m ary l ou r oberts march 2010 web metrics for social media marketing

MARY LOU ROBERTS March 2010

WEB METRICS FOR

SOCIAL MEDIA MARKETING

WEB METRICS FOR

SOCIAL MEDIA MARKETING


WEB METRICS—HOW IT’S CHANGINGWEB METRICS—HOW IT’S CHANGING

Services - Feedburner, Share This, Mippin, etc.

Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc.

Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc.

Source: Internet Marketing, Atomic Dog Publishing, 2008

SEARCH MARKETING- Website Optimization (SEO), PPC


TWO INTERNET STRATEGY BASICS

1. GET TARGETS TO VISIT YOUR WEBSITE

2. GET VISITORS TO EXHIBIT DESIRED BEHAVIOR (VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS CUSTOMER SERVICE/SUPPORT)


SEARCH vs. SOCIALSEARCH vs. SOCIAL


BASIC INTERNET MARKETING METRICSBASIC INTERNET MARKETING METRICS

• Site Audience• Visitors• Unique Visitors• Identified Visitors• Unduplicated Audience


CONVERSION ONLINE OR OFFLINECONVERSION ONLINE OR OFFLINE

www.omniture.com


DIFFERENT MARKETING TOOLS >DIFFERENT STEPS IN CONVERSION FUNNEL

DIFFERENT MARKETING TOOLS >DIFFERENT STEPS IN CONVERSION FUNNEL

Chapter 11 -- B2B Direct Marketing Mary Lou Roberts with Paul D. Berger• Applies Equally to B2C multiple step programs•Essence of Non-Profit Fundraising

•Is It the Basic Model for Social Media Marketing???


GOOGLE ANALYTICS – TRADITIONAL METRICSGOOGLE ANALYTICS – TRADITIONAL METRICS

http://www.google.com/analytics/


TYPICAL SOCIAL MEDIA APPLICATIONTYPICAL SOCIAL MEDIA APPLICATION


TYPICAL INTERNET METRICS REQUIREMENTSTYPICAL INTERNET METRICS REQUIREMENTS

“TRADITIONAL”INTERNET METRICS

SOCIAL MEDIA METRICS


THE STRATEGIC MARKETING REQUIREMENTSTHE STRATEGIC MARKETING REQUIREMENTS

SOCIAL MEDIA METRICS

Television

Radio

Magazines

Newspapers

Marketing, Advertising

Metrics


HOW DO WE CHOOSE METRICS?HOW DO WE CHOOSE METRICS?

• Traditional Internet Marketing Metrics Are Used to Measure Achievement of MARKETING Objectives– Offline Marketing Also Contributes to Achievement

of Marketing Objectives• Specific Social Media Metrics Are Used to

Measure Achievement of SOCIAL MEDIA CAMPAIGN Objectives– Social Media Metrics Don’t Measure Achievement of

Marketing Objectives Unless The Social Media Campaign is the Only Marketing Activity

– That’s a Bad Idea, but Another Subject


PUTTING ALL THIS TOGETHER IS HARDPUTTING ALL THIS TOGETHER IS HARD


FROM SHERPA 2010 BENCHMARKFROM SHERPA 2010 BENCHMARK

This report also provides valuable insights and commentary from more than 2,300marketers who participated in the benchmark survey and enthusiastically shared theirexperiences. SB from intro to report


RADIAN6 – SOCIAL MEDIA METRICSRADIAN6 – SOCIAL MEDIA METRICS

http://www.radian6.com/


PLATFORMS, NETWORKS, SERVICES

ONE BY ONE


BLOGGING PLATFORMS(BACKEND VIEWS)

BLOGGING PLATFORMS(BACKEND VIEWS)


BLOGGER ENCOURAGES GOOGLE ANALYTICSBLOGGER ENCOURAGES GOOGLE ANALYTICS


TYPEPAD METRICS TYPEPAD METRICS


LOTS OF SERVICESLOTS OF SERVICES


SOCIAL NETWORKS(FRONTENDS FOR COMPETITOR ANALYSIS,

BACKENDS YOUR OWN METRICS)

SOCIAL NETWORKS(FRONTENDS FOR COMPETITOR ANALYSIS,

BACKENDS YOUR OWN METRICS)


WATCHING WAL-MART ON FACEBOOKWATCHING WAL-MART ON FACEBOOK

Can observe data on pages.What happens when/if people click through?


