Measuring Social Media


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This presentation is about the concepts behind measuring social media with both successes and failure. Presented by

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Measuring Social Media

  1. 1. Measuring Social: Tools, Sources and Metrics<br />Liana “Li” Evans<br />Director of Social Media, <br />Serengeti Communication<br />
  2. 2. How’d We Get Here?<br />
  3. 3. Different Types of Social Media<br />
  4. 4. Lots of things to measure in each…<br />Social News (Digg, Reddit, Mixx, Etc)<br />Number of Votes, Comments<br />Traffic to Media Submitted<br />Social Sharing (YouTube, Flickr, Etc)<br />Number of Views, Ratings, Embeds, Links, Favorites<br />Social Networking<br />Number of Fans, Friends, Group Members<br />Comments on walls, postings, media<br />
  5. 5. Lots of things to measure in each…<br />Twitter<br />Number of Followers<br />Retweets<br />Blogs<br />Subscribers<br />Comments to Posts<br />Forums & Message Boards<br />Number of Members<br />Posts to Members, Replies to Posts<br />
  6. 6. Crafting an approach…1.) Consider WHERE the impact of SM can be observed;2.) Consider HOW people move through various stages of engagement, what they do in each and the tools/metrics that provide insight in each stage.<br />
  7. 7. Where can the impact of Social Media be observed?<br /><ul><li>On your Web site, Blogs, other Enterprise Generated Media
  8. 8. On Social Channels outside of your site(s)
  9. 9. In conversations that happen offline</li></li></ul><li>Some ways to see it…<br /><ul><li>EGM (Web site, Blogs, etc.): </li></ul>Web Analytics <br />Data from SMO tools<br /><ul><li>Social Channels</li></ul>Buzz Monitoring <br />Channel tools (Tweetdeck)<br /><ul><li>Offline</li></ul>Survey panels, event attendance, buzz programs (w/self reporting)<br />
  10. 10. Stages of Engagement<br />
  11. 11. Involvement<br />Customer’s first point of agreed upon contact<br />Visit to web site, Blog, other EGM<br />
  12. 12. Measuring Involvement<br />Web Analytics<br />Referral traffic to site from social media sites<br />Conversion rates of SM generated traffic<br />Behavior of SM generated traffic (ATOS, comments on Blogs, etc.)<br />Participates in offline event<br />
  13. 13. Interaction<br />A step further into “contact” <br />Purchase<br />Respond (to Blog, to email, etc.)<br />Request for more information or for contact<br />Visits or participates in EGM (Facebook page, YouTube channel, etc.)<br />
  14. 14. Measuring Interaction<br />Web Analytics<br />Conversions/behavior of SM referred traffic<br />Beyond WA…<br />Customer intake data (how did you hear about us?)<br />CRM data<br />Channel & Community activity: subscribers, retweets, uses FB app, comments on wall, etc.<br />Event participation & follow up data<br />
  15. 15. Intimacy<br />Visitor has an opinion based on their experience with you<br />Posts product or service reviews<br />Creates blog posts w/ opinions of products/services<br />Create UCG such as videos, photos, podcasts<br />Talks offline to a friend/neighbor about purchase<br />
  16. 16. Measuring Intimacy<br />Buzz Monitoring<br />Beyond Monitoring<br />Customer Feedback Data<br />Product Review/ratings sites/tools<br />Number of up/down votes, stars on ratings<br />Embeds, favorites<br />Community participation (Forum activities, takes your quiz, uses your FB app)<br />Surveys, event data<br />
  17. 17. Influence<br />Evangelists or Detractors emerge<br />Tell others to buy or not to buy<br />“Vote” for your company, your sites, your Facebook page, etc. in various ways<br />Create UCG that is highly visible and influential<br />
  18. 18. Measuring Influence<br />Buzz Monitoring<br />Beyond Buzz Monitoring<br />Customer source (referrals)<br />Customer Feedback Data (how likely to recommend)<br />Customer surveys<br />Self-reported referrals and buzz<br />Propagation, relay rates, influencer tracking/scoring<br />
  19. 19. Putting it all together<br />Actionable insights come from connecting the data dots <br />There is NO SINGLE TOOL that will do this for you<br />Custom dashboards a growing trend<br />
  20. 20. Remember…<br />Determining what and how you will measure is a critical part of Social Media Strategy<br />
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