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Prove It! Tools and Techniques to Measure the Effectiveness of Social Media

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Kami Watson Huyse, APR
Kami Watson Huyse, APR

This document discusses various tools and techniques for measuring the effectiveness of social media. It outlines a "Trinity of Measurement" including measuring interest, attitudes, and actions/business results. Several case studies are presented showing how different organizations have successfully used social media and measurement to increase awareness, drive traffic, boost sales and engage stakeholders. Key metrics discussed include web traffic, comments, tonality, relationships, the net promoter score, and cost comparisons.

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Prove It! Tools and Techniques to Measure the Effectiveness of Social Media Kami Watson Huyse, APR Principal, My PR Pro Image by Samantha Campbell, Flickr
Why Measure? “ Are we making a difference? ”
BEWARE
 
Trinity of Measurement
Measuring Interest ,[object Object],[object Object],[object Object],[object Object]
Interest: Measurement Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Up Your Budget Treasure Hunt Agency: BL Ochman Client: Budget Rent A Car
Objective ,[object Object]
Approach ,[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],Link to Full Case Study: http://tinyurl.com/2p7r4o
Measuring Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Attitude: Conversation Index Comments (C) + Trackbacks (T) Total Number of Posts http://tinyurl.com/57eqwu
Attitude: Share of Conversation
Attitude: Tonality http://www.starfall.com
Attitude: Measure Relationships iPerception’s 4Q ,[object Object],[object Object],[object Object],[object Object],[object Object]
Attitude: Measure Relationships Grunig Relationship Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Attitude: Net Promoter Score % of Promoters - % of Detractors = Net Promoter Score (NPS) Semetrix: http://tinyurl.com/59emww
Attitude: Optimal Content Score ,[object Object],[object Object],[object Object],[object Object],[object Object],KD Paine and Partners: http://tinyurl.com/6c4enp
Case Study: Direct2Dell Online Engagement In-House Effort at Dell
Objectives ,[object Object],[object Object]
Approach ,[object Object],[object Object],[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],Link to Full Case Study: http:// tinyurl.com/2vxd7s
Measuring Actions and Business Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: ASPCA In-House: Shonali Burke Measurement: KD Paine &Partners
Objectives ,[object Object],[object Object]
Approach ,[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],Link to Full Case Study: http://tinyurl.com/29angn
Case Study: English Cut In-House: Thomas Mahon Consultant: Hugh McLeod
Objectives ,[object Object],[object Object]
Approach ,[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],Case Study from Case Study from “Naked Conversations,” by Shel Israel and Robert Scoble
Case Study: Stormhoek Wine South African Winery Consultant: Hugh McLeod
Objectives ,[object Object]
Approach ,[object Object]
Results ,[object Object],[object Object],Link to CNN Money Article: http://tinyurl.com/4d4wdu
Case Study: Dunkin Doughnuts Latte Light Client: Duncan Doughnuts Agency: BzzzAgent
Objectives ,[object Object],[object Object],[object Object]
Approach ,[object Object],[object Object],[object Object]
Results: Reach ,[object Object],[object Object],[object Object],[object Object],Link to Case Study (pdf): http://tinyurl.com/6rmdom
Results: Sales ,[object Object],[object Object],[object Object],Link to CNN Money Article: http://tinyurl.com/4d4wdu
Case Study: Journey to Atlantis Client: SeaWorld San Antonio Agency: My PR Pro
Objectives ,[object Object],[object Object],[object Object],[object Object]
Approach ,[object Object],[object Object],[object Object],[object Object]
JTA Results: Interest ,[object Object],[object Object],[object Object],[object Object],[object Object]
JTA Results: Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object]
JTA Results: Actions ,[object Object],[object Object],[object Object],Link to Full Case Study: http://tinyurl.com/JTAROI
Trinity of Measurement
Super Six Steps to Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Super Six Steps to Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Free Measurement Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paid Measurement Tools ,[object Object],[object Object],[object Object],[object Object]
More Measurement Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]

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