In this presentation, Jim Sterne, Web analytics expert and President of Web strategy firm Target Marketing, shared with us how social media metrics and Web metrics tie together.

1. Social Media Metrics and Web Analytics Jim Sterne eMetrics.org

2. Social Media Metrics and Web Analytics

3. Social Media Metrics and Web Analytics

4. Social Media Metrics and Web Analytics and Email Metrics and Satisfaction Metrics and etc.

5. Social Media Metrics and Web Analytics and Email Metrics and Satisfaction Metrics and etc.

6. Social Media Metrics and Web Analytics and Email Metrics and Satisfaction Metrics and etc.

7. The Main Marketing Question How much to spend on each? Web site Email Search Marketing Banners TV Search Optimization Sponsorship SMS Tele Marketing Direct Mail Print Affiliate Marketing Webinar Video Social Networks Podcast Blog Behavioral Targeting Outdoor Twitter Microsites Events Viral Location Based

8. The Main Marketing Question How much to spend on each? Web site Email Search Marketing Banners TV Search Optimization Sponsorship SMSTele Marketing Direct MailPrint Affiliate Marketing Webinar Video Social Networks Podcast Blog Behavioral Targeting Outdoor Twitter Microsites Events Viral Location Based

9. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses

10. Company / Customer Communication Get Attention Educate Sell Help Relate

11. Company / Customer Communication Get Attention Advertising Educate Sell Help Relate

12. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Help Relate

13. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Relate

14. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Customer Service Help Relate

15. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Customer Service Help Relate F2F, Phone, Email

16. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Customer Service Help Relate Social Media

17. Company / Customer Communication Get Attention Social Media Advertising Educate Marketing Social Media Sell Sales Social Media Social Media Help Relate Social Media

18. Social Media Metrics Definition: platforms that allow content to be easily shared

19. Types: Social Media Metrics Forums & Message Boards Reviews & Opinion Sites Social Networks Blogging Microblogging Bookmarking Media Sharing

20. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses

21. The Selling Cycle Advertise Prospect Qualify Manage Leads Identify Solution Create Proposal Negotiate Close Sale Install Invoice Support

22. The Buying Cycle Blissful ignorance Experience pain Seek information Discover solutions Compare options Create short list Negotiate Commit Recommend

23. Social Media Metrics Customer Centricity Gain Change Consider Check Affect Generate Awareness Attitude Influence Competition Outcomes Value

24. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

25. Advertising Metrics Reach Frequency Awareness

26. Opportunity to See

27. BlogosphereMeasuring Your Own Blog RSS Subscribers Readers per post

28. Opportunity to See...Opportunity to Share

29. Opportunity to See...Opportunity to Share

30. Reach, Frequency & AwarenessVirality

31. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

32. Measuring Attitude Online Metrics On Your Site Positive Negative Net Promoter Score

33. Sentiment Checking Positive or Negative? This pot roast is delicious. This pot roast is the worst I’ve ever tasted. This pot roast is inedible. This pot roast is better than your mother’s.

35. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

36. Measuring Influence Influences thousands Influences hundreds of thousands Influences millions Which one influences more web analysts??

37. Measuring our own influence on public opinion Survey  Run an Ad  Survey Measuring Influence

38. Influential Topics

39. Influential Topics

40. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

41. Measuring the Buzzosphere Share of Audience Share of Voice Share of Buzz Share of Sharing Are we more visible than the competition?

42. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

43. Measuring Outcomes Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend

44. Measuring Outcomes Business Outcomes Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Recommendations Click Visit Subscription Membership Register Take Survey Lead Qualify Purchase

45. Measuring Outcomes Web Analytics Social Metrics Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscription Membership Register Take Survey Lead Qualify Purchase

46. Social Media Metrics Customer Centricity Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

47. How Much is a Social MediaParticipant Worth?

48. How Much is a Social MediaParticipant Worth? Web site Email Search Marketing Banners TV Search Optimization Sponsorship SMS Tele Marketing Direct Mail Print Affiliate Marketing Webinar Video Social Networks Podcast Blog Behavioral Targeting Outdoor Twitter Microsites Events Viral Location Based

50. How Much is a Social MediaParticipant Worth? $ .0725

51. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo

53. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal Then: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant = 7.25 ¢

54. How Much is a Social MediaParticipant Worth? $ .0725

55. How Much is a Social MediaParticipant Worth? $ .0725 725 million

56. Relevancy Put the right message In front of the right person At the right time

57. Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time

58. Crowdsourcing

59. Crowdsourcing

60. Social Media MetricsWeb Analytics Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value

61. Social Media MetricsWeb Analytics Measure Measure Measure Measure Measure Measure Measure Awareness Attitude Influence Competition Outcomes Value Input

62. Social Media Metrics and Web Analytics Jim Sterne eMetrics.org