The document discusses social media analysis and measurement. It states that social media is like engaging in conversations at a cocktail party, and can be used for real conversations, product development, deepening relationships, and sparking innovation. It provides tips on goals for social media engagement, what social media is and isn't, and metrics to measure engagement like comments, shares, and followers. It also discusses levels of engagement and case studies.

1. Bang for the Buck:
A Guide to Social Media Analysis & Measurement
Heidi Miller Media
www.heidi-miller.com
@heidimiller
#measurement

3. Social Media

4. Social Media = Cocktail Party engagement

5. Social Media = Cocktail Party engagement
• Real conversations

6. Social Media = Cocktail Party engagement
• Real conversations
• Product development

7. Social Media = Cocktail Party engagement
• Real conversations
• Product development
• Deepen relationships

8. Social Media = Cocktail Party engagement
• Real conversations
• Product development
• Deepen relationships
• Spark innovation

9. Social Media = Cocktail Party engagement
• Real conversations
• Product development
• Deepen relationships
• Spark innovation

10. Social Media = Cocktail Party engagement
• Real conversations
• Product development
• Deepen relationships
• Spark innovation

11. Social Media = Cocktail Party engagement
• Real conversations
• Product development
• Deepen relationships
• Spark innovation

13. Don’t be that guy

15. Social Media Analysis

16. Social Media Analysis
discovering, mapping, and measuring relationships

17. Social Media Analysis
discovering, mapping, and measuring relationships
among people, groups, companies, and any other entities

18. Social Media Analysis
discovering, mapping, and measuring relationships
among people, groups, companies, and any other entities
including products,
online content,
and
personal computers

19. Social Media Analysis
discovering, mapping, and measuring relationships
among people, groups, companies, and any other entities
including products,
online content,
and
personal computers
—with which they interact

21. Social Media Engagement ISN’T

22. Social Media Engagement ISN’T
• A silver bullet

23. Social Media Engagement ISN’T
• A silver bullet • A strategy

24. Social Media Engagement ISN’T
• A silver bullet • A strategy • A megaphone

25. Social Media ISN’T

26. Social Media ISN’T
• One-time implementation

27. Social Media ISN’T
• One-time implementation
• Set it and forget it

28. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement

29. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement
• Requires constant tweaking

30. Social Media ISN’T
• One-time implementation
• Set it and forget it
• Requires constant engagement
• Requires constant tweaking
• Requires constant fine-tuning

32. What is your goal?

33. What is your goal?
• Direct sales

34. What is your goal?
• Direct sales
• Improve public sentiment

35. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service

36. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers

37. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
• Provide a channel for crisis communications

38. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
• Provide a channel for crisis communications
• Increase brand awareness

39. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
• Provide a channel for crisis communications
• Increase brand awareness
• Increase attendance to live events

40. What is your goal?
• Direct sales
• Improve public sentiment
• Provide customer service
• Reduce traffic to call centers
• Provide a channel for crisis communications
• Increase brand awareness
• Increase attendance to live events
• Develop new product offerings

42. chrisbrogan.com

43. How can engagement in social media...

44. How can engagement in social media...

45. How can engagement in social media...

46. How can engagement in social media...

47. How can engagement in social media...

48. How can engagement in social media...

49. Widescreen Approach

50. Widescreen Approach
•Customer retention

51. Widescreen Approach
•Customer retention
•Customer satisfaction rates

52. Widescreen Approach
•Customer retention
•Customer satisfaction rates
•Overall profits

54. What to measure

55. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)

56. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)

57. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments

58. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads

59. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions

60. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)

61. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favorites (add an item to favorites)

62. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favorites (add an item to favorites)
• Feedback (via the site)

63. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favorites (add an item to favorites)
• Feedback (via the site)
• Followers (follow something / someone)

64. What to measure
• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favorites (add an item to favorites)
• Feedback (via the site)
• Followers (follow something / someone)
• Forward to a friend

65. What to measure

66. What to measure
• Groups (create / join / total number of groups / group activity)

67. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)

68. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)

69. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)

70. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)

71. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)
• Messaging (onsite)

72. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)
• Messaging (onsite)
• Personalization (pages, display, theme)

73. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)
• Messaging (onsite)
• Personalization (pages, display, theme)
• Posts

74. What to measure
• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)
• Messaging (onsite)
• Personalization (pages, display, theme)
• Posts
• Profile (e.g. updates)

77. What does
“engaged”
mean?

79. Level of engagement
5 = Addicted
4 = Highly engaged
3 = Regularly engaged
2 = Occasionally engaged
1 = Repeat visitor
0 = Unengaged

80. Level of engagement
5 = Addicted
4 = Highly engaged
3 = Regularly engaged
2 = Occasionally engaged
1 = Repeat visitor
0 = Unengaged

