Practical Social Media Measurement
 

Practical Social Media Measurement

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In April 2011, I presented on practical solutions to social media measurement at the Oregon Governor's Conference on Tourism. The most important takeaway? There's no one-size-fits-all solution.

In April 2011, I presented on practical solutions to social media measurement at the Oregon Governor's Conference on Tourism. The most important takeaway? There's no one-size-fits-all solution.

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Practical Social Media Measurement Practical Social Media Measurement Presentation Transcript

  • Practical solutions
    Image: ambimb Flickr (CC)
    To the measurement conundrum
    Shonali Burke, ABC (@shonali)
  • Let’s Take Your Temperature…
    Image: The Facey Family, Flickr (CC)
  • Cartoon: HubSpot, Flickr (CC)
  • Image: Jim Miles, Flickr (CC)
  • Image: argbx via Flickr (CC)
  • What Are You Trying To Do?
    Why Is It Important?
    Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)
  • Case Study: Austin CVB & BMESOct. 5 – 12, 2010
    Could Social Media…
    • Grow the org’s reach?
    • Engage attendees?
    • Inform them?
    Courtesy: Sparkloft & BMES
  • What Did They Do?
    Facebook
    Developed and implemented a custom Facebook conference tab
    Curated relevant destination content
    Created two photo albums: Austin (pre-meeting) and BMES (updated daily)
    Twitter
    Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife
    Customized organization’s profile: @BMESociety
    Took and uploaded Twitpics on site
    Flickr
    Developed BMES group & photostream
    Uploaded photos in real time (multiple times each day)
    YouTube
    Filmed and posted exhibit floor poster reports
    Produced post-conference video highlighting the social media integration achieved for BMES in Austin
    Courtesy: Sparkloft
  • What Happened?
    Tweets on @BMESociety stream: 25/101 (before/after)
    @BMESociety followers: 18/104 (before/after)
    Tweets containing #BMES2010 reached 45,282 Twitter accounts (# of times tweeted x # of followers)
    BMES “likes” on Facebook increased by 218%
    BMES Facebook page viewed 1,085 times during the conference
    33 photos uploaded to BMES Flickr account; viewed 102 times
    12 videos uploaded to BMES’ YouTube channel and embedded in various outlets; viewed 1,400 times
    Courtesy: Sparkloft
  • What Was Missing?
    … but it was a good place to start!
    Image: buckofive via Flickr (CC)
  • The Case of The OKC Jeweler
    @dangordon
    @samuelgordons
    © Daniel Gordon, used with permission
  • The 4-1-1
  • © Daniel Gordon, used with permission
  • Blog traffic
    Courtesy Daniel Gordon, Samuel Gordon Jewelers
    2006 – 2010:
    Ad spend: from $500K - $50K
    Revenue: 30% increase
    2008 – 2010:
    Foot traffic: from 20% - 40%
  • Pledge To End Hunger
    Source: pledgetoendhunger.com
  • Courtesy: Scott Henderson & MediaSauce
  • Courtesy: Scott Henderson & Media Sauce
  • Results
    2,600 members of Facebook Cause
    > 19k site visitors
    4,800 pledges (380% > goal)
    1st 1k pledges in 28 hours
    $28k for Share Our Strength (@95% 1st-time donors)
    560k servings of food to food banks in 4 cities
    Courtesy: Scott Henderson & Media Sauce
  • Let’s Say…
    Image: Craving Creativity, Flickr (CC)
  • What Are You Trying To Do?
    Why Is It Important?
    Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • #1: Listen
    #2: Analyze
    #3: Evaluate
    Image: shareski via Flickr (CC)
    Image: Dave Dugdale via Flickr (CC)
    Image: adesigna via Flickr (CC)
  • Did Anything Happen?
    Courtesy: KD Paine & Partners
  • Strategy & Measurement
    Go hand-in-hand
    Image: liwenli via Flick (CC)
  • Ask Yourself…
  • “You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr)
    Image: dennis via Flickr (CC)
  • Image: Mark H. Evans, Flickr (CC)
    Why
    Who
    What
    The Six Keys
    To The Measurement World
    How
    Where
    When
  • A Few Resources
    iabc.com
    prsa.org
    instituteforpr.org
    kdpaine.blogs.com
    metrica.net/measurementmatters
    communicationammo.com
    metricsman.wordpress.com
    Overtonecomm.blogspot.com
    toprankblog.com
    chuckhemann.com
    Bi-weekly #measurePR Twitter chat (every other Tues; 12-1 pm ET)
    WaxingUnLyrical.com: measurement/measurePR categories
    twitter.com/shonali/measurement
  • Questions?
    Image: Håkan Dahlström via Flickr, CC
    info@shonaliburke.com
    @shonali
    Thank you!
    www.WaxingUnLyrical.com
    www.shonaliburke.com
    slideshare.net/shonaliburke
    ShonaliBurkeConsulting