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Social Media
Metrics                            Reach




                       Adequacy               Engagement




                                  Influence




Social Media Metrics
Summary

 1. Introduction
 2. Metrics and Social Media Elements
 3. Social Media Metrics: some approaches
 4. Metrics for Social Media Communication
 5. Tools
 6. References




                                             * Click to view the portuguese version of this
                                               presentation / Clique para ver a versão em
                                                            português dessa apresentação




Social Media Metrics
1. Introduction




Social Media Metrics
Introduction

Contemporary WEB is defined by:

• Content sharing;

• User generated content – text, video, photo etc;

• Sociability;

• Active reception;

• Reconfiguration of formats and social practices;

• Media convergence;

• Popularization of Social Media.



Social Media Metrics
Introduction
 Behavior on the internet
 Fonte: Power to the People da Universal McCann (UM)


 Content sharing on the Internet has reached a prominent role in daily life of
 Internet users:

 • 63% created a profile on a social network site;
 • 57% manage a profile on a social network site;
 • 76% upload photos;
 • 33,1% upload videos;
 • 29,1% keep a blog;
 • 71% read blogs.




Social Media Metrics
Introduction
  Definition – Social Network Sites
  by: Danah Boyd e Nicole Ellison




                            “         web-based      services     that     allow
                                    individuals to (1) construct a public or
                                    semi-public profile within a bounded
                                    system, (2) articulate a list of other users
                                    with whom they share a connection, and
                                    (3) view and traverse their list of
                                    connections and those made by others
                                    within the system.




Social Media Metrics
Introduction
  Definition – Social Media
  by: Andreas Kaplan e Michael Haenlein




                           “       a group of Internet-based applications
                                 that build on the ideological and
                                 technological foundations of Web 2.0,
                                 which allows the creation and exchange of
                                 user-generated content.”




Social Media Metrics
Introduction

These technologies and online
practices could be used by
individuals and/or
organizations to spread
content, opinions, ideas,
experiences and perspectives...




Social Media Metrics
Introduction
 Behavior on the Internet
 Fonte: Power to the People da Universal McCann (UM)


 From 2006 to 2009 there has been increasing in virtually all activities involving
 social media

 The five activities that grew most were:

 1.   Watch video clips online;
 2.   Listen to live radio/audio online;
 3.   Create a profile on a social network;
 4.   Read blogs;
 5.   Upload photos to a photo sharing site.




Social Media Metrics
Introduction
 Five sites most visited by brazilian Internet users:
 Fonte: ComScore



 1º Google Brasil

 2º Orkut

 3º Google

 4º YouTube

 5º Window Live Mail




Social Media Metrics
2. Metrics and Social Media
  Elements




Social Media Metrics
Metrics

 “A metric is a measuring system that
 quantifies a trend, dynamic, or
 characteristic. In virtually all disciplines,
 practitioners use metrics to explain
 phenomena, diagnose causes, share
 findings, and project the results of future
 events.”
           por Paul Farris; Neil Bendle; Phillip
         Pfeifer; David Reibstein.




Social Media Metrics
Why to measure?

 › Determine financial return;
 › Accountability;
 › Demonstrate value and impact;
 › Assessing resource need;
 › Test hypothesis.
  (Amber Naslund)




Social Media Metrics
Social Media Metrics

  Ups:
 › Data persistence;
 › Data searchability;
 › Public information;
 › APIs;
 › Several levels of measurement.




Social Media Metrics
Social Media Metrics

  Downs:
 › Differences betwees social media sites;
 › Inconsistent terminology.




Social Media Metrics
Social Media Elements


      Profile / Page   Connections   Content




Social Media Metrics
Social Media Elements




Social Media Metrics
Social Media Elements




Social Media Metrics
Social Media Elements

      Profile/Page
                       › Demographics
                       › Expertise
                       › Bias
                       › Freshness
                       › Credibility
                       › Number and Rate of Connections




Social Media Metrics
Social Media Elements

       Connections
                       › Direction
                       › Initiation
                       › Emphasis




Social Media Metrics
Social Media Elements

         Content
                       › Density
                       › Valence
                       › Proximity
                       › Attribution




Social Media Metrics
Categorias
  CATEGORY               KEY EXAMPLES

  Social Network Sites   Orkut, Facebook, LinkedIn, Ning, Elgg

  Social Bookmarking     Delicious, Dihitt

  Blogs                  Blogspot, Wordpress, Tumblr
  Microblogging          Twitter, Plurk
  Content Sharing        YouTube, Flickr, Videlog, Vimeo, Picasa

  Cultural Consumption   Skoob, Last.fm, Filmow, O Livreiro
  Wikis                  Wikipedia, Twiki
  Geolocalization        Google Maps, Foursquare, Gowalla



Social Media Metrics
Data


  Quantitative Data
                       ANALYSIS
  Qualitative Data




Social Media Metrics
Quantitative Data

                           Profile
                       •   Scraps
                       •   Friends
                       •   Communities
                       •   Fans
                       •   Videos
                       •   Photos
                       •   Mutual Friends
                       •   Mutual Communities




Social Media Metrics
Quantitative Data

                           Community
                       •   Members
                       •   Creation Date
                       •   Last Topic
                       •   Related Communities




Social Media Metrics
Quantitative Data

                           Promote
                       •   Views
                       •   Promotions
                       •   Click
                       •   Trashes
                       •   Promoters




Social Media Metrics
Quantitative Data

                         Topic
                       • Creation Date
                       • Posts
                       • Last Post Date




