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Past, Present and Future: Measuring

Social Media’s Impact

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What is Social Media?

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What is Social Media?Marketing////////

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What is Social Media?Marketing////////

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Social Marketing Through the Ages

• Gutenberg’s Printing Press (1440)– Goal, make the bible accessible to all

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Social Marketing Through the Ages

• Gutenberg’s Printing Press– Catalyst to the French Revolution

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Social Media Through the Ages

• Sound familiar?– The Arab Spring (Facebook & Twitter)

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Social As Marketing Tool

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Social As Marketing Tool

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Social Marketing 80’ Style

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Social Marketing 80’ Style

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How Big is Your Social Fire?

And How Do You Measure It?

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Measuring Your Fire/Success

• Fires require 3 things to be successful– Fuel– Oxygen– Spark/Heat

• How do you measure these?

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Measuring The Fire

• We can measure the elements• We can measure some of it’s impact

– Is it a warm inviting fire– Is it an out of control fire driving ppl

away• Are other’s keeping the fire alive

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• Identify appropriate measurement tools

Social Measurement Tools

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Free vs Paid Tools

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Most Important Tool!

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Fuel/Kindling

• Followers• Fans• Contacts• Head Count

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Measuring Your Fuel

• Quantity: – Count fans, followers, contact, etc.– Some tools for specific media

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Measuring Your Fuel

• Quality– Did you gather high quality fuel?

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Measuring Your Fuel

• Measure Quality with:– Klout– Kred– PeerIndex– Twitalyzer

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Measuring Oxygen

• How often are you publishing content

• Is your content being reviewed?• Does it drive interaction/fan the

flames

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The Heat

• Is the content being passed on/acted on

• Measure– Likes/Shares– Comments– Retweets– G+– etc

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Measuring Heat

• Is there content interaction– Blog comments– Shares– Likes– Retweets

• Is the fire drawing the right people in?

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Measuring Heat• Free Tools for Measuring Heat

– Any URL shortner (ie bit.ly)

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Measuring Heat• Crowd Booster

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Is It A Successful Fire?

• What were your goals?– Has the fuel source grown?– Has public perception/sentiment

improved?– Are calls to action taking place?– Are revenues up?

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Measuring Success

• Paid Tools– References/Sentiment Analysis

• TrackUr• Radian 6

– Webtrends 10– InfiniGraph (Measure your Oxygen)

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Measuring Success

• Free Tools– Google Analytics (for traffic to site)– Facebook Insights– Twitalyzer (Impact & Clout scores)– Klout

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TrackUR

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WebTrends

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InfiniGraph

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Final Thoughts

• Let’s stop reinventing the wheel, instead learn from history to use it more wisely!

• Build social campfires & not forest fires

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Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

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Just type my name into Google