Managing ConversationsSearch Engine Strategies, San Jose 2009

Liana “Li” Evans,Director of Social Media

How’d We Get Here?

Not Important – Your Message

Most Important

End Users

Who Cares?

And These Are All….

New Signals To Search Engines

Who’s In Your Audience?

Who’s Using Social Media

Thinks It’s All Generation “Y”?

3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY

Forrester, The Growth Of Social Technology Adoption, 2008

Different Types of Social Media

But…..

There’s Always a But…..

Without A Strategy, Social Media Marketing Can Be a Lot Like This…

Tactics in the absence of strategy is no better than doing nothing at

all…

Identify & Define Success

Monitoring & Measuring• Radian6• Meltwater• TrackUR• Techrigy• Google Alerts

• Google Analytics• Coremetrics• Omniture• ClickTracks

Social Media’s Different

…click to purchase is very rare in Social Media, so other measurement is needed

Involvement

Customer’s first point of agreed upon contact.

–Visit to website–Sign up for email notification–Subscribe to RSS–Became a community member

Measuring Involvement

• Web Analytics– Referral traffic to site from social

media sites• The Other Stuff (Manual)– Subscribers to email lists or RSS– How many friends/fans you have– # of new community member signups– Average # of posts per forum member

Interaction

The people like you …… Or maybe not– Conversations about you– Threads in forums & message board– Requests for more information– User Generated Content (UCG)

about you

Measuring Interaction• Web Analytics & Monitoring– Transactional Data

• They bought something• Requested more information

– Conversation Data• # of conversations about you• Sentiment

• The Other Stuff (Manual)– Number of comments or reviews– How much UCG was submitted– Replies to forum threads

Intimacy

Visitor has an opinion based on their experience with you– Post product or service reviews– Blog posts reviews– Create UCG such as videos, photos,

podcasts– Forums threads dedicated to you– Fan/Hate groups dedicated to you

Measuring Intimacy• Buzz Monitoring– Radian6, Techrigy

– Recommendation Conversations– Sentiment

– Customer Feedback Data• The Other Stuff (Manual)– Number of comments to UCG– Number of up/down votes– Number of stars on ratings– Number of reviews

Influence

Audience members form an opinion based on other community members

• Sentiment of conversations• Interaction about you• Propagation of your media

Measuring Influence

• Buzz Monitoring– Radian6, Meltwater– Customer Feedback Data

(How did they hear about you?)

• The Other Stuff (Manual)– Who’s Talking About You?• Technorati Ranking• Influence of Community Member

Different Things to Measure

• Social News (Digg, Reddit, Mixx, Etc)– Number of Votes, Comments– Traffic to Media Submitted

• Social Sharing (YouTube, Flickr, Etc)– Number of Views, Ratings, Embeds, Links,

Favorites• Social Networking– Number of Fans, Friends, Group Members– Comments on walls, postings, media

Different Things to Measure• Twitter– Number of Followers– Retweets

• Blogs– Subscribers– Comments to Posts

• Forums & Message Boards– Number of Members– Posts to Members, Replies to Posts

Re-Evaluate & Tweak Goals

Don’t Fall In Love…

If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09

Summary• Understand Who’s In Your Audience• Understand What Your Audience Does in

Social Media• Define Your Goals – What’s Success, What’s Failure– What are You Going to Measure & Monitor

• Plan Your Strategy• Evaluate, Revaluate, Tweak

….. Wash…… Rinse ..… Repeat

ContactLiana “Li” Evans

Director of Social MediaSerengetiCommunications.com

Social Convesations.com

Available Thursday: Measuring Social Media WP

http://www.serenticom.com/measuring-smlevans@serengeticom.com