Social Media Metrics
Quantitative Data

                           Profile
                       •   Folllowing
                       •   Followers
                       •   Tweets
                       •   Most Recent Tweet
                       •   Lists




Social Media Metrics
Quantitative Data

                         Tweet
                       • Retweets
                       • Replies




Social Media Metrics
Quantitative Data

                           Profile
                       •   Contacts
                       •   Groups
                       •   Testimonials
                       •   Joined




Social Media Metrics
Quantitative Data

                         Photo Gallery
                       • Number of Photos
                       • Number of Albums
                       • Pro / Free




Social Media Metrics
Quantitative Data

                         Videos
                       • Views
                       • Likes / Dislikes
                       • Comments




Social Media Metrics
Quantitative Data

    MyBarackObama
•   Eventos Hosted
•   Events Attended
•   Calls Made
•   Doors Knocked
•   Number of blog posts
•   Amount Raised
•   Groups Joined




    Social Media Metrics
3. Social Media Metrics: some
  approaches




Social Media Metrics
Pólvora


                       › Awareness
                       › Influence
                       › Engagement




Social Media Metrics
Pólvora

› Awareness                  › Influence              › Engagement
• Page Views                 •   Ratings / Rankings   • Comments and
• Unique Visitors            •   Referrals            Trackbacks
• Posts / Topics             •   Members              • Filled Profiles
• Number of Groups           •   Connections          • Active Members
• Average Time                                        • Means
• New Visitors                                        • Mentions
• Repeat Visitors                                     • Frequency of
• Traffic Sources                                     Publication
• Leads                                               • Favorites
• Evaluation of visitors:
geographic,      language,
bounce rate etc.




Social Media Metrics
IAB – Social Media Ad Metrics Definitions


                       › Social Media Sites: 09 metrics;
                       › Blogs: 12 metrics;
                       › Applications / Widgets: 09 metrics.




Social Media Metrics
IAB

› Social Media Sites           › Blogs                  › Widgets and
•   Unique Visitors            • Conversation Size      Applications
•   Cost per Unique Visitors   • Site Relevance        • Installs
•   Page Views                 • Author Credibility    • Active Users
•   Visits                     • Content Freshness and • Audience Profile
•   Return Visits              Relevance               • Unique User Reach
•   Interaction Rate                                   • Growth
•   Time Spent                                         • Influence
•   Video Installs                                     • Application/Widget Installs
•   Relevant actions taken                             - User
                                                       • Active Users
                                                       • Longevity/Lifecycle




    Social Media Metrics
Razorfish - Fluent


                       › Net Sentiment
                       › SIM Score (Social Media Index Score)




Social Media Metrics
Razorfish - Fluent

› Net Sentiment for the Brand                           › SIM Score
• (Positive + Neutral Conversations – Negative          • Percentage of positive
Conversations) / Total Conversations for the Brand      conversations for the
                                                        brand in relation to the
› Net Sentiment for the Industry                        total conversations for
• (Positive + Neutral Conversations – Negative          the industry.
Conversations) / Total Conversations for the Industry




Social Media Metrics
Vivaldi|Partners


                       › Social Currency
                       › Brand Performance




Social Media Metrics
Vivaldi|Partners

› Social Currency      › Brand Performance
•   Affiliation        • Quality Perception
•   Conversation       • Brand Trust
•   Utility            • Recommendation
•   Advocacy
•   Information
•   Identity




Social Media Metrics
Vollmer & Precourt


                       › Traditional Metics
                       › Behavior-specific and Action-focused
                       › New Media




Social Media Metrics
Vollmer & Precourt

› Traditional Metrics       › Behavior-specific and
• Reach, frequency, and     Action-focused
traditional gross rating    • Engagement
points                      • Quality and concentration of
• Demographics              audience
• Brand metrics             • Impact on purchase behavior
                            • Actual Viewership


› New Media
•   Demographics > Behaviors, Interests
•   Impressions > Engagement, Actions
•   Platform-specific > Campaing-specific
•   Usage/Segmentation > Purchase Funnel
•   Estimate > Census


Social Media Metrics
Radian6 (a)

                       › Activity and Engagement
                       › Reveny and Biz Dev
                       › Cost Savings
                       › Awareness and Value




Social Media Metrics
Radian6 (a)

           › Activity and               › Revenue and Biz
           Engagement                   Dev
           •   Members                  • Speed of sales cycle
           •   Posts/Threads            • Number/% of repeat
           •   Comments or Ideas        biz
           •   Inbound Links            • % customer retention
           •   Tags, Votes, Bookmarks   • Transaction value
           •   Active Profiles          • Referrals
           •   Referrals                • Net new leads
           •   Post Frequency/Density   • Cost Per Lead
                                        • Conversions from
                                        community




Social Media Metrics
Radian6 (a)

       › Cost Savings             › Awareness and Value
       • Issue Resolution Time    •   Brand loyalty/affinity
       • % of issues resolved     •   Media placements
       online                     •   Share of Conversation
       • Account turnover         •   Sentiment of Posts
       • Employee turnover        •   Net Promoter Score
       • Hiring/Recruiting        •   Interaction with Content
       • Training costs           •   Employee Social Graphs
       • New Product Ideas
       • Development cycle time
       • Product/Serv Adoption
       Rate




Social Media Metrics
Radian6 (b)

