Measuring
Social Media
Craig Fitzpatrick
VP Products
SWIX Inc.
swixHQ.com
@swixHQ
@craig_fitz
Why Measure at All?
Not all social media sites perform the
same.
Audiences and personality vary.
Conversations migrate.
Us...
How do you measure?
The data is public. But it’s
everywhere.
Choose the metrics that matter to
you.
Watch over a period of...
What should you measure?
Quantity and Quality (different)
Best performers (sites & promotions)
Start segmenting.
Segmentin...
COMMUNITY
MARKETING
LISTENING
audience
building
audience
engagement
revenue
generation
goal
achievement
public
opinion
cus...
Faith
based
Analytics curious
Strategic
Community
Building
Social
Marketing
Listening &Engagement
Mental Model #2:
Social ...
Faith
based
Analytics curious
Strategic
Community
Building
Social
Marketing
Listening &Engagement
Mental Model #2:
Social ...
#1
Measuring Community
Communities = fans, followers,
subscribers, members
Members > passers-by
Good for: re-enforcing bra...
demo
measuring Audience & Engagement
@swixHQ @craig_fitz
#2
Measuring
Social Marketing
Social marketing is making offers into a
community or social network.
Communities are channe...
http://moviesitepress.com/
@swixHQ @craig_fitz
You!
create
or supply
Landing
Page
W W W
buy something
now!!!
SWIX
give us
the URL
we give you
short URLs
http: blah
for T...
You!
Promoting an Offer
email campaign
using our link
share on facebook
using our link
share on twitterusing our link
peop...
Social Marketing ROI
You!
visit
we tell you... traffic levels
clicks
visits
conversion rates
costs
revenue ROI
offer compa...
demo
measuring Social Marketing
@swixHQ @craig_fitz
#3
Measuring Listening
& Engagement
Listening is monitoring social
networks for brand mentions.
The whole point is to enga...
demo
measuring Listening & Engagement
@swixHQ @craig_fitz
Take aways
Not all social media performs the
same.
You measure to understand.
You measure to get better.
3 kinds of social...
Things to check out
SWIX shared pages:
Soul Kitchen
http://swixapp.com/public/12522/
The Socalled Movie
http://swixapp.com...
learn more »
AVAILABLE NOW!
Measure & manage the growth and
engagement of your online communities.
$9/month *
learn more »...
swixHQ.com/fnc.html
craig@swixhq.com
links &
download
@swixHQ @craig_fitz
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SWIX covers off some of the major ideas & tactics behind effectively measuring social media efforts.

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Film festival

  1. 1. Measuring Social Media Craig Fitzpatrick VP Products SWIX Inc. swixHQ.com @swixHQ @craig_fitz
  2. 2. Why Measure at All? Not all social media sites perform the same. Audiences and personality vary. Conversations migrate. Use metrics to create a feedback loop. Metrics allow you to experiment. Experimentation is a must-have. @swixHQ @craig_fitz
  3. 3. How do you measure? The data is public. But it’s everywhere. Choose the metrics that matter to you. Watch over a period of time. Different activities require different metrics. @swixHQ @craig_fitz
  4. 4. What should you measure? Quantity and Quality (different) Best performers (sites & promotions) Start segmenting. Segmenting is the difference between observing vs. optimizing (being passive vs. active). Figure out causal relationships. @swixHQ @craig_fitz
  5. 5. COMMUNITY MARKETING LISTENING audience building audience engagement revenue generation goal achievement public opinion customer service sites you control sites you don’t control Mental Model #1: Kinds of social media @swixHQ @craig_fitz
  6. 6. Faith based Analytics curious Strategic Community Building Social Marketing Listening &Engagement Mental Model #2: Social Media Practioner’s Evolution @swixHQ @craig_fitz
  7. 7. Faith based Analytics curious Strategic Community Building Social Marketing Listening &Engagement Mental Model #2: Social Media Practioner’s Evolution @swixHQ @craig_fitz
  8. 8. #1 Measuring Community Communities = fans, followers, subscribers, members Members > passers-by Good for: re-enforcing brand, creating champions, conversation & buzz Things to measure: = Audience & Engagement @swixHQ @craig_fitz
  9. 9. demo measuring Audience & Engagement @swixHQ @craig_fitz
  10. 10. #2 Measuring Social Marketing Social marketing is making offers into a community or social network. Communities are channels. Examples: contests, special content, demographics, selling tickets & merchandise Things to measure: Traffic, conversions, goals & revenue, ROI Primary tool = landing page / micro-site @swixHQ @craig_fitz
  11. 11. http://moviesitepress.com/ @swixHQ @craig_fitz
  12. 12. You! create or supply Landing Page W W W buy something now!!! SWIX give us the URL we give you short URLs http: blah for Twitter http: blah for Facebook http: blah for Email Creating an Offer @swixHQ @craig_fitz
  13. 13. You! Promoting an Offer email campaign using our link share on facebook using our link share on twitterusing our link people people buy something now!!! Landing Page W W W people buy people don’t buy visit visit visit Your Communities facebook twitter email people @swixHQ @craig_fitz
  14. 14. Social Marketing ROI You! visit we tell you... traffic levels clicks visits conversion rates costs revenue ROI offer comparison audience engagement @swixHQ @craig_fitz
  15. 15. demo measuring Social Marketing @swixHQ @craig_fitz
  16. 16. #3 Measuring Listening & Engagement Listening is monitoring social networks for brand mentions. The whole point is to engage. Reward champions & convert critics. Participate in the dialog. Things to track: positive / negative, influence, passion, reach = impact @swixHQ @craig_fitz
  17. 17. demo measuring Listening & Engagement @swixHQ @craig_fitz
  18. 18. Take aways Not all social media performs the same. You measure to understand. You measure to get better. 3 kinds of social media: community, marketing & listening Use an app to gather the numbers so you can focus on the strategy. @swixHQ @craig_fitz
  19. 19. Things to check out SWIX shared pages: Soul Kitchen http://swixapp.com/public/12522/ The Socalled Movie http://swixapp.com/public/12523/ The Trotsky http://swixapp.com/public/12525/ Incendies http://swixapp.com/public/12527/ You don’t like the truth http://swixapp.com/public/12528/ @swixHQ @craig_fitz
  20. 20. learn more » AVAILABLE NOW! Measure & manage the growth and engagement of your online communities. $9/month * learn more » Give SWIX a try for free @swixHQ @craig_fitz
  21. 21. swixHQ.com/fnc.html craig@swixhq.com links & download @swixHQ @craig_fitz
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