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Social Media Metrics

  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

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