1. Social Media
Metrics Reach
Adequacy Engagement
Influence
Social Media Metrics

2. Summary
1. Introduction
2. Metrics and Social Media Elements
3. Social Media Metrics: some approaches
4. Metrics for Social Media Communication
5. Tools
6. References
* Click to view the portuguese version of this
presentation / Clique para ver a versão em
português dessa apresentação
Social Media Metrics

3. 1. Introduction
Social Media Metrics

4. Introduction
Contemporary WEB is defined by:
• Content sharing;
• User generated content – text, video, photo etc;
• Sociability;
• Active reception;
• Reconfiguration of formats and social practices;
• Media convergence;
• Popularization of Social Media.
Social Media Metrics

5. Introduction
Behavior on the internet
Fonte: Power to the People da Universal McCann (UM)
Content sharing on the Internet has reached a prominent role in daily life of
Internet users:
• 63% created a profile on a social network site;
• 57% manage a profile on a social network site;
• 76% upload photos;
• 33,1% upload videos;
• 29,1% keep a blog;
• 71% read blogs.
Social Media Metrics

6. Introduction
Definition – Social Network Sites
by: Danah Boyd e Nicole Ellison
“ web-based services that allow
individuals to (1) construct a public or
semi-public profile within a bounded
system, (2) articulate a list of other users
with whom they share a connection, and
(3) view and traverse their list of
connections and those made by others
within the system.
Social Media Metrics

7. Introduction
Definition – Social Media
by: Andreas Kaplan e Michael Haenlein
“ a group of Internet-based applications
that build on the ideological and
technological foundations of Web 2.0,
which allows the creation and exchange of
user-generated content.”
Social Media Metrics

8. Introduction
These technologies and online
practices could be used by
individuals and/or
organizations to spread
content, opinions, ideas,
experiences and perspectives...
Social Media Metrics

9. Introduction
Behavior on the Internet
Fonte: Power to the People da Universal McCann (UM)
From 2006 to 2009 there has been increasing in virtually all activities involving
social media
The five activities that grew most were:
1. Watch video clips online;
2. Listen to live radio/audio online;
3. Create a profile on a social network;
4. Read blogs;
5. Upload photos to a photo sharing site.
Social Media Metrics

10. Introduction
Five sites most visited by brazilian Internet users:
Fonte: ComScore
1º Google Brasil
2º Orkut
3º Google
4º YouTube
5º Window Live Mail
Social Media Metrics

11. 2. Metrics and Social Media
Elements
Social Media Metrics

12. Metrics
“A metric is a measuring system that
quantifies a trend, dynamic, or
characteristic. In virtually all disciplines,
practitioners use metrics to explain
phenomena, diagnose causes, share
findings, and project the results of future
events.”
por Paul Farris; Neil Bendle; Phillip
Pfeifer; David Reibstein.
Social Media Metrics

13. Why to measure?
› Determine financial return;
› Accountability;
› Demonstrate value and impact;
› Assessing resource need;
› Test hypothesis.
(Amber Naslund)
Social Media Metrics

14. Social Media Metrics
Ups:
› Data persistence;
› Data searchability;
› Public information;
› APIs;
› Several levels of measurement.
Social Media Metrics

15. Social Media Metrics
Downs:
› Differences betwees social media sites;
› Inconsistent terminology.
Social Media Metrics

16. Social Media Elements
Profile / Page Connections Content
Social Media Metrics

17. Social Media Elements
Social Media Metrics

18. Social Media Elements
Social Media Metrics

19. Social Media Elements
Profile/Page
› Demographics
› Expertise
› Bias
› Freshness
› Credibility
› Number and Rate of Connections
Social Media Metrics

20. Social Media Elements
Connections
› Direction
› Initiation
› Emphasis
Social Media Metrics

21. Social Media Elements
Content
› Density
› Valence
› Proximity
› Attribution
Social Media Metrics

22. Categorias
CATEGORY KEY EXAMPLES
Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg
Social Bookmarking Delicious, Dihitt
Blogs Blogspot, Wordpress, Tumblr
Microblogging Twitter, Plurk
Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa
Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro
Wikis Wikipedia, Twiki
Geolocalization Google Maps, Foursquare, Gowalla
Social Media Metrics

23. Data
Quantitative Data
ANALYSIS
Qualitative Data
Social Media Metrics

24. Quantitative Data
Profile
• Scraps
• Friends
• Communities
• Fans
• Videos
• Photos
• Mutual Friends
• Mutual Communities
Social Media Metrics

25. Quantitative Data
Community
• Members
• Creation Date
• Last Topic
• Related Communities
Social Media Metrics

26. Quantitative Data
Promote
• Views
• Promotions
• Click
• Trashes
• Promoters
Social Media Metrics

27. Quantitative Data
Topic
• Creation Date
• Posts
• Last Post Date
Social Media Metrics

28. Quantitative Data
Profile
• Folllowing
• Followers
• Tweets
• Most Recent Tweet
• Lists
Social Media Metrics

29. Quantitative Data
Tweet
• Retweets
• Replies
Social Media Metrics

30. Quantitative Data
Profile
• Contacts
• Groups
• Testimonials
• Joined
Social Media Metrics

31. Quantitative Data
Photo Gallery
• Number of Photos
• Number of Albums
• Pro / Free
Social Media Metrics

32. Quantitative Data
Videos
• Views
• Likes / Dislikes
• Comments
Social Media Metrics

33. Quantitative Data
MyBarackObama
• Eventos Hosted
• Events Attended
• Calls Made
• Doors Knocked
• Number of blog posts
• Amount Raised
• Groups Joined
Social Media Metrics

34. 3. Social Media Metrics: some
approaches
Social Media Metrics

35. Pólvora
› Awareness
› Influence
› Engagement
Social Media Metrics

36. Pólvora
› Awareness › Influence › Engagement
• Page Views • Ratings / Rankings • Comments and
• Unique Visitors • Referrals Trackbacks
• Posts / Topics • Members • Filled Profiles
• Number of Groups • Connections • Active Members
• Average Time • Means
• New Visitors • Mentions
• Repeat Visitors • Frequency of
• Traffic Sources Publication
• Leads • Favorites
• Evaluation of visitors:
geographic, language,
bounce rate etc.
Social Media Metrics

37. IAB – Social Media Ad Metrics Definitions
› Social Media Sites: 09 metrics;
› Blogs: 12 metrics;
› Applications / Widgets: 09 metrics.
Social Media Metrics

38. IAB
› Social Media Sites › Blogs › Widgets and
• Unique Visitors • Conversation Size Applications
• Cost per Unique Visitors • Site Relevance • Installs
• Page Views • Author Credibility • Active Users
• Visits • Content Freshness and • Audience Profile
• Return Visits Relevance • Unique User Reach
• Interaction Rate • Growth
• Time Spent • Influence
• Video Installs • Application/Widget Installs
• Relevant actions taken - User
• Active Users
• Longevity/Lifecycle
Social Media Metrics

39. Razorfish - Fluent
› Net Sentiment
› SIM Score (Social Media Index Score)
Social Media Metrics

40. Razorfish - Fluent
› Net Sentiment for the Brand › SIM Score
• (Positive + Neutral Conversations – Negative • Percentage of positive
Conversations) / Total Conversations for the Brand conversations for the
brand in relation to the
› Net Sentiment for the Industry total conversations for
• (Positive + Neutral Conversations – Negative the industry.
Conversations) / Total Conversations for the Industry
Social Media Metrics

41. Vivaldi|Partners
› Social Currency
› Brand Performance
Social Media Metrics

42. Vivaldi|Partners
› Social Currency › Brand Performance
• Affiliation • Quality Perception
• Conversation • Brand Trust
• Utility • Recommendation
• Advocacy
• Information
• Identity
Social Media Metrics

43. Vollmer & Precourt
› Traditional Metics
› Behavior-specific and Action-focused
› New Media
Social Media Metrics

44. Vollmer & Precourt
› Traditional Metrics › Behavior-specific and
• Reach, frequency, and Action-focused
traditional gross rating • Engagement
points • Quality and concentration of
• Demographics audience
• Brand metrics • Impact on purchase behavior
• Actual Viewership
› New Media
• Demographics > Behaviors, Interests
• Impressions > Engagement, Actions
• Platform-specific > Campaing-specific
• Usage/Segmentation > Purchase Funnel
• Estimate > Census
Social Media Metrics

45. Radian6 (a)
› Activity and Engagement
› Reveny and Biz Dev
› Cost Savings
› Awareness and Value
Social Media Metrics

46. Radian6 (a)
› Activity and › Revenue and Biz
Engagement Dev
• Members • Speed of sales cycle
• Posts/Threads • Number/% of repeat
• Comments or Ideas biz
• Inbound Links • % customer retention
• Tags, Votes, Bookmarks • Transaction value
• Active Profiles • Referrals
• Referrals • Net new leads
• Post Frequency/Density • Cost Per Lead
• Conversions from
community
Social Media Metrics

