This document discusses tools and metrics for measuring social media. It outlines different types of social media like social news, social sharing, and social networking. It then discusses measuring engagement across stages from involvement to influence. These stages include involvement where a customer first interacts, interaction where they participate more, intimacy where they share opinions, and influence where they advocate for a brand. The document stresses measuring engagement across websites, social channels, and offline to gain actionable insights and determine key performance indicators for social media strategy.

1. Measuring Social: Tools, Sources and Metrics Liana “Li” Evans Director of Social Media, Serengeti Communication

2. How’d We Get Here?

3. Different Types of Social Media

4. 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

5. 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

6. 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.

8. On Social Channels outside of your site(s)

10. Stages of Engagement

11. Involvement Customer’s first point of agreed upon contact Visit to web site, Blog, other EGM

12. 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

13. Interaction A 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.)

14. 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

15. Intimacy Visitor 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

16. 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

17. Influence Evangelists 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

18. 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

19. 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

20. Remember… Determining what and how you will measure is a critical part of Social Media Strategy