Measuring Social Media November 2007

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Presentation for the 2007 Austin Social Media Workshop.

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  • Measuring Social Media November 2007

    1. 1. Measuring Social Media It’s About Relationships
    2. 2. Why Measure?
    3. 3. Why Measure? “ Are we making a difference, or just making a fool of ourselves? ”
    4. 4. Measuring Social Media Katie Paine, KD Paine and Partners
    5. 5. Super Six Steps to Measurement <ul><li>Set your objectives </li></ul><ul><li>Define your stakeholders </li></ul><ul><li>Determine which metrics to use </li></ul><ul><li>Benchmark against yourself over time or your competition </li></ul><ul><li>Pick your measurement tool </li></ul><ul><li>Analyze the results and start over </li></ul>
    6. 6. 1. Setting Objectives <ul><li>Make them measurable </li></ul><ul><li>What do I want to happen by when? </li></ul><ul><li>Changes in attitudes and/or behavior </li></ul><ul><li>Outputs, outtakes and outcomes </li></ul><ul><li>Without objectives, measurement is meaningless </li></ul>
    7. 8. Strategy to Engage <ul><li>Active Listening </li></ul><ul><li>Contribution </li></ul><ul><li>Participation </li></ul>http://www.healthcare100.com
    8. 9. 2. Community of Stakeholders By Andrew Niddrie, Flickr, Gulliver Square , Scotland
    9. 10. 3. What Metrics Matter Most? <ul><li>Relationships </li></ul><ul><li>Analytics </li></ul><ul><li>Outcomes </li></ul>
    10. 11. Measuring Analytics: Easier <ul><li>Number of unique users </li></ul><ul><li>Returning versus new readers </li></ul><ul><li>Referring traffic </li></ul><ul><li>Links from other sites </li></ul><ul><li>Google PageRank </li></ul><ul><li>Technorati Authority </li></ul><ul><li>Total time spent on the site </li></ul><ul><li>The popularity of the content itself, page views </li></ul><ul><li>Conversation Index: Ratio of blog comments to blog posts </li></ul><ul><li>Tone of conversation, comments, posts </li></ul><ul><li>Speed or velocity of spread, viral </li></ul>
    11. 12. Measuring Relationships: Harder <ul><li>Interaction: Conversation Index </li></ul><ul><li>Quality of relationships </li></ul><ul><li>Building mutual trust </li></ul>
    12. 13. Measuring Relationships <ul><li>Control Mutuality – Power of influence </li></ul><ul><li>Trust – Degree to which it exists </li></ul><ul><li>Satisfaction – Expectations met </li></ul><ul><li>Commitment – Mutually promoted </li></ul><ul><li>Exchange Relationship – Expectations of return for giving </li></ul><ul><li>Communal Relationship – Genuine and mutual concern with no expectation </li></ul><ul><li>by Jim Grunig and Linda Childers Hon, Institute for Public Relations </li></ul>
    13. 14. Outcomes and the Dreaded ROI Charlene Li, Forrester Research, The ROI of Blogging <ul><li>Benefits </li></ul><ul><li>Costs </li></ul><ul><li>Risks </li></ul>
    14. 15. 4. Your Competition By Mr. Mark, Pick One , Flickr
    15. 16. 5. Measurement Tools: Free <ul><li>Technorati (number of links, “authority”) </li></ul><ul><li>Del.icio.us (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Veoh (video views on all platforms) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (ratings and demographics) </li></ul>
    16. 17. Measurement Tools: Paid <ul><li>The CGM Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ( link ) </li></ul><ul><li>Jeremiah’s List ( link ) </li></ul>
    17. 18. Fun: Media Snackers Meme
    18. 19. Fun: Media Snackers Meme There have been 72 posts over the past 14 days that include the terms &quot;media snack&quot; or &quot;media snackers.&quot; Both the plurals and the singular uses of each word were also pulled.
    19. 20. Comments and the “Conversation” Now Is Gone , Geoff Livingston (27 comments) Every dot Connects , Connie Reece (21 comments) Web strategy by Jeremiah , Jeremiah Owyang (19 comments) Web strategy by Jeremiah , Jeremiah Owyang (18 comments) Engage in PR , Kyle Flaherty (12 comments)
    20. 21. Jeremiah Owyang’s Mindshare
    21. 22. Resources <ul><li>Kami’s Measurement Tag </li></ul><ul><li>Measuring Public Relationships , Katie Paine </li></ul><ul><li>Calculating the ROI of Blogging , Charlene Li </li></ul><ul><li>Constantin Basturea’s ROI tag </li></ul><ul><li>Jeremiah Owyang’s Social Media Tag </li></ul><ul><li>Trinity of Analytics , Avinash Kaushik </li></ul><ul><li>Institute for Public Relations , Measurement </li></ul>
    22. 23. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>My PR Pro </li></ul><ul><li>210.467.5092 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.myprpro.com </li></ul><ul><li>Blog: Communication Overtones, </li></ul><ul><li>overtonecomm.blogspot.com </li></ul>Measuring Social Media

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