47. Radian6 (a)
› Cost Savings › Awareness and Value
• Issue Resolution Time • Brand loyalty/affinity
• % of issues resolved • Media placements
online • Share of Conversation
• Account turnover • Sentiment of Posts
• Employee turnover • Net Promoter Score
• Hiring/Recruiting • Interaction with Content
• Training costs • Employee Social Graphs
• New Product Ideas
• Development cycle time
• Product/Serv Adoption
Rate
Social Media Metrics

48. Radian6 (b)
• Exuberance • Infatuation
• Attention span • Repetition
• Ressonance • Activation
• Reverberation • Conversation
• Bucket Volume • Engagement
• Potential
Social Media Metrics

49. Radian6 (b)
• Exuberance • Infatuation
The monthly count of twestimonials & Score of the relative direction of
positive posts inbound & outbound links/tweets between
sources. Score of the relative direction of
• Attention span inbound & outbound links/tweets between
sources.
Average span of time a post is
retweeted & commented on
• Repetition
• Ressonance Average times per month
The total volume of “in sync” a source inbound links/retweets your
conversation around an idea content
• Reverberance • Ativation
The total volume of inbound linking
The monthly total of new sources that
and generations of retweeting
have shared your positive content.
of a post
• Bucket Volume • Conversation
Compare the monthly counts of post The total monthly relative share of
types (ie. complaints, referrals etc…) conversation vs. competitors
• Potential • Engagement
Compare the monthly counts of point The amount of repeat commenting &
of need declarations & estimated length of those comments
revenue/closed
Social Media Metrics

50. Radian6 (c)
› Awareness | Attention | Reach
› Leads | Conversions | Sales
› Cost Savings
Social Media Metrics

51. Syncapse/Hostpex
› Product Spending
› Loyalty
› Propensity to Recommend
› Brand Affinity
› Media Value
› Acquisition Cost
Social Media Metrics

52. Forrester Research
› Engagement
• Involvement
• Interaction
• Intimacy
• Influence
Social Media Metrics

53. Lovett & Owyang
› Dialog
› Advocacy
› Support
› Innovation
Social Media Metrics

54. Lovett & Owyang
› Dialog › Advocacy
• Share of Voice • Percent Active
• Audience Engagement Advocates
• Conversation Reach • Advocate Influence
• Advocacy Impact
› Support › Innovation
• Issue Resolution Rate • Topic Trends
• Resolution Time • Sentiment Ratio
• Satisfaction Score • Idea Impact
Social Media Metrics

55. Social Media Metrics

56. Bain/IAB
• Brand Awareness
• Purchase Intention
• Likelihood to
Recommend
• Favorability
• Conversion Rates
• Recall
• Click through
• Unique Visitors
• Message association
• Ad impressions/views
• Time spent on page
• Interaction rate
• View through
• Engagement Time
Social Media Metrics

57. Bain/IAB
Social Media Metrics

58. Online Media
Owned Media Earned Media Paid Media
- Candidate’s Site - News - Banners
- Party’s Site - Posts - Sponsored Links
- Official Profiles - Conversations - Sponsored Posts
- Official Content - Communities / - ...
- ... Groups
- Pages / Wikis
- Forwarded Emails
- ...
Social Media Metrics

59. Online Media for Political Campaigns
Owned Media Earned Media Paid Media*
- Candidate’s Site - News - Banners
- Party’s Site - Posts - Sponsored Links
- Official Profiles - Conversations - Sponsored Posts
- Official Content - Communities / - ...
- ... Groups
- Pages / Wikis
- Forwarded Emails
- ...
* According to brazilian law,
paid media can’t be used in
online political campaigns
Social Media Metrics

60. 4. Metrics for Social Media
Communication
Social Media Metrics

61. Process of Strategic
Planning Social Planning
Media
Communication
Monitoring
Content
Production
Relationship
Social Media Metrics

62. Process
› Evaluation of previous traits of
candidate
› Analysis of macro environment
Strategic › Selection of social media sites
Planning
› Schedule guiding
Social Media Metrics

