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Practical Social Media Measurement

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Shonali Burke
Shonali Burke

In April 2011, I presented on practical solutions to social media measurement at the Oregon Governor's Conference on Tourism. The most important takeaway? There's no one-size-fits-all solution.

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1 of 37
Practical solutions Image: ambimb Flickr (CC) To the measurement conundrum Shonali Burke, ABC (@shonali)
Let’s Take Your Temperature… Image: The Facey Family, Flickr (CC)
Cartoon: HubSpot, Flickr (CC)
Image: Jim Miles, Flickr (CC)
Image: argbx via Flickr (CC)
What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)
Case Study: Austin CVB & BMESOct. 5 – 12, 2010 Could Social Media… ,[object Object]
Engage attendees?
Inform them?Courtesy: Sparkloft & BMES
What Did They Do? Facebook Developed and implemented a custom Facebook conference tab Curated relevant destination content Created two photo albums: Austin (pre-meeting) and BMES (updated daily) Twitter Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife Customized organization’s profile: @BMESociety Took and uploaded Twitpics on site Flickr Developed BMES group & photostream Uploaded photos in real time (multiple times each day) YouTube Filmed and posted exhibit floor poster reports Produced post-conference video highlighting the social media integration achieved for BMES in Austin Courtesy: Sparkloft
What Happened? Tweets on @BMESociety stream: 25/101 (before/after) @BMESociety followers: 18/104 (before/after) Tweets containing #BMES2010 reached 45,282 Twitter accounts (# of times tweeted x # of followers) BMES “likes” on Facebook increased by 218% BMES Facebook page viewed 1,085 times during the conference 33 photos uploaded to BMES Flickr account; viewed 102 times 12 videos uploaded to BMES’ YouTube channel and embedded in various outlets; viewed 1,400 times Courtesy: Sparkloft
What Was Missing? … but it was a good place to start! Image: buckofive via Flickr (CC)
The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
The 4-1-1
© Daniel Gordon, used with permission
Blog traffic Courtesy Daniel Gordon, Samuel Gordon Jewelers 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40%
Pledge To End Hunger Source: pledgetoendhunger.com
Courtesy: Scott Henderson & MediaSauce
Courtesy: Scott Henderson & Media Sauce
Results 2,600 members of Facebook Cause > 19k site visitors 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours $28k for Share Our Strength (@95% 1st-time donors) 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & Media Sauce
Let’s Say… Image: Craving Creativity, Flickr (CC)
What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
#1: Listen #2: Analyze #3: Evaluate Image: shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)
Did Anything Happen? Courtesy: KD Paine & Partners
Strategy & Measurement Go hand-in-hand Image: liwenli via Flick (CC)
Ask Yourself…
“You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)
Image: Mark H. Evans, Flickr (CC) Why Who What The Six Keys To The Measurement World How Where When

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Practical Social Media Measurement

  • 1. Practical solutions Image: ambimb Flickr (CC) To the measurement conundrum Shonali Burke, ABC (@shonali)
  • 2. Let’s Take Your Temperature… Image: The Facey Family, Flickr (CC)
  • 4. Image: Jim Miles, Flickr (CC)
  • 5. Image: argbx via Flickr (CC)
  • 6. What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • 7. Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)
  • 8.
  • 10. Inform them?Courtesy: Sparkloft & BMES
  • 11. What Did They Do? Facebook Developed and implemented a custom Facebook conference tab Curated relevant destination content Created two photo albums: Austin (pre-meeting) and BMES (updated daily) Twitter Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife Customized organization’s profile: @BMESociety Took and uploaded Twitpics on site Flickr Developed BMES group & photostream Uploaded photos in real time (multiple times each day) YouTube Filmed and posted exhibit floor poster reports Produced post-conference video highlighting the social media integration achieved for BMES in Austin Courtesy: Sparkloft
  • 12. What Happened? Tweets on @BMESociety stream: 25/101 (before/after) @BMESociety followers: 18/104 (before/after) Tweets containing #BMES2010 reached 45,282 Twitter accounts (# of times tweeted x # of followers) BMES “likes” on Facebook increased by 218% BMES Facebook page viewed 1,085 times during the conference 33 photos uploaded to BMES Flickr account; viewed 102 times 12 videos uploaded to BMES’ YouTube channel and embedded in various outlets; viewed 1,400 times Courtesy: Sparkloft
  • 13. What Was Missing? … but it was a good place to start! Image: buckofive via Flickr (CC)
  • 14. The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
  • 16. © Daniel Gordon, used with permission
  • 17. Blog traffic Courtesy Daniel Gordon, Samuel Gordon Jewelers 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40%
  • 18. Pledge To End Hunger Source: pledgetoendhunger.com
  • 20. Courtesy: Scott Henderson & Media Sauce
  • 21. Results 2,600 members of Facebook Cause > 19k site visitors 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours $28k for Share Our Strength (@95% 1st-time donors) 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & Media Sauce
  • 22. Let’s Say… Image: Craving Creativity, Flickr (CC)
  • 23. What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • 24. #1: Listen #2: Analyze #3: Evaluate Image: shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. Did Anything Happen? Courtesy: KD Paine & Partners
  • 34. Strategy & Measurement Go hand-in-hand Image: liwenli via Flick (CC)
  • 36. “You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)
  • 37. Image: Mark H. Evans, Flickr (CC) Why Who What The Six Keys To The Measurement World How Where When
  • 38. A Few Resources iabc.com prsa.org instituteforpr.org kdpaine.blogs.com metrica.net/measurementmatters communicationammo.com metricsman.wordpress.com Overtonecomm.blogspot.com toprankblog.com chuckhemann.com Bi-weekly #measurePR Twitter chat (every other Tues; 12-1 pm ET) WaxingUnLyrical.com: measurement/measurePR categories twitter.com/shonali/measurement
  • 39. Questions? Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali Thank you! www.WaxingUnLyrical.com www.shonaliburke.com slideshare.net/shonaliburke ShonaliBurkeConsulting