Social Media Measurement - Penn State Web Conference 2010

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  • http://www.youtube.com/watch?v=ypmfs3z8esI
  • So where do these numbers come from? How do these companies measure social media? There are many, many ways, and all of them have advantages and disadvantages. That's exactly what we'll be talking about today. The idea today is to start the conversation around social media metrics. The techniques and metrics you see during this presentation may or may not work for you or your group. Their point is only to get you thinking about how you can measure your social media efforts. Experiment and use techniques that work for you. The metrics that work for you today may or may not work for you tomorrow – keep evolving. The point for today is to think about measurement as a key part of your social media strategy – not as the enemy.
  • If you don't measure other parts of your business, your other marketing efforts, measuring social media will be extremely difficult. You have to realize and be honest with what your maturity of using analytics is within your unit or department. If you don't measure other aspects of your business – this includes website traffic, conversions, whatever your business is, then you're not going to get anything out of social media measurement.
  • Social media is not the only marketing channel – all other marketing efforts and activities have an impact so if you're only measuring one thing, not only are you missing a lot, but you could be making decisions based on poor or incomplete data. Social media is not a traditional marketing channel, so we can't use only traditional marketing measurement tools to measure social media.
  • One thing I want to point out, though, before we get started. I disagree that Twitter costs $0, especially in our industry. If you’re an e-commerce site, it’s easy to set up automated tweets that send out coupons. That’s not how we use it, though. It takes time, effort, and resources and all those equate to money. We need to keep that in mind.
  • Let’s back up for a minute. What is social media? I know this might sound like a dumb question, but just so we’re all on the same page – social media is way more than just Twitter and Facebook. It’s blogs, social bookmarking sites, virtual worlds, forums, old school discussion boards, user generated content, and on and on and on. Social media is tool-agnostic – Twitter and Facebook will come and go, but social media will live on. The question you need to ask yourself isn’t “should I be on Twitter?” The first question is, “where is my audience?” If my audience is on Twitter, then go for it. Ask yourself what problem you're trying to solve – then come up with the solution. Don't start with the solution.
  • A lot goes into social media measurement – or really any analytics. It’s more than just click-throughs. It’s more than just monitoring. It’s more than followers and friends.
  • Before we can tell if it’s worth it, we have to define what “worth it” means. If you don’t first have a goal, you will never be able to adequately measure anything. If you don't have a goal – if you can't define success, how can you know if your social media efforts are successful?
  • We’re going to get a little “business-y” on you for a minute. In Jim Sterne’s book, Social Media Metrics , he mentions that there are only 3 true business goals. Raising revenue, lowering costs, and increasing customer satisfaction. When all is said and done and it comes right down to it, whatever your goal, it should fit into one of these areas. “Increasing engagement” isn’t really a business goal. Why do you want to increase engagement – what will that give you in the end? Hopefully increasing engagement will increase the acquisition or retention of students, right? More students = more revenue. Less phone calls = lower costs. Immediate solutions = increased customer satisfaction.
  • Social media goals should tie directly to your business goals. Brand awareness – ties to increased revenue
  • Social media goals should tie directly to your business goals.
  • So … back to our measurement slide. The only thing here that measures ROI is the conversion. That’s not to say the others aren’t important. They most certainly are – but you need to tie them to the conversion to know if the ROI. The top metrics measure impact – the activities. This is fine, but they are *not* measuring the results. The bottom part measures the results.
  • So … back to our measurement slide. The only thing here that measures ROI is the conversion. That’s not to say the others aren’t important. They most certainly are – but you need to tie them to the conversion to know if the ROI.
  • So … back to our measurement slide. The only thing here that measures ROI is the conversion. That’s not to say the others aren’t important. They most certainly are – but you need to tie them to the conversion to know if the ROI.
  • Unfortunately there is no silver bullet here. This isn’t easy. We hear “but we don’t have time to do all this” all the time. If you truly want to measure the success of social media, then you have to take the time – period.
  • So how do we go from showing impact to showing ROI?
  • Google Alerts are simple and easy to set up and are essential to good monitoring of your brand. Another great thing about them is that you can push it to Google Reader so you don’t get a ton of emails (you can also use email for the alerts as well). SocialMedia.com says they are like Google Alerts but for social media. Well, Google Alerts does listen to social media as well (remember “blogs” are social media), but SocialMedia.com listens to microblogs, comments, networks, bookmarking sites.
  • Monitoring is essential – how are people talking about Penn State? Are they saying good things or bad things? Tools like Radian6 measure sentiment (among other things). But, measuring sentiment isn't an exact science. Most of the more robust sentiment tools allow you to *teach* the system what's good and what's bad.
  • Some people will tell you that the # of friends and fans don’t matter. They’re wrong. They *do* matter – they just don’t show ROI. You need a following to do anything, though, so they absolutely matter. What
  • Twitter has many tools that measure impact, influence, reach, etc. The tool doesn’t really matter. The idea is that you measure your reach and the influence of the people who follow you and who you follow. Klout measures a bunch of things including: True reach , which is what they deem the size of your engaged audience. So, if you have 500 followers and your true reach is only 30, that means that only 30 people are actively engaged with you. Amplification: how likely your content will be acted upon – meaning people engage in a conversation with you, retweet you, etc. If your tweet is re-tweeted by, say, NewMediaJim that’s much better than your buddy who has 60 followers re-tweeting you. These tools pop up and die everyday. They all have advantages and disadvantages. The key to remember here is that there are a lot of these tools available and any one of them is better than using none of them at all.
  • YouTube has what they call "insights" for all videos you upload. You can seen many metrics from views to demographics to how people got to the video on YouTube. It shows you what your most engaging videos are as well. Each video also shows what they call "hot spots" for the video. As you can see the video on the left kept watchers engaged while the video on the right lost watchers along the way. This may be for a number of reasons – length, etc. But, it gives you valuable insights into how people are watching your video. These metrics can help you make decisions about your videos.
  • Facebook also has metrics with Facebook Insight that shows demographics and active users. These metrics can also give you valuable insight into your audience. Like the YouTube metrics, however, they can't show ROI. We'll get into how to do that later.
  • Go one step further. Now you can place Google Analytics code into your Facebook page using a custom image code to track visits on each of your Facebook pages. Facebook doesn't allow javascript, but it does allow an embedded image. The Facebook Google Analytics tracker generates an HTML image tag code for each page.
  • First and foremost, remember your goals and key performance indicators. If your goal is to increase brand awareness, you can measure brand mentions and reach. If your goal, however, is to increase student enrollment, you can’t stop at brand mentions and reach, you need to measure enrollments .
  • Your subscribers is the number of people subscribed to your feed, but your reach is how many people are actively engaged in your content – meaning viewing or clicking on your content.
  • First and foremost, remember your goals and key performance indicators. If your goal is to increase brand awareness, you can measure brand mentions and reach. If your goal, however, is to increase student enrollment, you can’t stop at brand mentions and reach, you need to measure enrollments .
  • URL shorteners tell you how many click-throughs you received (among many other things). They don’t tell you what the person did on your site. You must take the extra step to do that if you want to show action on your site.
  • It’s very important to use trackable URLs regardless of the tool. With tools like Twitter, a lot of users use desktop clients or other clients, not the web-based client from Twitter. This means that the people using desktop clients will show up as direct visits , not within the social media segment.
  • If you can’t do any of these, you cannot measure to your goal. This doesn’t just mean you can’t measure social media to the goal. This also means you can’t measure anything to the goal – marketing campaigns, organic traffic, nothing.
  • Social Media Measurement - Penn State Web Conference 2010

    1. 1. Social Media Measurement Shelby Thayer Joshua Ellis Outreach Marketing and Communications
    2. 2. Where do these numbers come from? How do these companies measure social media?
    3. 3. Question #1: Do you measure other parts of your business?
    4. 4. Social media is not the only marketing channel. . . . Social media is not a traditional marketing channel.
    5. 5. Social media does cost money – don’t forget about soft costs (resources, time, effort).
    6. 6. What is Social Media? <ul><li>You’re seriously asking me this question? </li></ul><ul><li>“ Dude, I’m the mayor of Otto’s. </li></ul><ul><li>I know what social media is.” </li></ul>
    7. 7. Is it worth it?
