Measuring the Impact of Social MediaLiana “Li” EvansDirector of Social Media, Serengeti Communication

How’d We Get Here?

Monitoring & Measuring Radian6 Meltwater TrackUR Techrigy Google Alerts Google Analytics Coremetrics Omniture ClickTracks

Radian6

Meltwater

TrackUR

Techrigy

Google Alerts

Google Analytics

Coremetrics

Omniture

ClickTracks

Social Media’s Different

InvolvementCustomer’s first point of agreed upon contact.Visit to websiteSign up for email notificationSubscribe to RSSBecame a community member

Measuring InvolvementWeb AnalyticsReferral traffic to site from social media sitesThe Other Stuff (Manual)Subscribers to email lists or RSSHow many friends/fans you haveNumber of new community member signupsAverage number of posts per forum member

InteractionThe people like you …… Or maybe notConversations about youThreads in forums & message boardRequests for more informationUser Generated Content (UCG) about youVideos, pictures, comments, etc.

Measuring InteractionWeb AnalyticsTransactional Data They bought somethingRequested more informationGave you their email addressThe Other Stuff (Manual)Number of commentsNumber of reviewsHow much UCG was submittedReplies to forum threads

IntimacyVisitor has an opinion based on their experience with youPost product or service reviewsBlog posts – reviews of products/servicesCreate UCG such as videos, photos, podcastsForums threads dedicated to youFan/Hate groups dedicated to you

Measuring IntimacyBuzz MonitoringRadian6, MeltwaterCustomer Feedback DataThe Other Stuff (Manual)Number of comments to UCGNumber of up/down votesNumber of stars on ratingsNumber of reviews Blog postsProduct Reviews

InfluenceAudience members form an opinion based on other community membersSentiment of conversationsInteraction about youPropagation of your media

Measuring InfluenceBuzz MonitoringRadian6, MeltwaterCustomer Feedback Data (How did they hear about you?)The Other Stuff (Manual)Who’s Talking About You?Technorati RankingInfluence of Community MemberHow long a memberPosting habitsReplies to posting

Who’s In Your Audience?

Different Types of Social Media

Different Things to MeasureSocial News (Digg, Reddit, Mixx, Etc)Number of Votes, CommentsTraffic to Media SubmittedSocial Sharing (YouTube, Flickr, Etc)Number of Views, Ratings, Embeds, Links, FavoritesSocial NetworkingNumber of Fans, Friends, Group MembersComments on walls, postings, media

Different Things to MeasureTwitterNumber of FollowersRetweetsBlogsSubscribersComments to PostsForums & Message BoardsNumber of MembersPosts to Members, Replies to Posts

Identify & Define Success

Re-Evaluate & Tweak GoalsDon’t Fall In Love…If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09

Real World ExampleSomething FromThe Not So DistantPast……

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 firstIdentify and define your measurement goalsInvolvement goalsInteraction goalsIntimacy goalsInfluence goalsDefines success or failure When to stopWhen to add moreDon’t fall in love – re-evaluate & tweak goals

ContactLiana “Li” EvansDirector of Social MediaSergentiCommunications.comTakeItInHouse.comSocialConversations.comlEVANS@SerengetiCOm.CoMTwitter: @storyspinnerSearchMarketingGurus.comlianaevans.com