Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Measuring Social Media


Published on

Presented to the Texas Hospital Association in June 2009. .Covers the basics of social media and its application to business, and details the metrics that are available for tracking performance. Based on my book "Social Media Marketing: An Hour a Day."

Published in: Business, Technology
  • Be the first to comment

Measuring Social Media

  1. 1. Social Media: Measuring Effectiveness Dave Evans, Author, “Social Media Marketing: An Hour a Day” Principal, Social Web Strategies Where Social Media and Health Care Meet- Harnessing New Media Tools Thursday, June 18, 2009  THA Headquarters
  2. 2. Outline  The Driving Factors  The Social Feedback Cycle  Social Media Metrics  Web Analytics  Quantifying the Social Web 2
  3. 3. The Original Dream “I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.” --Tim Berners Lee, 1995
  4. 4. The Current Landscape 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. The Audience Consumption and participation are indicators of the clear trend.
  6. 6. Reinforcement and confidence… *
  7. 7. The Purchase Funnel be aware consider buy brand awareness keyword relative media spending
  8. 8. The Social Feedback Cycle marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”) be aware talk consider form opinion buy use word-of-mouth Social content, networks, and interactions brand awareness keyword relative media spending
  9. 9. The Social Flywheel It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.
  10. 10. The Core Cycle The cycle connects conversion and popular measurements—e.g., engagement and influence—with fundamental “try-buy-talk” consumer purchase behaviors.
  11. 11. Touchpoint Analysis Experiences that get talked about add up to conversations. You can measure this! People experience different aspects of brands in different ways and places. Understanding these experience drivers is the first step in tapping word-of-mouth. Doing something with them is the second.
  12. 12. Touchpoint Analysis Functional Customer Channel n e io er nc at Performance of touchpoint consistency of touchpoint om Importance of touchpoint rie s er st pe nv cu ex co to e e bl e iv lu ica sit va po pl re talk-value talk-value talk-value There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your business that matter to your customers, and, that you can control.
  13. 13. Touchpoint Optimization ??? performance ??? talk-value Identify and focus on what gets talked about.
  14. 14. Influencers and Profitability profitable profitability not profitable
  15. 15. Influencers and Profitability profitable profitable non-influential influential profitability not profitable not profitable non-influential influential degree of influence
  16. 16. Influencers and Profitability profitable profitable non-influential influential profitability not profitable not profitable non-influential influential You can measure this! degree of influence I’d slam you I’d promote you
  17. 17. Social Media Measurement  Raw Data – Google Alerts  Conversational Data – BlogPulse – Cymfony – Techrigy – Radian6 – Collective Intellect  Diagnostic Data – Net Promoter
  18. 18. Social Media Dashboards
  19. 19. Web Analytics
  20. 20. Measurement Points  Web Analytics Relevance  Social Media Monitoring { { Content { { Impact  Pipeline Metrics
  21. 21. Evaluating Content: Audience Metric Source Reveals Blog Posts BlogPulse Who is talking about you, Tweets Cymfony what people are saying Mentions of: Techrigy about you and your industry. Brand, Product, Radian6 Service Collective Intellect Competition Recommends Net Promoter Google Alerts Blogsearch ? Technorati
  22. 22. Social Content: Dashboards  Dashboard view provides summary info, sentiment, top sources  Referrer data facilitates drill-down to sites  Site/source data can be examined for additional insights
  23. 23. Tracking Vanity URLs  In print and TV, “vanity” URLs can be tracked  Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web.
  24. 24. Tracking Conversations on Twitter  Twitter Search  Tweet Deck – Search – Filter
  25. 25. Evaluating Relevance: Influence Metric Source Reveals Time on Site Google Analytics The value of the Bounce Rate Web Analytics opinions and (e.g.,Omniture) conversations to those interested in purchase. ?
  26. 26. Evaluating Relevance: Engagement Metric Source Reveals Pass-Alongs Google Analytics The interest levels in Web Analytics your message. Are DoubleClick customers willing to refer given a potential Comment to Blog Analytics gain or loss of personal Post Ratio “social capital?” Diggs, Stumbles Bookmarks Podcast Feedburner Listens and Views ?
  27. 27. Evaluating Relevance: Loyalty Metric Source Reveals Blog Posts BlogPulse The context and intensity of Tweets Cymfony blog posts. Are people Recommends Techrigy sticking up for you? Radian6 Is the information YOU Collective Intellect provide making it to the Google Alerts consideration process? Blogsearch Technorati ?
  28. 28. Tying Social Content to Web Analytics  Social monitoring tools point to referrer  Referrer ties to your analytics data*  Analytics data shows site path and goals * It’s less than perfect, but it’s better than nothing!
  29. 29. Evaluating Impact: Audience Metric Source Reveals Referrers Google Analytics To whom your social media Demographics Web Analytics campaign is appealing. Click-throughs DoubleClick Actions are being taken by those exposed to it. ?
  30. 30. Evaluating Impact: Influence Metric Source Reveals Time on Site Google Analytics How involved your audience is with Bounce rate Web Analytics your message and brand, product, (e.g.,Omniture) service as a result of exposure to social media. Repeat Customers ?
  31. 31. Evaluating Impact: Action Metric Source Reveals Conversions Google Analytics The number of times a desired Reviews Web Analytics outcome occurs following Recommends exposure Tweets Review Platform to your holistic campaign. Net Promoter ?
  32. 32. Baseline Measures  ROI  Conversation (Inference)  Historical Analytics – TIP: Social Dashboards provide historical data as well as current.
  33. 33. Differential Measures validate ROI  Conversation (Inference)  Historical Analytics  Ask Your Customers (Direct)
  34. 34. Key Point Summary
  35. 35. Establish Your Baseline
  36. 36. Integrate Your Data PERSONAL SOCIAL EVENTS NETWORKS WHITE-LABEL SOCIAL NETWORKS TV and WIKIS BLOGS Radio Magazines Integrated Social COLLABORATIVE Conversion MICROBLOGS Media Campaigns TOOLS (Purchase) Direct Online Mail SMS PHOTOS Advertising EMAIL AUDIO (BACN) (PODCAST) VIDEO Social media components surround and support the “conversion” process. Social media data supports/informs your other data sources.
  37. 37. Measure the Feedback marketer-generated consumer-generated be aware talk consider form opinion buy use word-of-mouth You can measure this! Social content, networks, and interactions
  38. 38. Track and Tie to Business Analytics
  39. 39. Build Quantitative Social Awareness At least weekly, social media use: (age 12-21, Q4 2006)
  40. 40. Contact More Information Twitter: evansdave Blog: Contact: