eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?
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Transcript of eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Twitter, Tweets, and Tweeple: What are we measuring,
anyway?
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]
Social Media Metrics Panel
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
www.wri.org
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
delicious tags for World Resources Institute
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Goal
Satisfaction in Engagement
Ambassador/Evangelist
Ownership
Word of Mouth
Repeat Customers Rel
atio
nsh
ip
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Strategy
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Edelman Trust Barometer 2008
People like doing business with people they know …
… and love doing business with people they trust.
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
new ways to play & build relationships
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
twitter.com/worldresources
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Basic Twitter Analytics
Leveraging some free tools . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
twitter.pbworks.com/Apps
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
AUTHORITY: Followers, frequency, @replies
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
twittercounter.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
useqwitter.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
URL shorteners . . . metrics, noframe
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
track twitter links through GA
http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-
renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&u
tm_source=microblog
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
twitter.mailana.com (@petewarden)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
www.twitalyzer.com (User)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
www.twitalyzer.com (Brand)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
www.twitalyzer.com (Search)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
search.twitter.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
retweetist.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . not just about retweets . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
backtweets.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
tweetake.com
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
FOLLOWERS DATA
• Twittername
• Real name
• Location
• URL
• Biosketch
• Tweet Type
• Follower/Mutual
• Date/Time Followed
• Blog feed (listen)
• Blog contact info
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
What are we measuring anyway?• Twitter:
Overall performance
• Tweets:ClickthroughsResponses – direct, indirect
• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Lessons Learned
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Build knowledgebase of data . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . go beyond up and to the right . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . measure active conversation . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . your brand is the sum of many parts . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
post ratio - 1:12 (1=you, 12=them)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . online engagement obstacle . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . success stories, relationships . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . measure against . . .1) self 2) similar 3) community
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . measure your contribution . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
. . . listen + share + measure = TIME . . .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
delicious.com/lldoolj2/twitterdelicious.com/tag/twitter
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009
Laura Lee S. DooleyOnline Engagement Strategist
World Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooley
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009