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    Social Media Metrics Social Media Metrics Presentation Transcript

    • Social MediaMetrics Reach Adequacy Engagement InfluenceSocial Media Metrics
    • Summary 1. Introduction 2. Metrics and Social Media Elements 3. Social Media Metrics: some approaches 4. Metrics for Social Media Communication 5. Tools 6. References * Click to view the portuguese version of this presentation / Clique para ver a versão em português dessa apresentaçãoSocial Media Metrics
    • 1. IntroductionSocial Media Metrics
    • IntroductionContemporary WEB is defined by:• Content sharing;• User generated content – text, video, photo etc;• Sociability;• Active reception;• Reconfiguration of formats and social practices;• Media convergence;• Popularization of Social Media.Social Media Metrics
    • Introduction Behavior on the internet Fonte: Power to the People da Universal McCann (UM) Content sharing on the Internet has reached a prominent role in daily life of Internet users: • 63% created a profile on a social network site; • 57% manage a profile on a social network site; • 76% upload photos; • 33,1% upload videos; • 29,1% keep a blog; • 71% read blogs.Social Media Metrics
    • Introduction Definition – Social Network Sites by: Danah Boyd e Nicole Ellison “ web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.Social Media Metrics
    • Introduction Definition – Social Media by: Andreas Kaplan e Michael Haenlein “ a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.”Social Media Metrics
    • IntroductionThese technologies and onlinepractices could be used byindividuals and/ororganizations to spreadcontent, opinions, ideas,experiences and perspectives...Social Media Metrics
    • Introduction Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing in virtually all activities involving social media The five activities that grew most were: 1. Watch video clips online; 2. Listen to live radio/audio online; 3. Create a profile on a social network; 4. Read blogs; 5. Upload photos to a photo sharing site.Social Media Metrics
    • Introduction Five sites most visited by brazilian Internet users: Fonte: ComScore 1º Google Brasil 2º Orkut 3º Google 4º YouTube 5º Window Live MailSocial Media Metrics
    • 2. Metrics and Social Media ElementsSocial Media Metrics
    • Metrics “A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events.” por Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.Social Media Metrics
    • Why to measure? › Determine financial return; › Accountability; › Demonstrate value and impact; › Assessing resource need; › Test hypothesis. (Amber Naslund)Social Media Metrics
    • Social Media Metrics Ups: › Data persistence; › Data searchability; › Public information; › APIs; › Several levels of measurement.Social Media Metrics
    • Social Media Metrics Downs: › Differences betwees social media sites; › Inconsistent terminology.Social Media Metrics
    • Social Media Elements Profile / Page Connections ContentSocial Media Metrics
    • Social Media ElementsSocial Media Metrics
    • Social Media ElementsSocial Media Metrics
    • Social Media Elements Profile/Page › Demographics › Expertise › Bias › Freshness › Credibility › Number and Rate of ConnectionsSocial Media Metrics
    • Social Media Elements Connections › Direction › Initiation › EmphasisSocial Media Metrics
    • Social Media Elements Content › Density › Valence › Proximity › AttributionSocial Media Metrics
    • Categorias CATEGORY KEY EXAMPLES Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg Social Bookmarking Delicious, Dihitt Blogs Blogspot, Wordpress, Tumblr Microblogging Twitter, Plurk Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro Wikis Wikipedia, Twiki Geolocalization Google Maps, Foursquare, GowallaSocial Media Metrics
    • Data Quantitative Data ANALYSIS Qualitative DataSocial Media Metrics
    • Quantitative Data Profile • Scraps • Friends • Communities • Fans • Videos • Photos • Mutual Friends • Mutual CommunitiesSocial Media Metrics
    • Quantitative Data Community • Members • Creation Date • Last Topic • Related CommunitiesSocial Media Metrics
    • Quantitative Data Promote • Views • Promotions • Click • Trashes • PromotersSocial Media Metrics
    • Quantitative Data Topic • Creation Date • Posts • Last Post DateSocial Media Metrics
    • Quantitative Data Profile • Folllowing • Followers • Tweets • Most Recent Tweet • ListsSocial Media Metrics
    • Quantitative Data Tweet • Retweets • RepliesSocial Media Metrics
    • Quantitative Data Profile • Contacts • Groups • Testimonials • JoinedSocial Media Metrics
    • Quantitative Data Photo Gallery • Number of Photos • Number of Albums • Pro / FreeSocial Media Metrics
    • Quantitative Data Videos • Views • Likes / Dislikes • CommentsSocial Media Metrics
    • Quantitative Data MyBarackObama• Eventos Hosted• Events Attended• Calls Made• Doors Knocked• Number of blog posts• Amount Raised• Groups Joined Social Media Metrics
    • 3. Social Media Metrics: some approachesSocial Media Metrics
    • Pólvora › Awareness › Influence › EngagementSocial Media Metrics
