The document discusses new metrics for measuring media and marketing in the digital age. It provides examples of both traditional and new social media metrics, including likes, shares, followers, and sentiment analysis. It emphasizes the importance of measuring marketing strategy and business goals like brand perception, marketing efficiency, revenue growth, and support savings over just measuring outputs. Finally, it discusses assembling metrics into key performance indicators and using both quantitative and qualitative measures to evaluate performance.

1. Web 2.0 SF March 29 2011Measuring the Future: New Metrics for New Media@margaretfrancis#smm #measure #w2e

2. Warranty Cards: Genius!

3. Media Measurement, 1990Sale!Media TargetingTVPrintPost-Purchase InformationMarket ResearchOOHWarranty CardRadioTelephone SurveysWOMCredit/ Payment InfoFocus groupsMail

4. Web 1.0

5. Media Measurement, 1990Online DisplaySearchClicksPage ViewsSessionsRegistra-tionsOpt-insConver-sionsTVPrintOOHWarranty CardRadioTelephone SurveysWOMCredit/ Payment InfoFocus groupsMail

6. The more digital our communications get, the more trackable our interactions and transactions, the higher our expectations of measurement

7. Media Measurement, 2010CommentBlogPostPostDiggMake videoShareTweetRe-TweetFanLikeReviewBook markRateOnline DisplaySearchClicksPage ViewsSessionsRegistra-tionsOpt-insConver-sionsTelephone SurveysWarranty CardsRadioTVWOMPrintFocus groupsCredit / Payment InfoOOHMail

8. What we measure

9. SOME “SOCIAL” METRICS

10. Ford Explorer “Reveal,” July 2010

11. “You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy.The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.”Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010

12. Is that good?

13. Measure strategy, not stuff

14. FOUR KINDS OF APPLIED METRICS Brand Perception Marketing Efficiency Revenue Growth Support Savings

15. Think KPINot ROI

16. BRAND PERCEPTION METRICSSocial Media participation is necessary to create and maintain brand reputationSentiment Brand equityThematic/ perceptual maps; cluster analysis PR functions/ crisis control Media relationshipsInfluencer relationshipsCustomer satisfactionLikeliness to buyLikeliness to recommend (NPS)

17. MARKETING EFFICIENCY METRICSSocial Media is an effective way to create awareness of and interest in products and services SEOImproved rankingsReachFollowersFansForwardsInvitesWord of MouthSharesRTsResearchDefrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

18. REVENUE GROWTH METRICSSocial Media is an effective way to drive sales Relationships that could become leadsMembers, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commentersLeadsPeople that have expressed an interest in your product in the public domain and that you can follow up with Sales Tracked from links promoted via social media channelsTracked via promo codes and offers

19. SUPPORT SAVINGSSocial Media is an effective way to service our customers (or let them self service themselves)Content creation: user generated vs. company generated Ratings & Reviews ForumsGroupsSupport case metricsCases per channelResponse times per channelWait time per channelResolution rate per channelCustomer sat per channel Call center costs defrayed

20. Know what you’re counting (and what you’re not)

21. Paid/ Earned/ Owned

22. Roll it up

23. Assembling Metrics into KPIs (Courtesy of Edelman)AttentionEngagementAuthorityInfluenceSentimentMeasurementUnique Visits

24. Impressions

25. Page Views

26. Media Consumption

27. Total Interactions

28. Fan Photos/Videos

29. Post Quality

30. External Links to Content & Discussion

31. Total “Likes”

32. Subscribed “Likes”