SWIX covers off some of the major ideas & tactics behind effectively measuring social media efforts.

1. Measuring
Social Media
Craig Fitzpatrick
VP Products
SWIX Inc.
swixHQ.com
@swixHQ
@craig_fitz

2. Why Measure at All?
Not all social media sites perform the
same.
Audiences and personality vary.
Conversations migrate.
Use metrics to create a feedback loop.
Metrics allow you to experiment.
Experimentation is a must-have.
@swixHQ @craig_fitz

3. How do you measure?
The data is public. But it’s
everywhere.
Choose the metrics that matter to
you.
Watch over a period of time.
Different activities require different
metrics.
@swixHQ @craig_fitz

4. What should you measure?
Quantity and Quality (different)
Best performers (sites & promotions)
Start segmenting.
Segmenting is the difference between
observing vs. optimizing (being
passive vs. active).
Figure out causal relationships.
@swixHQ @craig_fitz

5. COMMUNITY
MARKETING
LISTENING
audience
building
audience
engagement
revenue
generation
goal
achievement
public
opinion
customer
service
sites you
control
sites you
don’t control
Mental Model #1:
Kinds of social media
@swixHQ @craig_fitz

6. Faith
based
Analytics curious
Strategic
Community
Building
Social
Marketing
Listening &Engagement
Mental Model #2:
Social Media Practioner’s
Evolution
@swixHQ @craig_fitz

7. Faith
based
Analytics curious
Strategic
Community
Building
Social
Marketing
Listening &Engagement
Mental Model #2:
Social Media Practioner’s
Evolution
@swixHQ @craig_fitz

8. #1
Measuring Community
Communities = fans, followers,
subscribers, members
Members > passers-by
Good for: re-enforcing brand, creating
champions, conversation & buzz
Things to measure:
= Audience & Engagement
@swixHQ @craig_fitz

9. demo
measuring Audience & Engagement
@swixHQ @craig_fitz

10. #2
Measuring
Social Marketing
Social marketing is making offers into a
community or social network.
Communities are channels.
Examples: contests, special content,
demographics, selling tickets &
merchandise
Things to measure:
Traffic, conversions, goals & revenue, ROI
Primary tool = landing page / micro-site
@swixHQ @craig_fitz

11. http://moviesitepress.com/
@swixHQ @craig_fitz

12. You!
create
or supply
Landing
Page
W W W
buy something
now!!!
SWIX
give us
the URL
we give you
short URLs
http: blah
for Twitter
http: blah
for Facebook
http: blah
for Email
Creating an Offer
@swixHQ @craig_fitz

13. You!
Promoting an Offer
email campaign
using our link
share on facebook
using our link
share on twitterusing our link
people
people
buy
something
now!!!
Landing
Page
W W W
people
buy
people
don’t buy
visit
visit
visit
Your
Communities
facebook
twitter
email people
@swixHQ @craig_fitz

14. Social Marketing ROI
You!
visit
we tell you... traffic levels
clicks
visits
conversion rates
costs
revenue ROI
offer comparison
audience
engagement
@swixHQ @craig_fitz

15. demo
measuring Social Marketing
@swixHQ @craig_fitz

16. #3
Measuring Listening
& Engagement
Listening is monitoring social
networks for brand mentions.
The whole point is to engage.
Reward champions & convert critics.
Participate in the dialog.
Things to track: positive / negative,
influence, passion, reach
= impact
@swixHQ @craig_fitz

17. demo
measuring Listening & Engagement
@swixHQ @craig_fitz

18. Take aways
Not all social media performs the
same.
You measure to understand.
You measure to get better.
3 kinds of social media: community,
marketing & listening
Use an app to gather the numbers so
you can focus on the strategy.
@swixHQ @craig_fitz

19. Things to check out
SWIX shared pages:
Soul Kitchen
http://swixapp.com/public/12522/
The Socalled Movie
http://swixapp.com/public/12523/
The Trotsky
http://swixapp.com/public/12525/
Incendies
http://swixapp.com/public/12527/
You don’t like the truth
http://swixapp.com/public/12528/
@swixHQ @craig_fitz

20. learn more »
AVAILABLE NOW!
Measure & manage the growth and
engagement of your online communities.
$9/month *
learn more »
Give SWIX a try for free
@swixHQ @craig_fitz

21. swixHQ.com/fnc.html
craig@swixhq.com
links &
download
@swixHQ @craig_fitz