Measuring Social Media for Navigating Social Media’s Wild, Wild West


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At the Austin AMA and Business Wire event, Navigating Social Media’s Wild, Wild West: A Practical Guide for Communicators and Marketers, Dave Evans (author of Social Media Marketing: An Hour A Day) answered how you drive your message to market while keeping your Sheriff off your back.

Interested in more marketing programs and networking? Visit the Austin American Marketing Association website ( for coming events and the AMA blog ( to be a part of the conversation.

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Measuring Social Media for Navigating Social Media’s Wild, Wild West

  1. 1. Measuring Social Media g Or, how the Sheriff became your best friend. Dave Evans, Author, “Social Media Marketing: An Hour a Day” Co founder Co-founder and Strategist, Digital Voodoo Strategy Director, FG SQUARED Strategist, Social Web Strategies
  2. 2. Step 1. Sell Your Plan 1
  3. 3. Understand Your Business Social Media is a NOT a universal answer!
  4. 4. Understand Your Audience As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising. - Esther Dyson, 2008
  5. 5. Understand Your Audience Consumption and participation are indicators of the clear trend.
  6. 6. Disclose Your Interest Do you want this? Or this? Having an interest is fine. Not telling your audience about it is not.
  7. 7. Then…Talk Then Talk Social Media PERSONAL SOCIAL NETWORKS EVENTS WHITE-LABEL SOCIAL NETWORKS TV and WIKIS BLOGS Radio Magazines Integrated Conversion Social S il COLLABORATIVE MICROBLOGS Media TOOLS Campaigns (Purchase) Direct Online Mail SMS PHOTOS Advertising g AUDIO EMAIL (PODCAST) (BACN) VIDEO Social media components surround and support the “conversion” p process. Social media is one component y p your marketing toolbox. g
  8. 8. Step 2. Measure Results 2
  9. 9. Measurement Points Web Analytics Relevance Social Media Monitoring { { { Content Impact Pipeline Metrics
  10. 10. Social Media Measurement • Raw Data – Google Alerts • Conversational Data – BlogPulse – Cymfony – Techrigy T hi – Radian6 – Collective Intellect • Diagnostic Data – Net Promoter
  11. 11. Tracking Vanity URLs • In print and TV, “vanity” URLs can be tracked • U i t l lik Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web Web.
  12. 12. Tying Social Content to Web Analytics • Social monitoring g tools point to referrer • Referrer ties to your analytics d t * l ti data* • Analytics data shows site path and goals * It’s less than perfect, but it’s better than nothing!
  13. 13. Step 3. Establish ROI (+/-) 3
  14. 14. Baseline Measures ROI • Conversation (Inference) • Historical Analytics – TIP: Social Dashboards provide p historical data as well as current.
  15. 15. Baseline Measures ROI • Conversation (Inference) ( ) • Historical Analytics • Ask Your Customers (Direct)
  16. 16. More Information Twitter: evansdave Blog: http://www ReadThis com