measuring the impact of social media - open governement & innovations conference 7/09

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

InteractionThe 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

InfluenceAudience 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

Something FromThe Not So Distant

Past……

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

Liana “Li” EvansDirector of Social Media

SergentiCommunications.comTakeItInHouse.com

SocialConversations.com

lEVANS@SerengetiCOm.CoM Twitter: @storyspinnerSearchMarketingGurus.com

lianaevans.com