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Measuring What Matters in Social Media

OMMA SocialOctober 2012

While different sites enable different activities, and usability experiences, the core activities remain the same.

Like Comment Share

CountTotalLikes

Traditional Social Metrics

What actions can I take as a result?

CountTotalSocial Comments

CountTotalTwitter Followers

CountTotalSocial Shares?

Metrics must drive action.

What is the Value of Social Sharing?

1 Billion+ people are using social sites.

Earned Media is the media that is shared or liked to a connected social network.

What is Earned Media?

Did you know?Ratings/Measurement companies DO NOT provide intelligence on Earned Media.

Enabling + Measuring Social Sharing

Fox and trueAnthem Partnership:

Real-Time Tracking and Measurement of all So You Think You Can Dance short form video (and pre-roll) originating from Fox.com

Fox & trueAnthem Partnership

Enablesocial sharing / audience promotion of content

Trackviral spread & social lift across paid, owned, and earned media

Measure“earned” audience (growth) & other earned media metrics

Identifytop performing video content (most engaging, shared, viral lift)

Identifyadvocates (sharers) & influencers (sharers who drive engagement)

Quantifythe value of earned media

all in REAL time

How It Works: Plugin

How it works: Track the Path of Social Sharing

Finding: Earned Audience is more engaged and spends more time with content

50%Earned Social Engagementvs. 33% Owned*Campaign Range

40,000Initiated Shares*Campaign Range

8.5%Earned Lift“The Exorcist Style” Clip

2m 1sEarned Avg. Time/Videovs. 1m 23s Owned*Campaign Range

Social Media Measurement Methodologies

Snapshot of the Findings

Social Genome:Mapping content’s social footprint

trueAnthem Metrics – Social Metrics Ecosystem

How will you value earned media once it’s measured?