Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

“Moving Beyond Counts & Traffic – Social Media
Measurement That Works”
Mike Rowland
President
iStrategy Chicago Meeting
September 16, 2010

Our Experience
Our Clients include:
2
©2010 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.

How Do You Measure
Success in Social Media?
15%
35%
40%
10%
Direct ROI
Site Traffic
Participation Only
Not Measuring
All Rights Reserved. 3
11%
22%
33%
34% Direct ROI
Site Traffic
Participation Only
Not Measuring
B2B
B2C
Source: B2B Marketing Goes Social: A White Horse Survey Report,
whitehorse.com/b2bbraintrust, March 2010, Survey Data from 104
Companies

There is a LOT of
Confusion Out There
Source: Social Media Usage, Attitudes and Measurability: What Do
Marketers Think?, King Fish Media, June 2010, Survey Data from 457
respondents (Sponsored by HubSpot and Junta42)
≠ ROI Measure
= ROI Measure

If everything on the web can be
measured, why are we having so
much difficulty?
Perhaps it’s the process not the tools….

Current State of Social
Media: Tactics Versus
Strategy
6
www.yourcompany.com
Add 10 Tweets
per day, RT at
least 4 others’
Tweets
Upload 6
convention
videos, tag, then
imbed on blog
Add 20 photos from
convention, update
status each day –
Do we turn on
comments?
Add 100 photos
from user
convention send
five out on Twitter
Browse 15 industry
blogs, follow up
with our writers for
more entries & to
answer comments
Surf groups, add
our blog content
and links to
YouTube channel
Review our blog, escalate comments,
create reports, talk to marketing about
promotions, check with advertising about
our AdWords campaigns, attend
meetings, attend more meetings, etc.
Review our
Sentiment
Analysis and
Brand Mention
Reports

This Results In Too Much
Steve Urkel Rather Than
Steve Jobs
7©2010 JTS Online Holdings Inc. dba Impact Interactions.
Photo Courtesy of EW.com
Photo Courtesy of Wired.com

We create lots of content, but not
the results we want
So, let’s go about this in a more focused
manner….

“That Makes Sense”

“Uh Mike, That’s a
Lighthouse…”

“Uh Mike, That’s a
Lighthouse…”
“Why yes, yes
it is.”
Image: Fanpop.com

Use the Audience
Appropriate Social Media
Tools Only
www.yourcompany.com
Third party sites should COMPLIMENT not COMPETE with your
organization’s web site and offers to produce measurable results

Simplify Your
Measurement Categories
Traffic – How many?
– Visitors, Visits, Page views, Referrers,
Comments, Posts, Uploads, Followers,
Friends, etc.
Behavior – What did they do? Who are they?
– Page views/Visit, Posts/Visitor, New
Registrations/First Time Visitors, Repeat
Visitors, Subscriptions, % Customers, Shared
Links, % New Followers, % Tweets Re-
Tweeted, etc.
Value – What did we gain by using the social
media?
– Revenue, Leads, Lower Support Costs, Trial,
Purchase Influence, Actionable Insight

Traffic Measures Tactic
Success
This is your base
line information
(counts)
Friends, etc.
Tweeted, etc.
media?

Traffic Metrics
What traffic tells you:
– How effective your outreach and third party social media
efforts are in driving visits to your main site
– How effective your content is in meeting audience needs
– What content is popular with visitors and what is not
– Where your visitors are coming from
– What pages/offerings are ‘sticky’
Photo Courtesy of BBC.co.uk

Behavior Measures Offer
Success
This is what Day to
Day Management
should focus upon
This is your base
line information
(counts)
Friends, etc.
Tweeted, etc.
media?

Behavior Metrics
Behavior metrics tell you:
– How effective your benefit statement is in moving visitors
to unmask themselves (conversion)
– How interesting is your content to the average visitor
(consumption)
– Are members building your site into their routine
(engagement)
– How healthy is your site content/community/blog
(engagement)
– HOW APPEALING IS YOUR OFFER (engagement)
Photo Courtesy of BBC.co.uk

Value Measures Strategy
Success
This is what Sr.
Management
cares about
This is what Day to
Day Management
should focus upon
This is your base
line information
(counts)
Friends, etc.
Tweeted, etc.
media?

To Measure Value, You
Must Build Relationships
Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)
This is what Sr.
Management
cares about
This is what Day to
Day Management
should focus upon
This is your base
line information
(counts)
– Visitors, Visits, Page views, Referrers, Comments,
Posts, Uploads, Followers, Friends, etc.
Registrations/First Time Visitors, Repeat Visitors,
Subscriptions, % Customers, Shared Links, % New
Followers, % Tweets Re-Tweeted, etc.
media?

Value Metrics
Value equals economic value in terms that make sense for the
business
– Value is extremely difficult to measure until your members start interacting with each other and
the site on a regular basis
Analysis is difficult if you base it on social media and site metrics
alone – Be Creative and Build Relationships!
– The best value analysis comes from comparing member behaviors against CRM data , but you
must unmask your followers/fans/visitors first in order to start moving towards value
Examples of Value Metrics
– Purchase frequency or amount of active member vs average customer
– Lift in sales from use of exclusive offer or code (trial offers)
– Cost of lead generated through social media vs traditional direct mail or tele-marketing efforts
– Customer/Partner/VAR share of wallet or organizational revenues contributed

Questions
21©2010 JTS Online Holdings Inc. dba Impact Interactions.
Here in person…
On Twitter - @ImpactInteract
On LinkedIn - www.linkedin.com/in/mikerowland
Blog – Impactinteractions.com/Blog
Phone – +1 410 604 3304

Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

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