Managing Social Conversations In Social Media   Ses San Jose 2009
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Managing Social Conversations In Social Media Ses San Jose 2009

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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......

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.

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