Data is both the good news and the bad news of social media - we get so many numbers from our actions in the space that it's hard to separate the cool from the meaningful. But measuring people is nothing new - CRM programs have been doing this for the last 40+ years. So let's take a look at the best parts from the old school, and see what we can teach the new school about measurement, KPIs and tracking success.

1. YOU DON’T KNOW
CLICK
Measuring What Matters in Social Media
Eric Swayne | | 8/28/10
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2. Your Intrepid Presenter
Eric Swayne
Senior Social / Digital Strategist
@eswayne
eswayne.com
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3. The Company I Work For
2008 Small Agency of the Year
2009 Agency A-List
Top 10 Agencies
rockfishinteractive.com
Top Intranet in the World My Walmart.com
Small Agency of the Decade Finalist
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4. People I Get To Work With
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5. Brands I’ve Worked With
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6. Minute to Win
The Lightning It:
The OpenCamp
Round
Presentation Version
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7. Questions?
@eswayne
#ocdfw
#knowclick
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8. How do
you do
that?
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9. TOO MANY
NUMBERS
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10. This is humanity.
It gets messy.
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11. 11

12. 12

13. ORGANIZE THE
SOCIAL METRICS
CHAOS
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14. Step 1:
Start with
Conversions
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15. What is a Conversion?
Conversions
= Money
Fame
Action
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16. The “Halo Effect”
Model
• Ad Clicks • Friends
• Sales • Followers
• Downloads • Diggs
• Trials • Tweets
• Contacts / Leads • Comments
• Signups • Bookmarks
• Inquiries • Replies
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17. The “Halo Effect”
Model
• Why did this happen?
• What can I do to
change it?
• How can I keep this
from happening
again?
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18. The “Social Schematic” Model
• Ad Clicks • Visitors / • Clickthroughs • Friends
• Sales Uniques • Comments • Followers
• Downloads • Time of • Replies • Diggs
• Trials Interaction • ReTweets • Tweets
• Contacts / • Bounce Rate • Likes • Backlinks
Leads • Navigation • Shares • Bookmarks
• Signups Funnels • Posts
• Inquiries • Bailout Rate
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19. The “Social Schematic” Model
? ? ?
Diagnosing the
leaks in the system
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20. How do
you do
that?
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21. URL Tracking and Advanced
Link Tagging Segmentation Goal Funnels
What created the Where did they come How many made it to
traffic? from and where did the end?
they go?
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22. Step 2:
Cultivate
Your Crowd
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23. More Than Just Conversions
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24. Putting the
heart back
with the head
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25. Showcasing Your
Passions…
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26. …While Celebrating
Others
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27. 1,000 True Fans
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28. “A creator, such as an artist, musician, photographer, craftsperson,
performer, animator, designer, videomaker, or author - in other words,
anyone producing works of art - needs to acquire
only 1,000 True Fans to make a living.”
“A True Fan is defined as someone who will
purchase anything and everything you produce.
They will drive 200 miles to see you sing. They will buy the super deluxe
re-issued hi-res box set of your stuff even though they have the low-res
version. They have a Google Alert set for your name. They bookmark the
eBay page where your out-of-print editions show up. They come to your
openings. They have you sign their copies. They buy the t-shirt, and the
mug, and the hat.
They can't wait till you issue your
next work. They are true fans.” -Kevin Kelly 28

29. How do
you do
that?
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30. REACH
The number that can hear you.
Fans, Friends, Followers, Visitors.
FOCUS
Is my audience full of potential
influencers and true fans?
ENGAGEMENT
Does my audience care?
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31. Checking Your RFE
•When I’m listed on Twitter, what’s
the name of that list?
•Who are the influentials in my
niche? Do they know me?
•When others link to me, what’s the
text in that link?
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32. Step 3:
Measure It
to Become It
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33. 33

34. Take a
Site Health
Management
Day
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35. How do
you do
that?
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36. 5 KEY METRICS FOR
YOUR SOCIAL
SCHEMATIC
5 KEY METRICS FOR
YOUR R.F.E.
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37. Find the
Meaning
Make a Plan
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38. Definition of
Insanity
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39. Wrapping Up
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40. Step 1:
Start with Conversions
Step 2:
Cultivate Your Crowd
Step 3:
Measure It to Become It
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42. 42

43. QUESTIONS?
Slides will be posted to:
slideshare.net/eswayne
eswayne.com
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