managing social media with metrics
DESCRIPTION
Social Media Club, January 2011TRANSCRIPT
Managing Social Mediawith Metrics
S i l M di Cl bSocial Media ClubJanuary 2011@danachinn
Dana Chinn
• Rules, goals, objectives
Counting vs. measuring
Key performance indicators
Slides: www.slideshare.net/danachinnTwitter: @danachinn
The Rules
1. Listen
2. Engageg g
3 Measure
M i h ld l
3. MeasureAudience-Engagement-Loyalty-Influence-Action
Metrics should map to goals.Period.
3Marta Kagan, Espresso|Brand Infiltration, 2009
Mapping metrics to business goals Mapping metrics to business goals
Business goal/objective: Site/social media metrics:
No. of Korean BBQ tacos sold… …to people who saw
the truck location on i d hTwitter and went there
“Where else should we send our trucks?” Where people have
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p pasked, via Twitter
Business goal/objective:
No. of cars & trucks
Site/social media metrics:
No. of cars & trucks sold… …to people
who became a member of the GM the GM community…
…after voting for the 1969 Pontiac when we asked them
…after going to our site from Twitter to fi d b GM find out about GM hybrid powertrainsystem
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Business goals are achieved with more than just social media, site
What needs to be measured: All the ways a person can engage with you*y p g g y
* not “all the places you put content and hope everyone will come”
Computerp
1SEARCH
SITESHome
Work
Public
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SOCIAL MEDIAMobile devicesWAP/mobile web
5 - 7Apps
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3 5 - 7
6
Tablet4
Counts only indicate a person was there t l t ( d b l )at least once (and maybe only once)
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.y y g , p g
The average time spent on our site last week was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
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We have 5,000 Twitter followers.
What verbs indicate engagement? actions
Vi it l l Visit
R d/ i l
, regularly
Read/view content, a lot
Interact oftenInteract, often-- rate, print, vote, take a poll, click on an ad-- share, e-mail, comment, contribute
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Audiences, actions, metrics differ by channelAudiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
Totals*
1. Who? How many?In target audience?
2 N f i i ?
? ? ? ? ? ? ?
3. What did they see?
2. No. of visits? How often? ? ? ? ? ? ? ?
? ? ? ? ? ? ?Did they get want they wanted?
4. Did they interact?
? ? ? ? ? ? ?
? ? ? ? ? ? ?
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yWhat did they do?How much?
? ? ? ? ? ? ?
* Different metrics, methodologies for each channel!
Metrics that indicate interactivity are essential
Facebook Insights – daily stats*Facebook Insights – daily stats*
Key Performance Indicators:
No. of active users
No. of likes
No of commentsNo. of comments
10* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
Start with smart campaign designStart with smart campaign design
“Connect with us to find valuable wellness tips”wellness tips
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Does this page answer th ll t ti i f b d?the call to action, reinforce brand?
Wasn’t this an Wasn t this an Alta Dena site?
What’s Mayfield Dairy Farms? PET Dairy?
Where are the wellness tips?
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Be honest with the metricsBe honest with the metrics
Do 538 people REALLY “Like” this?this?
O d h j Or do they just want another sweepstakes entry?entry?
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Assess context, sentimentt th ith t ttogether with comment counts
Only 2 commentsOnly 2 comments…
… and from people saying they can’t y g yenter the sweepstakes or get the additional code
Does the person/people from the milk company the milk company have a name?
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“Coupon Fairies” but no coupon
Nov electionNov. electionEncourage lots of active users to avoid dominant commentators who might constrict interaction
Have different pages by topic to encourage participation, understand which topics
Higher education
understand which topics generate the most comments
All 3 comments on these two subjects are from the same person
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Popularity vs. influencePopularity vs. influence
“Popularity is just that people like you.Influence is when people listen to you.”
“Loudmouths don’t necessarily influence h ’ b h i ”others’ behavior.”
“Popularity is fleeting. Influence lasts.”
“Lady Gaga is popular. Bono is influential.”
“…one definitely bleeds into the other. More popularity = more visibility = more
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opportunity to influence.”
From “The Influencer Poll with Brian Solis,” Vocus, 2010
Measure influenceMeasure influence
-- Lists-- Lists-- Retweets-- Unique retweeters-- Unique mentioners-- Influenced by/influencer of
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Examine profilesExamine profiles
Review reach, follower / following ratio, churn
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Track tweets, retweets, traffic b t ifi /t iabout a specific page/topic
Advanced search by keyword, Twitter handle
KPI:No. of tweets, retweetsby page
Who retweeted, influencers
19Enter numbers in a spreadsheet for trending
Measurable tweets haveMeasurable tweets have…
1. A call to action1. A call to actionGo here…look…tell me
2 A li k th t t k ith li k 2. A link that you track with link and site metric tools
3. #Hashtags and/or keywords
4. Topic or person-specific handles
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…120 or fewer characters, not 140!
WHY?…aren’t current audiences visiting and engaging with you more?
Get as much info as you can from every action taken on your siteGet as much info as you can from every action taken on your site
An anonymous rating is the lowest level indicator of engagement
“What was the purpose of your visit today? Did you find what you wanted?”
Consider site surveys, but treat them like focus groups
Usability studies
…aren’t new audiences visiting? ?
Old-fashioned but highly
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customized, focused surveys are the only way to get data for crucial strategic decisions
Using data for decision-makingUsing data for decision making
1. Set specific goals across all channels MeasureMeasure
2. Design campaigns to measure actions
Optimize WebAnalytics
ReportAct
that indicate engagementAnalyze
3. Lather, rinse, repeat
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Dana ChinnLecturerUSC Annenberg School for Communications & Journalism
http://www.newsnumbers.comhttp://www.slideshare.net/danachinn
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