63. Process
› Social Media Optimized profiles
› Production of textual, imagery and
audiovisual content
Content › Selection, editing and
Production recommendation of third party content
› Personal expressions
Social Media Metrics

64. Process
› Selection of connections
› Selection of hubs
› Thanks and feedbacks
Relationships › Responses to comments, questions
and criticisms
› Identifying key users and public
› Fomenting participation
Social Media Metrics

65. Process
› Environmental analysis
› Monitoring of mentions to the
candidate and key allies
› Monitoring of mentions to the
Monitoring competitors
› Monitoring of key themes and threads
› Sentiment Index
› Spotting advocates, detractors and
repeat emitters
Social Media Metrics

66. Social Media Metrics

67. Engagement is related to the Reach is related to the degree of
degree of participation and effective dissemination of certain
involvement of a specific profile or content or to degree of potential
group of users to a theme or spread that a single profile has in the
subject network.
Influence is related to the
Adequaçy refers to the degree of
degree of attention and
proximity that given content has in
mobilization that a certain profile
relation to the desired characteristics
can generate in others users.
and values
Social Media Metrics

68. Steps
1) Customer Context;
2) Current Practices in Social Media;
3) Emphasis;
4) Types of Metrics;
5) Collection Tools;
6) Analysis.
Social Media Metrics

69. Customer Context
• Strengths and Weakness;
• Threads and Opportunities;
• Competition;
• Target Audience;
• General Objectives of Communication;
• Marketing Strategy.
Social Media Metrics

70. Current Practices in Social Media
• Select which social media sites will be used in
the campaign;
• Evaluate the current phase of the management
of social media : 1. Strategic Planning; 2.
Content Production; 3. Relationships;
4. Monitoring;
• Identify the actual use of social media by team
and key people: publishing frequency, type of
content, type of relationship, social media
performance etc.
Social Media Metrics

71. Emphasis
• Based on information obtained about the client and taking into
account the type of work in social media, it's time to define
desired information
• With the objectives defined, the next step is to identify what
you want to discover and check through the metrics within each
of the areas :
• Influence;
• Engagement;
• Reach;
• Adequacy.
Social Media Metrics

72. Types of Metrics
• Considering the previous items, the next step
is to define which metrics are appropriate. The
choice of metrics varies on a number of criteria
such as:
- Social Media Site;
- Previous Social Media Performance;
- Desired Information;
- Measurable Data: quantitative x
qualitative.
• Definir conjunto de métricas de acordo
com as particularidades das mídias sociais.
Social Media Metrics

73. Collection Tools
• Define Tool: identify which tools make
possible the information you want to collect;
• Methodology: How tools will be used? In what
period? How will data be stored?
• Data collection.
Social Media Metrics

74. Analysis
• From the quantitative and qualitative data, one should
interpret the information;
• Think metrics according to every part of the objectives
to be achieved;
• Apply data and analysis in the planning of new actions,
optimization strategies etc.
Social Media Metrics

75. Social Media Metrics

76. Example
REACH INFLUENCE
• Growth of Total Followers • Quality of Twitter Lists
• Views of Key Videos Klout Score
ENGAGEMENT ADEQUACY
• Topics/Month • Proximity with key words
• Active Participants • Sentiment Value Index
Social Media Metrics

77. 5. Tools
Social Media Metrics

78. Tools
› Data archiving
› Analytics
› Monitoring and Analysis Software
› Search Engines
› Profile Classification
› Evaluation of presence, reach and
response
Social Media Metrics

79. Tools
› Data archiving: software for manual
collecting and storing data.
Useful for calculations in general and
indispensable for social media without
specific analytics tools.
Social Media Metrics

80. Social Media Metrics

81. Tools
› Web Analytics: tracking and analysis of
data from visitors.
For sites, blogs, Ning, social networks and
customized social media as additional
mechanism.
Social Media Metrics

82. Social Media Metrics

83. Tools
› Monitoring and Analysis Softwares:
software that collect, sort and allow
addition of information such as tags and
the valences of terms and phrases emitters.
Social Media Metrics

84. Social Media Metrics

85. Social Media Metrics

86. Social Media Metrics

87. Tools
› Search Engines: search terms and
evalute volume.
In some cases, allow real-time results and
data on emitters.
Social Media Metrics

88. Social Media Metrics

89. Tools
› Profile Classification: applications with
their own mechanisms for evaluating
profiles. Often they offers scores and
rankings.
Social Media Metrics

