Measuring The Impact Of Social Media

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    Notes on slide 1

    Favorites, Groups & Events

    Measuring The Impact Of Social Media - Presentation Transcript

    1. Measuring the Impact of Social Media Liana “Li” Evans Director of Social Media, Serengeti Communication
    2. How’d We Get Here?
    3. Monitoring & Measuring
      • Radian6
      • Meltwater
      • TrackUR
      • Techrigy
      • Google Alerts
      • Google Analytics
      • Coremetrics
      • Omniture
      • ClickTracks
    4. Social Media’s Different
    5. Involvement
      • Customer’s first point of agreed upon contact.
        • Visit to website
        • Sign up for email notification
        • Subscribe to RSS
        • Became a community member
    6. 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
        • Number of new community member signups
        • Average number of posts per forum member
    7. 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
          • Videos, pictures, comments, etc.
    8. Measuring Interaction
      • Web Analytics
        • Transactional Data
          • They bought something
          • Requested more information
          • Gave you their email address
      • The Other Stuff (Manual)
        • Number of comments
        • Number of reviews
        • How much UCG was submitted
        • Replies to forum threads
    9. Intimacy
      • Visitor has an opinion based on their experience with you
        • Post product or service reviews
        • Blog posts – reviews of products/services
        • Create UCG such as videos, photos, podcasts
        • Forums threads dedicated to you
        • Fan/Hate groups dedicated to you
    10. Measuring Intimacy
      • Buzz Monitoring
        • Radian6, Meltwater
        • Customer Feedback Data
      • The Other Stuff (Manual)
        • Number of comments to UCG
        • Number of up/down votes
        • Number of stars on ratings
        • Number of reviews
          • Blog posts
          • Product Reviews
    11. Influence
      • Audience members form an opinion based on other community members
      • Sentiment of conversations
      • Interaction about you
      • Propagation of your media
    12. Measuring Influence
      • Buzz Monitoring
        • Radian6, Meltwater
        • Customer Feedback Data (How did they hear about you?)
      • The Other Stuff (Manual)
        • Who’s Talking About You?
          • Technorati Ranking
          • Influence of Community Member
            • How long a member
            • Posting habits
            • Replies to posting
    13. Who’s In Your Audience?
    14. Different Types of Social Media
    15. 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
    16. 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
    17. Identify & Define Success
    18. Re-Evaluate & Tweak Goals If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09 Don’t Fall In Love…
    19. Real World Example
    20. Using Social Media to Engage, Interact, Involve & Influence Your Audience
    21. Understanding Your Audience
    22. Hold A Conversation in a Community
    23. Videos…. Lead To
    24. Your Audience Creating Them
    25. Photos …. Lead To
    26. Your Audience … Sharing Them
    27. Linked In Profile… Lead To
    28. Audience Created Groups & Discussions
    29. Networking Where Your Audience Is
    30. Leads to Over 480k Seeing Your Message
    31. Twittering Leads To….
    32. Twitters Holding Conversations About You
    33. All of This Social Stuff Lead To….
    34. Results Of Target Audience?
    35. Summary
      • Understand where your audience is first
      • Identify and define your measurement goals
        • Involvement goals
        • Interaction goals
        • Intimacy goals
        • Influence goals
      • Defines success or failure
        • When to stop
        • When to add more
      • Don’t fall in love – re-evaluate & tweak goals
    36. Contact Director of Social Media SergentiCommunications.com TakeItInHouse.com SocialConversations.com [email_address] Twitter: @storyspinner SearchMarketingGurus.com lianaevans.com
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