from eyeballs to engagement: socia media measurement

From Eyeballs to Engagement:Social Media Analysis & Measurement

Chief Conversation OfficerSpoken Communicationswww.spoken.comhttp://blog.spoken.com@spokencomm

Heidi Miller Mediawww.heidi-miller.com@heidimiller

April 20, 20101Wednesday, April 21, 2010

Social Media

2Wednesday, April 21, 2010

• Real conversations

• Product development

• Deepen relationships

• Spark innovation

Social Media = Cocktail Party engagement

3Wednesday, April 21, 2010

Don’t be that guy

4Wednesday, April 21, 2010

Social Media Analysis

discovering, mapping, and measuring relationships

among people, groups, companies, and any other entities

—with which they interact

including products,

online content,

and

personal computers

5Wednesday, April 21, 2010

Why measure?

“The main reason to measure objectives is not so much to reward or punish

individual communications manager for success or failure

as it is to learn from the research

whether a program should be continued as is,

--James E. Grunig, Professor Emeritus, University of Maryland

revised, or dropped in favor of another approach.”

6Wednesday, April 21, 2010

How we’ve measured

Eyeballs Hits Engagement

7Wednesday, April 21, 2010

What not to measure

• Eyeballs

• Hits

• Number of Twitter followers

• Number of Facebook fans

8Wednesday, April 21, 2010

• A silver bullet

Social Media Engagement ISN’T

• A megaphone• A strategy

9Wednesday, April 21, 2010

Social Media ISN’T

• One-time implementation

• Set it and forget it

• ROI solution

Like other forms of measurement, SM measurement

• Requires constant engagement

• Requires constant benchmarking

• Requires constant fine-tuning

10Wednesday, April 21, 2010

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 offerings11Wednesday, April 21, 2010

chrisbrogan.com12Wednesday, April 21, 2010

How can engagement in social media...

13Wednesday, April 21, 2010

Widescreen Approach

•Customer retention

•Customer satisfaction rates

•Overall profits

14Wednesday, April 21, 2010

Engagement metrics

• Influence

• Engagement

• Advocacy

• Sentiment

15Wednesday, April 21, 2010

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

16Wednesday, April 21, 2010

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)

17Wednesday, April 21, 2010

What does

“engaged”

mean?

18Wednesday, April 21, 2010

Level of engagement

0 = Unengaged % unique visitors

1 = Repeat visitor % repeat visits

% comments, friends, follows2 = Regularly engaged

% repeat comments, RTs, thread participation3 = Highly engaged

% advocating, + sentiment recommendations4 = Addicted

19Wednesday, April 21, 2010

Goals determine metrics

Reputation/relationships

Reach

% Positive and neutral mentions

% Actions

% Highly engaged/Addicted

Cost per customer

Web analytics

Sales statistics

Positive Recommendations

Customer Satisfaction

Positive Sentiment Mentions

% Positive Mentions vs Negative

Awareness Direct Sales

20Wednesday, April 21, 2010

Case Study: Knight News Challenge 2008

21Wednesday, April 21, 2010

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

22Wednesday, April 21, 2010

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

23Wednesday, April 21, 2010

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

24Wednesday, April 21, 2010

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 site25Wednesday, April 21, 2010

Case Study: Selling $140K plane using social media

Case study video: http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded

26Wednesday, April 21, 2010

Objectives

• Generate attendance for live launch event

• Generate interest in live launch event

• Create awareness of new Piper light sport airplanes

• Sell planes

Budget: $40,000

27Wednesday, April 21, 2010

Strategy: Focus on live event

• Create campaign building up to a live event

• Create less formal YouTube video

• No narrator or fancy graphics

• Chief engineer from Piper

• Chief pilot

• Authentic voices

• SEO for keywords

• “light sport aircraft”

• “Piper” and competitor brands

28Wednesday, April 21, 2010

YouTube Channel

http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded29Wednesday, April 21, 2010

Facebook Page

http://www.facebook.com/PiperSportxt30Wednesday, April 21, 2010

Twitter feed

31Wednesday, April 21, 2010

Outcomes

• 30,000 YouTube views

• 9,000 highly engaged Facebook fans

• Sold an airplane online

• Sold more during live event

32Wednesday, April 21, 2010

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

• Google’s Twitter search: http://www.google.com/search?hl=en&tbo=1&esrch=RTReplay&tbs=mbl%3A1&q=krispy+kreme&aq=f&aqi=g10&aql=&oq=&gs_rfai=

➡ Where are your industry’s influencers?33Wednesday, April 21, 2010

Tools: Google’s Time-Sensitive Mention Search

34Wednesday, April 21, 2010

Tools: socialmention.com

35Wednesday, April 21, 2010

Tools: twitteranalyzer.com

36Wednesday, April 21, 2010

Tools: Radian6.com

http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html

37Wednesday, April 21, 2010

Great free marketing podcasts

• For Immediate Release, the Hobson and Holtz Report

• Managing the Gray

• Marketing over Coffee

• Trafcom News Podcast

• The Get It Done Guy

38Wednesday, April 21, 2010

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

• http://www.kdpaine.com/index.cfm/all-about-katie-delahaye-paine/katies-speech-archives/

• www.casestudiesonline.com

39Wednesday, April 21, 2010

From Eyeballs to Engagement:Social Media Analysis & Measurement

Chief Conversation OfficerSpoken Communicationswww.spoken.comhttp://blog.spoken.com@spokencomm

Heidi Miller Mediawww.heidi-miller.com@heidimiller

#measurement40Wednesday, April 21, 2010