Measuring Social Media
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Transcript of Measuring Social Media
Measuring Social: Tools, Sources and Metrics
Liana “Li” Evans
Director of Social Media, Serengeti Communication
How’d We Get Here?
Different Types of Social Media
Lots of things to measure in each…
• 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
Lots of things to measure in each…
• Twitter– Number of Followers– Retweets
• Blogs– Subscribers– Comments to Posts
• Forums & Message Boards– Number of Members– Posts to Members, Replies to Posts
Crafting an approach…
1.) Consider WHERE the impact of SM can be observed;
2.) Consider HOW people move through various stages of engagement, what they do in each and the tools/metrics that provide insight in each stage.
Where can the impact of Social Media be observed?
• On your Web site, Blogs, other Enterprise Generated Media
• On Social Channels outside of your site(s)
• In conversations that happen offline
Some ways to see it…
• EGM (Web site, Blogs, etc.): Web Analytics Data from SMO tools
• Social ChannelsBuzz Monitoring Channel tools (Tweetdeck)
• OfflineSurvey panels, event attendance, buzz programs (w/self reporting)
Stages of Engagement
InvolvementCustomer’s first point of agreed
upon contact
– Visit to web site, Blog, other EGM
Measuring Involvement• Web Analytics– Referral traffic to site from social
media sites– Conversion rates of SM generated
traffic– Behavior of SM generated traffic
(ATOS, comments on Blogs, etc.)– Participates in offline event
InteractionA step further into “contact”
– Purchase– Respond (to Blog, to email, etc.)– Request for more information or for
contact– Visits or participates in EGM
(Facebook page, YouTube channel, etc.)
Measuring Interaction• Web Analytics– Conversions/behavior of SM referred
traffic• Beyond WA…– Customer intake data (how did you
hear about us?)– CRM data– Channel & Community activity:
subscribers, retweets, uses FB app, comments on wall, etc.
– Event participation & follow up data
IntimacyVisitor has an opinion based on their
experience with you– Posts product or service reviews– Creates blog posts w/ opinions of
products/services– Create UCG such as videos, photos,
podcasts– Talks offline to a friend/neighbor
about purchase
Measuring Intimacy• Buzz Monitoring• Beyond Monitoring– Customer Feedback Data– Product Review/ratings sites/tools– Number of up/down votes, stars on
ratings– Embeds, favorites– Community participation (Forum
activities, takes your quiz, uses your FB app)
– Surveys, event data
InfluenceEvangelists or Detractors
emerge• Tell others to buy or not to buy• “Vote” for your company, your sites,
your Facebook page, etc. in various ways
• Create UCG that is highly visible and influential
Measuring Influence• Buzz Monitoring• Beyond Buzz Monitoring– Customer source (referrals)– Customer Feedback Data (how likely
to recommend)– Customer surveys– Self-reported referrals and buzz– Propagation, relay rates, influencer
tracking/scoring
Putting it all together• Actionable insights come from connecting the
data dots • There is NO SINGLE TOOL that will do this for
you• Custom dashboards a growing trend
Remember…Determining what and how you will measure is a
critical part of Social Media Strategy