81. Level of engagement
5 = Addicted
4 = Highly engaged
3 = Regularly engaged
2 = Occasionally engaged
1 = Repeat visitor
0 = Unengaged

82. Level of engagement
5 = Addicted
4 = Highly engaged
3 = Regularly engaged
2 = Occasionally engaged
1 = Repeat visitor
0 = Unengaged

84. More to measure (from Chris Brogan)

85. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)

86. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement

87. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links

88. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements

89. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)

90. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)
• increase in $ per visitor, monthly average

91. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)
• increase in $ per visitor, monthly average
• # of leads

92. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)
• increase in $ per visitor, monthly average
• # of leads
• # of sales call conversions

93. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)
• increase in $ per visitor, monthly average
• # of leads
• # of sales call conversions
• unique visitors (all those basic web metrics)

94. More to measure (from Chris Brogan)
• % of online conversation (versus competitor)
• % of coverage improvement
• # of new subscribers/attendees/buyers via tracking links
• # of new threads, comments, conversations for engagements
• # of actions taken (for instance, on email newsletters)
• increase in $ per visitor, monthly average
• # of leads
• # of sales call conversions
• unique visitors (all those basic web metrics)

96. Case Study: Knight News Challenge 2008

97. Objectives

98. Objectives
• Improve diversity of the applications

99. Objectives
• Improve diversity of the applications
➡From tech community

100. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities

101. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities
➡Online news

102. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities
➡Online news
• Grow international submissions, esp. from Asia

103. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities
➡Online news
• Grow international submissions, esp. from Asia
• Increase awareness of the program

104. Objectives
• Improve diversity of the applications
➡From tech community
➡From social media communities
➡Online news
• Grow international submissions, esp. from Asia
• Increase awareness of the program
• Build community among applicants

105. Strategy
• Blogger outreach to 100 social media, open-source tech and Web 2.0
• Send info to 7,500-person mailing list
• Twitter 3-5x/day
• Create and promote a hashtag
• Podcast interviews with past winners giving advice; post to blog
• Email campaign to journalists and educator influencers

106. Strategy
• Built News Challenge Garage site on Drupal
to encourage community participation
• Barcamp-style real-life meetups
➡9 overall
➡promoted as Facebook and
Upcoming.org events
• International outreach campaign via email

107. Outcomes

108. Outcomes
• Increased awareness
➡Traffic to KNC site up 47%, average 2,930 visits/day
➡224 blog posts about KNC versus 24 the previous year
➡60,000 mentions on Google, up 110% from previous year

109. Outcomes
• Increased awareness
➡Traffic to KNC site up 47%, average 2,930 visits/day
➡224 blog posts about KNC versus 24 the previous year
➡60,000 mentions on Google, up 110% from previous year
• Improve diversity of applications
➡2,323 projects submitted, 258 asked for full proposal--quality high

110. Outcomes
• Increased awareness
➡Traffic to KNC site up 47%, average 2,930 visits/day
➡224 blog posts about KNC versus 24 the previous year
➡60,000 mentions on Google, up 110% from previous year
• Improve diversity of applications
➡2,323 projects submitted, 258 asked for full proposal--quality high
• Build community among participants
➡1,600 registered for the Garage site

111. Outcomes
• Increased awareness
➡Traffic to KNC site up 47%, average 2,930 visits/day
➡224 blog posts about KNC versus 24 the previous year
➡60,000 mentions on Google, up 110% from previous year
• Improve diversity of applications
➡2,323 projects submitted, 258 asked for full proposal--quality high
• Build community among participants
➡1,600 registered for the Garage site

113. Basic tools for competitive analysis

114. Basic tools for competitive analysis
• Google alert
➡Company name
➡Competitors’ names
➡Topics in the field

115. Basic tools for competitive analysis
• Google alert
➡Company name
➡Competitors’ names
➡Topics in the field
• Blogsearch www.google.com/blogsearch
➡Where are your industry’s influencers?

116. Basic tools for competitive analysis
• Google alert
➡Company name
➡Competitors’ names
➡Topics in the field
• Blogsearch www.google.com/blogsearch
➡Where are your industry’s influencers?
• Twitter search http://search.twitter.com
➡Where are your industry’s influencers?

117. Tools: socialmention.com

118. Tools: twitteranalyzer.com

119. Tools: Radian6.com
http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html

121. Resources
• http://www.chrisbrogan.com/measuring-social-media-marketing/
• http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-
statistics-resources/
• http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/
• http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success
• http://socialmediametrics.wikispaces.com/
• http://womma.org/metrics/
• http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

123. Bang for the Buck:
A Guide to Social Media Analysis & Measurement
Heidi Miller Media
www.heidi-miller.com
@heidimiller
#measurement