Managing Social Conversations In Social Media Ses San Jose 2009

Managing Conversations
Search Engine Strategies, San Jose 2009
Liana “Li” Evans,
Director of Social Media

How’d We Get Here?

Not Important – Your Message

Most Important
End Users

Who Cares?

And These Are All….
New Signals To Search Engines

Who’s In Your Audience?

Who’s Using Social Media

Thinks It’s All Generation “Y”?

3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY
Forrester, The Growth Of Social Technology Adoption, 2008

Different Types of Social Media

But…..
There’s Always a But…..

Without A Strategy, Social Media Marketing Can Be a Lot Like This…

Tactics in the absence of strategy is no better than doing nothing at all…

Identify & Define Success

Monitoring & Measuring

Radian6
Meltwater
TrackUR
Techrigy
Google Alerts
Google Analytics
Coremetrics
Omniture
ClickTracks

Social Media’s Different
…click to purchase is very rare in Social Media, so other measurement is needed

Involvement
Customer’s first point of agreed upon contact.

Visit to website
Sign up for email notification
Subscribe to RSS
Became a community member

Measuring Involvement

Web Analytics
Referral traffic to site from social media sites
The Other Stuff (Manual)
Subscribers to email lists or RSS
How many friends/fans you have
# of new community member signups
Average # of posts per forum member

Interaction
The people like you …… Or maybe not

Conversations about you
Threads in forums & message board
Requests for more information
User Generated Content (UCG) about you

Measuring Interaction

Web Analytics & Monitoring
Transactional Data
They bought something
Requested more information
Conversation Data
# of conversations about you
Sentiment
Number of comments or reviews
How much UCG was submitted
Replies to forum threads

Intimacy
Visitor has an opinion based on their experience with you

Post product or service reviews
Blog posts reviews
Create UCG such as videos, photos, podcasts
Forums threads dedicated to you
Fan/Hate groups dedicated to you

Measuring Intimacy

Buzz Monitoring
Radian6, Techrigy
Recommendation Conversations
Sentiment
Customer Feedback Data
Number of comments to UCG
Number of up/down votes
Number of stars on ratings
Number of reviews

Influence
Audience members form an opinion based on other community members

Sentiment of conversations
Interaction about you
Propagation of your media

Measuring Influence

Buzz Monitoring
Radian6, Meltwater
Customer Feedback Data (How did they hear about you?)
Who’s Talking About You?
Technorati Ranking
Influence of Community Member

Different Things to Measure

Social News (Digg, Reddit, Mixx, Etc)
Number of Votes, Comments
Traffic to Media Submitted
Social Sharing (YouTube, Flickr, Etc)
Number of Views, Ratings, Embeds, Links, Favorites
Social Networking
Number of Fans, Friends, Group Members
Comments on walls, postings, media

Different Things to Measure

Twitter
Number of Followers
Retweets
Blogs
Subscribers
Comments to Posts
Forums & Message Boards
Number of Members
Posts to Members, Replies to Posts

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

Summary

Understand Who’s In Your Audience
Understand What Your Audience Does in Social Media
Define Your Goals
What’s Success, What’s Failure
What are You Going to Measure & Monitor
Plan Your Strategy
Evaluate, Revaluate, Tweak

….. Wash…… Rinse ..… Repeat

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

Managing Social Conversations In Social Media Ses San Jose 2009

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