03 social media measurement goals

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  • 03 social media measurement goals

    1. 1. Social Media Measurement Goals & Metrics in Practice
    2. 2. Sponsorship, Money (engagement) endorsement Ads & marketing Three kinds of online capital Reputation Attention (amplification) (reach) Quality, contribution
    3. 3. c o m ⋅ m u ⋅ n i ⋅ l y t ⋅ i c s ( k ə - m yōō' nĭ- lĭt 'ĭk s ) : Communilytics is the act of measuring the acquisition, mobilization, contagion and outcomes of your social/digital efforts on any platform and tying them to your business objectives.
    4. 4. Just to be clear Analytics Communilytics
    5. 5. Just to be clear Analytics Communilytics I own or run it I lurk or join it
    6. 6. Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community
    7. 7. Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers)
    8. 8. Just to be clear Analytics Communilytics I own or run it I lurk or join it Analysis of a person Analysis of a website or social community Analytics, applied to a Analytics, applied to collaborative site (i.e. a community members wiki, a forum) (i.e. you, your followers) • What’s controversial? • Hits/day • How often do Reddit • Enrollment rate users click my links? • Page load time • Do people upvote me?
    9. 9. Communilytics measures ...
    10. 10. The 4 stages community building Acquisition Reach Virality Outcomes
    11. 11. The 4 stages community building Acquisition Reach Virality Outcomes Growing the size of your community (followers, friends)
    12. 12. The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting size of your information community to your (followers, followers friends) (impressions)
    13. 13. The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting Having size of your information followers community to your amplify a (followers, followers message (RT, friends) (impressions) linkback)
    14. 14. The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting Having Getting your size of your information followers community community to your amplify a to do (followers, followers message (RT, something friends) (impressions) linkback) (buying)
    15. 15. Accounting Optimization http://www.flickr.com/photos/thomasclaveirole/538819881/ http://www.flickr.com/photos/sanchom/2963072255/
    16. 16. Communilytics measures the acquisition, mobilization, contagion and outcomes of ....
    17. 17. Social Media Platforms
    18. 18. Emails, groups Blogs and mailing lists Forums / Answers Wikis Chat Micromessaging Social news Social networks aggregators
    19. 19. Search Anonymous, but little insight into what’s going on behind closed doors
    20. 20. Search Join Anonymous, but Permission- little insight into based access to what’s going on activity (friends, behind closed forums) doors
    21. 21. Search Join Moderate Anonymous, but Permission- Some little insight into based access to administrative what’s going on activity (friends, control, but you behind closed forums) have to earn it doors
    22. 22. Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
    23. 23. Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
    24. 24. Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
    25. 25. Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
    26. 26. Search Join Moderate Run Anonymous, but Permission- Some Complete control little insight into based access to administrative and visibility but what’s going on activity (friends, control, but you no guarantee behind closed forums) have to earn it anyone will show doors up
    27. 27. Emails / Mailing Lists / Groups Search Join Moderate Run
    28. 28. Forums / Answers Search Join Moderate Run
    29. 29. Chat Platforms Search Join Moderate Run
    30. 30. Social Networks Search Join Moderate Run
    31. 31. Blogs Search Join Moderate Run
    32. 32. Wikis Search Join Moderate Run
    33. 33. Micromessaging Search Join Moderate Run
    34. 34. Social News Aggregators Search Join Moderate Run
    35. 35. Platforms that ... Search Join Moderate Run
    36. 36. Search Join Moderate Run Mailing list, Subscribe to Set up Yahoo ListServ / Group/mailing list search tools Yahoo group group Majordomo Forum search Get account, post Start a thread in a Forum tools in forums forum Vanilla Join on an IRC Create an IRC Real-time chat N/A-bomb channel, post channel Hybrid ircd Search Facebook Subscribe to Social Network public content Facebook Facebook group Elgg Comment on a Contribute to a Blog Blog search tools blog blog Wordpress Contribute/edit Wiki Wiki search tools Wikipedia entry Wetpaint / Wikia Mediawiki Twitter search Get a Twitter Create a group or Micromessaging sites account hashtag status.net Social news Reddit, Digg Vote & post N/A (subreddit?) Pligg instance aggregators search content
    37. 37. Search Join Moderate Run Group/mailing list KPI.... KPI KPI KPI Forum KPI KPI KPI KPI Real-time chat KPI KPI KPI KPI Social Network KPI KPI KPI KPI Blog KPI KPI KPI KPI Wiki KPI KPI KPI KPI Micromessaging KPI KPI KPI KPI Social news KPI KPI KPI KPI aggregators
    38. 38. 3 campaign types
    39. 39. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
    40. 40. If I had 100k for a campaign ....
    41. 41. Setting goals
    42. 42. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
    43. 43. Identify metrics
    44. 44. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
    45. 45. Engagement in Communities Business Objective Key Performance Indicator Share of Voice Foster Dialog Audience Engagement Conversation Reach Activate Advocates Promote Advocacy Advocate Influence Advocacy Impact Resolution Rate Facilitate Support Resolution Time Satisfaction Score Topic Trends Spur Innovation Sentiment Ratio Idea Impact From the report “Social Marketing Analytics” by John Lovett & Jeremiah Owyang
    46. 46. AARRR Business Objective Key Performance Indicator Unique Visitors / Followers / Fans / etc Acquisition SERP / Organic Search Clickthroughs by Social Media Platforms Bounce Rate Activation Average Time on Site Pages / Visit (or Key Pages Visited) Cohort Analysis Retention Return Visits Email Notification Clickthroughs Retweets / Repost / etc Referral Social Graph Opt-In / Social Graph Sharing Endorsement & Upvoting Money Revenue Attention Reputation Based on Dave McClure’s AARRR Pirate Metrics
    47. 47. No one really knows your business like you do ...
    48. 48. http://www.gapingvoid.com/now%20what.jpg

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