                       • Exuberance       • Infatuation
                       • Attention span   • Repetition
                       • Ressonance       • Activation
                       • Reverberation    • Conversation
                       • Bucket Volume    • Engagement
                       • Potential




Social Media Metrics
Radian6 (b)

     • Exuberance                                    • Infatuation
       The monthly count of twestimonials &             Score of the relative direction of
     positive posts                                  inbound & outbound links/tweets between
                                                     sources. Score of the relative direction of
     • Attention span                                inbound & outbound links/tweets between
                                                     sources.
        Average span of time       a     post   is
     retweeted & commented on
                                                     • Repetition
     • Ressonance                                      Average    times     per     month
       The total volume of         “in     sync”     a source inbound links/retweets your
     conversation around an idea                     content

     • Reverberance                                  • Ativation
        The total volume of inbound linking
                                                       The monthly total of new sources that
     and     generations   of    retweeting
                                                     have shared your positive content.
     of a post

     • Bucket Volume                                 • Conversation
        Compare the monthly counts of post             The total monthly relative share of
     types (ie. complaints, referrals etc…)          conversation vs. competitors

     • Potential                                     • Engagement
        Compare the monthly counts of point             The amount of repeat commenting &
     of need declarations & estimated                length of those comments
     revenue/closed




Social Media Metrics
Radian6 (c)

                       › Awareness | Attention | Reach
                       › Leads | Conversions | Sales
                       › Cost Savings




Social Media Metrics
Syncapse/Hostpex

                       › Product Spending
                       › Loyalty
                       › Propensity to Recommend
                       › Brand Affinity
                       › Media Value
                       › Acquisition Cost




Social Media Metrics
Forrester Research

                       › Engagement
                       • Involvement
                       • Interaction
                       • Intimacy
                       • Influence




Social Media Metrics
Lovett & Owyang

                       › Dialog
                       › Advocacy
                       › Support
                       › Innovation




Social Media Metrics
Lovett & Owyang

     › Dialog                  › Advocacy
     • Share of Voice          • Percent Active
     • Audience Engagement     Advocates
     • Conversation Reach      • Advocate Influence
                               • Advocacy Impact




                  › Support                      › Innovation
                  • Issue Resolution Rate        • Topic Trends
                  • Resolution Time              • Sentiment Ratio
                  • Satisfaction Score           • Idea Impact




Social Media Metrics
Social Media Metrics
Bain/IAB
                       • Brand Awareness
                       • Purchase Intention
                       • Likelihood to
                       Recommend
                       • Favorability
                       • Conversion Rates
                       • Recall
                       • Click through
                       • Unique Visitors
                       • Message association
                       • Ad impressions/views
                       • Time spent on page
                       • Interaction rate
                       • View through
                       • Engagement Time




Social Media Metrics
Bain/IAB




Social Media Metrics
Online Media


            Owned Media           Earned Media          Paid Media


         - Candidate’s Site    - News               - Banners
         - Party’s Site        - Posts              - Sponsored Links
         - Official Profiles   - Conversations      - Sponsored Posts
         - Official Content    - Communities /      - ...
         - ...                 Groups
                               - Pages / Wikis
                               - Forwarded Emails
                               - ...




Social Media Metrics
Online Media for Political Campaigns


            Owned Media           Earned Media         Paid Media*


         - Candidate’s Site    - News               - Banners
         - Party’s Site        - Posts              - Sponsored Links
         - Official Profiles   - Conversations      - Sponsored Posts
         - Official Content    - Communities /      - ...
         - ...                 Groups
                               - Pages / Wikis
                               - Forwarded Emails
                               - ...


                                                                * According to brazilian law,
                                                                paid media can’t be used in
                                                                online political campaigns




Social Media Metrics
4. Metrics for Social Media
  Communication




Social Media Metrics
Process of                          Strategic
Planning Social                     Planning

Media
Communication
                       Monitoring
                                                    Content
                                                   Production




                                    Relationship




Social Media Metrics
Process

                       › Evaluation of previous traits of
                       candidate

                       › Analysis of macro environment

           Strategic   › Selection of social media sites
           Planning
                       › Schedule guiding




Social Media Metrics
Process

                       › Social Media Optimized profiles

                       › Production of textual, imagery and
                       audiovisual content

           Content     › Selection, editing and
          Production   recommendation of third party content

                       › Personal expressions




Social Media Metrics
Process

                        › Selection of connections

                        › Selection of hubs

                        › Thanks and feedbacks
        Relationships   › Responses to comments, questions
                        and criticisms

                        › Identifying key users and public

                        › Fomenting participation




Social Media Metrics
Process

                       › Environmental analysis

                       › Monitoring of mentions to the
                       candidate and key allies

                       › Monitoring of mentions to the
          Monitoring   competitors

                       › Monitoring of key themes and threads

                       › Sentiment Index

                       › Spotting advocates, detractors and
                       repeat emitters




Social Media Metrics
Social Media Metrics
Engagement is related to the             Reach is related to the degree of
degree of participation and                effective dissemination of certain
involvement of a specific profile or       content or to degree of potential
group of users to a theme or           spread that a single profile has in the
subject                                                              network.




Influence is related to the
                                        Adequaçy refers to the degree of
degree of attention and
                                        proximity that given content has in
mobilization that a certain profile
                                       relation to the desired characteristics
can generate in others users.
                                                                  and values

 Social Media Metrics
Steps
  1) Customer Context;

  2) Current Practices in Social Media;

  3) Emphasis;

  4) Types of Metrics;

  5) Collection Tools;

  6) Analysis.




