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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