Podcamp Boston 4 Pcb4 Measure Social Media Interactions
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From Podcamp Boston 4, presentation on measuing social media interactions.

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

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Podcamp Boston 4 Pcb4 Measure Social Media Interactions Presentation Transcript

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