Social media metrics


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Presentation to George Washington University's "Digital Media Certification" Program. Thanks to Shashi Bellamkonda (@shashib)

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Social media metrics

  1. 1. Priya Ramesh Director, Social Media, CRT/tanaka @newpr
  2. 2. <ul><li>PR, marketing & branding, digital media </li></ul><ul><li>New York, California, Washington, D.C., Virginia </li></ul><ul><li>Corporate/B2B, Health, Consumer Products </li></ul><ul><li>VA Best Places to Work </li></ul><ul><li>300+ PR industry awards </li></ul>About Us
  3. 3. Sample Clients
  4. 4. Run from the CEO that…
  5. 5. 10 Signs Social Media is Here to Stay <ul><li>As social media hits TV, 2012 will be the year of &quot;must-tweet TV.” </li></ul><ul><li>Twitter was the #1 source of information regarding Osama Bi Laden capture NOT Fox or CNN. </li></ul><ul><li>Americans spent 53.5 billion minutes on Facebook in May 2011. </li></ul><ul><li>In 2010, Pepsi skipped Super Bowl ads in favor of a $20M social media campaign. </li></ul><ul><li>Sodexo reduced its annual recruitment advertising expenses by $300k using social media. </li></ul><ul><li>53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. </li></ul><ul><li>By 2014, 53% of total retail sales (online and offline) will be affected by the Web. </li></ul><ul><li>84.1 percent of the total U.S. Internet audience viewed online video. </li></ul><ul><li>Disney made a major announcement via bloggers than mainstream media. </li></ul><ul><li>Egypt’s revolution started on Facebook not Cairo’s Tahrir square. </li></ul>
  6. 6. Old School Metrics <ul><li>AVEs (Ad Value Equivalency) </li></ul><ul><li>Eyeballs </li></ul><ul><li>HITS </li></ul><ul><li># of Twitter Followers </li></ul><ul><li># of Facebook Friends/Fans </li></ul>
  7. 7. Conversations to Conversions
  8. 8. Social Media Metrics
  9. 9. What Are You Measuring? <ul><li>Online Mentions </li></ul><ul><li>Online Reputation </li></ul><ul><li>Sentiment </li></ul><ul><li>Web Traffic </li></ul><ul><li>SEO Rankings </li></ul><ul><li>Lead Generation </li></ul><ul><li>Increase in Sales </li></ul><ul><li>Increase in Following </li></ul>
  10. 10. 5 Essential Steps to Measurement <ul><li>Define Business Goals </li></ul>Identify Benchmarks Select the Right Tool Define KPIs Measure, Analyze, Measure 1 2 3 4 5
  11. 11. A Model for Social Measurement
  12. 12. Free Measurement Tools <ul><li>Google Analytics (web traffic, referral traffic, new visits, top page views, top sources of traffic) </li></ul><ul><li>Social Mention (sentiment analysis) </li></ul><ul><li>BlogPulse (blog traffic) </li></ul><ul><li>Technorati (blog metrics) </li></ul><ul><li>IceRocket (blog metrics) </li></ul><ul><li>Facebook Insights (new likes, number of people talking about your brand) </li></ul><ul><li>YouTube Insights ( </li></ul><ul><li> (number of people clicking on your link) </li></ul>
  13. 13. Paid/Sophisticated Analytics <ul><li>Key Differences between tools: </li></ul><ul><li>Some are more robust for one-off research </li></ul><ul><li>Others are geared toward day-to-day monitoring </li></ul>
  14. 14. Radian6 <ul><li>Advantages </li></ul><ul><ul><li>Near real-time data – excellent for crisis support </li></ul></ul><ul><ul><li>Data can be graphed in a number of ways-useful for client reporting </li></ul></ul><ul><ul><li>Loads quickly and easy to export to Excel </li></ul></ul><ul><ul><li>Easy set up searches; find granular data </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Only 30 days of historical data </li></ul></ul><ul><ul><li>Topic profiles expire after 1 week </li></ul></ul><ul><ul><li>Not intuitive </li></ul></ul>
  15. 15. Alterian- SM2 <ul><li>Advantages: </li></ul><ul><ul><li>Simple to learn; requires little training </li></ul></ul><ul><ul><li>Features easy-to-read dashboard </li></ul></ul><ul><ul><li>Detailed demographic data </li></ul></ul><ul><li>Disadvantages: </li></ul><ul><ul><li>Long load times </li></ul></ul><ul><ul><li>Excel exports are missing data </li></ul></ul><ul><ul><li>Only 30k results stored at one time </li></ul></ul>
  16. 16. Alterian - SM2 Dashboard
  17. 17. Sysomos Heartbeat Dashboard
  18. 18. <ul><li>Advantages </li></ul><ul><ul><li>High automated sentiment accuracy: 83-87% </li></ul></ul><ul><ul><li>Monitor competitor data easily </li></ul></ul><ul><ul><li>Detailed demographic data </li></ul></ul><ul><ul><li>Easy-to-read dashboard </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>2-3 hour lag on data </li></ul></ul><ul><ul><li>Price </li></ul></ul>Sysomos- Heartbeat
  19. 19. Sysomos MAP <ul><li>Advantages </li></ul><ul><ul><li>Data goes back two years </li></ul></ul><ul><ul><li>No restriction on number of search terms </li></ul></ul><ul><ul><li>Robust demographic data </li></ul></ul><ul><ul><li>Search results in real time </li></ul></ul><ul><ul><li>Great to create single client dashboard </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Not as useful for day-to-day monitoring </li></ul></ul><ul><ul><li>for an ongoing account. </li></ul></ul><ul><ul><li>Price </li></ul></ul>
  20. 20. Pinky Swear Facebook Campaign <ul><li>Company: Henry Ford Health System </li></ul><ul><li>Objective: Create an engaging campaign that would increase online appointments by 30%. </li></ul><ul><li>Result: The application received over 1000 users within the first month and increased appointments by 161%. </li></ul>
  21. 21. Go Granny Twitter Campaign <ul><li>Company: Network Solutions </li></ul><ul><li>Objective: Launch a parody video during 2011 Super Bowl and leverage Twitter to drive Go Daddy transfers to Network Solutions </li></ul><ul><li>Result: 500% increase in .CO sales and thousands of transfers from Go Daddy to Network Solutions </li></ul>
  22. 22. The FUTURE: Social CRM
  23. 23. Let’s Stay Connected <ul><li>Priya Ramesh </li></ul><ul><li>Director, Social Media </li></ul><ul><li>CRT/tanaka </li></ul><ul><li>[email_address] </li></ul><ul><li>703 894 5460 </li></ul><ul><li>Twitter: @newpr Blog: </li></ul>Stay on top of digital trends and insights with The Buzz Bin , Top 25 PR Blogs Ranked by PRWeb