Social Media Metrics
Customer Context
   • Strengths and Weakness;

   • Threads and Opportunities;

   • Competition;

   • Target Audience;

   • General Objectives of Communication;

   • Marketing Strategy.




Social Media Metrics
Current Practices in Social Media

   • Select which social media sites will be used in
   the campaign;

   • Evaluate the current phase of the management
   of social media : 1. Strategic Planning; 2.
   Content Production; 3. Relationships;
   4. Monitoring;

   • Identify the actual use of social media by team
   and key people: publishing frequency, type of
   content, type of relationship, social media
   performance etc.




Social Media Metrics
Emphasis
   • Based on information obtained about the client and taking into
   account the type of work in social media, it's time to define
   desired information

   • With the objectives defined, the next step is to identify what
   you want to discover and check through the metrics within each
   of the areas :
        • Influence;
        • Engagement;
        • Reach;
        • Adequacy.




Social Media Metrics
Types of Metrics

  • Considering the previous items, the next step
  is to define which metrics are appropriate. The
  choice of metrics varies on a number of criteria
  such as:

      - Social Media Site;
      - Previous Social Media Performance;
      - Desired Information;
      - Measurable Data: quantitative x
      qualitative.

      • Definir conjunto de métricas de acordo
      com as particularidades das mídias sociais.




Social Media Metrics
Collection Tools

  • Define Tool: identify which tools make
  possible the information you want to collect;

  • Methodology: How tools will be used? In what
  period? How will data be stored?

  • Data collection.




Social Media Metrics
Analysis

    • From the quantitative and qualitative data, one should
    interpret the information;

    • Think metrics according to every part of the objectives
    to be achieved;

    • Apply data and analysis in the planning of new actions,
    optimization strategies etc.




Social Media Metrics
Social Media Metrics
Example

    REACH                         INFLUENCE
    • Growth of Total Followers   • Quality of Twitter Lists
    • Views of Key Videos         Klout Score




    ENGAGEMENT                    ADEQUACY
    • Topics/Month                • Proximity with key words
    • Active Participants         • Sentiment Value Index




Social Media Metrics
5. Tools




Social Media Metrics
Tools

 › Data archiving
 › Analytics
 › Monitoring and Analysis Software
 › Search Engines
 › Profile Classification
 › Evaluation    of    presence,   reach   and
 response




Social Media Metrics
Tools

 › Data archiving: software for manual
 collecting and storing data.
   Useful for calculations in general and
 indispensable for social media without
 specific analytics tools.




Social Media Metrics
Social Media Metrics
Tools

 › Web Analytics: tracking and analysis of
 data from visitors.
  For sites, blogs, Ning, social networks and
 customized social media as         additional
 mechanism.




Social Media Metrics
Social Media Metrics
Tools

 › Monitoring and Analysis Softwares:
 software that collect, sort and allow
 addition of information such as tags and
 the valences of terms and phrases emitters.




Social Media Metrics
Social Media Metrics
Social Media Metrics
Social Media Metrics
Tools

 › Search Engines: search terms and
 evalute volume.
  In some cases, allow real-time results and
 data on emitters.




Social Media Metrics
Social Media Metrics
Tools

 › Profile Classification: applications with
 their own mechanisms for evaluating
 profiles. Often they offers scores and
 rankings.




Social Media Metrics
Social Media Metrics
Social Media Metrics
Tools

 › Evaluation of presence, reach and
 response: creation of a numeric indexes to
 assess the presence, extent or response in
 several social media sites.




Social Media Metrics
Social Media Metrics
Social Media Metrics
Social Media Metrics
Social Media Metrics
Daily Visits and Comments on viral
                        video “Vou morar na propaganda
                                     do governo da Bahia”




Social Media Metrics
Tools

                 Tool                      Ups                     Downs
Excel and        Spreadsheets              ↑ Universality          ↓ Manual insertion
                                           ↑ Customizable          ↓ Complexity
similars                                   Calculations

Google Docs      Spreadsheets              ↑ Synchronous           ↓Limited when
                                           collaboration           compared to Excel
Spreadsheets

Google           Web analytics sofware     ↑ Trustness             ↓Indirect data
                                           ↑ Integration with
Analytics                                  Google Tools

Scup             Social Media monitoring   ↑Brazilian (supported   ↓ Few data crossings
                 software                  language, help)         available
                                                                   ↓Moderate
                                                                   investment


Social Media Metrics
Tools

                 Tool                      Ups                      Downs
Radian6          Social media monitoring   ↑ Comparison with        ↓ High investiment
                 software                  competitors and market   ↓ Complex interface
                                                                    ↓ Without Orkut
                                                                    support
SM2              Social media monitoring   ↑ Trial: 1000 mentions   ↓ Unfriendly interface
                 software                  ↑ Demographics


PostRank         Measurement of            ↑ Good with sites and    ↓Basic plan: only 5 sites
                 engagement for social     blog                     x 20 pages
                 media content and         ↑ Good with evaluation   ↓ Few social media
                 websites                  of reach                 sites
Social Mention   Search by type of site:   ↑ 11 segmentations       ↓ Vague and non-
                 portals, blogs, social    ↑ Feed Creation          customizable sentiment
                 boomarking, social        ↑ Data exportation       analysis
                 networks ....

