Social Media Measurement Ppt

Slide 1: Social Media Measurement Jia Liu March 25, 2008 www.jiajiablog.cn tibbettliu@gmail.com

Slide 2: PPT adapted from this white paper

Slide 3: To be discussed Nature of social media  Why Measure  What are Metrics and Measurement  Challenges in Measurement  Sample Attributes  Key Attributes  Key Capabilities to Success  Sample Tools and Vendors 

Slide 4: Nature of social media  Easy-to-access tools  Myriad forms: Blog, Podcast, Social networking site etc.  Conversations from the crowd globally and instantly  Epidemic nature “Ideas and behaviour and messages and products sometimes behave just like outbreaks of infectious disease. They are social epidemics.” The Tipping Point

Slide 5: Why Measure? Consumers: Intimate conversations with long lasting impact  Influence brand and corporate reputation  Affect buying and purchasing cycle Marketers:Track the ROI - Return on Influence  Create and adjust strategy  Justify marketing spend  Manage (and preventing) crises  Monitor the “reach” of campaigns, and myriad others

Slide 6: What are Metrics and Measurement ? Metrics i.e. attributes, the key concept is the determination that any organization needs to make about which factors are important to understand. Measurement The process of taking these metrics or attributes and determining how they are impacting (or are being impacted by) the actions of an organization, such as a marketing campaign (internal) or a crisis (external).

Slide 7: Challenges in Measurement  Traditional Web Metrics alone can not fully track the tone, perception, and nuances within these conversations.  Highly subjective and flexible measurement goals increases difficulty in standardizing measurement process.  Conversations which may impact you are everywhere on social media platforms.

Slide 8: Sample Attributes  Analytics and activity  Community activation/ Call to Corporate Marketers action  Conversation Index  Participation and engagement  Demographic/who  Sentiment, tone, or favoribility  Reach Bloggers and Marketing Consultants  Relationship and connections  Influential Ideas (Memes)  Relevance Key Attributes

Slide 9: Participation and engagement  Similar to Conversation Index, but suggests something deeper  Not only responds to a message but acts on it as well  Unique visits? Yes but not enough  How long do they stay?  What else do they read?  How the clickstream((i.e., the “path” a user takes through a Web site) looks like?

Slide 10: Sentiment, tone, or favoribility  Not just an audience or demographic is responding to an issue or a message, but what is the tone or sentiment associated with that response?  Is it “positive,” “negative” or “neutral”?  This looks simple but can be complex.  Content that is ironic or sarcastic can be misconstrued by analysis that evaluates language too literally, or by an audience or reader whose interpretation can be subject to regional or cultural biases.

Slide 11: Influential Ideas(Memes)  A “meme” refers to an idea or discussion that grows and spreads from individual to individual into a lengthy chain of commentary.  This attribute means the “intensity” or “velocity” of the spread of an idea or message over time.  How long does a message (or marketing campaign, or issue, etc.) remain in the arena of public opinion and interaction?  Whether in a corporate or consumer environment, the goal of a blogger (or PR/marketing campaign) “should be looking for what we call ‘igniters’ – that is, people who can, by virtue of a single post, ignite a long chain of dialogue and conversation across multiple blogs,

Slide 12: Key Capabilities to Success • Access to a broad and diverse content set to capture “long tails” meaning a combination of traditional and consumer- generated media, and a structured method of capturing, hosting and analyzing that content. • Technological resources - the right tools – to perform that complex analysis, based on the metrics or attributes that are most important to the company’s objectives. • Services, to develop reporting and context for the data often used to track key performance indicators and distributed through the organization to develop strategy and tactics. • Expertise, either in-house or outsourced, with working knowledge of social media trends, technologies and characteristics, to interpret the analysis and guide future strategic decisions.

Slide 13: Sample Tools and Vendors Free simple monitoring tools Brand Image Measurement Tool by Waggener Edstrom Worldwide Click here An ongoing list from Jeremiah Owyang Click here

Slide 14: Thank you! Any concerns, Please contact me!