A draft presentation to be presented at eMetrics Toronto by David Alston on March 31, 2009. Contains analogies and potential benchmark metrics for measuring social media.

1. Social media. Awareness to action. (draft – to be presented at eMetrics in Toronto) @ davidalston @radian6

2. Marketers are farmers. Increasing yield is not always about buying more land & spreading more seed. @davidalston @radian6

3. Ears and eyeballs. Hearts and minds. @davidalston @radian6

4. Carpet bombing. Hand-to-hand. @davidalston

5. Return On Investment. Return On Ignoring. @davidalston

6. Measure twice. Cut once. @davidalston

7. Begin with the end in mind. @davidalston

8. Pilots help to create benchmarks. @davidalston

9. Possible benchmarks to consider are… @davidalston

10. Attention span = Average span of time a post is retweeted & commented on @davidalston

11. Exuberance = The monthly count of twestimonials & positive posts @davidalston

12. Resonance = The total volume of “in sync” conversation around an idea @davidalston

13. Reverberation = The total volume of inbound linking and generations of retweeting of a post @davidalston

14. Bucket Volume = Compare the monthly counts of post types (ie. complaints, referrals etc..) @davidalston

15. Potential = Compare the monthly counts of point of need declarations & estimated revenue/closed @davidalston

16. Infatuation = Score of the relative direction of inbound & outbound links/tweets between sources. @davidalston

17. Repetition = Average times per month a source inbound links/retweets your content @davidalston

18. Activation = The monthly total of new sources that have shared your positive content. @davidalston

19. Conversation = The total monthly relative share of conversation vs. competitors @davidalston

20. Engagement = The amount of repeat commenting & length of those comments @davidalston

21. Conversation. @ davidalston @radian6

22. Some resources are…

23. “ Because we love measuring “vs. last year” this is putting many brands in an uncomfortable spot.” - Len Kendall Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

24. “… there are other variables out there that complete the picture of total marketing performance and they all work in unison, as an orchestra of sorts.” - Juliann Grant Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

25. “ What you’re after is a combination of both qualitative and quantitative measurements that - in combination over time - increase the likelihood that when a revenue decision is on the table, your business is the likely recipient.” - Amber Naslund Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

26. “ Hindsight is a beautiful thing, and advertising executives (and creative agencies) like to take credit for improving sales, when really these sales might have little or nothing to do with TV ads. Attribution is one thing, but knowing that something works is entirely different. Social media appears to be a mixture of the two.” - Chris Lake Source: http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success @davidalston