    8. 8. Social Media Measurement Source: 360 Digital Connections, 100 Ways To Measure Social Media, David Berkowitz
    9. 9. Let’s begin at the beginning
    10. 10. Why do you use social media? What is your goal?
    11. 11. Only 3 True Business Goals Source: Social Media Metrics, Jim Sterne
    12. 12. Social media goals <ul><li>Example goals: </li></ul><ul><ul><ul><li>Increase brand awareness. </li></ul></ul></ul><ul><ul><ul><li>Increase student enrollment. </li></ul></ul></ul><ul><ul><ul><li>Decrease helpdesk call volume. </li></ul></ul></ul>
    13. 13. How can I tell if I’m achieving those goals? <ul><li>Key Performance Indicators: </li></ul><ul><ul><li>Increase brand awareness </li></ul></ul><ul><ul><ul><li># of brand mentions </li></ul></ul></ul><ul><ul><ul><li>Share of voice (brand mentions/total (brand + competitor mentions) </li></ul></ul></ul><ul><ul><ul><li>Reach </li></ul></ul></ul><ul><ul><li>Increase student enrollment </li></ul></ul><ul><ul><ul><li>% conversions from social media referrers </li></ul></ul></ul><ul><ul><ul><li>% increase in student enrollment </li></ul></ul></ul><ul><ul><li>Decrease helpdesk call volume </li></ul></ul><ul><ul><ul><li># subscribers </li></ul></ul></ul><ul><ul><ul><li>% volume decrease </li></ul></ul></ul><ul><ul><ul><li>% tickets resolved using social media </li></ul></ul></ul>
    14. 14. Social Media Measurement <ul><li>Followers </li></ul><ul><li>Fans </li></ul><ul><li>Friends </li></ul><ul><li># of Tweets </li></ul><ul><li># of Retweets </li></ul><ul><li>Comments </li></ul><ul><li>Enrollments </li></ul><ul><li>Ticket sales </li></ul><ul><li>Application submissions </li></ul><ul><li>Donations </li></ul>Impact ROI
    15. 15. Social media doesn’t happen in a vacuum People know Penn State, they don’t necessarily know Penn State [enter college/unit/department name here]. We are one Penn State to the outside world. Know what others are doing.
    16. 16. Also … social media doesn’t happen in a vacuum Just like you aren’t the only one using social media on campus, it’s also not the only thing you’re doing.
    17. 17. A silver bullet doesn’t exist. There is no one metric, one tool, one awesome, ridiculous app that we can use. It doesn’t exist.
    18. 18. Steps to Measurement
    19. 19. Monitoring - Reputation <ul><li>What are people saying about you? </li></ul><ul><li>What are people saying about your competitors? </li></ul><ul><li>Who are the influencers? </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Alterian SM2 </li></ul></ul>
    20. 20. Monitoring - Sentiment <ul><ul><li>The X course at Penn State was awesome! </li></ul></ul><ul><ul><li>The X course at Penn State was terrible! </li></ul></ul><ul><ul><li>The X course at Penn State wasn't bad. </li></ul></ul><ul><ul><li>I'm not going to say that the X course at Penn State sucked because it didn't. </li></ul></ul>
    21. 21. Impact Friends, followers, fans (likes), reach, retweets, tweet recency, tweet frequency, influencers …
    22. 22. Impact - Twitter Friends, followers, fans FTW!
    23. 23. Impact - YouTube <ul><ul><li>Demographics </li></ul></ul><ul><ul><li>How are people watching? </li></ul></ul><ul><ul><li>&quot;Hot spots&quot; </li></ul></ul>
    24. 24. Impact - Facebook <ul><ul><li>Geo and demographic information </li></ul></ul><ul><ul><li>Number of comments, interactions, “post quality” and more. </li></ul></ul>
    25. 25. Impact - Facebook <ul><li>Google Analytics on Fan Pages </li></ul><ul><ul><li>How do people use your fan page? </li></ul></ul><ul><ul><li>How do they engage? </li></ul></ul>
    26. 26. Social media is more than just Twitter, YouTube and Facebook <ul><ul><li>Blog Measurement </li></ul></ul><ul><ul><li>What is the purpose of the blog (goal)? </li></ul></ul><ul><ul><ul><li>RSS click-throughs </li></ul></ul></ul><ul><ul><ul><li># of subscribers </li></ul></ul></ul><ul><ul><ul><li># of comments </li></ul></ul></ul><ul><li>Use Feedburner for RSS – integrates automatically with Google Analytics </li></ul>
    27. 27. Feedburner Stats
    28. 28. Google Analytics - Campaign
    29. 29. Impact ROI
    30. 30. Impact ROI Impact isn’t ROI, but it is important!
