Measuring Social Media Effectiveness

Measuring Social Media
Effectiveness

Karl Havard
Somatica Digital
23rd February 2010 http://www.somatica.co.uk

Monday, 22 February 2010

In this Session

✦ Very Brief Outline of Social Web Engagement
✦ Advocacy Approach - What is it?
✦ Enabling Others to Share your Content
✦ How you can Measure this
✦ Tying this all back to onsite “conversions”
✦ Warning: By the time we’ve finished, there’ll be
an additional method.
✦ It’s by no means perfect
✦ But it’s much better that 6 months ago
✦ The focus is on free tools


CIAL MEDIA
SO


The Most Common Approach by Brands


Where’s the Value in that?


Why use Social Media this way?
Awareness Consideration Conversion Advocacy

Advertising

Internet Search

Own or Partner’s Website

Email Marketing

Social Web/Interaction

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 23rd February 2010 |


One Approach to Profile your Brand,
Business or Offering
le
op
pe
for
a sy you
g it e with
kin gage
Ma n
a: to e
ak
aka: Proactive listening and
engagement

aka: Doing great stuff

*Intellectual Property of Somatica Digital Ltd


Assuming You’re in Good Shape.
And not...
✦ Pumping out messages
✦ Turning people off
✦ Tarnishing your brand
You Can Encourage and Enable Advocacy
✦ Plenty of research about positivity of online referral
✦ You automatically tap into “like-minded” groups
✦ Across their own social media channels
✦ Make it simple and Provide a Stage
✦ People are lazy
✦ Make people “Famous”



Advocacy to Awareness
Organic spread of advocacy.
✦ Direct accessibility - one to one
 Individual conversations mean a lot more
✦ Enabling your customers to tell their friends
 Especially if they “look good”
✦ They feel
 Part of something
 They’re adding value
 Special
To achieve this you must:
✦ Offer Great Stuff, be Responsive and Accessible
Be aware
✦ Do something not so great and negativity can spread
like wildfire

So What Does it Look Like

Social Web


Is this stuff used?
Yes & No!
✦ But they won’t share a bland video of your offices
✦ Regardless of how nice you think they are.
✦ 9 views in 6 months

Content is key - Common Sense Quote
“The more interesting the content, the more likely it
is to be shared.” A Rocket Scientist

ReTweet Example
If the content is deemed good, great, cool, etc. the
people who spot it may want to be associated with it
and share it.
It is possible to control the syntax in a ReTweet
“Name in Lights!” Tip
Include: URL, Content Title, Source & Profile Id.

i.e. “@econsultancy likes this presentation from
@Somatica you can find it at http://bit.sand.pieces”

Leave some extra characters for further retweeting.
(104 if anyone is counting the one above)

Comment Example - Disqus

People who write comments do so
to voice opinion, be heard, think
they’re funny, be controversial...


Measuring This Stuff

IN G :
A RN
W A
Social Web

D A T
IELD
M IN EF

We’ll look at...
Off-Site On-Site
✦ Facebook ✦ Google Analytics
✦ ReTweet ✦ Data correlation
✦ YouTube ✦ Complex
✦ Addthis.com ✦ Not so complex
✦ Addtoany.com

NB: All Are Free. NB: Other paid for
Some being analytics offer
developed further. correlation. i.e.
Google Buzz is one Omniture (please
of these. check with provider)


Facebook Share This
A little bit flakey at the moment!
http://api.facebook.com/restserver.php?method=links.getStats&urls=www.mashable.com

Returns
www.mashable.com 800 34 59 893 20 http://www.mashable.com

Share count = 800
Like Count = 34
Comment Count = 59
Total Count = 893
Click Count = 20

Replace with your URL.

It is likely to improve. It needs to!


tweetmeme.com

Number of Tweets
Number of Retweets
Number of Users
Tweet Sources
Number of Clicks
Locations, Domains
Influentual Sources
TimeLine
Plus...


YouTube Insight


addthis.com


addthis.com & Google Analytics

Currently
in Beta


Consolidation


Correlation with on site Analytics
(Google)


An Accountant’s Dream
Common Element - TIME
✦ Focus on Spikes and Troughs
✦ Visitors
✦ Conversions
✦ Content
✦ Correlate with
✦ Self generated social web activity
✦ Sharing
✦ Which Source
✦ Twitter, Facebook, etc
✦ Other activity - email, advertising, offline
✦ Get the calculator out!
✦ Or include some fancy spreadsheet formula


A Simpler way: Addtoany.com


Sharing v Conversions
Still requires overlay.
Which content, shared
across which social
medium was the trigger
for the most
conversions?

Overlaying a Timeline
can help determine
what works and what
doesn’t.

Even link in Offline
communications.
Timeline

Good Examples

The more buttons you
have, the more data you
need to wade through

In Summary: It’s not Perfect...
But it’s getting better fast.
All these tools are free.
It does takes time and effort
You’ll go cross-eyed
But....ROI: Can now be more accurately measured
✦“Innovation”
✦“Interaction”
✦“Investment”

Remember this only focused on enabling and
measuring the “Share”/”Advocacy” area.


Thank You
Karl Havard
Somatica Digital
http://www.somatica.co.uk
23rd February 2010
karlhavard@somatica.co.uk
http://twitter.com/Somatica
+44 (0)7753 915798


Sources of Info’
http://econsultancy.com

http://www.facebook.com/facebook-widgets/share.php

http://my.tweetmeme.com/analytics/whitepaper

http://addthis.com/help/google-analytics-integration

http://www.addthis.com/blog/2010/02/11/sharing-to-google-buzz-using-
addthis/

http://www.addtoany.com/

http://www.readwriteweb.com/archives/
feedburner_and_google_analytics_together_at_last.php

http://mashable.com


Measuring Social Media Effectiveness

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