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Bang for the Buck: Social Media Measurement

The document discusses social media analysis and measurement. It states that social media is like engaging in conversations at a cocktail party, and can be used for real conversations, product development, deepening relationships, and sparking innovation. It provides tips on goals for social media engagement, what social media is and isn't, and metrics to measure engagement like comments, shares, and followers. It also discusses levels of engagement and case studies.

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Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement
Social Media
Social Media = Cocktail Party engagement
Social Media = Cocktail Party engagement • Real conversations
Social Media = Cocktail Party engagement • Real conversations • Product development
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
Don’t be that guy
Social Media Analysis
Social Media Analysis discovering, mapping, and measuring relationships
Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities
Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers
Social Media Analysis discovering, mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers —with which they interact
Social Media Engagement ISN’T
Social Media Engagement ISN’T • A silver bullet
Social Media Engagement ISN’T • A silver bullet • A strategy
Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone
Social Media ISN’T
Social Media ISN’T • One-time implementation
Social Media ISN’T • One-time implementation • Set it and forget it
Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement
Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking
Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning
What is your goal?
What is your goal? • Direct sales
What is your goal? • Direct sales • Improve public sentiment
What is your goal? • Direct sales • Improve public sentiment • Provide customer service
What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers
What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications
What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness
What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events
What is your goal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events • Develop new product offerings
chrisbrogan.com
How can engagement in social media...
How can engagement in social media...
How can engagement in social media...
How can engagement in social media...
How can engagement in social media...
How can engagement in social media...
Widescreen Approach
Widescreen Approach •Customer retention
Widescreen Approach •Customer retention •Customer satisfaction rates
Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits
What to measure
What to measure • Alerts (register and response rates / by channel / CTR / post click activity)
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite)
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone)
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites)
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site) 
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone)
What to measure • Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone) • Forward to a friend
What to measure
What to measure • Groups (create / join / total number of groups / group activity)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme)
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts
What to measure • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts • Profile (e.g. updates)
What does “engaged” mean?
Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
More to measure (from Chris Brogan)
More to measure (from Chris Brogan) • % of online conversation (versus competitor)
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters)
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
More to measure (from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
Case Study: Knight News Challenge 2008
Objectives
Objectives • Improve diversity of the applications
Objectives • Improve diversity of the applications ➡From tech community
Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities
Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news
Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia
Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program
Objectives • Improve diversity of the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program • Build community among applicants
Strategy • Blogger outreach to 100 social media, open-source tech and Web 2.0 • Send info to 7,500-person mailing list • Twitter 3-5x/day • Create and promote a hashtag • Podcast interviews with past winners giving advice; post to blog • Email campaign to journalists and educator influencers
Strategy • Built News Challenge Garage site on Drupal to encourage community participation • Barcamp-style real-life meetups ➡9 overall ➡promoted as Facebook and Upcoming.org events • International outreach campaign via email
Outcomes
Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year
Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high
Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
Basic tools for competitive analysis
Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field
Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers?
Basic tools for competitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers? • Twitter search http://search.twitter.com ➡Where are your industry’s influencers?
Tools: socialmention.com
Tools: twitteranalyzer.com
Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html
Resources • http://www.chrisbrogan.com/measuring-social-media-marketing/ • http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ • http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/ • http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success • http://socialmediametrics.wikispaces.com/ • http://womma.org/metrics/ • http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics
Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement

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Bang for the Buck: Social Media Measurement