Social Media Metrics
Tools

                Tool                        Ups                        Downs
Klout           Profile analysis: reach,    ↑ Classification of        ↓ Some inaccurate data
                amplification and           Twitterprofiles
                netwokr                     ↑ Influence metrics

Twitter         Analysis of data from       ↑ Several data analysed    ↓ Only Twitter
Analyzer        Twitter profiles, such as   ↑ Layout                   ↓ Non-exportable data
                reacf, evolution and
                mentions.
TweetReach      Measures the potential      ↑ Lists of profiles with   ↓ Limited
                scope of tweets on the      higher reach on topic
                subject or profile.

Hubspot         Scores of blogs, Twitter    ↑ Twitter: higher          ↓Limited
Graders         profiles, Foursquare,       influence grades by city
                Facebook pages etc.



Social Media Metrics
Tools

                Tool                    Ups                        Downs
HowSociable     Evaluation of brand     ↑ Immediacy                ↓ “Pro” version still in
                presence in more than   ↑ Good for initial         development phase
                20 social media.        comparisons

YouTube         YouTube Analytics       ↑ Hot Spots                ↓ Demographics only
Insight                                                            from logged users


Facebook        Facebook Pages Analytics ↑ Fans Demographics       ↓UpdatesDelay
Insights                                                           ↓ Only Pages: Profiles
                                                                   and Groups don’t have
                                                                   Insights
Feedburner      Feeds Management        ↑ Several levels of data   ↓Only feeds




Social Media Metrics
References
            Reports / Presentations / White Papers / Articles
            http://www.slideshare.net/interney/mtricas-em-mdias-sociais
            http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics
            http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais
            http://fluent.razorfish.com/
            http://www.context-digital.com/
            http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287
            http://www.slideshare.net/Radian6/measuring-social-media-2396778
            http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics
            http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/
            www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
            http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2
            http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-
            web-analytics-demystified/
            http://www.iab.net/insights_research/947883/buildingbrandsonline
            Wave 4 – Power to the People
            Plano de Negócio Sebrae
            Users of the world, unite! - Kaplan Andreas M., Haenlein Michael.
            Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison




Social Media Metrics
References
            Tools
            http://office.microsoft.com/pt-br/excel/default.aspx
            www.google.com/docs
            www.google.com/analytics
            www.scup.com.br
            www.radian6.com
            http://sm2.techrigy.com
            https://analytics.postrank.com
            http://socialmention.com
            www.klout.com
            www.twitteranalyzer.com
            www.tweetreach.com
            www.grader.com
            www.howsociable.com
            www.youtube.com/my_videos_insight
            www.facebook.com/business/insights
            http://feedburner.google.com




Social Media Metrics
Tarcízio Silva – Director of Research and
               Development
               www.tarciziosilva.com.br/blog
               www.twitter.com/tarushijio



                          + Content:        On Twitter:
                www.papercliq.com.br        @papercliq
           www.papercliq.com.br/blog        @marcelayres
          www.slideshare.net/papercliq      @renatacbc
                                            @tarushijio