90. Social Media Metrics

91. Social Media Metrics

92. Tools
› Evaluation of presence, reach and
response: creation of a numeric indexes to
assess the presence, extent or response in
several social media sites.
Social Media Metrics

93. Social Media Metrics

94. Social Media Metrics

95. Social Media Metrics

96. Social Media Metrics

97. Daily Visits and Comments on viral
video “Vou morar na propaganda
do governo da Bahia”
Social Media Metrics

98. Tools
Tool Ups Downs
Excel and Spreadsheets ↑ Universality ↓ Manual insertion
↑ Customizable ↓ Complexity
similars Calculations
Google Docs Spreadsheets ↑ Synchronous ↓Limited when
collaboration compared to Excel
Spreadsheets
Google Web analytics sofware ↑ Trustness ↓Indirect data
↑ Integration with
Analytics Google Tools
Scup Social Media monitoring ↑Brazilian (supported ↓ Few data crossings
software language, help) available
↓Moderate
investment
Social Media Metrics

99. Tools
Tool Ups Downs
Radian6 Social media monitoring ↑ Comparison with ↓ High investiment
software competitors and market ↓ Complex interface
↓ Without Orkut
support
SM2 Social media monitoring ↑ Trial: 1000 mentions ↓ Unfriendly interface
software ↑ Demographics
PostRank Measurement of ↑ Good with sites and ↓Basic plan: only 5 sites
engagement for social blog x 20 pages
media content and ↑ Good with evaluation ↓ Few social media
websites of reach sites
Social Mention Search by type of site: ↑ 11 segmentations ↓ Vague and non-
portals, blogs, social ↑ Feed Creation customizable sentiment
boomarking, social ↑ Data exportation analysis
networks ....
Social Media Metrics

100. Tools
Tool Ups Downs
Klout Profile analysis: reach, ↑ Classification of ↓ Some inaccurate data
amplification and Twitterprofiles
netwokr ↑ Influence metrics
Twitter Analysis of data from ↑ Several data analysed ↓ Only Twitter
Analyzer Twitter profiles, such as ↑ Layout ↓ Non-exportable data
reacf, evolution and
mentions.
TweetReach Measures the potential ↑ Lists of profiles with ↓ Limited
scope of tweets on the higher reach on topic
subject or profile.
Hubspot Scores of blogs, Twitter ↑ Twitter: higher ↓Limited
Graders profiles, Foursquare, influence grades by city
Facebook pages etc.
Social Media Metrics

101. Tools
Tool Ups Downs
HowSociable Evaluation of brand ↑ Immediacy ↓ “Pro” version still in
presence in more than ↑ Good for initial development phase
20 social media. comparisons
YouTube YouTube Analytics ↑ Hot Spots ↓ Demographics only
Insight from logged users
Facebook Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelay
Insights ↓ Only Pages: Profiles
and Groups don’t have
Insights
Feedburner Feeds Management ↑ Several levels of data ↓Only feeds
Social Media Metrics

102. References
Reports / Presentations / White Papers / Articles
http://www.slideshare.net/interney/mtricas-em-mdias-sociais
http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics
http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais
http://fluent.razorfish.com/
http://www.context-digital.com/
http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287
http://www.slideshare.net/Radian6/measuring-social-media-2396778
http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics
http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/
www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2
http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-
web-analytics-demystified/
http://www.iab.net/insights_research/947883/buildingbrandsonline
Wave 4 – Power to the People
Plano de Negócio Sebrae
Users of the world, unite! - Kaplan Andreas M., Haenlein Michael.
Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison
Social Media Metrics

103. References
Tools
http://office.microsoft.com/pt-br/excel/default.aspx
www.google.com/docs
www.google.com/analytics
www.scup.com.br
www.radian6.com
http://sm2.techrigy.com
https://analytics.postrank.com
http://socialmention.com
www.klout.com
www.twitteranalyzer.com
www.tweetreach.com
www.grader.com
www.howsociable.com
www.youtube.com/my_videos_insight
www.facebook.com/business/insights
http://feedburner.google.com
Social Media Metrics

104. Tarcízio Silva – Director of Research and
Development
www.tarciziosilva.com.br/blog
www.twitter.com/tarushijio
+ Content: On Twitter:
www.papercliq.com.br @papercliq
www.papercliq.com.br/blog @marcelayres
www.slideshare.net/papercliq @renatacbc
@tarushijio
Social Media Metrics