Measuring Social Media
                           Effectiveness

                           Karl Havard
                  ...
In this Session

        ✦ Very Brief Outline of Social Web Engagement
        ✦ Advocacy Approach - What is it?
        ✦...
CIAL MEDIA
                           SO




Monday, 22 February 2010
The Most Common Approach by Brands




Monday, 22 February 2010
Where’s the Value in that?




Monday, 22 February 2010
Why use Social Media this way?
           Awareness                          Consideration                           Conve...
One Approach to Profile your Brand,
        Business or Offering
                                                      le
...
Assuming You’re in Good Shape.
         And not...
         ✦ Pumping out messages
         ✦ Turning people off
         ...
Advocacy to Awareness
       Organic spread of advocacy.
       ✦ Direct accessibility - one to one
         Individual c...
So What Does it Look Like




                           Social Web




Monday, 22 February 2010
Is this stuff used?
      Yes & No!
    ✦ But they won’t share a bland video of your offices
    ✦ Regardless of how nice ...
ReTweet Example
      If the content is deemed good, great, cool, etc. the
      people who spot it may want to be associa...
Comment Example - Disqus




    People who write comments do so
    to voice opinion, be heard, think
    they’re funny, ...
Measuring This Stuff


                                           IN G :
                             A RN
               ...
We’ll look at...
         Off-Site              On-Site
         ✦ Facebook            ✦ Google Analytics
         ✦ ReTwe...
Facebook Share This
      A little bit flakey at the moment!
      http://api.facebook.com/restserver.php?method=links.get...
tweetmeme.com




                           Number of Tweets
                           Number of Retweets
              ...
YouTube Insight




Monday, 22 February 2010
addthis.com




Monday, 22 February 2010
addthis.com & Google Analytics




                                         Currently
                                    ...
Consolidation




Monday, 22 February 2010
Correlation with on site Analytics
        (Google)




Monday, 22 February 2010
An Accountant’s Dream
     Common Element - TIME
     ✦ Focus on Spikes and Troughs
      ✦ Visitors
      ✦ Conversions
 ...
A Simpler way: Addtoany.com




Monday, 22 February 2010
Sharing v Conversions
         Still requires overlay.
                                              Which content, shared...
Good Examples




            The more buttons you
            have, the more data you
            need to wade through
Mo...
In Summary: It’s not Perfect...
       But it’s getting better fast.
       All these tools are free.
       It does takes...
Thank You
                           Karl Havard
                           Somatica Digital
                           ht...
Sources of Info’
         http://econsultancy.com

         http://www.facebook.com/facebook-widgets/share.php

         h...
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Somatica Digital's econsultancy Training Snapshot from #TFMA 230210

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Here are the slides from the presentation (econsultancy training insight session) given by Karl Havard in the econsultancy seminar theatre at the Technology for Marketing and Advertising show February 2010. It specifically focuses on social media "advocacy" buttons and how these can be measured effectively, tracking back to onsite conversion

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Somatica Digital's econsultancy Training Snapshot from #TFMA 230210

