This document discusses the history and measurement of social media marketing. It describes how Gutenberg's printing press helped spread ideas and catalyzed the French Revolution. More recently, social networks like Facebook and Twitter helped enable the Arab Spring uprisings. The document outlines different tools for measuring the key elements needed for successful social media marketing: fuel/audience, oxygen/engagement, and heat/sharing. It provides examples of both free and paid tools for analyzing followers, content interactions, sentiment, traffic and achieving business goals.

1. Past, Present and Future:
Measuring Social Media’s
Impact
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2. What is Social Media?
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3. Marketing
What is Social Media?
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4. Marketing
What is Social Media?
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6. Social Marketing Through the Ages
• Gutenberg’s Printing Press (1440)
– Goal, make the bible accessible to all
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7. Social Marketing Through the Ages
• Gutenberg’s Printing Press
– Catalyst to the French Revolution
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8. Social Media Through the Ages
• Sound familiar?
– The Arab Spring (Facebook & Twitter)
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9. Social As Marketing Tool
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10. Social As Marketing Tool
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11. Social Marketing 80’ Style
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12. Social Marketing 80’ Style
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13. How Big is Your Social Fire?
And How Do You Measure It?
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14. Measuring Your Fire/Success
• Fires require 3 things to be successful
– Fuel
– Oxygen
– Spark/Heat
• How do you measure these?
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15. Measuring The Fire
• We can measure the elements
• We can measure some of it’s impact
– Is it a warm inviting fire
– Is it an out of control fire driving ppl away
• Are other’s keeping the fire alive
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16. Social Measurement Tools
• Identify appropriate measurement tools
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17. Free vs Paid Tools
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18. Most Important Tool!
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21. Fuel/Kindling
• Followers
• Fans
• Contacts
• Head Count
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22. Measuring Your Fuel
• Quantity:
– Count fans, followers, contact, etc.
– Some tools for specific media
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23. Measuring Your Fuel
• Quality
– Did you gather high quality fuel?
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24. Measuring Your Fuel
• Measure Quality with:
– Klout
– Kred
– PeerIndex
– Twitalyzer
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26. Measuring Oxygen
• How often are you publishing content
• Is your content being reviewed?
• Does it drive interaction/fan the flames
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28. The Heat
• Is the content being passed on/acted on
• Measure
– Likes/Shares
– Comments
– Retweets
– G+
– etc
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29. Measuring Heat
• Is there content interaction
– Blog comments
– Shares
– Likes
– Retweets
• Is the fire drawing the right people in?
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30. Measuring Heat
• Free Tools for Measuring Heat
– Any URL shortner (ie bit.ly)
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31. Measuring Heat
• Crowd Booster
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32. Is It A Successful Fire?
• What were your goals?
– Has the fuel source grown?
– Has public perception/sentiment improved?
– Are calls to action taking place?
– Are revenues up?
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33. Measuring Success
• Paid Tools
– References/Sentiment Analysis
• TrackUr
• Radian 6
– Webtrends 10
– InfiniGraph (Measure your Oxygen)
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34. Measuring Success
• Free Tools
– Google Analytics (for traffic to site)
– Facebook Insights
– Twitalyzer (Impact & Clout scores)
– Klout
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35. TrackUR
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37. WebTrends
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40. InfiniGraph
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42. Final Thoughts
• Let’s stop reinventing the wheel,
instead learn from history to use it
more wisely!
• Build social campfires & not forest fires
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43. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
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Just type my name into
Google
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