Managing Social Media with Metrics


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Social Media Club, January 2011

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Managing Social Media with Metrics

  1. 1. Managing Social Media with Metrics Social Media Club S i l M di Cl b January 2011 @danachinn Dana Chinn
  2. 2. • Rules, goals, objectives Counting vs. measuring Key performance indicators Slides: Twitter: @danachinn
  3. 3. The Rules 1. Listen 2. Engage g g 3. 3 Measure Audience-Engagement-Loyalty-Influence-Action Metrics should map to goals. M i h ld l Period. Marta Kagan, Espresso|Brand Infiltration, 2009 3
  4. 4. Mapping metrics to business goals Business goal/objective: Site/social media metrics: No. of Korean BBQ tacos sold… …to people who saw the truck location on Twitter and went there i d h “Where else should we send our trucks?” Where people have p p asked, via Twitter 4
  5. 5. Business goal/objective: Site/social media metrics: No. of cars & trucks sold… …to people who became a member of the GM community… …after voting for the 1969 Pontiac when we asked them …after going to our site from Twitter to find fi d out about GM b hybrid powertrain system Business goals are achieved with more than just social media, site 5
  6. 6. What needs to be measured: All the ways a person can engage with y y p g g you* * not “all the places you put content and hope everyone will come” Computer p SEARCH Home 1 Work SITES Public SOCIAL MEDIA Mobile devices WAP/mobile web 5-7 2 3 Apps 4 Tablet 6
  7. 7. Counts only indicate a person was there at l t least once (and maybe only once) t ( d b l ) Our site has 5,000 monthly unique visitors. Last Tuesday that story got 20,000 page views. y yg , p g The average time spent on our site last week was 24 minutes. Our iPhone app was downloaded 10,000 times. We have 2,000 fans on our Facebook page. We have 5,000 Twitter followers. 7
  8. 8. actions What verbs indicate engagement? Visit Vi it , regularly l l Read/view content, a l R d/ i lot Interact, Interact often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute 8
  9. 9. Audiences, actions, metrics differ by channel SITES SOCIAL MEDIA * Totals 1. Who? How many? In target audience? ? ? ? ? ? ? ? 2. No. f i i ? 2 N of visits? How often? ? ? ? ? ? ? ? 3. What did they see? ? ? ? ? ? ? ? Did they get want they wanted? 4. Did they interact? y ? ? ? ? ? ? ? What did they do? How much? 9 * Different metrics, methodologies for each channel!
  10. 10. Metrics that indicate interactivity are essential Facebook Insights – daily stats* Key Performance Indicators: No. of active users No. of likes No. No of comments 10 * Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
  11. 11. Start with smart campaign design “Connect with us to find valuable wellness tips” tips 11
  12. 12. Does this page answer the th call to action, reinforce brand? ll t ti i f b d? Wasn t Wasn’t this an Alta Dena site? What’s Mayfield Dairy Farms? PET Dairy? Where are the wellness tips? 12
  13. 13. Be honest with the metrics Do 538 people REALLY “Like” this? Or do h O d they jjust want another sweepstakes entry? 13
  14. 14. Assess context, sentiment together with comment counts t th ith t t Only 2 comments comments… … and from people saying they can’t y g y enter the sweepstakes or get the additional code Does the person/people from the milk company have a name? “Coupon Fairies” but no coupon 14
  15. 15. Nov. Nov election Encourage lots of active users to avoid dominant commentators who might constrict interaction Have different pages by topic to encourage participation, understand which topics Higher education generate the most comments All 3 comments on these two subjects are from the same person 15
  16. 16. Popularity vs. influence “Popularity is just that people like you. Influence is when people listen to you.” “Loudmouths don’t necessarily influence others’ behavior.” h ’b h i ” “Popularity is fleeting. Influence lasts.” “Lady Gaga is popular. Bono is influential.” “…one definitely bleeds into the other. More popularity = more visibility = more opportunity to influence.” From “The Influencer Poll with Brian Solis,” Vocus, 2010 16
  17. 17. Measure influence -- Lists -- Retweets -- Unique retweeters -- Unique mentioners -- Influenced by/influencer of 17
  18. 18. Examine profiles Review reach, follower / following ratio, churn 18
  19. 19. Track tweets, retweets, traffic about a specific page/topic b t ifi /t i Advanced search by keyword, Twitter handle KPI: No. of tweets, retweets by page Who retweeted, influencers Enter numbers in a spreadsheet for trending 19
  20. 20. Measurable tweets have have… 1. A call to action Go here…look…tell me 2. li k that 2 A link th t you track with link t k ith li k and site metric tools 3. #Hashtags and/or keywords 4. Topic or person-specific handles …120 or fewer characters, not 140! 20
  21. 21. WHY? …aren’t current audiences visiting and engaging with you more? Get as much info as you can from every action taken on your site An anonymous rating is the lowest level indicator of engagement Consider site surveys, but treat them like focus groups “What was the purpose of your visit today? Did you find what you wanted?” Usability studies …aren’t new audiences visiting? ? Old-fashioned but highly customized, focused surveys are the only way to get data for crucial strategic 21 decisions
  22. 22. Using data for decision-making decision making 1. Set specific goals across all channels Measure Optimize Act Web Report Analytics 2. Design campaigns to measure actions that indicate engagement Analyze 3. Lather, rinse, repeat 22
  23. 23. Dana Chinn Lecturer USC Annenberg School for Communications & Journalism 213-821-6259 23