Social Media Metrics

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Social Media Metrics

  • 1. Social Media Metrics Reach Adequacy Engagement Influence Social Media Metrics
  • 2. Summary 1. Introduction 2. Metrics and Social Media Elements 3. Social Media Metrics: some approaches 4. Metrics for Social Media Communication 5. Tools 6. References * Click to view the portuguese version of this presentation / Clique para ver a versão em português dessa apresentação Social Media Metrics
  • 4. Introduction Contemporary WEB is defined by: • Content sharing; • User generated content – text, video, photo etc; • Sociability; • Active reception; • Reconfiguration of formats and social practices; • Media convergence; • Popularization of Social Media. Social Media Metrics
  • 5. Introduction Behavior on the internet Fonte: Power to the People da Universal McCann (UM) Content sharing on the Internet has reached a prominent role in daily life of Internet users: • 63% created a profile on a social network site; • 57% manage a profile on a social network site; • 76% upload photos; • 33,1% upload videos; • 29,1% keep a blog; • 71% read blogs. Social Media Metrics
  • 6. Introduction Definition – Social Network Sites by: Danah Boyd e Nicole Ellison “ web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. Social Media Metrics
  • 7. Introduction Definition – Social Media by: Andreas Kaplan e Michael Haenlein “ a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” Social Media Metrics
  • 8. Introduction These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives... Social Media Metrics
  • 9. Introduction Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing in virtually all activities involving social media The five activities that grew most were: 1. Watch video clips online; 2. Listen to live radio/audio online; 3. Create a profile on a social network; 4. Read blogs; 5. Upload photos to a photo sharing site. Social Media Metrics
  • 10. Introduction Five sites most visited by brazilian Internet users: Fonte: ComScore 1º Google Brasil 2º Orkut 3º Google 4º YouTube 5º Window Live Mail Social Media Metrics
  • 11. 2. Metrics and Social Media Elements Social Media Metrics
  • 12. Metrics “A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events.” por Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein. Social Media Metrics
  • 13. Why to measure? › Determine financial return; › Accountability; › Demonstrate value and impact; › Assessing resource need; › Test hypothesis. (Amber Naslund) Social Media Metrics
  • 14. Social Media Metrics Ups: › Data persistence; › Data searchability; › Public information; › APIs; › Several levels of measurement. Social Media Metrics
  • 15. Social Media Metrics Downs: › Differences betwees social media sites; › Inconsistent terminology. Social Media Metrics
  • 16. Social Media Elements Profile / Page Connections Content Social Media Metrics
  • 19. Social Media Elements Profile/Page › Demographics › Expertise › Bias › Freshness › Credibility › Number and Rate of Connections Social Media Metrics
  • 20. Social Media Elements Connections › Direction › Initiation › Emphasis Social Media Metrics
  • 21. Social Media Elements Content › Density › Valence › Proximity › Attribution Social Media Metrics
  • 22. Categorias CATEGORY KEY EXAMPLES Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg Social Bookmarking Delicious, Dihitt Blogs Blogspot, Wordpress, Tumblr Microblogging Twitter, Plurk Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro Wikis Wikipedia, Twiki Geolocalization Google Maps, Foursquare, Gowalla Social Media Metrics
  • 23. Data Quantitative Data ANALYSIS Qualitative Data Social Media Metrics
  • 24. Quantitative Data Profile • Scraps • Friends • Communities • Fans • Videos • Photos • Mutual Friends • Mutual Communities Social Media Metrics
  • 25. Quantitative Data Community • Members • Creation Date • Last Topic • Related Communities Social Media Metrics
  • 26. Quantitative Data Promote • Views • Promotions • Click • Trashes • Promoters Social Media Metrics
  • 27. Quantitative Data Topic • Creation Date • Posts • Last Post Date Social Media Metrics
  • 28. Quantitative Data Profile • Folllowing • Followers • Tweets • Most Recent Tweet • Lists Social Media Metrics
  • 29. Quantitative Data Tweet • Retweets • Replies Social Media Metrics
  • 30. Quantitative Data Profile • Contacts • Groups • Testimonials • Joined Social Media Metrics
  • 31. Quantitative Data Photo Gallery • Number of Photos • Number of Albums • Pro / Free Social Media Metrics
  • 32. Quantitative Data Videos • Views • Likes / Dislikes • Comments Social Media Metrics
  • 33. Quantitative Data MyBarackObama • Eventos Hosted • Events Attended • Calls Made • Doors Knocked • Number of blog posts • Amount Raised • Groups Joined Social Media Metrics
  • 34. 3. Social Media Metrics: some approaches Social Media Metrics
  • 35. Pólvora › Awareness › Influence › Engagement Social Media Metrics
  • 36. Pólvora › Awareness › Influence › Engagement • Page Views • Ratings / Rankings • Comments and • Unique Visitors • Referrals Trackbacks • Posts / Topics • Members • Filled Profiles • Number of Groups • Connections • Active Members • Average Time • Means • New Visitors • Mentions • Repeat Visitors • Frequency of • Traffic Sources Publication • Leads • Favorites • Evaluation of visitors: geographic, language, bounce rate etc. Social Media Metrics
  • 37. IAB – Social Media Ad Metrics Definitions › Social Media Sites: 09 metrics; › Blogs: 12 metrics; › Applications / Widgets: 09 metrics. Social Media Metrics
  • 38. IAB › Social Media Sites › Blogs › Widgets and • Unique Visitors • Conversation Size Applications • Cost per Unique Visitors • Site Relevance • Installs • Page Views • Author Credibility • Active Users • Visits • Content Freshness and • Audience Profile • Return Visits Relevance • Unique User Reach • Interaction Rate • Growth • Time Spent • Influence • Video Installs • Application/Widget Installs • Relevant actions taken - User • Active Users • Longevity/Lifecycle Social Media Metrics
  • 39. Razorfish - Fluent › Net Sentiment › SIM Score (Social Media Index Score) Social Media Metrics
  • 40. Razorfish - Fluent › Net Sentiment for the Brand › SIM Score • (Positive + Neutral Conversations – Negative • Percentage of positive Conversations) / Total Conversations for the Brand conversations for the brand in relation to the › Net Sentiment for the Industry total conversations for • (Positive + Neutral Conversations – Negative the industry. Conversations) / Total Conversations for the Industry Social Media Metrics
  • 41. Vivaldi|Partners › Social Currency › Brand Performance Social Media Metrics
