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Measure Social Media Interactions<br />Wayne Kurtzman<br />@WayneNH<br />Wayne@BeyondThe.Biz<br />Copyright ©2009 Wayne Ku...
I Kan HazSoclMedirAnalitix?<br />Wayne Kurtzman<br />@WayneNH<br />Wayne@BeyondThe.Biz<br />Courtesy: icanhascheezburger.c...
The Best Part of Waking Up…<br />Courtesy: http://gifts.cafepress.com/item/soldiers-in-your-cup-framed-tile/384324099© L. ...
Where I’ve Been . . . <br /><ul><li> Shiva Corporation
 Intel
 PC Connection
 Hello Direct / GN Netcom (Jabra) @HelloDirect
 MediaBullseye.com
 Destination ImagiNation® (idodi.org) @IDODI</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
Why We Want to Measure <br /><ul><li>Reach our goals
 Opportunities
 Respond to our customers, readers, followers
 So many good reasons</li></ul>Image: http://www.flickr.com/photos/falcifer/3136673599/<br />Copyright ©2009 Wayne Kurtzma...
With Thanks and Apologies to<br />Courtesy: icanhascheezburger.com<br />Third party trademarks are retained by the owners....
The Challenge: Measure Accurately<br />Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.bi...
Measuring the Web<br /><ul><li>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.</li></ul>Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman –...
Often Confusing<br />Courtesy: icanhascheezburger.com<br />Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kur...
Key Performance Indicators (KPIs)<br /><ul><li> 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.</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trad...
Correlations of Confidence <br /><ul><li>Not Correlations of Convenience
 Getting dark at night does not cause bars    to open</li></ul>Courtesy: icanhascheeburger.com<br />Copyright ©2009 Wayne ...
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Podcamp Boston 4 Pcb4 Measure Social Media Interactions

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From Podcamp Boston 4, presentation on measuing social media interactions.

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Transcript of "Podcamp Boston 4 Pcb4 Measure Social Media Interactions"

  1. 1. Measure Social Media Interactions<br />Wayne Kurtzman<br />@WayneNH<br />Wayne@BeyondThe.Biz<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.bizThird party trademarks are retained by the owners.<br />
  2. 2. I Kan HazSoclMedirAnalitix?<br />Wayne Kurtzman<br />@WayneNH<br />Wayne@BeyondThe.Biz<br />Courtesy: icanhascheezburger.com<br />
  3. 3. The Best Part of Waking Up…<br />Courtesy: http://gifts.cafepress.com/item/soldiers-in-your-cup-framed-tile/384324099© L. Kerr <br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
  4. 4. Where I’ve Been . . . <br /><ul><li> Shiva Corporation
  5. 5. Intel
  6. 6. PC Connection
  7. 7. Hello Direct / GN Netcom (Jabra) @HelloDirect
  8. 8. MediaBullseye.com
  9. 9. Destination ImagiNation® (idodi.org) @IDODI</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
  10. 10. Why We Want to Measure <br /><ul><li>Reach our goals
  11. 11. Opportunities
  12. 12. Respond to our customers, readers, followers
  13. 13. So many good reasons</li></ul>Image: http://www.flickr.com/photos/falcifer/3136673599/<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
  14. 14. With Thanks and Apologies to<br />Courtesy: icanhascheezburger.com<br />Third party trademarks are retained by the owners.<br />
  15. 15. The Challenge: Measure Accurately<br />Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  16. 16. Measuring the Web<br /><ul><li>No such things as hits
  17. 17. Numbers are stretched
  18. 18. Staples Center for Michael Jackson
  19. 19. Helpful for PR; Not decision making
  20. 20. Do what’s right for you and your … people.</li></ul>Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  21. 21. Often Confusing<br />Courtesy: icanhascheezburger.com<br />Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  22. 22. Key Performance Indicators (KPIs)<br /><ul><li> Specific actionable measures that correlate to success factors
  23. 23. Are part of the corporate marketing direction.
  24. 24. Web example: Found: Correlation to repeat visitors and avg time on article pages; depth into articles
  25. 25. Identify the factors the drive those behaviors.</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  26. 26. Correlations of Confidence <br /><ul><li>Not Correlations of Convenience
  27. 27. Getting dark at night does not cause bars to open</li></ul>Courtesy: icanhascheeburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  28. 28. Courtesy: icanhascheezburger.com<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
  29. 29. Social Media KPI Challenges<br />You’re measuring WOM & Engagement!<br />No one way to measure engagement<br />Some technologies aren’t measurement friendly<br />Mobile devices aren’t measurement friendly <br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  30. 30. The web deals with KPIs of Behaviors.Social Media deals with the KPI’s of ideas, thoughts and experiences.<br />Measure the building blocks of interaction<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  31. 31. Measure the Building Blocks of Interaction<br /><ul><li>Content
  32. 32. What they say, share and do
  33. 33. Links
  34. 34. Mentions you or your “sector”
  35. 35. Sharing
  36. 36. The success of your interaction with them
  37. 37. Indirect Measures (call deflection, return rate)</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  38. 38. KPI Suggestions: Listening Post<br /><ul><li> Integrated CRM connecting all touch-points
  39. 39. What content is hot?
  40. 40. Segmentation?
  41. 41. What’s important to each group?
  42. 42. Mentions
  43. 43. Links
  44. 44. Comments
  45. 45. Referrals</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  46. 46. Destination ImagiNation® is an unconventional problem solving process and tournamentfor students of all ages<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.<br />
  47. 47. Difference Between NH-DI Tournaments and Global Finals…<br />How do I bring this into Social Media?<br />Photos Copyright Destination ImagiNation, Inc.<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.<br />
  48. 48. Photos Copyright NH Destination ImagiNation or Destination ImagiNation, Inc.<br />
  49. 49. KPI Example: GlobalFinals.org<br /><ul><li> Web: Visitors, pages, page depth, audio, video, sponsor impressions and in-depth breakdown (which events).
  50. 50. At event, going to the event; elsewhere?
  51. 51. Social Media:
  52. 52. Twitter, Facebook, Flickr, YouTube
  53. 53. Positive and negative phrases
  54. 54. “Discovery” of the program
  55. 55. RT (eyeballs potentially reached)
  56. 56. Usage change when the team members returned home</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  57. 57. Here&apos;s What They Said…<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.<br />
  58. 58. The Difference Between Social Media for Business and Education is…<br />Photos Copyright NH Destination ImagiNation, Inc.<br />
  59. 59. Toolset<br /><ul><li>What content is hot?
  60. 60. bit.ly or cli.gs
  61. 61. Listening Post
  62. 62. Radian6, ViralHeat, ViralHeat.com, Chatterbox
  63. 63. Prmetrics.com, Tweetgrid, Monitter.com
  64. 64. Analytics
  65. 65. Google Analytics***, Omniture, Coremetrics
  66. 66. Existing Business Intelligence Tools
  67. 67. Look for existing correlations</li></ul>Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  68. 68. Why The Cats?<br />I kanhazfivminites of happie.<br />
  69. 69. 47-million monthly page views<br />
  70. 70. What Are They Measuring?<br />If it was YOUR site, what would you measure and why?<br />Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.<br />
  71. 71. Copyright ©2009 Wayne Kurtzman – BeyondThe.biz<br />
  72. 72. Thank you!<br />Wayne Kurtzman<br />@WayneNH<br />Wayne@BeyondThe.Biz<br />
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