    • Pólvora› Awareness › Influence › Engagement• Page Views • Ratings / Rankings • Comments and• Unique Visitors • Referrals Trackbacks• Posts / Topics • Members • Filled Profiles• Number of Groups • Connections • Active Members• Average Time • Means• New Visitors • Mentions• Repeat Visitors • Frequency of• Traffic Sources Publication• Leads • Favorites• Evaluation of visitors:geographic, language,bounce rate etc.Social Media Metrics
    • IAB – Social Media Ad Metrics Definitions › Social Media Sites: 09 metrics; › Blogs: 12 metrics; › Applications / Widgets: 09 metrics.Social Media Metrics
    • IAB› Social Media Sites › Blogs › Widgets and• Unique Visitors • Conversation Size Applications• Cost per Unique Visitors • Site Relevance • Installs• Page Views • Author Credibility • Active Users• Visits • Content Freshness and • Audience Profile• Return Visits Relevance • Unique User Reach• Interaction Rate • Growth• Time Spent • Influence• Video Installs • Application/Widget Installs• Relevant actions taken - User • Active Users • Longevity/Lifecycle Social Media Metrics
    • Razorfish - Fluent › Net Sentiment › SIM Score (Social Media Index Score)Social Media Metrics
    • Razorfish - Fluent› Net Sentiment for the Brand › SIM Score• (Positive + Neutral Conversations – Negative • Percentage of positiveConversations) / Total Conversations for the Brand conversations for the brand in relation to the› Net Sentiment for the Industry total conversations for• (Positive + Neutral Conversations – Negative the industry.Conversations) / Total Conversations for the IndustrySocial Media Metrics
    • Vivaldi|Partners › Social Currency › Brand PerformanceSocial Media Metrics
    • Vivaldi|Partners› Social Currency › Brand Performance• Affiliation • Quality Perception• Conversation • Brand Trust• Utility • Recommendation• Advocacy• Information• IdentitySocial Media Metrics
    • Vollmer & Precourt › Traditional Metics › Behavior-specific and Action-focused › New MediaSocial Media Metrics
    • Vollmer & Precourt› Traditional Metrics › Behavior-specific and• Reach, frequency, and Action-focusedtraditional gross rating • Engagementpoints • Quality and concentration of• Demographics audience• Brand metrics • Impact on purchase behavior • Actual Viewership› New Media• Demographics > Behaviors, Interests• Impressions > Engagement, Actions• Platform-specific > Campaing-specific• Usage/Segmentation > Purchase Funnel• Estimate > CensusSocial Media Metrics
    • Radian6 (a) › Activity and Engagement › Reveny and Biz Dev › Cost Savings › Awareness and ValueSocial Media Metrics
    • Radian6 (a) › Activity and › Revenue and Biz Engagement Dev • Members • Speed of sales cycle • Posts/Threads • Number/% of repeat • Comments or Ideas biz • Inbound Links • % customer retention • Tags, Votes, Bookmarks • Transaction value • Active Profiles • Referrals • Referrals • Net new leads • Post Frequency/Density • Cost Per Lead • Conversions from communitySocial Media Metrics
    • Radian6 (a) › Cost Savings › Awareness and Value • Issue Resolution Time • Brand loyalty/affinity • % of issues resolved • Media placements online • Share of Conversation • Account turnover • Sentiment of Posts • Employee turnover • Net Promoter Score • Hiring/Recruiting • Interaction with Content • Training costs • Employee Social Graphs • New Product Ideas • Development cycle time • Product/Serv Adoption RateSocial Media Metrics
    • Radian6 (b) • Exuberance • Infatuation • Attention span • Repetition • Ressonance • Activation • Reverberation • Conversation • Bucket Volume • Engagement • PotentialSocial Media Metrics
    • Radian6 (b) • Exuberance • Infatuation The monthly count of twestimonials & Score of the relative direction of positive posts inbound & outbound links/tweets between sources. Score of the relative direction of • Attention span inbound & outbound links/tweets between sources. Average span of time a post is retweeted & commented on • Repetition • Ressonance Average times per month The total volume of “in sync” a source inbound links/retweets your conversation around an idea content • Reverberance • Ativation The total volume of inbound linking The monthly total of new sources that and generations of retweeting have shared your positive content. of a post • Bucket Volume • Conversation Compare the monthly counts of post The total monthly relative share of types (ie. complaints, referrals etc…) conversation vs. competitors • Potential • Engagement Compare the monthly counts of point The amount of repeat commenting & of need declarations & estimated length of those comments revenue/closedSocial Media Metrics
    • Radian6 (c) › Awareness | Attention | Reach › Leads | Conversions | Sales › Cost SavingsSocial Media Metrics
    • Syncapse/Hostpex › Product Spending › Loyalty › Propensity to Recommend › Brand Affinity › Media Value › Acquisition CostSocial Media Metrics
    • Forrester Research › Engagement • Involvement • Interaction • Intimacy • InfluenceSocial Media Metrics
    • Lovett & Owyang › Dialog › Advocacy › Support › InnovationSocial Media Metrics
