Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09


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This presentation was given at the Open Government & Innovations conference held in Washington DC on 7/22/09. This presentation covers objectives of measuring Social Media efforts that companies & the government face. For more information visit:

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Measuring The Impact Of Social Media - Open Governement & Innovations Conference 7/09

  1. 1. Measuring the Impact of Social Media<br />Liana “Li” Evans<br />Director of Social Media, <br />Serengeti Communication<br />
  2. 2. How’d We Get Here?<br />
  3. 3. Monitoring & Measuring<br /><ul><li> Radian6
  4. 4. Meltwater
  5. 5. TrackUR
  6. 6. Techrigy
  7. 7. Google Alerts
  8. 8. Google Analytics
  9. 9. Coremetrics
  10. 10. Omniture
  11. 11. ClickTracks</li></li></ul><li>Social Media’s Different<br />
  12. 12. Involvement<br />Customer’s first point of agreed upon contact.<br />Visit to website<br />Sign up for email notification<br />Subscribe to RSS<br />Became a community member<br />
  13. 13. Measuring Involvement<br />Web Analytics<br />Referral traffic to site from social media sites<br />The Other Stuff (Manual)<br />Subscribers to email lists or RSS<br />How many friends/fans you have<br />Number of new community member signups<br />Average number of posts per forum member<br />
  14. 14. Interaction<br />The people like you …… Or maybe not<br />Conversations about you<br />Threads in forums & message board<br />Requests for more information<br />User Generated Content (UCG) about you<br />Videos, pictures, comments, etc.<br />
  15. 15. Measuring Interaction<br />Web Analytics<br />Transactional Data <br />They bought something<br />Requested more information<br />Gave you their email address<br />The Other Stuff (Manual)<br />Number of comments<br />Number of reviews<br />How much UCG was submitted<br />Replies to forum threads<br />
  16. 16. Intimacy<br />Visitor has an opinion based on their experience with you<br />Post product or service reviews<br />Blog posts – reviews of products/services<br />Create UCG such as videos, photos, podcasts<br />Forums threads dedicated to you<br />Fan/Hate groups dedicated to you<br />
  17. 17. Measuring Intimacy<br />Buzz Monitoring<br />Radian6, Meltwater<br />Customer Feedback Data<br />The Other Stuff (Manual)<br />Number of comments to UCG<br />Number of up/down votes<br />Number of stars on ratings<br />Number of reviews <br />Blog posts<br />Product Reviews<br />
  18. 18. Influence<br />Audience members form an opinion based on other community members<br />Sentiment of conversations<br />Interaction about you<br />Propagation of your media<br />
  19. 19. Measuring Influence<br />Buzz Monitoring<br />Radian6, Meltwater<br />Customer Feedback Data (How did they hear about you?)<br />The Other Stuff (Manual)<br />Who’s Talking About You?<br />Technorati Ranking<br />Influence of Community Member<br />How long a member<br />Posting habits<br />Replies to posting<br />
  20. 20. Who’s In Your Audience?<br />
  21. 21. Different Types of Social Media<br />
  22. 22. Different Things to Measure<br />Social News (Digg, Reddit, Mixx, Etc)<br />Number of Votes, Comments<br />Traffic to Media Submitted<br />Social Sharing (YouTube, Flickr, Etc)<br />Number of Views, Ratings, Embeds, Links, Favorites<br />Social Networking<br />Number of Fans, Friends, Group Members<br />Comments on walls, postings, media<br />
  23. 23. Different Things to Measure<br />Twitter<br />Number of Followers<br />Retweets<br />Blogs<br />Subscribers<br />Comments to Posts<br />Forums & Message Boards<br />Number of Members<br />Posts to Members, Replies to Posts<br />
  24. 24. Identify & Define Success<br />
  25. 25. Re-Evaluate & Tweak Goals<br />Don’t Fall In Love…<br />If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09<br />
  26. 26. Real World Example<br />Something From<br />The Not So Distant<br />Past……<br />
  27. 27. Using Social Media to Engage, Interact, Involve & Influence Your Audience<br />
  28. 28. Understanding Your Audience<br />
  29. 29. Hold A Conversation in a Community<br />
  30. 30. Videos…. Lead To<br />
  31. 31. Your Audience Creating Them<br />
  32. 32. Photos …. Lead To<br />
  33. 33. Your Audience … Sharing Them<br />
  34. 34. Linked In Profile… Lead To<br />
  35. 35. Audience Created Groups & Discussions<br />
  36. 36. Networking Where Your Audience Is<br />
  37. 37. Leads to Over 480k Seeing Your Message<br />
  38. 38. Twittering Leads To….<br />
  39. 39. Twitters Holding Conversations About You<br />
  40. 40. All of This Social Stuff Lead To….<br />
  41. 41. Results Of Target Audience?<br />
  42. 42. Summary <br />Understand where your audience is first<br />Identify and define your measurement goals<br />Involvement goals<br />Interaction goals<br />Intimacy goals<br />Influence goals<br />Defines success or failure <br />When to stop<br />When to add more<br />Don’t fall in love – re-evaluate & tweak goals<br />
  43. 43. Contact<br />Liana “Li” Evans<br />Director of Social Media<br /><br /><br /><br />lEVANS@SerengetiCOm.CoM<br />Twitter: @storyspinner<br /><br /><br />