How do you

1. Wayne Kurtzman
Twitter: @WayneNH
Wayne@BeyondThe.Biz
Blog: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.
Social Media Measurement

2. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.

3. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.

4. Image: en.academic.ru
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

5. 110Years (~1559)
38Years
13Years
3 yrs
2Years

6. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.

7. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.

8. -JeffJarvis
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.

9. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
To meet, learn, act, react and transact.”

11. In Fact WhenYou Say ROI…

12. Courtesy: http://farm4.static.flickr.com/3037/2574628438_34acc2840f_b.jpg ; Some rights reserved by EdYourdon

13. Courtesy:
http://farm4.static.flickr.com/3521/3831560299_1a47b3
c9fd_o.jpg
Creative Commons Some rights reserved by Kevin

14. Courtesy @HelloDirect

16. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.

17. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/

18.  DefineYour Goals
 Monitor theVoices
 Define Engagement …
and theTerms of Engagement
 Measure the Business

19. http://icanhascheezburger.com
These Should
Align With
Your
Corporate Goals

21. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.

22. http://theconversationprism.com/1024/

24. Free Twitter Ears
 Tweetgrid
 Twitterfall
 Tweetstats
 Hootsuite
 Tweetdeck
 Twitteranalyzer
 Twitalyzer
 Trendistic

27. Paid Ears
 Radian 6
 ScoutLabs
 AwarenessNetworks
 Trackur
 VisibleTechnologies

28. Free Ears
 Topsy
 SocialMention
 BoardReader

31. Financial:
Has revenue
or profit
increased or
costs
decreased?
Digital:
Has the
company
enhanced its
owned and
earned digital
assets?
Risk
Management:
Is the
organization
better prepared to
note and respond
to attacks or
problems that
affect reputation?
Brand:
Have consumer
attitudes about
the brand
improved?
http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents

32. Social
Media
CRM
Biz Intel
Psycho-
graphic
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original
owner.

33. Social
Media
CRM
Biz Intel
Psycho-
graphic
Specific
Attitude,
Opinions,
Activities,
Values
Stockholder?
Potential
issues, history
Home teams,
hobbies,
personality
types
Buying history,
GM, Lifetime
value, AOV,
number of
contacts, etc.
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original
owner.

34.  CallTime
 Sales; Upsell
 Support
 Conversion Rates
 Return vs. New
 What else?
Courtesy @HelloDirect

35.  Marketing Share
 Brand Recognition
 Sales
 Knowledge
 Others?

36.  Sentiment
 Quotable Statements
 Advocates
 Marketing Keycode Usage
 Followers
 Correlation with Key Business Metrics
 Sales, Support Call Length, Retention, etc.

37.  Expenses
 Revenues
 Activities
 Metrics
 Loyalty
 Impressions
 Share of Conversation
 Retention
 “Saves”

38. Wayne Kurtzman
Twitter: @WayneNH
Blog: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.
This presentation and resources will be posted at:
www.BeyondThe.Biz
and Slideshare with the tag #PCNH

39. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.

40. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

41. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

42.  Women 35-54 are
the largest user
segment of
mobile social
networks.
 70% - 25-54
 16% - 18-24
 7% - 13-17
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
Source: Nielsen –
http://blog.nielsen.com/nielsenwire/online_mobile/for-social-networking-women-use-mobile-more-than-men/