Managing Conversations<br />Search Engine Strategies, San Jose 2009<br />Liana “Li” Evans,<br />Director of Social Media<b...
How’d We Get Here?<br />
Not Important – Your Message<br />
Most Important<br />End Users<br />
Who Cares?<br />
And These Are All….<br />New Signals To Search Engines<br />
Who’s In  Your Audience?<br />
Who’s Using Social Media<br />
Thinks It’s All Generation “Y”?<br />
3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY<br />Forrester, The Growth Of Social Technology Adoption, 2008<br />
Different Types of Social Media<br />
But…..<br />There’s Always a But…..<br />
Without A Strategy, Social Media Marketing Can Be a Lot Like This…<br />
Tactics in the absence of strategy is no better than doing nothing at all…<br />
Identify & Define Success<br />
Monitoring & Measuring<br /><ul><li> Radian6
 Meltwater
 TrackUR
 Techrigy
 Google Alerts
 Google Analytics
 Coremetrics
 Omniture
 ClickTracks</li></li></ul><li>Social Media’s Different<br />…click to purchase is very rare in Social Media, so other mea...
Involvement<br />Customer’s first point of agreed upon contact.<br /><ul><li>Visit to website
Sign up for email notification
Subscribe to RSS
Became a community member</li></li></ul><li>Measuring Involvement<br /><ul><li>Web Analytics
Referral traffic to site from social media sites
The Other Stuff (Manual)
Upcoming SlideShare
Loading in...5
×

Managing Social Conversations In Social Media Ses San Jose 2009

812

Published on

This presentation was given at SES San Jose in August 2009. The focus of the panel was around Managing Conversations in Social Media. This presentation was focused on Monitoring & Measuring goals in social media as well as planning successful strategies.

Published in: Business, Education, Technology
2 Comments
1 Like
Statistics
Notes
  • The only other slides we can post is the other session we did on Images and search engines. That one is already available here in our profile. :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Could you please post the slides for other sessions of Search Engine Strategies 2009 San Jose conference
    Thanks
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
812
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
41
Comments
2
Likes
1
Embeds 0
No embeds

