Social media measurement

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Slides from the Communilytics Intensive at Web2Expo San Francisco, May 2, 2010. This looks at the types of community and the 4 ways to engage and monitor them.

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Social media measurement

  1. 1. Social Media Measurement Goals & Metrics in Practice
  2. 2. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up.
  3. 3. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. Growth Transition to Growth Product/Market Fit by: Sean Ellis
  4. 4. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Transition to Growth Product/Market Fit by: Sean Ellis DAT COD
  5. 5. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox
  6. 6. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Growth Code BUIL Unit Tests Transition to Usability Tests Growth Continuous Integration Incremental Deployment Free & Open-Source Components Product/Market Fit Cloud Computing by: Sean Ellis Cluster Immune System Just-in-time Scalability DAT COD Refactoring Developer Sandbox Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  7. 7. Startups 101: as seen by Eric Ries & Sean Ellis ps: the concepts in the next two slides are full of awesome. Look Sean, Eric and Dave up. IDEA Learn Faster Growth Code LEAR BUIL Split Tests Unit Tests Customer Interviews Transition to Usability Tests Customer Development Growth Continuous Integration Five Whys Root Cause Incremental Deployment Analysis Free & Open-Source Components Customer Advisory Board Product/Market Fit Cloud Computing Falsifiable Hypotheses by: Sean Ellis Cluster Immune System Product Owner Just-in-time Scalability Accountability DAT COD Refactoring Customer Archetypes Developer Sandbox Cross-functional Teams Semi-autonomous Teams Measure MEASURE Split Tests Funnel Analysis Clear Product Owner Cohort Analysis Continuous Net Promoter Score Deployment Search Engine Marketing Usability Tests Real-Time Alerting Real-time Monitoring Predictive Monitoring Customer Liaison
  8. 8. Website.com AARRR! by Dave McClure
  9. 9. !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Website.com AARRR! by Dave McClure
  10. 10. !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( )*+'%"*, Website.com AARRR! by Dave McClure
  11. 11. !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$%&' 1. Emails & Alerts !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  12. 12. !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content Website.com AARRR! by Dave McClure
  13. 13. !"# !"#$"%&'()*!+',-(,( !"# !" !"#$%&' !"#$%&' ()*+",-. !"#$% !"#$%&'( !""#$%$&'()*+# !"#$%&'()$*'()+ !"#$% !"#$"%&'()*!+',-(,( !"#$%&' 1. Emails & Alerts 4. !"#$%&'$()(*&+,-+'(.&'$ 2. !"#$%&'( !"#$%&'(')$*+,-& 3. )*+'%"*, System Events & Time-based Features Blogs, New Content !"#$%&' !"#$%&'("%)'*$% +,-#./01203*#$%'2. 5. Re Website.com v en ue $ AARRR! by Dave McClure
  14. 14. Sponsorship, Money (engagement) endorsement Ads & marketing Three kinds of online capital Reputation Attention (amplification) (reach) Quality, contribution
  15. 15. 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.
  16. 16. Just to be clear Analytics Communilytics
  17. 17. Just to be clear Analytics Communilytics I own or run it I lurk or join it
  18. 18. 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
  19. 19. 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)
  20. 20. 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?
  21. 21. Communilytics measures ...
  22. 22. The 4 stages community building Acquisition Reach Virality Outcomes
  23. 23. The 4 stages community building Acquisition Reach Virality Outcomes Growing the size of your community (followers, friends)
  24. 24. The 4 stages community building Acquisition Reach Virality Outcomes Growing the Transmitting size of your information community to your (followers, followers friends) (impressions)
  25. 25. 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)
  26. 26. 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)
  27. 27. Accounting Optimization http://www.flickr.com/photos/thomasclaveirole/538819881/ http://www.flickr.com/photos/sanchom/2963072255/
  28. 28. Communilytics measures the acquisition, mobilization, contagion and outcomes of ....
  29. 29. Social Media Platforms
  30. 30. Emails, groups Blogs and mailing lists Forums / Answers Wikis Chat Micromessaging Social news Social networks aggregators
  31. 31. Search Anonymous, but little insight into what’s going on behind closed doors
  32. 32. Search Join Anonymous, but Permission- little insight into based access to what’s going on activity (friends, behind closed forums) doors
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Emails / Mailing Lists / Groups Search Join Moderate Run
  40. 40. Forums / Answers Search Join Moderate Run
  41. 41. Chat Platforms Search Join Moderate Run
  42. 42. Social Networks Search Join Moderate Run
  43. 43. Blogs Search Join Moderate Run
  44. 44. Wikis Search Join Moderate Run
  45. 45. Micromessaging Search Join Moderate Run
  46. 46. Social News Aggregators Search Join Moderate Run
  47. 47. Platforms that ... Search Join Moderate Run
  48. 48. 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
  49. 49. 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
  50. 50. 3 campaign types
  51. 51. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  52. 52. If I had 100k for a campaign ....
  53. 53. Setting goals
  54. 54. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  55. 55. Identify metrics
  56. 56. Money (engagement) Three campaign goals Reputation Attention (amplification) (reach)
  57. 57. 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
  58. 58. 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
  59. 59. No one really knows your business like you do ...
  60. 60. http://www.gapingvoid.com/now%20what.jpg

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