  1. 1. Measuring Social Media Effectiveness Karl Havard Somatica Digital 23rd February 2010 http://www.somatica.co.uk Monday, 22 February 2010
  2. 2. In this Session ✦ Very Brief Outline of Social Web Engagement ✦ Advocacy Approach - What is it? ✦ Enabling Others to Share your Content ✦ How you can Measure this ✦ Tying this all back to onsite “conversions” ✦ Warning: By the time we’ve finished, there’ll be an additional method. ✦ It’s by no means perfect ✦ But it’s much better that 6 months ago ✦ The focus is on free tools Monday, 22 February 2010
  3. 3. CIAL MEDIA SO Monday, 22 February 2010
  4. 4. The Most Common Approach by Brands Monday, 22 February 2010
  5. 5. Where’s the Value in that? Monday, 22 February 2010
  6. 6. Why use Social Media this way? Awareness Consideration Conversion Advocacy Advertising Internet Search Own or Partner’s Website Email Marketing Social Web/Interaction | Karl Havard, Somatica Digital http://www.somatica.co.uk | 23rd February 2010 | Monday, 22 February 2010
  7. 7. One Approach to Profile your Brand, Business or Offering le op pe for a sy you g it e with kin gage Ma n a: to e ak aka: Proactive listening and engagement aka: Doing great stuff | Karl Havard, Somatica Digital http://www.somatica.co.uk | 23rd February 2010 | *Intellectual Property of Somatica Digital Ltd Monday, 22 February 2010
  8. 8. Assuming You’re in Good Shape. And not... ✦ Pumping out messages ✦ Turning people off ✦ Tarnishing your brand You Can Encourage and Enable Advocacy ✦ Plenty of research about positivity of online referral ✦ You automatically tap into “like-minded” groups ✦ Across their own social media channels ✦ Make it simple and Provide a Stage ✦ People are lazy ✦ Make people “Famous” | Karl Havard, Somatica Digital http://www.somatica.co.uk | 23rd February 2010 | Monday, 22 February 2010
  9. 9. Advocacy to Awareness Organic spread of advocacy. ✦ Direct accessibility - one to one  Individual conversations mean a lot more ✦ Enabling your customers to tell their friends  Especially if they “look good” ✦ They feel  Part of something  They’re adding value  Special To achieve this you must: ✦ Offer Great Stuff, be Responsive and Accessible Be aware ✦ Do something not so great and negativity can spread like wildfire Monday, 22 February 2010
  10. 10. So What Does it Look Like Social Web Monday, 22 February 2010
  11. 11. Is this stuff used? Yes & No! ✦ But they won’t share a bland video of your offices ✦ Regardless of how nice you think they are. ✦ 9 views in 6 months Content is key - Common Sense Quote “The more interesting the content, the more likely it is to be shared.” A Rocket Scientist Monday, 22 February 2010
  12. 12. ReTweet Example If the content is deemed good, great, cool, etc. the people who spot it may want to be associated with it and share it. It is possible to control the syntax in a ReTweet “Name in Lights!” Tip Include: URL, Content Title, Source & Profile Id. i.e. “@econsultancy likes this presentation from @Somatica you can find it at http://bit.sand.pieces” Leave some extra characters for further retweeting. (104 if anyone is counting the one above) Monday, 22 February 2010
  13. 13. Comment Example - Disqus People who write comments do so to voice opinion, be heard, think they’re funny, be controversial... Monday, 22 February 2010
  14. 14. Measuring This Stuff IN G : A RN W A Social Web D A T IELD M IN EF Monday, 22 February 2010
  15. 15. We’ll look at... Off-Site On-Site ✦ Facebook ✦ Google Analytics ✦ ReTweet ✦ Data correlation ✦ YouTube ✦ Complex ✦ Addthis.com ✦ Not so complex ✦ Addtoany.com NB: All Are Free. NB: Other paid for Some being analytics offer developed further. correlation. i.e. Google Buzz is one Omniture (please of these. check with provider) Monday, 22 February 2010
  16. 16. Facebook Share This A little bit flakey at the moment! http://api.facebook.com/restserver.php?method=links.getStats&urls=www.mashable.com Returns www.mashable.com 800 34 59 893 20 http://www.mashable.com Share count = 800 Like Count = 34 Comment Count = 59 Total Count = 893 Click Count = 20 Replace with your URL. It is likely to improve. It needs to! Monday, 22 February 2010
  17. 17. tweetmeme.com Number of Tweets Number of Retweets Number of Users Tweet Sources Number of Clicks Locations, Domains Influentual Sources TimeLine Plus... Monday, 22 February 2010
  18. 18. YouTube Insight Monday, 22 February 2010
  19. 19. addthis.com Monday, 22 February 2010
  20. 20. addthis.com & Google Analytics Currently in Beta Monday, 22 February 2010
  21. 21. Consolidation Monday, 22 February 2010
  22. 22. Correlation with on site Analytics (Google) Monday, 22 February 2010
  23. 23. An Accountant’s Dream Common Element - TIME ✦ Focus on Spikes and Troughs ✦ Visitors ✦ Conversions ✦ Content ✦ Correlate with ✦ Self generated social web activity ✦ Sharing ✦ Which Source ✦ Twitter, Facebook, etc ✦ Other activity - email, advertising, offline ✦ Get the calculator out! ✦ Or include some fancy spreadsheet formula Monday, 22 February 2010
  24. 24. A Simpler way: Addtoany.com Monday, 22 February 2010
  25. 25. Sharing v Conversions Still requires overlay. Which content, shared across which social medium was the trigger for the most conversions? Overlaying a Timeline can help determine what works and what doesn’t. Even link in Offline communications. Timeline Monday, 22 February 2010
  26. 26. Good Examples The more buttons you have, the more data you need to wade through Monday, 22 February 2010
  27. 27. In Summary: It’s not Perfect... But it’s getting better fast. All these tools are free. It does takes time and effort You’ll go cross-eyed But....ROI: Can now be more accurately measured ✦“Innovation” ✦“Interaction” ✦“Investment” Remember this only focused on enabling and measuring the “Share”/”Advocacy” area. Monday, 22 February 2010
  28. 28. Thank You Karl Havard Somatica Digital http://www.somatica.co.uk 23rd February 2010 karlhavard@somatica.co.uk http://twitter.com/Somatica +44 (0)7753 915798 Monday, 22 February 2010
  29. 29. Sources of Info’ http://econsultancy.com http://www.facebook.com/facebook-widgets/share.php http://my.tweetmeme.com/analytics/whitepaper http://addthis.com/help/google-analytics-integration http://www.addthis.com/blog/2010/02/11/sharing-to-google-buzz-using- addthis/ http://www.addtoany.com/ http://www.readwriteweb.com/archives/ feedburner_and_google_analytics_together_at_last.php http://mashable.com Monday, 22 February 2010

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