Measuring Social: Tools, Sources and Metrics

Liana “Li” Evans

Director of Social Media, Serengeti Communication

How’d We Get Here?

Different Types of Social Media

Lots of things to measure in each…

• 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

Lots of things to measure in each…

• Twitter– Number of Followers– Retweets

• Blogs– Subscribers– Comments to Posts

• Forums & Message Boards– Number of Members– Posts to Members, Replies to Posts

Crafting an approach…

1.) Consider WHERE the impact of SM can be observed;

2.) Consider HOW people move through various stages of engagement, what they do in each and the tools/metrics that provide insight in each stage.

Where can the impact of Social Media be observed?

• On your Web site, Blogs, other Enterprise Generated Media

• On Social Channels outside of your site(s)

• In conversations that happen offline

Some ways to see it…

• EGM (Web site, Blogs, etc.): Web Analytics Data from SMO tools

• Social ChannelsBuzz Monitoring Channel tools (Tweetdeck)

• OfflineSurvey panels, event attendance, buzz programs (w/self reporting)

Stages of Engagement

InvolvementCustomer’s first point of agreed

upon contact

– Visit to web site, Blog, other EGM

Measuring Involvement• Web Analytics– Referral traffic to site from social

media sites– Conversion rates of SM generated

traffic– Behavior of SM generated traffic

(ATOS, comments on Blogs, etc.)– Participates in offline event

InteractionA step further into “contact”

– Purchase– Respond (to Blog, to email, etc.)– Request for more information or for

contact– Visits or participates in EGM

(Facebook page, YouTube channel, etc.)

Measuring Interaction• Web Analytics– Conversions/behavior of SM referred

traffic• Beyond WA…– Customer intake data (how did you

hear about us?)– CRM data– Channel & Community activity:

subscribers, retweets, uses FB app, comments on wall, etc.

– Event participation & follow up data

IntimacyVisitor has an opinion based on their

experience with you– Posts product or service reviews– Creates blog posts w/ opinions of

products/services– Create UCG such as videos, photos,

podcasts– Talks offline to a friend/neighbor

about purchase

Measuring Intimacy• Buzz Monitoring• Beyond Monitoring– Customer Feedback Data– Product Review/ratings sites/tools– Number of up/down votes, stars on

ratings– Embeds, favorites– Community participation (Forum

activities, takes your quiz, uses your FB app)

– Surveys, event data

InfluenceEvangelists or Detractors

emerge• Tell others to buy or not to buy• “Vote” for your company, your sites,

your Facebook page, etc. in various ways

• Create UCG that is highly visible and influential

Measuring Influence• Buzz Monitoring• Beyond Buzz Monitoring– Customer source (referrals)– Customer Feedback Data (how likely

to recommend)– Customer surveys– Self-reported referrals and buzz– Propagation, relay rates, influencer

tracking/scoring

Putting it all together• Actionable insights come from connecting the

data dots • There is NO SINGLE TOOL that will do this for

you• Custom dashboards a growing trend

Remember…Determining what and how you will measure is a

critical part of Social Media Strategy