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Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
Measurement
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Measurement

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  • !
  • Finally, you can measure conversation and qualitative metrics by monitoring the conversation about your brand on a regular basis One free tool to use is Social Mention. It crawls MSN sites and social media sites for content around a keyword You can set up alerts to make life easier There is human analysis involved here. What is the sentiment? Etc.
  • Transcript

    • 1. Defining Success Measuring Your Social Media Effort
    • 2. What is the worth of a conversation?
      • Desired action
        • Engagement
        • Decision
        • Change in sentiment
        • Lead generation
        • Purchase
    • 3. Calculating ROI
      • Deduct cost of social media work (time, money) from the income generated
      • Positive result = profitable investment
      • Negative result = time to review strategy and tactics
    • 4. Calculating ROE
      • Not everything is numbers
      • ROE = return on engagement
      • Assign value to the qualitative
    • 5. What to Measure
      • An overview of potential metrics to include in your reporting
    • 6. Layer One
      • Website
        • Web hits, unique visitors
      • Social Media
        • Fans, followers, clicks
      • External online environments
        • Number of mentions
        • Brand placements
    • 7. Layer Two
      • Time on site
      • Page views per visit
      • Comments
      • Subscriber count
      • Bounce rate
    • 8. Layer Three
      • Twitter
        • Mentions, retweets
      • Facebook, LinkedIn
        • Likes, comments
      • Media-sharing
        • Views, comments, subscriptions, tags
      • Social news/bookmarking sites
        • Votes, shared content
      • Review sites
        • Number and quality of reviews
    • 9. Layer Four
      • Sentiment
      • Conversation volume
      • Conversation trends
      • Keyword trends
      • Customer service queries handled
    • 10. Information Overload
      • How to measure all of these metrics?
    • 11. Measurement Tools
      • Google Analytics
        • Free and robust
        • Tracks eyeball and engagement metrics
        • Also track goals, direct purchases and leads
      • Facebook Insights
      • Twitter content management tools
        • Content management tools
        • Web URL shortening tools
      • Social Mention
    • 12. Let’s look at ANALYTICS
    • 13. Let’s Take a Look
    • 14. Let’s Take a Look
    • 15. Let’s Take a Look
    • 16. Let’s Take a Look
    • 17. Facebook Insights
    • 18. Content Management Tools
    • 19. Web URL Shortening
    • 20. Qualitative/Conversation Data
    • 21. What to do with all the data?
      • Choose metrics that map back to your goals, objectives and strategy
      • Develop a dashboard
      • Engage in ongoing measurement
    • 22. Topline Takeaways
      • Know how you’re going to measure progress
      • Focus on engagement metrics over pure eyeball metrics
      • Select an easy-to-use web analytics package

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