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Bang for the Buck: Social Media Measurement

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Keynote version of Social Media Analysis & Measurement to the UW MBA class, January 11, 2010

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Bang for the Buck: Social Media Measurement

  1. 1. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement
  2. 2. Social Media
  3. 3. Social Media = Cocktail Party engagement
  4. 4. Social Media = Cocktail Party engagement • Real conversations
  5. 5. Social Media = Cocktail Party engagement • Real conversations • Product development
  6. 6. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships
  7. 7. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  8. 8. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  9. 9. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  10. 10. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  11. 11. Don’t be that guy
  12. 12. Social Media Analysis
  13. 13. Social Media Analysis discovering, mapping, and measuring relationships
  14. 14. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities
  15. 15. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers
  16. 16. Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers —with which they interact
  17. 17. Social Media Engagement ISN’T
  18. 18. Social Media Engagement ISN’T • A silver bullet
  19. 19. Social Media Engagement ISN’T • A silver bullet • A strategy
  20. 20. Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone
  21. 21. Social Media ISN’T
  22. 22. Social Media ISN’T • One-time implementation
  23. 23. Social Media ISN’T • One-time implementation • Set it and forget it
  24. 24. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement
  25. 25. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking
  26. 26. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning
  27. 27. What is your goal?
  28. 28. What is your goal? • Direct sales
  29. 29. What is your goal? • Direct sales • Improve public sentiment
  30. 30. What is your goal? • Direct sales • Improve public sentiment • Provide customer service
  31. 31. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers
  32. 32. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications
  33. 33. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness
  34. 34. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events
  35. 35. What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events • Develop new product offerings
  36. 36. chrisbrogan.com
  37. 37. How can engagement in social media...
  38. 38. How can engagement in social media...
  39. 39. How can engagement in social media...
  40. 40. How can engagement in social media...
  41. 41. How can engagement in social media...
  42. 42. How can engagement in social media...
  43. 43. Widescreen Approach
  44. 44. Widescreen Approach •Customer retention
  45. 45. Widescreen Approach •Customer retention •Customer satisfaction rates
  46. 46. Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits
  47. 47. What to measure
  48. 48. What to measure • Alerts (register and response rates / by channel / CTR / post click activity)
  49. 49. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite)
  50. 50. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments
  51. 51. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads
  52. 52. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions
  53. 53. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone)
  54. 54. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites)
  55. 55. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site) 
  56. 56. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone)
  57. 57. What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone) • Forward to a friend
  58. 58. What to measure
  59. 59. What to measure • Groups (create / join / total number of groups / group activity)
  60. 60. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc)
  61. 61. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend)
  62. 62. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity)
  63. 63. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something)
  64. 64. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite)
  65. 65. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme)
  66. 66. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts
  67. 67. What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts • Profile (e.g. updates)
  68. 68. What does “engaged” mean?
  69. 69. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  70. 70. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  71. 71. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  72. 72. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  73. 73. More to measure (from Chris Brogan)
  74. 74. More to measure (from Chris Brogan) • % of online conversation (versus competitor)
  75. 75. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement
  76. 76. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links
  77. 77. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements
  78. 78. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters)
  79. 79. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average
  80. 80. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads
  81. 81. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions
  82. 82. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
  83. 83. More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
  84. 84. Case Study: Knight News Challenge 2008
  85. 85. Objectives
  86. 86. Objectives • Improve diversity of the applications
  87. 87. Objectives • Improve diversity of the applications ➡From tech community
  88. 88. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities
  89. 89. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news
  90. 90. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia
  91. 91. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program
  92. 92. Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program • Build community among applicants
  93. 93. Strategy • Blogger outreach to 100 social media, open-source tech and Web 2.0 • Send info to 7,500-person mailing list • Twitter 3-5x/day • Create and promote a hashtag • Podcast interviews with past winners giving advice; post to blog • Email campaign to journalists and educator influencers
  94. 94. Strategy • Built News Challenge Garage site on Drupal to encourage community participation • Barcamp-style real-life meetups ➡9 overall ➡promoted as Facebook and Upcoming.org events • International outreach campaign via email
  95. 95. Outcomes
  96. 96. Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year
  97. 97. Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high
  98. 98. Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
  99. 99. Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
  100. 100. Basic tools for competitive analysis
  101. 101. Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field
  102. 102. Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers?
  103. 103. Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers? • Twitter search http://search.twitter.com ➡Where are your industry’s influencers?
  104. 104. Tools: socialmention.com
  105. 105. Tools: twitteranalyzer.com
  106. 106. Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html
  107. 107. Resources • http://www.chrisbrogan.com/measuring-social-media-marketing/ • http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ • http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/ • http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success • http://socialmediametrics.wikispaces.com/ • http://womma.org/metrics/ • http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics
  108. 108. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement

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