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Heidi Miller
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Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement Wednesday, January 13, 2010 1
Wednesday, January 13, 2010 2
Social Media Wednesday, January 13, 2010 3
Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation Wednesday, January 13, 2010 4
Wednesday, January 13, 2010 5
Don’t be that guy Wednesday, January 13, 2010 6
Wednesday, January 13, 2010 7
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 Wednesday, January 13, 2010 8
Wednesday, January 13, 2010 9
Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone Wednesday, January 13, 2010 10
Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning Wednesday, January 13, 2010 11
Wednesday, January 13, 2010 12
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 Wednesday, January 13, 2010 13
Wednesday, January 13, 2010 14
chrisbrogan.com Wednesday, January 13, 2010 15
How can engagement in social media... Wednesday, January 13, 2010 16
Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits Wednesday, January 13, 2010 17
Wednesday, January 13, 2010 18
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 Wednesday, January 13, 2010 19
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) Wednesday, January 13, 2010 20
Wednesday, January 13, 2010 21
What does “engaged” mean? Wednesday, January 13, 2010 22
Wednesday, January 13, 2010 23
Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged Wednesday, January 13, 2010 24
Wednesday, January 13, 2010 25
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) Wednesday, January 13, 2010 26
Wednesday, January 13, 2010 27
Case Study: Knight News Challenge 2008 Wednesday, January 13, 2010 28
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 Wednesday, January 13, 2010 29
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 Wednesday, January 13, 2010 30
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 Wednesday, January 13, 2010 31
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 Wednesday, January 13, 2010 32
Wednesday, January 13, 2010 33
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? Wednesday, January 13, 2010 34
Tools: socialmention.com Wednesday, January 13, 2010 35
Tools: twitteranalyzer.com Wednesday, January 13, 2010 36
Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html Wednesday, January 13, 2010 37
Wednesday, January 13, 2010 38
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 Wednesday, January 13, 2010 39
Wednesday, January 13, 2010 40
Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement Wednesday, January 13, 2010 41

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Bang For The Buck Sm Measurement

  • 1. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement Wednesday, January 13, 2010 1
  • 4. Social Media = Cocktail Party engagement • Real conversations • Product development • Deepen relationships • Spark innovation Wednesday, January 13, 2010 4
  • 6. Don’t be that guy Wednesday, January 13, 2010 6
  • 8. 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 Wednesday, January 13, 2010 8
  • 10. Social Media Engagement ISN’T • A silver bullet • A strategy • A megaphone Wednesday, January 13, 2010 10
  • 11. Social Media ISN’T • One-time implementation • Set it and forget it • Requires constant engagement • Requires constant tweaking • Requires constant fine-tuning Wednesday, January 13, 2010 11
  • 13. 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 Wednesday, January 13, 2010 13
  • 16. How can engagement in social media... Wednesday, January 13, 2010 16
  • 17. Widescreen Approach •Customer retention •Customer satisfaction rates •Overall profits Wednesday, January 13, 2010 17
  • 19. 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 Wednesday, January 13, 2010 19
  • 20. 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) Wednesday, January 13, 2010 20
  • 22. What does “engaged” mean? Wednesday, January 13, 2010 22
  • 24. Level of engagement 5 = Addicted 4 = Highly engaged 3 = Regularly engaged 2 = Occasionally engaged 1 = Repeat visitor 0 = Unengaged Wednesday, January 13, 2010 24
  • 26. 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) Wednesday, January 13, 2010 26
  • 28. Case Study: Knight News Challenge 2008 Wednesday, January 13, 2010 28
  • 29. 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 Wednesday, January 13, 2010 29
  • 30. 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 Wednesday, January 13, 2010 30
  • 31. 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 Wednesday, January 13, 2010 31
  • 32. 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 Wednesday, January 13, 2010 32
  • 34. 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? Wednesday, January 13, 2010 34
  • 37. Tools: Radian6.com http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html Wednesday, January 13, 2010 37
  • 39. 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 Wednesday, January 13, 2010 39
  • 41. Bang for the Buck: A Guide to Social Media Analysis & Measurement Heidi Miller Media www.heidi-miller.com @heidimiller #measurement Wednesday, January 13, 2010 41