  • 42. Vivaldi|Partners › Social Currency › Brand Performance • Affiliation • Quality Perception • Conversation • Brand Trust • Utility • Recommendation • Advocacy • Information • Identity Social Media Metrics
  • 43. Vollmer & Precourt › Traditional Metics › Behavior-specific and Action-focused › New Media Social Media Metrics
  • 44. Vollmer & Precourt › Traditional Metrics › Behavior-specific and • Reach, frequency, and Action-focused traditional gross rating • Engagement points • Quality and concentration of • Demographics audience • Brand metrics • Impact on purchase behavior • Actual Viewership › New Media • Demographics > Behaviors, Interests • Impressions > Engagement, Actions • Platform-specific > Campaing-specific • Usage/Segmentation > Purchase Funnel • Estimate > Census Social Media Metrics
  • 45. Radian6 (a) › Activity and Engagement › Reveny and Biz Dev › Cost Savings › Awareness and Value Social Media Metrics
  • 46. Radian6 (a) › Activity and › Revenue and Biz Engagement Dev • Members • Speed of sales cycle • Posts/Threads • Number/% of repeat • Comments or Ideas biz • Inbound Links • % customer retention • Tags, Votes, Bookmarks • Transaction value • Active Profiles • Referrals • Referrals • Net new leads • Post Frequency/Density • Cost Per Lead • Conversions from community Social Media Metrics
  • 47. Radian6 (a) › Cost Savings › Awareness and Value • Issue Resolution Time • Brand loyalty/affinity • % of issues resolved • Media placements online • Share of Conversation • Account turnover • Sentiment of Posts • Employee turnover • Net Promoter Score • Hiring/Recruiting • Interaction with Content • Training costs • Employee Social Graphs • New Product Ideas • Development cycle time • Product/Serv Adoption Rate Social Media Metrics
  • 48. Radian6 (b) • Exuberance • Infatuation • Attention span • Repetition • Ressonance • Activation • Reverberation • Conversation • Bucket Volume • Engagement • Potential Social Media Metrics
  • 49. Radian6 (b) • Exuberance • Infatuation The monthly count of twestimonials & Score of the relative direction of positive posts inbound & outbound links/tweets between sources. Score of the relative direction of • Attention span inbound & outbound links/tweets between sources. Average span of time a post is retweeted & commented on • Repetition • Ressonance Average times per month The total volume of “in sync” a source inbound links/retweets your conversation around an idea content • Reverberance • Ativation The total volume of inbound linking The monthly total of new sources that and generations of retweeting have shared your positive content. of a post • Bucket Volume • Conversation Compare the monthly counts of post The total monthly relative share of types (ie. complaints, referrals etc…) conversation vs. competitors • Potential • Engagement Compare the monthly counts of point The amount of repeat commenting & of need declarations & estimated length of those comments revenue/closed Social Media Metrics
  • 50. Radian6 (c) › Awareness | Attention | Reach › Leads | Conversions | Sales › Cost Savings Social Media Metrics
  • 51. Syncapse/Hostpex › Product Spending › Loyalty › Propensity to Recommend › Brand Affinity › Media Value › Acquisition Cost Social Media Metrics
  • 52. Forrester Research › Engagement • Involvement • Interaction • Intimacy • Influence Social Media Metrics
  • 53. Lovett & Owyang › Dialog › Advocacy › Support › Innovation Social Media Metrics
  • 54. Lovett & Owyang › Dialog › Advocacy • Share of Voice • Percent Active • Audience Engagement Advocates • Conversation Reach • Advocate Influence • Advocacy Impact › Support › Innovation • Issue Resolution Rate • Topic Trends • Resolution Time • Sentiment Ratio • Satisfaction Score • Idea Impact Social Media Metrics
  • 56. Bain/IAB • Brand Awareness • Purchase Intention • Likelihood to Recommend • Favorability • Conversion Rates • Recall • Click through • Unique Visitors • Message association • Ad impressions/views • Time spent on page • Interaction rate • View through • Engagement Time Social Media Metrics
  • 58. Online Media Owned Media Earned Media Paid Media - Candidate’s Site - News - Banners - Party’s Site - Posts - Sponsored Links - Official Profiles - Conversations - Sponsored Posts - Official Content - Communities / - ... - ... Groups - Pages / Wikis - Forwarded Emails - ... Social Media Metrics
  • 59. Online Media for Political Campaigns Owned Media Earned Media Paid Media* - Candidate’s Site - News - Banners - Party’s Site - Posts - Sponsored Links - Official Profiles - Conversations - Sponsored Posts - Official Content - Communities / - ... - ... Groups - Pages / Wikis - Forwarded Emails - ... * According to brazilian law, paid media can’t be used in online political campaigns Social Media Metrics
  • 60. 4. Metrics for Social Media Communication Social Media Metrics
  • 61. Process of Strategic Planning Social Planning Media Communication Monitoring Content Production Relationship Social Media Metrics
  • 62. Process › Evaluation of previous traits of candidate › Analysis of macro environment Strategic › Selection of social media sites Planning › Schedule guiding Social Media Metrics
  • 63. Process › Social Media Optimized profiles › Production of textual, imagery and audiovisual content Content › Selection, editing and Production recommendation of third party content › Personal expressions Social Media Metrics
  • 64. Process › Selection of connections › Selection of hubs › Thanks and feedbacks Relationships › Responses to comments, questions and criticisms › Identifying key users and public › Fomenting participation Social Media Metrics
  • 65. Process › Environmental analysis › Monitoring of mentions to the candidate and key allies › Monitoring of mentions to the Monitoring competitors › Monitoring of key themes and threads › Sentiment Index › Spotting advocates, detractors and repeat emitters Social Media Metrics
  • 67. Engagement is related to the Reach is related to the degree of degree of participation and effective dissemination of certain involvement of a specific profile or content or to degree of potential group of users to a theme or spread that a single profile has in the subject network. Influence is related to the Adequaçy refers to the degree of degree of attention and proximity that given content has in mobilization that a certain profile relation to the desired characteristics can generate in others users. and values Social Media Metrics
  • 68. Steps 1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis. Social Media Metrics
  • 69. Customer Context • Strengths and Weakness; • Threads and Opportunities; • Competition; • Target Audience; • General Objectives of Communication; • Marketing Strategy. Social Media Metrics