  • 1.
    Bang for theBuck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement
  • 3.
  • 4.
    Social Media =Cocktail Party engagement
  • 5.
    Social Media =Cocktail Party engagement • Real conversations
  • 6.
    Social Media =Cocktail Party engagement • Real conversations • Product development
  • 7.
    Social Media =Cocktail Party engagement • Real conversations • Product development • Deepen relationships
  • 8.
    Social Media =Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  • 9.
    Social Media =Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  • 10.
    Social Media =Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  • 11.
    Social Media =Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation
  • 13.
  • 15.
  • 16.
    Social Media Analysis discovering,mapping, and measuring relationships
  • 17.
    Social Media Analysis discovering,mapping, and measuring relationships among people, groups, companies, and any other entities
  • 18.
    Social Media Analysis discovering,mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers
  • 19.
    Social Media Analysis discovering,mapping, and measuring relationships among people, groups, companies, and any other entities including products, online content, and personal computers —with which they interact
  • 21.
  • 22.
    Social Media EngagementISN’T • A silver bullet
  • 23.
    Social Media EngagementISN’T • A silver bullet • A strategy
  • 24.
    Social Media EngagementISN’T • A silver bullet • A strategy • A megaphone
  • 25.
  • 26.
    Social Media ISN’T •One-time implementation
  • 27.
    Social Media ISN’T •One-time implementation • Set it and forget it
  • 28.
    Social Media ISN’T •One-time implementation • Set it and forget it • Requires constant engagement
  • 29.
    Social Media ISN’T •One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking
  • 30.
    Social Media ISN’T •One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning
  • 32.
  • 33.
    What is yourgoal? • Direct sales
  • 34.
    What is yourgoal? • Direct sales • Improve public sentiment
  • 35.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service
  • 36.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers
  • 37.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications
  • 38.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness
  • 39.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events
  • 40.
    What is yourgoal? • Direct sales • Improve public sentiment • Provide customer service • Reduce traffic to call centers • Provide a channel for crisis communications • Increase brand awareness • Increase attendance to live events • Develop new product offerings
  • 42.
  • 43.
    How can engagementin social media...
  • 44.
    How can engagementin social media...
  • 45.
    How can engagementin social media...
  • 46.
    How can engagementin social media...
  • 47.
    How can engagementin social media...
  • 48.
    How can engagementin social media...
  • 49.
  • 50.
    Widescreen Approach •Customer retention
  • 51.
    Widescreen Approach •Customer retention •Customer satisfaction rates
  • 52.
    Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits
  • 54.
  • 55.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity)
  • 56.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite)
  • 57.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments
  • 58.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads
  • 59.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions
  • 60.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone)
  • 61.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites)
  • 62.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site) 
  • 63.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone)
  • 64.
    What to measure •Alerts (register and response rates / by channel / CTR / post click activity) • Bookmarks (onsite, offsite) • Comments • Downloads • Email subscriptions • Fans (become a fan of something / someone) • Favorites (add an item to favorites) • Feedback (via the site)  • Followers (follow something / someone) • Forward to a friend
  • 65.
  • 66.
    What to measure •Groups (create / join / total number of groups / group activity)
  • 67.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc)
  • 68.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend)
  • 69.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity)
  • 70.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something)
  • 71.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite)
  • 72.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme)
  • 73.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts
  • 74.
    What to measure •Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) • Love / Like this (a simpler form of rating something) • Messaging (onsite) • Personalization (pages, display, theme) • Posts • Profile (e.g. updates)
  • 77.
    What does “engaged” mean?
  • 79.
    Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  • 80.
    Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  • 81.
    Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  • 82.
    Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged
  • 84.
    More to measure(from Chris Brogan)
  • 85.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor)
  • 86.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement
  • 87.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links
  • 88.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements
  • 89.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters)
  • 90.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average
  • 91.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads
  • 92.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions
  • 93.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
  • 94.
    More to measure(from Chris Brogan) • % of online conversation (versus competitor) • % of coverage improvement • # of new subscribers/attendees/buyers via tracking links • # of new threads, comments, conversations for engagements • # of actions taken (for instance, on email newsletters) • increase in $ per visitor, monthly average • # of leads • # of sales call conversions • unique visitors (all those basic web metrics)
  • 96.
    Case Study: KnightNews Challenge 2008
  • 97.
  • 98.
  • 99.
    Objectives • Improve diversityof the applications ➡From tech community
  • 100.
    Objectives • Improve diversityof the applications ➡From tech community ➡From social media communities
  • 101.
    Objectives • Improve diversityof the applications ➡From tech community ➡From social media communities ➡Online news
  • 102.
    Objectives • Improve diversityof the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia
  • 103.
    Objectives • Improve diversityof the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program
  • 104.
    Objectives • Improve diversityof the applications ➡From tech community ➡From social media communities ➡Online news • Grow international submissions, esp. from Asia • Increase awareness of the program • Build community among applicants
  • 105.
    Strategy • Bloggeroutreach to 100 social media, open-source tech and Web 2.0 • Send info to 7,500-person mailing list • Twitter 3-5x/day • Create and promote a hashtag • Podcast interviews with past winners giving advice; post to blog • Email campaign to journalists and educator influencers
  • 106.
    Strategy • BuiltNews Challenge Garage site on Drupal to encourage community participation • Barcamp-style real-life meetups ➡9 overall ➡promoted as Facebook and Upcoming.org events • International outreach campaign via email
  • 107.
  • 108.
    Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year
  • 109.
    Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high
  • 110.
    Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
  • 111.
    Outcomes • Increased awareness ➡Traffic to KNC site up 47%, average 2,930 visits/day ➡224 blog posts about KNC versus 24 the previous year ➡60,000 mentions on Google, up 110% from previous year • Improve diversity of applications ➡2,323 projects submitted, 258 asked for full proposal--quality high • Build community among participants ➡1,600 registered for the Garage site
  • 113.
    Basic tools forcompetitive analysis
  • 114.
    Basic tools forcompetitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field
  • 115.
    Basic tools forcompetitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers?
  • 116.
    Basic tools forcompetitive analysis • Google alert ➡Company name ➡Competitors’ names ➡Topics in the field • Blogsearch www.google.com/blogsearch ➡Where are your industry’s influencers? • Twitter search http://search.twitter.com ➡Where are your industry’s influencers?
  • 117.
  • 118.
  • 119.
  • 121.
    Resources • http://www.chrisbrogan.com/measuring-social-media-marketing/ • http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key- statistics-resources/ • http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/ • http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success • http://socialmediametrics.wikispaces.com/ • http://womma.org/metrics/ • http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics
  • 123.
    Bang for theBuck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement