Presented to the Texas Hospital Association in June 2009. .Covers the basics of social media and its application to business, and details the metrics that are available for tracking performance. Based on my book "Social Media Marketing: An Hour a Day."

1. Social Media: Measuring Effectiveness
Dave Evans,
Author, “Social Media Marketing: An Hour a Day”
Principal, Social Web Strategies
Where Social Media and Health Care Meet-
Harnessing New Media Tools
Thursday, June 18, 2009  THA Headquarters

2. Outline
 The Driving Factors
 The Social Feedback Cycle
 Social Media Metrics
 Web Analytics
 Quantifying the Social Web
2

3. The Original Dream
“I had (and still have) a dream that the web could be
less of a television channel and more of an interactive
sea of shared knowledge. I imagine it immersing us as a
warm, friendly environment made of the things we and
our friends have seen, heard, believe or have figured
out. I would like it to bring our friends and colleagues
closer, in that by working on this knowledge together
we can come to better understandings.”
--Tim Berners Lee, 1995

4. The Current Landscape
As people take control over their data while spreading their Web
presence, they are not looking for privacy, but for recognition as
individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008

5. The Audience
Consumption and participation are indicators of the clear trend.

6. Reinforcement and confidence…
*

7. The Purchase Funnel
be aware
consider
buy
brand awareness keyword
relative media spending

8. The Social Feedback Cycle
marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)
be aware talk
consider form opinion
buy use
word-of-mouth
Social content, networks, and interactions
brand awareness keyword
relative media spending

9. The Social Flywheel
It takes money to drive the purchase funnel. It takes a great product or
experience to drive the flywheel. Over the long-term, the Flywheel always wins.

10. The Core Cycle
The cycle connects conversion and popular measurements—e.g., engagement
and influence—with fundamental “try-buy-talk” consumer purchase behaviors.

11. Touchpoint Analysis
Experiences that get talked
about add up to conversations.
You can measure this!
People experience different aspects of brands in different ways and
places. Understanding these experience drivers is the first step in
tapping word-of-mouth. Doing something with them is the second.

12. Touchpoint Analysis
Functional Customer Channel
n
e
io
er
nc
at
Performance of touchpoint
consistency of touchpoint
om
Importance of touchpoint
rie
s
er
st
pe
nv
cu
ex
co
to
e
e
bl
e
iv
lu
ica
sit
va
po
pl
re
talk-value talk-value talk-value
There are multiple views of touchpoint analysis. Choose
the one(s) that expose the aspects of your business that
matter to your customers, and, that you can control.

13. Touchpoint Optimization
???
performance
???
talk-value
Identify and focus on what gets talked about.

14. Influencers and Profitability
profitable
profitability
not profitable

15. Influencers and Profitability
profitable profitable
non-influential influential
profitability
not profitable not profitable
non-influential influential
degree of influence

16. Influencers and Profitability
profitable profitable
non-influential influential
profitability
not profitable not profitable
non-influential influential
You can measure this!
degree of influence
I’d slam you I’d promote you

17. Social Media Measurement
 Raw Data
– Google Alerts
 Conversational Data
– BlogPulse
– Cymfony
– Techrigy
– Radian6
– Collective Intellect
 Diagnostic Data
– Net Promoter

18. Social Media Dashboards

19. Web Analytics

20. Measurement Points
 Web Analytics
Relevance
 Social Media Monitoring
{
{ Content
{
{
Impact
 Pipeline Metrics

21. Evaluating Content: Audience
Metric Source Reveals
Blog Posts BlogPulse Who is talking about you,
Tweets Cymfony what people are saying
Mentions of: Techrigy about you and your industry.
Brand, Product, Radian6
Service Collective Intellect
Competition
Recommends Net Promoter
Google Alerts
Blogsearch
?
Technorati

22. Social Content: Dashboards
 Dashboard view provides
summary info, sentiment,
top sources
 Referrer data facilitates
drill-down to sites
 Site/source data can be
examined for additional
insights

23. Tracking Vanity URLs
 In print and TV,
“vanity” URLs can
be tracked
 Using tools like
BudURL, you can
create and track
user-friendly vanity
URLs across the
Social Web.

24. Tracking Conversations on Twitter
 Twitter Search
 Tweet Deck
– Search
– Filter

25. Evaluating Relevance: Influence
Metric Source Reveals
Time on Site Google Analytics The value of the
Bounce Rate Web Analytics opinions and
(e.g.,Omniture) conversations to
those interested
in purchase.
?

26. Evaluating Relevance: Engagement
Metric Source Reveals
Pass-Alongs Google Analytics The interest levels in
Web Analytics your message. Are
DoubleClick customers willing
to refer given a potential
Comment to Blog Analytics gain or loss of personal
Post Ratio “social capital?”
Diggs, Digg.com
Stumbles StumbleUpon.com
Bookmarks Del.icio.us
Podcast Feedburner
Listens and
Views ?

27. Evaluating Relevance: Loyalty
Metric Source Reveals
Blog Posts BlogPulse The context and intensity of
Tweets Cymfony blog posts. Are people
Recommends Techrigy sticking up for you?
Radian6 Is the information YOU
Collective Intellect provide making it to the
Google Alerts consideration process?
Blogsearch
Technorati
?

28. Tying Social Content to Web Analytics
 Social monitoring
tools point to referrer
 Referrer ties to your
analytics data*
 Analytics data shows
site path and goals
* It’s less than perfect, but it’s better than nothing!

29. Evaluating Impact: Audience
Metric Source Reveals
Referrers Google Analytics To whom your social media
Demographics Web Analytics campaign is appealing.
Click-throughs DoubleClick Actions are being taken by those
exposed to it.
?

30. Evaluating Impact: Influence
Metric Source Reveals
Time on Site Google Analytics How involved your audience is with
Bounce rate Web Analytics your message and brand, product,
(e.g.,Omniture) service as a result of exposure to
social media.
Repeat
Customers
?

31. Evaluating Impact: Action
Metric Source Reveals
Conversions Google Analytics The number of times a desired
Reviews Web Analytics outcome occurs following
Recommends exposure
Tweets Review Platform to your holistic campaign.
Net Promoter
?

32. Baseline Measures  ROI
 Conversation (Inference)
 Historical Analytics
– TIP: Social Dashboards
provide historical data as well
as current.

33. Differential Measures validate ROI
 Conversation (Inference)
 Historical Analytics
 Ask Your Customers (Direct)

34. Key Point Summary

35. Establish Your Baseline

36. Integrate Your Data
PERSONAL
SOCIAL
EVENTS NETWORKS WHITE-LABEL
SOCIAL NETWORKS
TV and
WIKIS BLOGS
Radio Magazines
Integrated Social COLLABORATIVE Conversion MICROBLOGS
Media
Campaigns TOOLS
(Purchase)
Direct
Online Mail SMS PHOTOS
Advertising
EMAIL AUDIO
(BACN) (PODCAST)
VIDEO
Social media components surround and support the “conversion”
process. Social media data supports/informs your other data sources.

37. Measure the Feedback
marketer-generated consumer-generated
be aware talk
consider form opinion
buy use
word-of-mouth
You can
measure
this!
Social content, networks, and interactions

38. Track and Tie to Business Analytics

39. Build Quantitative Social Awareness
At least weekly, social media use: (age 12-21, Q4 2006)

40. Contact
More Information
Twitter: evansdave
Blog: http://www.ReadThis.com
Contact: http://www.socialwebstrategies.com