No notes for slide

Managing Social Conversations In Social Media Ses San Jose 2009

  1. 1. Managing Conversations<br />Search Engine Strategies, San Jose 2009<br />Liana “Li” Evans,<br />Director of Social Media<br />
  2. 2. How’d We Get Here?<br />
  3. 3. Not Important – Your Message<br />
  4. 4. Most Important<br />End Users<br />
  5. 5. Who Cares?<br />
  6. 6. And These Are All….<br />New Signals To Search Engines<br />
  7. 7. Who’s In Your Audience?<br />
  8. 8. Who’s Using Social Media<br />
  9. 9. Thinks It’s All Generation “Y”?<br />
  10. 10. 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY<br />Forrester, The Growth Of Social Technology Adoption, 2008<br />
  11. 11. Different Types of Social Media<br />
  12. 12. But…..<br />There’s Always a But…..<br />
  13. 13. Without A Strategy, Social Media Marketing Can Be a Lot Like This…<br />
  14. 14. Tactics in the absence of strategy is no better than doing nothing at all…<br />
  15. 15. Identify & Define Success<br />
  16. 16. Monitoring & Measuring<br /><ul><li> Radian6
  17. 17. Meltwater
  18. 18. TrackUR
  19. 19. Techrigy
  20. 20. Google Alerts
  21. 21. Google Analytics
  22. 22. Coremetrics
  23. 23. Omniture
  24. 24. ClickTracks</li></li></ul><li>Social Media’s Different<br />…click to purchase is very rare in Social Media, so other measurement is needed<br />
  25. 25. Involvement<br />Customer’s first point of agreed upon contact.<br /><ul><li>Visit to website
  26. 26. Sign up for email notification
  27. 27. Subscribe to RSS
  28. 28. Became a community member</li></li></ul><li>Measuring Involvement<br /><ul><li>Web Analytics
  29. 29. Referral traffic to site from social media sites
  30. 30. The Other Stuff (Manual)
  31. 31. Subscribers to email lists or RSS
  32. 32. How many friends/fans you have
  33. 33. # of new community member signups
  34. 34. Average # of posts per forum member</li></li></ul><li>Interaction<br />The people like you …… Or maybe not<br /><ul><li>Conversations about you
  35. 35. Threads in forums & message board
  36. 36. Requests for more information
  37. 37. User Generated Content (UCG) about you</li></li></ul><li>Measuring Interaction<br /><ul><li>Web Analytics & Monitoring
  38. 38. Transactional Data
  39. 39. They bought something
  40. 40. Requested more information
  41. 41. Conversation Data
  42. 42. # of conversations about you
  43. 43. Sentiment
  44. 44. The Other Stuff (Manual)
  45. 45. Number of comments or reviews
  46. 46. How much UCG was submitted
  47. 47. Replies to forum threads</li></li></ul><li>Intimacy<br />Visitor has an opinion based on their experience with you<br /><ul><li>Post product or service reviews
  48. 48. Blog posts reviews
  49. 49. Create UCG such as videos, photos, podcasts
  50. 50. Forums threads dedicated to you
  51. 51. Fan/Hate groups dedicated to you</li></li></ul><li>Measuring Intimacy<br /><ul><li>Buzz Monitoring
  52. 52. Radian6, Techrigy
  53. 53. Recommendation Conversations
  54. 54. Sentiment
  55. 55. Customer Feedback Data
  56. 56. The Other Stuff (Manual)
  57. 57. Number of comments to UCG
  58. 58. Number of up/down votes
  59. 59. Number of stars on ratings
  60. 60. Number of reviews </li></li></ul><li>Influence<br />Audience members form an opinion based on other community members<br /><ul><li>Sentiment of conversations
  61. 61. Interaction about you
  62. 62. Propagation of your media</li></li></ul><li>Measuring Influence<br /><ul><li>Buzz Monitoring
  63. 63. Radian6, Meltwater
  64. 64. Customer Feedback Data (How did they hear about you?)
  65. 65. The Other Stuff (Manual)
  66. 66. Who’s Talking About You?
  67. 67. Technorati Ranking
  68. 68. Influence of Community Member</li></li></ul><li>Different Things to Measure<br /><ul><li>Social News (Digg, Reddit, Mixx, Etc)
  69. 69. Number of Votes, Comments
  70. 70. Traffic to Media Submitted
  71. 71. Social Sharing (YouTube, Flickr, Etc)
  72. 72. Number of Views, Ratings, Embeds, Links, Favorites
  73. 73. Social Networking
  74. 74. Number of Fans, Friends, Group Members
  75. 75. Comments on walls, postings, media</li></li></ul><li>Different Things to Measure<br /><ul><li>Twitter
  76. 76. Number of Followers
  77. 77. Retweets
  78. 78. Blogs
  79. 79. Subscribers
  80. 80. Comments to Posts
  81. 81. Forums & Message Boards
  82. 82. Number of Members
  83. 83. Posts to Members, Replies to Posts</li></li></ul><li>Re-Evaluate & Tweak Goals<br />Don’t Fall In Love…<br />If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09<br />
  84. 84. Summary<br /><ul><li>Understand Who’s In Your Audience
  85. 85. Understand What Your Audience Does in Social Media
  86. 86. Define Your Goals
  87. 87. What’s Success, What’s Failure
  88. 88. What are You Going to Measure & Monitor
  89. 89. Plan Your Strategy
  90. 90. Evaluate, Revaluate, Tweak</li></ul>….. Wash…… Rinse ..… Repeat<br />
  91. 91. Contact<br />Liana “Li” Evans<br />Director of Social Media<br />SerengetiCommunications.com<br />Social Convesations.com<br />Available Thursday: <br />Measuring Social Media WP<br />http://www.serenticom.com/measuring-sm<br />levans@serengeticom.com<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×