications.com<br />TakeItInHouse.com<br />SocialConversations.com<br />lEVANS@SerengetiCOm.CoM<br />Twitter: @storyspinner<br />SearchMarketingGurus.com<br />lianaevans.com<br />

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