measuring the impact of social media - open governement & innovations conference 7/09
DESCRIPTION
This presentation was given at the Open Government & Innovations conference held in Washington DC on 7/22/09. This presentation covers objectives of measuring Social Media efforts that companies & the government face. For more information visit: http://www.serengeticommunications.comTRANSCRIPT
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Measuring the Impact of Social Media
Liana “Li” Evans
Director of Social Media, Serengeti Communication
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How’d We Get Here?
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Monitoring & Measuring• Radian6• Meltwater• TrackUR• Techrigy• Google Alerts
• Google Analytics• Coremetrics• Omniture• ClickTracks
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Social Media’s Different
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InvolvementCustomer’s first point of
agreed upon contact.
–Visit to website–Sign up for email notification–Subscribe to RSS–Became a community member
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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
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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.
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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
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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
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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
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InfluenceAudience members form
an opinion based on other community members
• Sentiment of conversations• Interaction about you• Propagation of your media
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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
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Who’s In Your Audience?
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Different Types of Social Media
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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
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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
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Identify & Define Success
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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
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Real World Example
Something FromThe Not So Distant
Past……
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Using Social Media to Engage, Interact, Involve & Influence Your Audience
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Understanding Your Audience
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Hold A Conversation in a Community
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Videos…. Lead To
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Your Audience Creating Them
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Photos …. Lead To
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Your Audience … Sharing Them
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Linked In Profile… Lead To
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Audience Created Groups & Discussions
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Networking Where Your Audience Is
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Leads to Over 480k Seeing Your Message
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Twittering Leads To….
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Twitters Holding Conversations About You
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All of This Social Stuff Lead To….
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Results Of Target Audience?
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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
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Contact
Liana “Li” EvansDirector of Social Media
SergentiCommunications.comTakeItInHouse.com
SocialConversations.com
[email protected] Twitter: @storyspinnerSearchMarketingGurus.com
lianaevans.com