YOU TUBE YOU TUBE


CORPORATE ‘FAN’ PAGESCORPORATE ‘FAN’ PAGES


FREE FACEBOOK PAGES vs. ADVERTISINGFREE FACEBOOK PAGES vs. ADVERTISING

MySpace Also Appears To Have New Services

for Advertisers


METRICS PERSPECTIVESMETRICS PERSPECTIVES

• The Strategy Issue– Do You Want to do This?– Is this How You Want People to See You?

• The Metrics Issues– If You Are Following a Competitor—Be Sure You

are Measuring “Comparables”– You Must Understand • What Individual Platform Metrics Are• How Platforms are Interconnected


SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITESSERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES

SERVICES (FEEDBURNER, SHARE THIS, ETC.)SERVICES (FEEDBURNER, SHARE THIS, ETC.)


TYPEPAD OFFERS WIDGETS FROM WIDGETBOXTYPEPAD OFFERS WIDGETS FROM WIDGETBOX


WOWZIO IS A WIDGET SUPPLIERWOWZIO IS A WIDGET SUPPLIER

http://www.wowzio.com/


FACEBOOK HAS > 500,00 Active Appshttp://www.facebook.com/press/info.php?statistics

FACEBOOK HAS > 500,00 Active Appshttp://www.facebook.com/press/info.php?statistics


START SIMPLEWHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?

START SIMPLEWHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?

http://www.statsadvisor.com/


STRATEGIC IMPERATIVES

MAP METRICS TO OBJECTIVES

UNDERSTAND BUYER BEHAVIOR

STRATEGIC IMPERATIVES

MAP METRICS TO OBJECTIVES

UNDERSTAND BUYER BEHAVIOR


TOP 10 THINGS TO MEASURETOP 10 THINGS TO MEASURE

• Social Media Leads• Engagement Duration• Bounce Rate• Membership Growth/Active Network Size• Activity Ratio (Total Members/Active Members)• Conversions (Have to Carefully Define)• Brand Mentions in Social Media• Loyalty• Virality• Blog Interaction

http://www.socialtimes.com/2010/02/social-media-metrics/#more-2950


CHOOSE METRICS SOURCES BASED ON OBJECTIVESCHOOSE METRICS SOURCES BASED ON OBJECTIVES

• Free Social Media Web Analytics eBook http://www.socialwebanalytics.com/?gclid=CMGc1vby95gCFQEoGgodFUYJng

• http://www.insidefacebook.com/• http://www.allfacebook.com/• http://tweepletwak.com/index.cfm/do/Member.login

• http://tweetstats.com/ • http://www.blogpatrol.com/ Search Technorati for terms or titles• http://www.ning.com/ (Shows number of members for

their communities)• http://s23.org/wikistats/ • http://www.socialtext.net/open/index.cgi?wiki_analytics


GENERAL/COMPETITOR SITESGENERAL/COMPETITOR SITES

• http://compete.com/ To track site traffic and keywords• http://www.quantcast.com/ To study audience characteristics• http://www.pubmatic.com/adpriceindex/

index.html To study online ad prices


TRADITIONAL METRICS FORACQUISITION, CONVERSION AND RETENTION

TRADITIONAL METRICS FORACQUISITION, CONVERSION AND RETENTION


SOCIAL MEDIA METRICS FOR BLOG CAMPAIGNSOCIAL MEDIA METRICS FOR BLOG CAMPAIGN

OBJECTIVE METRIC(S)

Increase Average Visits per Day Average Number of Visits per Day from Google Analytics

Number of Comments As long as small, can countMay need comment feed

Number of Emailed or Promoted Posts Provided by Share This Icon

Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each


PATTERNS OF INFLUENCE – NOT VIRALPATTERNS OF INFLUENCE – NOT VIRAL


SUMMARYSUMMARY

• Evaluating Success of Social Media Programs Requires Metrics Beyond “Traditional Internet”

• For Now, Each Behavior May Require a New Metrics Source

• THE ONLY WAY TO MAKE SENSE OF THIS CHAOS IS STRONG, MEASURABLE OBJECTIVES

• Metrics Have to Echo Needs, Intents and Behavior of Customers, Not Just Needs of Marketers

m ary l ou r oberts march 2010 web metrics for social media marketing

Documents

ou r oberts

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social media marketing

social nets website

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