social media measurement by iram imtiaz. how do we measure the effectiveness of social media...
TRANSCRIPT
Social Media Measurement
By Iram Imtiaz
How do we measure the effectiveness of social media campaigns?
Question:
The breadcrumb trail
What is "effective"?
What's in our tool box? Measures Tools Intelligent analysis
Piecing it all together
What is "effective"?
It depends!
What is "effective"?
‘ Although Social Media Dashboards tell us key health readings, to be successful, brands need "GPS" to find out where are you headed, where are you now, and where are you going. Measure
against an objective.’
- Jeremiah Owyang (Web Strategist)
What is "effective"?
Achieves stated goals and outcomes
What is "effective"?
1. Communication
2. Collaboration
3. Education
4. Entertainment
Utilizes the four social media strategy pillars
What's in our tool box?
Measures
+
Tools
+
Intelligent Analysis
Measuring Social Media Effectiveness
What's in our tool box?
Measurement = Measurement = MeasuresMeasures + Tools + Intelligent + Tools + Intelligent AnalysisAnalysis
1)Where people come from
2)What content is being consumed
3)Results on important outcomes. Variations on increased revenue/ results, reduced cost, or increased audience satisfaction and retention.
Measurement = Measurement = MeasuresMeasures + Tools + Intelligent + Tools + Intelligent AnalysisAnalysis
Example: Alexis Ohanian (of Reddit) on TED"How to make a splash in social media"
What's in our tool box?
Origin e.g. referrer
Content e.g. views, visitors, keywords, clickstreams
Results e.g. loyalty/ recency, conversion rates, conversations, reach
What's in our tool box?
Measurement = Measures + Measurement = Measures + ToolsTools + Intelligent + Intelligent AnalysisAnalysis
Google Analytics/ Yahoo Analytics / Omniture (for web analytics)
Technorati/ Ice Rocket (for blogs) Alterian / Radian6 / SocialMention (social media
tracking services)/ Webtrends (specifically mentions Mobile Analytics)/ RAMP (searching audio-visual content)
... and more ... and more... and then some!
What's in our tool box?
Measurement = Measures + Tools + Measurement = Measures + Tools + Intelligent AnalysisIntelligent Analysis
The numbers, the story, and the interpreters... all suspect?
... but it still works? An interesting tool @ DEI ... and another one by Google It is critical to understand the data and the tools
What's in our tool box?
Example: Social Media Score Card: How the Super Bowl Advertisers Performed (Mashable)
"Top mentioned" vs. "Who we really love"
Piecing it all together
Define / refine success criteria
Benchmark
Implement/ enhance social media
campaign
Measure and analyze
Piecing it all together
ROI Examples of Effective Social Media Campaigns
Questions?
If not, we can now try linking
our blogs with Google Analytics