    31. 31. Remember Your Goals and Key Performance Indicators <ul><ul><li>Increase brand awareness </li></ul></ul><ul><ul><ul><li># of brand mentions </li></ul></ul></ul><ul><ul><ul><li>Share of voice (brand mentions/total (brand + competitor mentions) </li></ul></ul></ul><ul><ul><ul><li>Reach </li></ul></ul></ul><ul><ul><li>Increase student enrollment </li></ul></ul><ul><ul><ul><li>% conversions from social media referrers </li></ul></ul></ul><ul><ul><ul><li>% increase in student enrollment </li></ul></ul></ul><ul><ul><li>Decrease helpdesk call volume </li></ul></ul><ul><ul><ul><li># subscribers </li></ul></ul></ul><ul><ul><ul><li>% volume decrease </li></ul></ul></ul>
    32. 32. Track everything . Use URL shorteners and trackable URLs from your analytics tool. Always do both.
    33. 33. Tying Goals to Social Media Beyond the click-through <ul><li>Use a social media segment (all traffic from social media sites). </li></ul><ul><li>Use your trackable URLs all the time . </li></ul><ul><li>You must be able to track to your goal. </li></ul>
    34. 34. But My Goal Happens Off-site I can’t track to my goal. <ul><li>Track to the point at which the user goes off your site. </li></ul><ul><ul><li>Use GaAddons.js </li></ul></ul><ul><ul><li>Use onClick or onSubmit event handler </li></ul></ul><ul><ul><li>Put “thank you” page on your site, if possible. </li></ul></ul><ul><ul><li>If third party site allows it, put tracking code on their site. </li></ul></ul>
    35. 35. Not all my conversations contain links. How do I measure a conversation? <ul><ul><li>Not only do most your conversations contain no links, but social media engagement isn’t linear. </li></ul></ul><ul><ul><li>Facebook >>> other site >>> other site >>> your site >>> take action </li></ul></ul><ul><ul><li>How does this tie back to Facebook? </li></ul></ul>
    36. 36. View-through <ul><ul><li>Embed an impression call in an image tag using FBML. </li></ul></ul><ul><ul><li>Facebook >>> tagged w/ impression tag >>> site 1 >>> site 2 >>> site 3 >>> your site >>> your action </li></ul></ul>
    37. 37. The problem with click-through and view-through <ul><ul><li>Click-through : </li></ul></ul><ul><ul><ul><li>Not all conversations contain click-throughs </li></ul></ul></ul><ul><ul><ul><li>Not everyone clicks through on the link. </li></ul></ul></ul><ul><ul><li>View-through: </li></ul></ul><ul><ul><ul><li>How do you know that those Facebook impressions caused the user to eventually go to your site and take an action? </li></ul></ul></ul>
    38. 38. Activities Timeline
    39. 39. Activities Timeline
    40. 40. Activities Timeline <ul><ul><li>Track and show everything (remember social media doesn’t exist in a vacuum). </li></ul></ul><ul><ul><li>Look for repeatable patterns. </li></ul></ul>
    41. 41. Resources <ul><ul><li>Jim Sterne </li></ul></ul><ul><ul><ul><li>Social Media Metrics - How to Measure and Optimize your Marketing Investment </li></ul></ul></ul><ul><ul><li>http://delicious.com/shelbythayer/psuweb10-smm </li></ul></ul>
    42. 42. Thank You <ul><ul><li>Shelby Thayer (@shelbythayer) </li></ul></ul><ul><ul><li>Joshua Ellis (@apostate) </li></ul></ul><ul><ul><li>Questions? </li></ul></ul>

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