  • 70. Current Practices in Social Media • Select which social media sites will be used in the campaign; • Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships; 4. Monitoring; • Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc. Social Media Metrics
  • 71. Emphasis • Based on information obtained about the client and taking into account the type of work in social media, it's time to define desired information • With the objectives defined, the next step is to identify what you want to discover and check through the metrics within each of the areas : • Influence; • Engagement; • Reach; • Adequacy. Social Media Metrics
  • 72. Types of Metrics • Considering the previous items, the next step is to define which metrics are appropriate. The choice of metrics varies on a number of criteria such as: - Social Media Site; - Previous Social Media Performance; - Desired Information; - Measurable Data: quantitative x qualitative. • Definir conjunto de métricas de acordo com as particularidades das mídias sociais. Social Media Metrics
  • 73. Collection Tools • Define Tool: identify which tools make possible the information you want to collect; • Methodology: How tools will be used? In what period? How will data be stored? • Data collection. Social Media Metrics
  • 74. Analysis • From the quantitative and qualitative data, one should interpret the information; • Think metrics according to every part of the objectives to be achieved; • Apply data and analysis in the planning of new actions, optimization strategies etc. Social Media Metrics
  • 76. Example REACH INFLUENCE • Growth of Total Followers • Quality of Twitter Lists • Views of Key Videos Klout Score ENGAGEMENT ADEQUACY • Topics/Month • Proximity with key words • Active Participants • Sentiment Value Index Social Media Metrics
  • 78. Tools › Data archiving › Analytics › Monitoring and Analysis Software › Search Engines › Profile Classification › Evaluation of presence, reach and response Social Media Metrics
  • 79. Tools › Data archiving: software for manual collecting and storing data. Useful for calculations in general and indispensable for social media without specific analytics tools. Social Media Metrics
  • 81. Tools › Web Analytics: tracking and analysis of data from visitors. For sites, blogs, Ning, social networks and customized social media as additional mechanism. Social Media Metrics
  • 83. Tools › Monitoring and Analysis Softwares: software that collect, sort and allow addition of information such as tags and the valences of terms and phrases emitters. Social Media Metrics
  • 87. Tools › Search Engines: search terms and evalute volume. In some cases, allow real-time results and data on emitters. Social Media Metrics
  • 89. Tools › Profile Classification: applications with their own mechanisms for evaluating profiles. Often they offers scores and rankings. Social Media Metrics
  • 92. Tools › Evaluation of presence, reach and response: creation of a numeric indexes to assess the presence, extent or response in several social media sites. Social Media Metrics
  • 97. Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia” Social Media Metrics
  • 98. Tools Tool Ups Downs Excel and Spreadsheets ↑ Universality ↓ Manual insertion ↑ Customizable ↓ Complexity similars Calculations Google Docs Spreadsheets ↑ Synchronous ↓Limited when collaboration compared to Excel Spreadsheets Google Web analytics sofware ↑ Trustness ↓Indirect data ↑ Integration with Analytics Google Tools Scup Social Media monitoring ↑Brazilian (supported ↓ Few data crossings software language, help) available ↓Moderate investment Social Media Metrics
  • 99. Tools Tool Ups Downs Radian6 Social media monitoring ↑ Comparison with ↓ High investiment software competitors and market ↓ Complex interface ↓ Without Orkut support SM2 Social media monitoring ↑ Trial: 1000 mentions ↓ Unfriendly interface software ↑ Demographics PostRank Measurement of ↑ Good with sites and ↓Basic plan: only 5 sites engagement for social blog x 20 pages media content and ↑ Good with evaluation ↓ Few social media websites of reach sites Social Mention Search by type of site: ↑ 11 segmentations ↓ Vague and non- portals, blogs, social ↑ Feed Creation customizable sentiment boomarking, social ↑ Data exportation analysis networks .... Social Media Metrics
  • 100. Tools Tool Ups Downs Klout Profile analysis: reach, ↑ Classification of ↓ Some inaccurate data amplification and Twitterprofiles netwokr ↑ Influence metrics Twitter Analysis of data from ↑ Several data analysed ↓ Only Twitter Analyzer Twitter profiles, such as ↑ Layout ↓ Non-exportable data reacf, evolution and mentions. TweetReach Measures the potential ↑ Lists of profiles with ↓ Limited scope of tweets on the higher reach on topic subject or profile. Hubspot Scores of blogs, Twitter ↑ Twitter: higher ↓Limited Graders profiles, Foursquare, influence grades by city Facebook pages etc. Social Media Metrics
  • 101. Tools Tool Ups Downs HowSociable Evaluation of brand ↑ Immediacy ↓ “Pro” version still in presence in more than ↑ Good for initial development phase 20 social media. comparisons YouTube YouTube Analytics ↑ Hot Spots ↓ Demographics only Insight from logged users Facebook Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelay Insights ↓ Only Pages: Profiles and Groups don’t have Insights Feedburner Feeds Management ↑ Several levels of data ↓Only feeds Social Media Metrics
  • 102. References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais http://fluent.razorfish.com/ http://www.context-digital.com/ http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287 http://www.slideshare.net/Radian6/measuring-social-media-2396778 http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/ www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2 http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with- web-analytics-demystified/ http://www.iab.net/insights_research/947883/buildingbrandsonline Wave 4 – Power to the People Plano de Negócio Sebrae Users of the world, unite! - Kaplan Andreas M., Haenlein Michael. Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison Social Media Metrics
  • 103. References Tools http://office.microsoft.com/pt-br/excel/default.aspx www.google.com/docs www.google.com/analytics www.scup.com.br www.radian6.com http://sm2.techrigy.com https://analytics.postrank.com http://socialmention.com www.klout.com www.twitteranalyzer.com www.tweetreach.com www.grader.com www.howsociable.com www.youtube.com/my_videos_insight www.facebook.com/business/insights http://feedburner.google.com Social Media Metrics
  • 104. Tarcízio Silva – Director of Research and Development www.tarciziosilva.com.br/blog www.twitter.com/tarushijio + Content: On Twitter: www.papercliq.com.br @papercliq www.papercliq.com.br/blog @marcelayres www.slideshare.net/papercliq @renatacbc @tarushijio Social Media Metrics