    • Lovett & Owyang › Dialog › Advocacy • Share of Voice • Percent Active • Audience Engagement Advocates • Conversation Reach • Advocate Influence • Advocacy Impact › Support › Innovation • Issue Resolution Rate • Topic Trends • Resolution Time • Sentiment Ratio • Satisfaction Score • Idea ImpactSocial Media Metrics
    • Social Media Metrics
    • Bain/IAB • Brand Awareness • Purchase Intention • Likelihood to Recommend • Favorability • Conversion Rates • Recall • Click through • Unique Visitors • Message association • Ad impressions/views • Time spent on page • Interaction rate • View through • Engagement TimeSocial Media Metrics
    • Bain/IABSocial Media Metrics
    • Online Media Owned Media Earned Media Paid Media - Candidate’s Site - News - Banners - Party’s Site - Posts - Sponsored Links - Official Profiles - Conversations - Sponsored Posts - Official Content - Communities / - ... - ... Groups - Pages / Wikis - Forwarded Emails - ...Social Media Metrics
    • Online Media for Political Campaigns Owned Media Earned Media Paid Media* - Candidate’s Site - News - Banners - Party’s Site - Posts - Sponsored Links - Official Profiles - Conversations - Sponsored Posts - Official Content - Communities / - ... - ... Groups - Pages / Wikis - Forwarded Emails - ... * According to brazilian law, paid media can’t be used in online political campaignsSocial Media Metrics
    • 4. Metrics for Social Media CommunicationSocial Media Metrics
    • Process of StrategicPlanning Social PlanningMediaCommunication Monitoring Content Production RelationshipSocial Media Metrics
    • Process › Evaluation of previous traits of candidate › Analysis of macro environment Strategic › Selection of social media sites Planning › Schedule guidingSocial Media Metrics
    • Process › Social Media Optimized profiles › Production of textual, imagery and audiovisual content Content › Selection, editing and Production recommendation of third party content › Personal expressionsSocial Media Metrics
    • Process › Selection of connections › Selection of hubs › Thanks and feedbacks Relationships › Responses to comments, questions and criticisms › Identifying key users and public › Fomenting participationSocial Media Metrics
    • Process › Environmental analysis › Monitoring of mentions to the candidate and key allies › Monitoring of mentions to the Monitoring competitors › Monitoring of key themes and threads › Sentiment Index › Spotting advocates, detractors and repeat emittersSocial Media Metrics
    • Social Media Metrics
    • Engagement is related to the Reach is related to the degree ofdegree of participation and effective dissemination of certaininvolvement of a specific profile or content or to degree of potentialgroup of users to a theme or spread that a single profile has in thesubject network.Influence is related to the Adequaçy refers to the degree ofdegree of attention and proximity that given content has inmobilization that a certain profile relation to the desired characteristicscan generate in others users. and values Social Media Metrics
    • Steps 1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis.Social Media Metrics
    • Customer Context • Strengths and Weakness; • Threads and Opportunities; • Competition; • Target Audience; • General Objectives of Communication; • Marketing Strategy.Social Media Metrics
    • Current Practices in Social Media • Select which social media sites will be used in the campaign; • Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships; 4. Monitoring; • Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc.Social Media Metrics
    • Emphasis • Based on information obtained about the client and taking into account the type of work in social media, its time to define desired information • With the objectives defined, the next step is to identify what you want to discover and check through the metrics within each of the areas : • Influence; • Engagement; • Reach; • Adequacy.Social Media Metrics
    • Types of Metrics • Considering the previous items, the next step is to define which metrics are appropriate. The choice of metrics varies on a number of criteria such as: - Social Media Site; - Previous Social Media Performance; - Desired Information; - Measurable Data: quantitative x qualitative. • Definir conjunto de métricas de acordo com as particularidades das mídias sociais.Social Media Metrics
    • Collection Tools • Define Tool: identify which tools make possible the information you want to collect; • Methodology: How tools will be used? In what period? How will data be stored? • Data collection.Social Media Metrics
    • Analysis • From the quantitative and qualitative data, one should interpret the information; • Think metrics according to every part of the objectives to be achieved; • Apply data and analysis in the planning of new actions, optimization strategies etc.Social Media Metrics
    • Social Media Metrics
    • Example REACH INFLUENCE • Growth of Total Followers • Quality of Twitter Lists • Views of Key Videos Klout Score ENGAGEMENT ADEQUACY • Topics/Month • Proximity with key words • Active Participants • Sentiment Value IndexSocial Media Metrics
    • 5. ToolsSocial Media Metrics
