Podcamp Boston 4 Pcb4 Measure Social Media Interactions

Measure Social Media Interactions
Wayne Kurtzman
@WayneNH
Wayne@BeyondThe.Biz
Copyright ©2009 Wayne Kurtzman – BeyondThe.bizThird party trademarks are retained by the owners.

I Kan HazSoclMedirAnalitix?
Wayne Kurtzman
@WayneNH
Wayne@BeyondThe.Biz
Courtesy: icanhascheezburger.com

The Best Part of Waking Up…
Courtesy: http://gifts.cafepress.com/item/soldiers-in-your-cup-framed-tile/384324099© L. Kerr
Copyright ©2009 Wayne Kurtzman – BeyondThe.biz

Where I’ve Been . . .

Shiva Corporation
Intel
PC Connection
Hello Direct / GN Netcom (Jabra) @HelloDirect
MediaBullseye.com
Destination ImagiNation® (idodi.org) @IDODI

Why We Want to Measure

Reach our goals
Opportunities
Respond to our customers, readers, followers
So many good reasons

Image: http://www.flickr.com/photos/falcifer/3136673599/

With Thanks and Apologies to
Third party trademarks are retained by the owners.

The Challenge: Measure Accurately
Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.

Measuring the Web

No such things as hits
Numbers are stretched
Staples Center for Michael Jackson
Helpful for PR; Not decision making
Do what’s right for you and your … people.

Often Confusing

Key Performance Indicators (KPIs)

Specific actionable measures that correlate to success factors
Are part of the corporate marketing direction.
Web example: Found: Correlation to repeat visitors and avg time on article pages; depth into articles
Identify the factors the drive those behaviors.

Correlations of Confidence

Not Correlations of Convenience
Getting dark at night does not cause bars to open

Courtesy: icanhascheeburger.com

Social Media KPI Challenges
You’re measuring WOM & Engagement!
No one way to measure engagement
Some technologies aren’t measurement friendly
Mobile devices aren’t measurement friendly

The web deals with KPIs of Behaviors.Social Media deals with the KPI’s of ideas, thoughts and experiences.
Measure the building blocks of interaction

Measure the Building Blocks of Interaction

Content
What they say, share and do
Links
Mentions you or your “sector”
Sharing
The success of your interaction with them
Indirect Measures (call deflection, return rate)

KPI Suggestions: Listening Post

Integrated CRM connecting all touch-points
What content is hot?
Segmentation?
What’s important to each group?
Mentions
Links
Comments
Referrals

Destination ImagiNation® is an unconventional problem solving process and tournamentfor students of all ages
Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.

Difference Between NH-DI Tournaments and Global Finals…
How do I bring this into Social Media?
Photos Copyright Destination ImagiNation, Inc.

Photos Copyright NH Destination ImagiNation or Destination ImagiNation, Inc.

KPI Example: GlobalFinals.org

Web: Visitors, pages, page depth, audio, video, sponsor impressions and in-depth breakdown (which events).
At event, going to the event; elsewhere?
Social Media:
Twitter, Facebook, Flickr, YouTube
Positive and negative phrases
“Discovery” of the program
RT (eyeballs potentially reached)
Usage change when the team members returned home

Here's What They Said…

The Difference Between Social Media for Business and Education is…
Photos Copyright NH Destination ImagiNation, Inc.

Toolset