podcamp boston 4 pcb4 measure social media interactions

Measure Social Media Interactions

Wayne Kurtzman@WayneNH

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Copyright ©2009 Wayne Kurtzman – BeyondThe.bizThird party trademarks are retained by the owners.

I Kan Haz Socl Medir Analitix?


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Courtesy: icanhascheezburger.com

Copyright ©2009 Wayne Kurtzman – BeyondThe.biz

Where I’ve Been . . . • Shiva Corporation• Intel• PC Connection• Hello Direct / GN Netcom (Jabra) @HelloDirect• MediaBullseye.com• Destination ImagiNation® (idodi.org) @IDODI


Why We Want to Measure

• Reach our goals

• Opportunities

• Respond to our customers, readers, followers

• So many good reasons

Image: http://www.flickr.com/photos/falcifer/3136673599/

With Thanks and Apologies to


Third party trademarks are retained by the owners.

Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; Third party trademarks retained by their original owner.

The Challenge: Measure Accurately



Measuring the Web


• No such things as hits

• Numbers are stretched•Staples Center for Michael Jackson

• Helpful for PR; Not decision making

•Do what’s right for you and your … people.


Often Confusing

Courtesy: icanhascheezburger.comCourtesy: icanhascheezburger.com


Key Performance Indicators (KPIs)

• Specific actionable measures that correlate to success factors

•Are part of the corporate marketing direction.• Web example: Found: Correlation to repeat visitors and avg time on article pages; depth into articles

• Identify the factors the drive those behaviors.


Correlations of Confidence

• Not Correlations of Convenience

• Getting dark at night does not cause bars to open

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Social Media KPI Challenges

You’re measuring WOM & Engagement!

No one way to measure engagement

Some technologies aren’t measurement friendly

Mobile devices aren’t measurement friendly


The web deals with KPIs of Behaviors.

Social Media deals with the KPI’s of ideas, thoughts and experiences.

Measure the building blocks of interaction


Measure the Building Blocks of Interaction

• Content•What they say, share and do• Links• Mentions you or your “sector”• Sharing • The success of your interaction with them•Indirect Measures (call deflection, return rate)


KPI Suggestions: Listening Post

• Integrated CRM connecting all touch-points• What content is hot? • Segmentation?

•What’s important to each group?

• Mentions• Links• Comments• Referrals

Destination ImagiNation® is an unconventional problem

solving process and

tournament for students of all ages

Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.

Difference Between NH-DI Tournaments and Global Finals…

How do I bring this into Social Media?

Photos Copyright Destination ImagiNation, Inc.Copyright ©2009 Wayne Kurtzman – BeyondThe.biz; portions © Destination ImagiNatiion, Inc.

Photos Copyright NH Destination ImagiNation or Destination ImagiNation, Inc.


KPI Example: GlobalFinals.org

• Web: Visitors, pages, page depth, audio, video, sponsor impressions and in-depth breakdown (which events).

•At event, going to the event; elsewhere?

• Social Media:• Twitter, Facebook, Flickr, YouTube • Positive and negative phrases• “Discovery” of the program• RT (eyeballs potentially reached)

• Usage change when the team members returned home

The Difference Between Social Media for Business and Education is…

Photos Copyright NH Destination ImagiNation, Inc.


Toolset

• What content is hot?•bit.ly or cli.gs

• Listening Post•Radian6, ViralHeat, ViralHeat.com, Chatterbox•Prmetrics.com, Tweetgrid, Monitter.com

• Analytics•Google Analytics***, Omniture, Coremetrics

•Existing Business Intelligence Tools•Look for existing correlations

Why The Cats?I kan haz fiv minites of happie.

47-million monthly page views


What Are They Measuring?If it was YOUR site, what would you measure

and why?

Thank you!


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