measuring social media: history & tools
DESCRIPTION
My presentation form the Canadian Marketing Assoications CMA Social event on June 13, 2012 at the Allstream Centre in Toronto, Ontario. The topic was the the history of social media marketing & measurement with a focus on some of the current tools used to help measure the success of social marketing campaignsTRANSCRIPT
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@aknecht
Past, Present and Future: Measuring
Social Media’s Impact
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@aknecht
What is Social Media?
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@aknecht
What is Social Media?Marketing////////
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@aknecht
What is Social Media?Marketing////////
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@aknecht
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@aknecht
Social Marketing Through the Ages
• Gutenberg’s Printing Press (1440)– Goal, make the bible accessible to all
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@aknecht
Social Marketing Through the Ages
• Gutenberg’s Printing Press– Catalyst to the French Revolution
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@aknecht
Social Media Through the Ages
• Sound familiar?– The Arab Spring (Facebook & Twitter)
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@aknecht
Social As Marketing Tool
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@aknecht
Social As Marketing Tool
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@aknecht
Social Marketing 80’ Style
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@aknecht
Social Marketing 80’ Style
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@aknecht
How Big is Your Social Fire?
And How Do You Measure It?
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@aknecht
Measuring Your Fire/Success
• Fires require 3 things to be successful– Fuel– Oxygen– Spark/Heat
• How do you measure these?
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@aknecht
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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@aknecht
• Identify appropriate measurement tools
Social Measurement Tools
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@aknecht
Free vs Paid Tools
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@aknecht
Most Important Tool!
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@aknecht
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@aknecht
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@aknecht
Fuel/Kindling
• Followers• Fans• Contacts• Head Count
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@aknecht
Measuring Your Fuel
• Quantity: – Count fans, followers, contact, etc.– Some tools for specific media
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@aknecht
Measuring Your Fuel
• Quality– Did you gather high quality fuel?
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@aknecht
Measuring Your Fuel
• Measure Quality with:– Klout– Kred– PeerIndex– Twitalyzer
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@aknecht
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@aknecht
Measuring Oxygen
• How often are you publishing content
• Is your content being reviewed?• Does it drive interaction/fan the
flames
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@aknecht
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@aknecht
The Heat
• Is the content being passed on/acted on
• Measure– Likes/Shares– Comments– Retweets– G+– etc
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@aknecht
Measuring Heat
• Is there content interaction– Blog comments– Shares– Likes– Retweets
• Is the fire drawing the right people in?
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@aknecht
Measuring Heat• Free Tools for Measuring Heat
– Any URL shortner (ie bit.ly)
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@aknecht
Measuring Heat• Crowd Booster
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@aknecht
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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@aknecht
Measuring Success
• Paid Tools– References/Sentiment Analysis
• TrackUr• Radian 6
– Webtrends 10– InfiniGraph (Measure your Oxygen)
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@aknecht
Measuring Success
• Free Tools– Google Analytics (for traffic to site)– Facebook Insights– Twitalyzer (Impact & Clout scores)– Klout
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@aknecht
TrackUR
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@aknecht
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@aknecht
WebTrends
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@aknecht
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@aknecht
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@aknecht
InfiniGraph
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@aknecht
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@aknecht
Final Thoughts
• Let’s stop reinventing the wheel, instead learn from history to use it more wisely!
• Build social campfires & not forest fires