    • Tools › Data archiving › Analytics › Monitoring and Analysis Software › Search Engines › Profile Classification › Evaluation of presence, reach and responseSocial Media Metrics
    • Tools › Data archiving: software for manual collecting and storing data. Useful for calculations in general and indispensable for social media without specific analytics tools.Social Media Metrics
    • Social Media Metrics
    • Tools › Web Analytics: tracking and analysis of data from visitors. For sites, blogs, Ning, social networks and customized social media as additional mechanism.Social Media Metrics
    • Social Media Metrics
    • Tools › Monitoring and Analysis Softwares: software that collect, sort and allow addition of information such as tags and the valences of terms and phrases emitters.Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Tools › Search Engines: search terms and evalute volume. In some cases, allow real-time results and data on emitters.Social Media Metrics
    • Social Media Metrics
    • Tools › Profile Classification: applications with their own mechanisms for evaluating profiles. Often they offers scores and rankings.Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Tools › Evaluation of presence, reach and response: creation of a numeric indexes to assess the presence, extent or response in several social media sites.Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Social Media Metrics
    • Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia”Social Media Metrics
    • Tools Tool Ups DownsExcel and Spreadsheets ↑ Universality ↓ Manual insertion ↑ Customizable ↓ Complexitysimilars CalculationsGoogle Docs Spreadsheets ↑ Synchronous ↓Limited when collaboration compared to ExcelSpreadsheetsGoogle Web analytics sofware ↑ Trustness ↓Indirect data ↑ Integration withAnalytics Google ToolsScup Social Media monitoring ↑Brazilian (supported ↓ Few data crossings software language, help) available ↓Moderate investmentSocial Media Metrics
    • Tools Tool Ups DownsRadian6 Social media monitoring ↑ Comparison with ↓ High investiment software competitors and market ↓ Complex interface ↓ Without Orkut supportSM2 Social media monitoring ↑ Trial: 1000 mentions ↓ Unfriendly interface software ↑ DemographicsPostRank Measurement of ↑ Good with sites and ↓Basic plan: only 5 sites engagement for social blog x 20 pages media content and ↑ Good with evaluation ↓ Few social media websites of reach sitesSocial Mention Search by type of site: ↑ 11 segmentations ↓ Vague and non- portals, blogs, social ↑ Feed Creation customizable sentiment boomarking, social ↑ Data exportation analysis networks ....Social Media Metrics
    • Tools Tool Ups DownsKlout Profile analysis: reach, ↑ Classification of ↓ Some inaccurate data amplification and Twitterprofiles netwokr ↑ Influence metricsTwitter Analysis of data from ↑ Several data analysed ↓ Only TwitterAnalyzer Twitter profiles, such as ↑ Layout ↓ Non-exportable data reacf, evolution and mentions.TweetReach Measures the potential ↑ Lists of profiles with ↓ Limited scope of tweets on the higher reach on topic subject or profile.Hubspot Scores of blogs, Twitter ↑ Twitter: higher ↓LimitedGraders profiles, Foursquare, influence grades by city Facebook pages etc.Social Media Metrics
    • Tools Tool Ups DownsHowSociable Evaluation of brand ↑ Immediacy ↓ “Pro” version still in presence in more than ↑ Good for initial development phase 20 social media. comparisonsYouTube YouTube Analytics ↑ Hot Spots ↓ Demographics onlyInsight from logged usersFacebook Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelayInsights ↓ Only Pages: Profiles and Groups don’t have InsightsFeedburner Feeds Management ↑ Several levels of data ↓Only feedsSocial Media Metrics
    • References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais http://fluent.razorfish.com/ http://www.context-digital.com/ http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287 http://www.slideshare.net/Radian6/measuring-social-media-2396778 http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/ www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2 http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with- web-analytics-demystified/ http://www.iab.net/insights_research/947883/buildingbrandsonline Wave 4 – Power to the People Plano de Negócio Sebrae Users of the world, unite! - Kaplan Andreas M., Haenlein Michael. Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. EllisonSocial Media Metrics
    • References Tools http://office.microsoft.com/pt-br/excel/default.aspx www.google.com/docs www.google.com/analytics www.scup.com.br www.radian6.com http://sm2.techrigy.com https://analytics.postrank.com http://socialmention.com www.klout.com www.twitteranalyzer.com www.tweetreach.com www.grader.com www.howsociable.com www.youtube.com/my_videos_insight www.facebook.com/business/insights http://feedburner.google.comSocial Media Metrics
    • Tarcízio Silva – Director of Research and Development www.tarciziosilva.com.br/blog www.twitter.com/tarushijio + Content: On Twitter: www.papercliq.com.br @papercliq www.papercliq.com.br/blog @marcelayres www.slideshare.net/papercliq @renatacbc @tarushijioSocial Media Metrics