Social media. Awareness to action. (draft – to be presented at eMetrics in Toronto) @ davidalston @radian6
Marketers are farmers. Increasing yield is not always about buying more land & spreading more seed. @davidalston @radian6
Ears and eyeballs. Hearts and minds. @davidalston @radian6
Carpet bombing. Hand-to-hand. @davidalston
Return On Investment. Return On Ignoring. @davidalston
Measure twice. Cut once. @davidalston
Begin with the  end in mind. @davidalston
Pilots help to create benchmarks. @davidalston
Possible benchmarks  to consider are… @davidalston
Attention span = Average span of time a post is retweeted & commented on @davidalston
Exuberance = The monthly count of twestimonials & positive posts @davidalston
Resonance = The total volume of “in sync” conversation around an idea @davidalston
Reverberation = The total volume of inbound linking and generations of retweeting of a post @davidalston
Bucket Volume = Compare the monthly counts of post types (ie. complaints, referrals etc..) @davidalston
Potential = Compare the monthly counts of point of need declarations & estimated revenue/closed @davidalston
Infatuation = Score of the relative direction of inbound & outbound links/tweets between sources. @davidalston
Repetition = Average times per month a source inbound links/retweets your content @davidalston
Activation = The monthly total of new sources that have shared your positive content. @davidalston
Conversation = The total monthly relative share of conversation vs. competitors @davidalston
Engagement = The amount of repeat commenting & length of those comments  @davidalston
Conversation. @ davidalston @radian6
Some resources are…
“ Because we love measuring “vs. last year” this is putting many brands in an uncomfortable spot.” - Len Kendall Source:  ...
“… there are other variables out there that complete the picture of total marketing performance and they all work in uniso...
“ What you’re after is a combination of both qualitative and quantitative measurements that - in combination over time - i...
“ Hindsight is a beautiful thing, and advertising executives (and creative agencies) like to take credit for improving sal...
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Awareness to Action (draft) - eMetrics Toronto - David Alston - Radian6

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A draft presentation to be presented at eMetrics Toronto by David Alston on March 31, 2009. Contains analogies and potential benchmark metrics for measuring social media.

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  • Hey there Chuck,

    Thanks for the comments. Exuberance was really not eyeballs but expressions of support from fans of the company. Basically how many posts, tweets etc.. happened this month that people went out of their way to write nice things about you. People don't need to say nice things and it takes effort so I'm always very grateful when it happens.

    #12 Yes, this metric is more subjective but could mean RT's or on-topic inbound links that support the idea you are sharing. This idea could be a positioning point that say would support your market view vs. a competitors for example.

    As for the ROI metrics many of the actual sales metrics are captured in CRM systems. I do support connecting as many of these social media metrics to these results though - and it's definitely possible especially if many of the transactions for a company are start-to-finish digital.

    Thanks again for your thoughtful comments.

    DAvid
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Awareness to Action (draft) - eMetrics Toronto - David Alston - Radian6

  1. 1. Social media. Awareness to action. (draft – to be presented at eMetrics in Toronto) @ davidalston @radian6
  2. 2. Marketers are farmers. Increasing yield is not always about buying more land & spreading more seed. @davidalston @radian6
  3. 3. Ears and eyeballs. Hearts and minds. @davidalston @radian6
  4. 4. Carpet bombing. Hand-to-hand. @davidalston
  5. 5. Return On Investment. Return On Ignoring. @davidalston
  6. 6. Measure twice. Cut once. @davidalston
  7. 7. Begin with the end in mind. @davidalston
  8. 8. Pilots help to create benchmarks. @davidalston
  9. 9. Possible benchmarks to consider are… @davidalston
  10. 10. Attention span = Average span of time a post is retweeted & commented on @davidalston
  11. 11. Exuberance = The monthly count of twestimonials & positive posts @davidalston
  12. 12. Resonance = The total volume of “in sync” conversation around an idea @davidalston
  13. 13. Reverberation = The total volume of inbound linking and generations of retweeting of a post @davidalston
  14. 14. Bucket Volume = Compare the monthly counts of post types (ie. complaints, referrals etc..) @davidalston
  15. 15. Potential = Compare the monthly counts of point of need declarations & estimated revenue/closed @davidalston
  16. 16. Infatuation = Score of the relative direction of inbound & outbound links/tweets between sources. @davidalston
  17. 17. Repetition = Average times per month a source inbound links/retweets your content @davidalston
  18. 18. Activation = The monthly total of new sources that have shared your positive content. @davidalston
  19. 19. Conversation = The total monthly relative share of conversation vs. competitors @davidalston
  20. 20. Engagement = The amount of repeat commenting & length of those comments @davidalston
  21. 21. Conversation. @ davidalston @radian6
  22. 22. Some resources are…
  23. 23. “ Because we love measuring “vs. last year” this is putting many brands in an uncomfortable spot.” - Len Kendall Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston
  24. 24. “… there are other variables out there that complete the picture of total marketing performance and they all work in unison, as an orchestra of sorts.” - Juliann Grant Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston
  25. 25. “ What you’re after is a combination of both qualitative and quantitative measurements that - in combination over time - increase the likelihood that when a revenue decision is on the table, your business is the likely recipient.” - Amber Naslund Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston
  26. 26. “ Hindsight is a beautiful thing, and advertising executives (and creative agencies) like to take credit for improving sales, when really these sales might have little or nothing to do with TV ads. Attribution is one thing, but knowing that something works is entirely different. Social media appears to be a mixture of the two.” - Chris Lake Source: http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success @davidalston

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