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

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