Social Media: Measurement

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Social Media: Measurement Master Class presented by Chris Abraham at Mesh Marketing 2010

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Social Media: Measurement

  1. 1. SOCIAL MEDIA MARKETING & <br />ONLINE PUBLIC RELATIONS<br />Social Media Measurement Workshop<br />November 2010<br />
  2. 2. Abraham Harrison LLC<br />WHO WE ARE<br />100% online media company, living our lives in the world of social media.<br />Team of 35 professionals spanning 5 continents , speaking 10 languages natively.<br />WHAT WE DO<br />1. Activate online influencers in the blogopshere, social networking sites & on Twitter to voluntarily carry your message in their voice and with their credibility to their audiences <br />2. Manage and protect your online reputation and image<br /> Help you become aware of threats to your brand reputation and gain control of your brand space online<br />3. Develop your impact and influence in the Social Networks: <br /> Increase the number of your fans, friends, and followers Intensify their relationship with you and your messaging<br />
  3. 3. Solid goal-setting is key<br />KPI before ROI<br />
  4. 4. APPLYING METRICS TO BRAND PERCEPTION<br /><ul><li>Sentiment
  5. 5. Brand equity
  6. 6. PR functions/ crisis control
  7. 7. Media relationships
  8. 8. Influencer relationships
  9. 9. Customer satisfaction
  10. 10. Likeliness to buy
  11. 11. Likeliness to recommend
  12. 12. Volume/Impact of conversations</li></li></ul><li>APPLYING METRICS TO MARKETING EFFICIENCY<br />SEO<br />Reach<br />Research<br />
  13. 13. APPLYING METRICS TO REVENUE GROWTH<br /><ul><li>Relationships that could become leads
  14. 14. Leads
  15. 15. Sales </li></li></ul><li>APPLYING METRICS TO SUPPORT SAVINGS<br /><ul><li>Content creation: user generated vs. company generated
  16. 16. Support case metrics
  17. 17. Call center costs defrayed</li></li></ul><li>Metrics should NOT be the strategy, only its guide.<br />
  18. 18. It’s easy to get lost in metric world and lose sight of the big picture<br />
  19. 19. Now that strategy is good, let’s measure!<br />
  20. 20. Now that strategy is good, let’s measure!<br />
  21. 21. PROFESSIONAL TOOLS – Ex: SM2<br />How much are people talking about the brand?<br />
  22. 22. PROFESSIONAL TOOLS – Ex: SM2<br />Where are people talking about the brand?<br />
  23. 23. PROFESSIONAL TOOLS – Ex: SM2<br />Where are people talking about the brand?<br />
  24. 24. PROFESSIONAL TOOLS – Ex: SM2<br />Where are people talking about the brand?<br />
  25. 25. PROFESSIONAL TOOLS – Ex: SM2<br />Reputation?<br />
  26. 26. Example:<br />Campaign Report for <br />Habitat for Humanity<br />Online PR Promotion of <br />Habitat for Humanity’s<br />2010 World Habitat Day<br />Oct. 20, 2010<br />
  27. 27. Summary of work on the 2010 World Habitat Day Campaign<br /><ul><li> 2900 Bloggers reached
  28. 28. 504 Responses
  29. 29. 295 Posts</li></ul>We were able to gather the statistics of UMV’s (unique monthly visitors) and followers for 188 of the 295 posts and determined that more than 38 million impressions were made out of the 188 posts from our blogger outreaches.Note that unlike ads which disappear after a campaign, these posts are now a permanent part of the online record, continually garnering more impressions and feeding link juice for SEO ad infinitum.<br />
  30. 30. Summary of work on the 2010 World Habitat Day Campaign<br />To illustrate how successful the World Habitat Day’s social media campaign was, this chart shows that the WHD outreaches generated more impressions and more mentions than a PR Web Finalist campaign performed by Abraham Harrison<br />
  31. 31. Summary of work on the 2010 World Habitat Day Campaign<br />*The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.<br />
  32. 32. Summary of work on the 2010 World Habitat Day Campaign<br />Social<br />Media<br />News<br />Release<br />Provides a one stop shop for bloggers<br /> Easily acquire media<br /> Videos<br /> Images<br /> Quotes<br />Makes blogging easy<br /> Bloggers like articles that write themselves<br /> By providing easily copied info you allow them to create their posts faster.<br />Worldhabitatdaynews.org<br />
  33. 33. Summary of work on the 2010 World Habitat Day Campaign<br />Worldhabitatdaynews.org SMNR Analytics – 246,212 hits<br />
  34. 34. Summary of work on the 2010 World Habitat Day Campaign<br />Post Examples<br />
  35. 35. Summary of work on the 2010 World Habitat Day Campaign<br />Post Examples<br />
  36. 36. Summary of work on the 2010 World Habitat Day Campaign<br />Post Examples<br />
  37. 37. Summary of work on the 2010 World Habitat Day Campaign<br />Post Examples<br />
  38. 38. Summary of work on the 2010 World Habitat Day Campaign<br /><ul><li>295 earned blog posts
  39. 39. 38 million impressions from posts
  40. 40. Impressions were 35% higher than award finalist campaign
  41. 41. 22% increase in performance over last year
  42. 42. Over 245K visits to SMNR</li></li></ul><li>Summary of work on the 2010 World Habitat Day Campaign<br />Tweet Examples<br />
  43. 43. Questions?<br />Further information we can provide as a follow up?<br />http://abrahamharrison.com<br />info@abrahamharrison.com<br />(202) 570-4878<br />

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