Practical solutions<br />Image: ambimb Flickr (CC)<br />To the measurement conundrum<br />Shonali Burke, ABC (@shonali)<br />
Let’s Take Your Temperature…<br />Image: The Facey Family, Flickr (CC)<br />
Cartoon: HubSpot, Flickr (CC)<br />
Image: Jim Miles, Flickr (CC)<br />
Image: argbx via Flickr (CC)<br />
What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)<br />
Case Study: Austin CVB & BMESOct. 5 – 12, 2010<br />Could Social Media…<br /><ul><li> Grow the org’s reach?
 Engage attendees?
 Inform them?</li></ul>Courtesy: Sparkloft & BMES<br />
What Did They Do?<br />Facebook<br />Developed and implemented a custom Facebook conference tab<br />Curated relevant dest...
What Happened?<br />Tweets on @BMESociety stream: 25/101 (before/after)<br />@BMESociety followers: 18/104 (before/after)<...
What Was Missing?<br />… but it was a good place to start!<br />Image: buckofive via Flickr (CC)<br />
The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
The 4-1-1<br />
© Daniel Gordon, used with permission<br />
Blog traffic<br />Courtesy Daniel Gordon, Samuel Gordon Jewelers<br />2006 – 2010:<br />Ad spend: from $500K - $50K<br />R...
Pledge To End Hunger<br />Source: pledgetoendhunger.com<br />
Courtesy: Scott Henderson & MediaSauce<br />
Courtesy: Scott Henderson & Media Sauce<br />
Results<br />2,600 members of Facebook Cause<br />> 19k site visitors<br />4,800 pledges (380% > goal)<br />1st 1k pledges...
Let’s Say…<br />Image: Craving Creativity, Flickr (CC)<br />
What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
#1: Listen<br />#2: Analyze<br />#3: Evaluate<br />Image: shareski via Flickr (CC)<br />Image: Dave Dugdale via Flickr (CC...
Did Anything Happen?<br />Courtesy: KD Paine & Partners<br />
Strategy & Measurement<br />Go hand-in-hand<br />Image: liwenli via Flick (CC)<br />
Ask Yourself…<br />
“You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr)<br />Image: dennis via Flickr (CC)<br />
Image: Mark H. Evans, Flickr (CC)<br />Why<br />Who<br />What<br />The Six Keys<br />To The Measurement World<br />How<br ...
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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.

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Practical Social Media Measurement

  1. 1. Practical solutions<br />Image: ambimb Flickr (CC)<br />To the measurement conundrum<br />Shonali Burke, ABC (@shonali)<br />
  2. 2. Let’s Take Your Temperature…<br />Image: The Facey Family, Flickr (CC)<br />
  3. 3. Cartoon: HubSpot, Flickr (CC)<br />
  4. 4. Image: Jim Miles, Flickr (CC)<br />
  5. 5. Image: argbx via Flickr (CC)<br />
  6. 6. What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  7. 7. Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)<br />
  8. 8. Case Study: Austin CVB & BMESOct. 5 – 12, 2010<br />Could Social Media…<br /><ul><li> Grow the org’s reach?
  9. 9. Engage attendees?
  10. 10. Inform them?</li></ul>Courtesy: Sparkloft & BMES<br />
  11. 11. What Did They Do?<br />Facebook<br />Developed and implemented a custom Facebook conference tab<br />Curated relevant destination content<br />Created two photo albums: Austin (pre-meeting) and BMES (updated daily)<br />Twitter<br />Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife<br />Customized organization’s profile: @BMESociety<br />Took and uploaded Twitpics on site<br />Flickr<br />Developed BMES group & photostream<br />Uploaded photos in real time (multiple times each day)<br />YouTube<br />Filmed and posted exhibit floor poster reports<br />Produced post-conference video highlighting the social media integration achieved for BMES in Austin<br />Courtesy: Sparkloft<br />
  12. 12. What Happened?<br />Tweets on @BMESociety stream: 25/101 (before/after)<br />@BMESociety followers: 18/104 (before/after)<br />Tweets containing #BMES2010 reached 45,282 Twitter accounts (# of times tweeted x # of followers)<br />BMES “likes” on Facebook increased by 218%<br />BMES Facebook page viewed 1,085 times during the conference<br />33 photos uploaded to BMES Flickr account; viewed 102 times<br />12 videos uploaded to BMES’ YouTube channel and embedded in various outlets; viewed 1,400 times<br />Courtesy: Sparkloft<br />
  13. 13. What Was Missing?<br />… but it was a good place to start!<br />Image: buckofive via Flickr (CC)<br />
  14. 14. The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
  15. 15. The 4-1-1<br />
  16. 16. © Daniel Gordon, used with permission<br />
  17. 17. Blog traffic<br />Courtesy Daniel Gordon, Samuel Gordon Jewelers<br />2006 – 2010:<br />Ad spend: from $500K - $50K<br />Revenue: 30% increase<br />2008 – 2010:<br />Foot traffic: from 20% - 40%<br />
  18. 18. Pledge To End Hunger<br />Source: pledgetoendhunger.com<br />
  19. 19. Courtesy: Scott Henderson & MediaSauce<br />
  20. 20. Courtesy: Scott Henderson & Media Sauce<br />
  21. 21. Results<br />2,600 members of Facebook Cause<br />> 19k site visitors<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />$28k for Share Our Strength (@95% 1st-time donors)<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & Media Sauce<br />
  22. 22. Let’s Say…<br />Image: Craving Creativity, Flickr (CC)<br />
  23. 23. What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  24. 24. #1: Listen<br />#2: Analyze<br />#3: Evaluate<br />Image: shareski via Flickr (CC)<br />Image: Dave Dugdale via Flickr (CC)<br />Image: adesigna via Flickr (CC)<br />
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33. Did Anything Happen?<br />Courtesy: KD Paine & Partners<br />
  34. 34. Strategy & Measurement<br />Go hand-in-hand<br />Image: liwenli via Flick (CC)<br />
  35. 35. Ask Yourself…<br />
  36. 36. “You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr)<br />Image: dennis via Flickr (CC)<br />
  37. 37. Image: Mark H. Evans, Flickr (CC)<br />Why<br />Who<br />What<br />The Six Keys<br />To The Measurement World<br />How<br />Where<br />When<br />
  38. 38. A Few Resources<br />iabc.com<br />prsa.org<br />instituteforpr.org<br />kdpaine.blogs.com<br />metrica.net/measurementmatters<br />communicationammo.com<br />metricsman.wordpress.com<br />Overtonecomm.blogspot.com<br />toprankblog.com<br />chuckhemann.com<br />Bi-weekly #measurePR Twitter chat (every other Tues; 12-1 pm ET)<br />WaxingUnLyrical.com: measurement/measurePR categories<br />twitter.com/shonali/measurement<br />
  39. 39. Questions?<br />Image: Håkan Dahlström via Flickr, CC<br />info@shonaliburke.com<br />@shonali<br />Thank you!<br />www.WaxingUnLyrical.com<br />www.shonaliburke.com<br />slideshare.net/shonaliburke<br />ShonaliBurkeConsulting<br />
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