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Measuring the Impact of Social Media
Liana “Li” Evans
Director of Social Media, Serengeti Communication
How’d We Get Here?
Monitoring & Measuring• Radian6• Meltwater• TrackUR• Techrigy• Google Alerts
• Google Analytics• Coremetrics• Omniture• ClickTracks
Social Media’s Different
InvolvementCustomer’s first point of
agreed upon contact.
–Visit to website–Sign up for email notification–Subscribe to RSS–Became a community member
Measuring Involvement
• Web Analytics– Referral traffic to site from social
media sites
• The Other Stuff (Manual)– Subscribers to email lists or RSS– How many friends/fans you have– Number of new community member
signups– Average number of posts per forum
member
Interaction
The people like you …… Or maybe not– Conversations about you– Threads in forums & message board– Requests for more information– User Generated Content (UCG)
about you• Videos, pictures, comments, etc.
Measuring Interaction• Web Analytics– Transactional Data
• They bought something• Requested more information• Gave you their email address
• The Other Stuff (Manual)– Number of comments– Number of reviews– How much UCG was submitted– Replies to forum threads
IntimacyVisitor has an opinion based on their
experience with you– Post product or service reviews– Blog posts – reviews of
products/services– Create UCG such as videos, photos,
podcasts– Forums threads dedicated to you– Fan/Hate groups dedicated to you
Measuring Intimacy• Buzz Monitoring– Radian6, Meltwater– Customer Feedback Data
• The Other Stuff (Manual)– Number of comments to UCG– Number of up/down votes– Number of stars on ratings– Number of reviews
• Blog posts• Product Reviews
Influence
Audience members form an opinion based on other community members
• Sentiment of conversations• Interaction about you• Propagation of your media
Measuring Influence• Buzz Monitoring– Radian6, Meltwater– Customer Feedback Data
(How did they hear about you?)
• The Other Stuff (Manual)– Who’s Talking About You?
• Technorati Ranking• Influence of Community Member
– How long a member– Posting habits– Replies to posting
Who’s In Your Audience?
Different Types of Social Media
Different Things to Measure• Social News (Digg, Reddit, Mixx, Etc)– Number of Votes, Comments– Traffic to Media Submitted
• Social Sharing (YouTube, Flickr, Etc)– Number of Views, Ratings, Embeds, Links,
Favorites
• Social Networking– Number of Fans, Friends, Group Members– Comments on walls, postings, media
Different Things to Measure• Twitter– Number of Followers– Retweets
• Blogs– Subscribers– Comments to Posts
• Forums & Message Boards– Number of Members– Posts to Members, Replies to Posts
Identify & Define Success
Re-Evaluate & Tweak Goals
Don’t Fall In Love…
If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09
Real World Example
Using Social Media to Engage, Interact, Involve & Influence Your Audience
Understanding Your Audience
Hold A Conversation in a Community
Videos…. Lead To
Your Audience Creating Them
Photos …. Lead To
Your Audience … Sharing Them
Linked In Profile… Lead To
Audience Created Groups & Discussions
Networking Where Your Audience Is
Leads to Over 480k Seeing Your Message
Twittering Leads To….
Twitters Holding Conversations About You
All of This Social Stuff Lead To….
Results Of Target Audience?
Summary• Understand where your audience is first• Identify and define your measurement goals– Involvement goals– Interaction goals– Intimacy goals– Influence goals
• Defines success or failure – When to stop– When to add more
• Don’t fall in love – re-evaluate & tweak goals
Contact
Director of Social Media
SergentiCommunications.comTakeItInHouse.com
SocialConversations.com
[email protected] Twitter: @storyspinner
SearchMarketingGurus.comlianaevans.com
