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Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
Practical Social Media Measurement
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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.

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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  • 1. Practical solutions<br />Image: ambimb Flickr (CC)<br />To the measurement conundrum<br />Shonali Burke, ABC (@shonali)<br />
  • 2. Let’s Take Your Temperature…<br />Image: The Facey Family, Flickr (CC)<br />
  • 3. Cartoon: HubSpot, Flickr (CC)<br />
  • 4. Image: Jim Miles, Flickr (CC)<br />
  • 5. Image: argbx via Flickr (CC)<br />
  • 6. What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  • 7. Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)<br />
  • 8. Case Study: Austin CVB & BMESOct. 5 – 12, 2010<br />Could Social Media…<br /><ul><li> Grow the org’s reach?
  • 9. Engage attendees?
  • 10. Inform them?</li></ul>Courtesy: Sparkloft & BMES<br />
  • 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. 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. What Was Missing?<br />… but it was a good place to start!<br />Image: buckofive via Flickr (CC)<br />
  • 14. The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
  • 15. The 4-1-1<br />
  • 16. © Daniel Gordon, used with permission<br />
  • 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. Pledge To End Hunger<br />Source: pledgetoendhunger.com<br />
  • 19. Courtesy: Scott Henderson & MediaSauce<br />
  • 20. Courtesy: Scott Henderson & Media Sauce<br />
  • 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. Let’s Say…<br />Image: Craving Creativity, Flickr (CC)<br />
  • 23. What Are You Trying To Do?<br />Why Is It Important?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  • 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.
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  • 33. Did Anything Happen?<br />Courtesy: KD Paine & Partners<br />
  • 34. Strategy & Measurement<br />Go hand-in-hand<br />Image: liwenli via Flick (CC)<br />
  • 35. Ask Yourself…<br />
  • 36. “You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr)<br />Image: dennis via Flickr (CC)<br />
  • 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. 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. 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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