Measuring The Impact Of Social Media


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This presentation was given at the Open Government and Innovations conference in July 2009. The panel focused on measuring Social Media.

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Measuring The Impact Of Social Media

  1. 1. Measuring the Impact of Social Media Liana “Li” Evans Director of Social Media, Serengeti Communication
  2. 2. How’d We Get Here?
  3. 3. Monitoring & Measuring <ul><li>Radian6 </li></ul><ul><li>Meltwater </li></ul><ul><li>TrackUR </li></ul><ul><li>Techrigy </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Analytics </li></ul><ul><li>Coremetrics </li></ul><ul><li>Omniture </li></ul><ul><li>ClickTracks </li></ul>
  4. 4. Social Media’s Different
  5. 5. Involvement <ul><li>Customer’s first point of agreed upon contact. </li></ul><ul><ul><li>Visit to website </li></ul></ul><ul><ul><li>Sign up for email notification </li></ul></ul><ul><ul><li>Subscribe to RSS </li></ul></ul><ul><ul><li>Became a community member </li></ul></ul>
  6. 6. Measuring Involvement <ul><li>Web Analytics </li></ul><ul><ul><li>Referral traffic to site from social media sites </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Subscribers to email lists or RSS </li></ul></ul><ul><ul><li>How many friends/fans you have </li></ul></ul><ul><ul><li>Number of new community member signups </li></ul></ul><ul><ul><li>Average number of posts per forum member </li></ul></ul>
  7. 7. Interaction <ul><li>The people like you …… Or maybe not </li></ul><ul><ul><li>Conversations about you </li></ul></ul><ul><ul><li>Threads in forums & message board </li></ul></ul><ul><ul><li>Requests for more information </li></ul></ul><ul><ul><li>User Generated Content (UCG) about you </li></ul></ul><ul><ul><ul><li>Videos, pictures, comments, etc. </li></ul></ul></ul>
  8. 8. Measuring Interaction <ul><li>Web Analytics </li></ul><ul><ul><li>Transactional Data </li></ul></ul><ul><ul><ul><li>They bought something </li></ul></ul></ul><ul><ul><ul><li>Requested more information </li></ul></ul></ul><ul><ul><ul><li>Gave you their email address </li></ul></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Number of comments </li></ul></ul><ul><ul><li>Number of reviews </li></ul></ul><ul><ul><li>How much UCG was submitted </li></ul></ul><ul><ul><li>Replies to forum threads </li></ul></ul>
  9. 9. Intimacy <ul><li>Visitor has an opinion based on their experience with you </li></ul><ul><ul><li>Post product or service reviews </li></ul></ul><ul><ul><li>Blog posts – reviews of products/services </li></ul></ul><ul><ul><li>Create UCG such as videos, photos, podcasts </li></ul></ul><ul><ul><li>Forums threads dedicated to you </li></ul></ul><ul><ul><li>Fan/Hate groups dedicated to you </li></ul></ul>
  10. 10. Measuring Intimacy <ul><li>Buzz Monitoring </li></ul><ul><ul><li>Radian6, Meltwater </li></ul></ul><ul><ul><li>Customer Feedback Data </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Number of comments to UCG </li></ul></ul><ul><ul><li>Number of up/down votes </li></ul></ul><ul><ul><li>Number of stars on ratings </li></ul></ul><ul><ul><li>Number of reviews </li></ul></ul><ul><ul><ul><li>Blog posts </li></ul></ul></ul><ul><ul><ul><li>Product Reviews </li></ul></ul></ul>
  11. 11. Influence <ul><li>Audience members form an opinion based on other community members </li></ul><ul><li>Sentiment of conversations </li></ul><ul><li>Interaction about you </li></ul><ul><li>Propagation of your media </li></ul>
  12. 12. Measuring Influence <ul><li>Buzz Monitoring </li></ul><ul><ul><li>Radian6, Meltwater </li></ul></ul><ul><ul><li>Customer Feedback Data (How did they hear about you?) </li></ul></ul><ul><li>The Other Stuff (Manual) </li></ul><ul><ul><li>Who’s Talking About You? </li></ul></ul><ul><ul><ul><li>Technorati Ranking </li></ul></ul></ul><ul><ul><ul><li>Influence of Community Member </li></ul></ul></ul><ul><ul><ul><ul><li>How long a member </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Posting habits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Replies to posting </li></ul></ul></ul></ul>
  13. 13. Who’s In Your Audience?
  14. 14. Different Types of Social Media
  15. 15. Different Things to Measure <ul><li>Social News (Digg, Reddit, Mixx, Etc) </li></ul><ul><ul><li>Number of Votes, Comments </li></ul></ul><ul><ul><li>Traffic to Media Submitted </li></ul></ul><ul><li>Social Sharing (YouTube, Flickr, Etc) </li></ul><ul><ul><li>Number of Views, Ratings, Embeds, Links, Favorites </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Number of Fans, Friends, Group Members </li></ul></ul><ul><ul><li>Comments on walls, postings, media </li></ul></ul>
  16. 16. Different Things to Measure <ul><li>Twitter </li></ul><ul><ul><li>Number of Followers </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Comments to Posts </li></ul></ul><ul><li>Forums & Message Boards </li></ul><ul><ul><li>Number of Members </li></ul></ul><ul><ul><li>Posts to Members, Replies to Posts </li></ul></ul>
  17. 17. Identify & Define Success
  18. 18. Re-Evaluate & Tweak Goals If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09 Don’t Fall In Love…
  19. 19. Real World Example
  20. 20. Using Social Media to Engage, Interact, Involve & Influence Your Audience
  21. 21. Understanding Your Audience
  22. 22. Hold A Conversation in a Community
  23. 23. Videos…. Lead To
  24. 24. Your Audience Creating Them
  25. 25. Photos …. Lead To
  26. 26. Your Audience … Sharing Them
  27. 27. Linked In Profile… Lead To
  28. 28. Audience Created Groups & Discussions
  29. 29. Networking Where Your Audience Is
  30. 30. Leads to Over 480k Seeing Your Message
  31. 31. Twittering Leads To….
  32. 32. Twitters Holding Conversations About You
  33. 33. All of This Social Stuff Lead To….
  34. 34. Results Of Target Audience?
  35. 35. Summary <ul><li>Understand where your audience is first </li></ul><ul><li>Identify and define your measurement goals </li></ul><ul><ul><li>Involvement goals </li></ul></ul><ul><ul><li>Interaction goals </li></ul></ul><ul><ul><li>Intimacy goals </li></ul></ul><ul><ul><li>Influence goals </li></ul></ul><ul><li>Defines success or failure </li></ul><ul><ul><li>When to stop </li></ul></ul><ul><ul><li>When to add more </li></ul></ul><ul><li>Don’t fall in love – re-evaluate & tweak goals </li></ul>
  36. 36. Contact Director of Social Media [email_address] Twitter: @storyspinner