Socialmediametrics2011

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Overview of metrics and metrics approaches for social media marketing

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Socialmediametrics2011

  1. 1. WEB METRICS FOR SOCIAL MEDIA MARKETINGMARY LOU ROBERTS October 2011
  2. 2. WEB METRICS—HOW IT’S CHANGING SEARCH MARKETING - Website Optimization (SEO), PPC Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc. Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc. Source: Internet Marketing, Atomic Dog Publishing, 2008 Services - Feedburner, Share This, Mippin, etc.MARY LOU ROBERTS October 2011
  3. 3. THREE INTERNET STRATEGY BASICS1. GET TARGETS TO VISIT YOUR WEBSITE2. GET VISITORS TO REGISTER, PROVIDE CONTACT INFO3. GET THEM TO EXHIBIT DESIRED BEHAVIOR OUTCOME (VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS CUSTOMER SERVICE/SUPPORT) MARY LOU ROBERTS October 2011
  4. 4. SEARCH vs. SOCIALhttp://www.scribd.com/doc/49442666/The-Virtuous-Circle-The-Role-of-Search-and-Social-Media-in-the-Purchase-Pathway-Research-from-GroupM-SearchMARY LOU ROBERTS October 2011
  5. 5. BASIC INTERNET MARKETING METRICS Source: Internet Marketing, 3rd ed.MARY LOU ROBERTS October 2011
  6. 6. GOOGLE ANALYTICS – TRADITIONAL METRICS http://www.google.com/analytics/MARY LOU ROBERTS October 2011
  7. 7. TYPICAL SOCIAL MEDIA APPLICATION FACEBOOK, TWITTER CORPORATE BLOG WEBSITE VIDEO CHANNEL BANNER ADS ON SOCIAL NETSMARY LOU ROBERTS October 2011
  8. 8. TYPICAL INTERNET METRICS REQUIREMENTS FACEBOOK. TWITTER CORPORATE BLOG SOCIAL MEDIA “TRADITIONAL” METRICS WEBSITE INTERNET METRICS VIDEO CHANNEL BANNER ADS ON SOCIAL NETSMARY LOU ROBERTS October 2011
  9. 9. THE STRATEGIC MARKETING REQUIREMENTS FACEBOOK, TWITTER Television CORPORATE BLOG RadioSOCIAL MEDIA Marketing, METRICS WEBSITE Advertising Metrics VIDEO Magazines CHANNEL BANNER ADS ON Newspapers SOCIAL NETS MARY LOU ROBERTS October 2011
  10. 10. RADIAN 6 – SMM ANALYTICShttp://www.radian6.com/resources/library/radian6-what-we-do/ MARY LOU ROBERTS October 2011
  11. 11. PUTTING ALL THIS TOGETHER IS HARD http://raventools.com/blog/infographic-social- media-analytics/MARY LOU ROBERTS October 2011
  12. 12. BEHAVIORS-FIRST, ALWAYS & ONLY!BEHAVIORS IN THE SOCIAL ECOSPHERE BEHAVIORS ON THE WEBSITE Traffic Metric“Attention” Metrics Number of referrals from social Number of visits, impressions (eyeball measures) media sites Attention/engagement Pages: how much time spent, “heat “Engagement” Metrics maps” for content, etc. Register for site services Video: watched, partly/completely Download—white papers, videos, Number of incoming links podcasts, etc. Rate/review products Other content cocreation (photos,"Engagement" Metrics Friends, fans, favs (followers of all videos, written content, etc.) kinds) Install apps (widgets, etc.) offered Ultimate Website Metric Share content Transaction (sale, download, join; Promote content (Digg, Reddit, etc.) the ultimate conversion goal) Comment/co-createUltimate Social Media Metric ?? Click through to website http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html Social Media Behaviors, Part 1 http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.htmlMARY LOU ROBERTS October 2011 Part 2 http://diy-marketing.blogspot.com/2009/02/identifying-and-measuring-social-media_25.html
  13. 13. HOW DO WE CHOOSE METRICS? • Traditional Internet Marketing Metrics Are Used to Measure Achievement of MARKETING Objectives – Offline Marketing Also Contributes to Achievement of Marketing Objectives • Specific Social Media Metrics Are Used to Measure Achievement of SOCIAL MEDIA CAMPAIGN Objectives – Social Media Metrics Don’t Measure Achievement of Marketing Objectives Unless The Social Media Campaign is the Only Marketing Activity – That’s a Bad Idea, but Another SubjectMARY LOU ROBERTS October 2011
  14. 14. NEW-BRANDS ON FACEBOOK • Having many outbound posts is not an optimization factor. Less tends to be more with Facebook. Quality is what counts. Overall--Coke • Quality is measured by number of likes/post or comments/post. • The best firms at engagement are getting upwards of 750 comments/post on average and 1,500 likes/post. • There is no “magic” to the types of posts being run by successful engagement advertisers. This is very specific to the value proposition of the product or service. Promotions are rampant in the advertiser posts—some work and some do not. Often, posting generalized questions is more successful than hard promotions, which have ancillary fulfillment costs. Does Facebook Like Your Brand? www.covario.com Wal-MartMARY LOU ROBERTS October 2011
  15. 15. PLATFORMS, NETWORKS, SERVICES ONE BY ONEMARY LOU ROBERTS October 2011
  16. 16. BLOGGER ENCOURAGES GOOGLE ANALYTICSMARY LOU ROBERTS October 2011
  17. 17. TYPEPAD METRICSMARY LOU ROBERTS October 2011
  18. 18. FACEBOOKMARY LOU ROBERTS October 2011
  19. 19. CORPORATE ‘FAN’ PAGESMARY LOU ROBERTS October 2011
  20. 20. FREE FACEBOOK PAGES vs. ADVERTISING Twitter and MySpace Both Have New Services for AdvertisersMARY LOU ROBERTS October 2011
  21. 21. YOUTUBEMARY LOU ROBERTS October 2011
  22. 22. YOUTUBE INSIGHThttp://searchenginewatch.com/article/2066563/Online-Video-Analytics-Getting-Started-with-YouTube-Insight MARY LOU ROBERTS October 2011
  23. 23. TWITTER APIMARY LOU ROBERTS October 2011
  24. 24. USING TWITTER’S API DATA TYPES User data – relates to the user who posted the message. Friend and follower data – relates to the relationship a user has to other users. Tweet data – all the details and content relating to a particular tweet. Places and Geographic data – the geographichttps://dev.twitter.com/ and location based aspects relating to a person or tweet. Excellent presentation http://www.freshnetworks.com/blog/2011/08/a-guide-to-measuring- METRICS twitter-using-the-api/ Impressions – aggregated users exposed to messages. Reach – number of unique users exposed to a message. Frequency – number of times each unique user reached is exposed to a message. Relevancy – reach to specific demographics. MARY LOU ROBERTS October 2011
  25. 25. LINKEDIN ANALYTICSMARY LOU ROBERTS October 2011
  26. 26. LINKEDIN ANALYTICS-CORPORATE PAGES Visitors. The LinkedIn analytics tab collects data on who is visiting your company profile, who is following your page as well as their industry, company and function (position). In addition, LinkedIn company analytics also tracks visitors to your careers tab, products and services tab, promotional banners and which visitors reach out to your employees. http://kherize5.com/linkedin-launches-new-analytics-for- company-pages/MARY LOU ROBERTS October 2011
  27. 27. SOCIAL NETWORKS (FRONTENDS FOR COMPETITOR ANALYSIS, BACKENDS YOUR OWN METRICS)MARY LOU ROBERTS October 2011
  28. 28. WATCHING WAL-MART ON FACEBOOKCan observe data on pages.What happens when/if people click through? MARY LOU ROBERTS October 2011
  29. 29. METRICS PERSPECTIVES • The Strategy Issue – Do You Want To Model on This Strategy? – Is It Relevant to Your Target Audience? • The Metrics Issues – If You Are Following a Competitor—Be Sure You are Measuring “Comparables” – You Must Understand • What Individual Platform Metrics Are • How Platforms are InterconnectedMARY LOU ROBERTS October 2011
  30. 30. GENERAL/COMPETITOR SITES • http://compete.com/ To track site traffic and keywords • http://www.quantcast.com/ To study audience characteristics • http://www.pubmatic.com/adpriceindex/ind ex.html To study online ad pricesMARY LOU ROBERTS October 2011
  31. 31. SERVICES (FEEDBURNER, SHARE THIS, ETC.) SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES 2 EXAMPLES OF MANY!MARY LOU ROBERTS October 2011
  32. 32. SHARE THIS ICONMARY LOU ROBERTS October 2011
  33. 33. BITLY URL SHORTENER http://www.bitrebels.com/geek/13- examples-of-computer-addiction-gone- too-far/ bit.ly/gbN1ywMARY LOU ROBERTS October 2011
  34. 34. TYPEPAD OFFERS WIDGETS FROM WIDGETBOX MARY LOU ROBERTS October 2011
  35. 35. WOWZIO IS A WIDGET SUPPLIER http://www.wowzio.com/MARY LOU ROBERTS October 2011
  36. 36. FACEBOOK HAS > 500,00 Active Apps http://www.facebook.com/press/info.php?statisticsMARY LOU ROBERTS October 2011
  37. 37. START SIMPLEWHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)? http://www.statsadvisor.com/MARY LOU ROBERTS October 2011
  38. 38. STRATEGIC IMPERATIVES MAP METRICS TO OBJECTIVES UNDERSTAND BUYER BEHAVIORMARY LOU ROBERTS October 2011
  39. 39. MANY THINGS WE COULD MEASUREWHAT ARE THE THINGS WE SHOULD MEASURE MARY LOU ROBERTS October 2011
  40. 40. TOP 10 THINGS TO MEASURE • Social Media Leads • Engagement Duration • Bounce Rate • Membership Growth/Active Network Size • Activity Ratio (Total Members/Active Members) • Conversions (Have to Carefully Define) • Brand Mentions in Social Media • Loyalty • Virality • Blog Interaction http://www.socialtimes.com/2010/02/social-media-metrics/#more-2950MARY LOU ROBERTS October 2011
  41. 41. CHOOSE METRICS SOURCES BASED ON OBJECTIVES• Free Social Media Web Analytics eBook http://www.socialwebanalytics.com/?gclid=CMGc1vby95gCFQEoGgodFUYJng• http://www.insidefacebook.com/• http://www.allfacebook.com/• http://tweepletwak.com/index.cfm/do/Member.login• http://tweetstats.com/• http://www.blogpatrol.com/ Search Technorati for terms or titles• http://www.ning.com/ (Shows number of members for their communities)• http://s23.org/wikistats/• http://www.socialtext.net/open/index.cgi?wiki_analytics MARY LOU ROBERTS October 2011
  42. 42. CHOOSE METRICS BASED ON OBJECTIVESMARY LOU ROBERTS October 2011
  43. 43. SOCIAL MEDIA METRICS FOR BLOG CAMPAIGN OBJECTIVE METRIC(S) Increase Average Visits per Day Average Number of Visits per Day from Google Analytics Number of Comments As long as small, can count May need comment feed Number of Emailed or Promoted Posts Provided by Share This Icon Number of Incoming Links Hard to Count Will Use GoRank.com as long as free tool is sufficient May need to measure different types of links (other blogs, websites, etc.) A different report for each MARY LOU ROBERTS October 2011
  44. 44. MEASURE RETURN ON INVESTMENT Identify Business • New Fans • Attribution to Social • Number Tweets KPIs Media Usually Not • No. of Times Content Easy Shared • Inbound Links • No. Leads Generated (Awareness) • No. Inquiries (Consideration) Choose • Traceable Sales (Close) Measure Campaign ROI MetricsMARY LOU ROBERTS October 2011
  45. 45. NEW METRICS-INFLUENCE AND MORE • Real time • Facebook ‘talking about’ • Influence measures—Klout, Kred • Best Social Media Metrics According to Kaushik: Conversation, Amplification, Applause, Economic Value http://www.kaushik.net/avinash/ list of metrics blogs • Eric Peterson http://blog.webanalyticsdemystified.com/MARY LOU ROBERTS October 2011
  46. 46. SUMMARY• Evaluating Success of Social Media Programs Requires Metrics Beyond “Traditional Internet”• For Now, Each Behavior May Require a New Metrics Source• THE ONLY WAY TO MAKE SENSE OF THIS CHAOS IS STRONG, MEASURABLE OBJECTIVES• Metrics Have to Echo Needs, Intents and Behavior of Customers, Not Just Needs of MarketersMARY LOU ROBERTS October 2011

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