measuring social media
DESCRIPTION
Presented to the Texas Hospital Association in June 2009. .Covers the basics of social media and its application to business, and details the metrics that are available for tracking performance. Based on my book "Social Media Marketing: An Hour a Day."TRANSCRIPT
Social Media: Measuring Effectiveness
Dave Evans,Author, “Social Media Marketing: An Hour a Day”Principal, Social Web Strategies
Where Social Media and Health Care Meet- Harnessing New Media Tools
Thursday, June 18, 2009 THA Headquarters
Outline
The Driving Factors The Social Feedback Cycle Social Media Metrics Web Analytics Quantifying the Social Web
2
The Original Dream
“I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.”
--Tim Berners Lee, 1995
The Current Landscape
As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising. - Esther Dyson, 2008
The Audience
Consumption and participation are indicators of the clear trend.
Reinforcement and confidence…
*
The Purchase Funnel
be aware
consider
buy
relative media spending
brand awareness keyword
consumer-generated
(Think “megaphone”)
marketer-generated
(Think “funnel”)
be aware
consider
buy use
form opinion
talk
Social content, networks, and interactions
word-of-mouth
The Social Feedback Cycle
relative media spending
brand awareness keyword
The Social Flywheel
It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.
The Core Cycle
The cycle connects conversion and popular measurements—e.g., engagement and influence—with fundamental “try-buy-talk” consumer purchase behaviors.
Touchpoint Analysis
People experience different aspects of brands in different ways and places. Understanding these experience drivers is the first step in
tapping word-of-mouth. Doing something with them is the second.
Experiences that get talked about add up to conversations.
You can measure this!
Touchpoint Analysis
Functional
talk-value
Per
form
ance
of
tou
chp
oin
t
posit
ive c
onve
rsat
ion
Customer
talk-value
Imp
ort
ance
of
tou
chp
oin
t
valu
e to
cus
tom
er
Channel
talk-value
con
sist
ency
of
tou
chp
oin
t
repl
icabl
e ex
perie
nce
There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your business that
matter to your customers, and, that you can control.
Touchpoint Optimization
talk-value
per
form
ance
???
???
Identify and focus on what gets talked about.
not profitable
Influencers and Profitability
prof
itabi
lity
profitable
not profitable
Influencers and Profitability
prof
itabi
lity
profitable
non-influential
degree of influence
profitable
influential
not profitable
influentialnon-influential
not profitable
Influencers and Profitability
prof
itabi
lity
profitable
non-influential
degree of influence
profitable
influential
not profitable
influentialnon-influential
I’d promote youI’d slam you
You can measure this!
Social Media Measurement
Raw Data– Google Alerts
Conversational Data– BlogPulse– Cymfony– Techrigy– Radian6– Collective Intellect
Diagnostic Data– Net Promoter
Social Media Dashboards
Web Analytics
Measurement Points
Relevance{Impact
{ {Content
{
Social Media Monitoring
Web Analytics
Pipeline Metrics
Evaluating Content: Audience
Metric Source Reveals
Blog PostsTweetsMentions of:Brand, Product, ServiceCompetition
Recommends
BlogPulseCymfonyTechrigyRadian6Collective Intellect
Net PromoterGoogle AlertsBlogsearchTechnorati
Who is talking about you, what people are sayingabout you and your industry.
?
Social Content: Dashboards
Dashboard view provides summary info, sentiment, top sources
Referrer data facilitates drill-down to sites
Site/source data can be examined for additional insights
Tracking Vanity URLs
In print and TV, “vanity” URLs can be tracked
Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social Web.
Tracking Conversations on Twitter
Twitter Search Tweet Deck
– Search– Filter
Evaluating Relevance: Influence
Metric Source Reveals
Time on SiteBounce Rate
Google Analytics Web Analytics (e.g.,Omniture)
The value of the opinions and conversations to those interested in purchase.
?
Evaluating Relevance: Engagement
Metric Source Reveals
Pass-Alongs
Comment to Post Ratio
Diggs, StumblesBookmarks
Podcast Listens and Views
Google AnalyticsWeb AnalyticsDoubleClick
Blog Analytics
Digg.comStumbleUpon.comDel.icio.us
Feedburner
The interest levels in your message. Are customers willing to refer given a potential gain or loss of personal “social capital?”
?
Evaluating Relevance: Loyalty
Metric Source Reveals
Blog Posts TweetsRecommends
BlogPulseCymfonyTechrigyRadian6Collective IntellectGoogle Alerts Blogsearch Technorati
The context and intensity of blog posts. Are people sticking up for you? Is the information YOU provide making it to the consideration process?
?
Tying Social Content to Web Analytics
Social monitoring tools point to referrer
Referrer ties to your analytics data*
Analytics data shows site path and goals
* It’s less than perfect, but it’s better than nothing!
Evaluating Impact: Audience
Metric Source Reveals
Referrers DemographicsClick-throughs
Google Analytics Web Analytics DoubleClick
To whom your social media campaign is appealing.Actions are being taken by those exposed to it.
?
Evaluating Impact: Influence
Metric Source Reveals
Time on SiteBounce rate
Google Analytics Web Analytics (e.g.,Omniture)
Repeat Customers
How involved your audience is with your message and brand, product, service as a result of exposure to social media.
?
Evaluating Impact: Action
Metric Source Reveals
ConversionsReviewsRecommendsTweets
Google Analytics Web Analytics
Review Platform
Net Promoter
The number of times a desired outcome occurs following
exposure to your holistic campaign.
?
Baseline Measures ROI
Conversation (Inference) Historical Analytics
– TIP: Social Dashboards provide historical data as well as current.
Differential Measures validate ROI
Conversation (Inference) Historical Analytics Ask Your Customers (Direct)
Key Point Summary
Establish Your Baseline
Integrate Your Data
Social media components surround and support the “conversion” process. Social media data supports/informs your other data sources.
Integrated Campaigns
Social Media
Magazines
TV and Radio
Direct MailOnline
Advertising
Conversion (Purchase)
COLLABORATIVE TOOLS
BLOGS
VIDEO
PERSONAL SOCIAL
NETWORKS
MICROBLOGS
EMAIL (BACN)
SMS
AUDIO (PODCAST)
WIKIS
EVENTS WHITE-LABELSOCIAL NETWORKS
PHOTOS
Measure the Feedback
consumer-generatedmarketer-generated
be aware
consider
buy use
form opinion
talk
Social content, networks, and interactions
word-of-mouthYou can measure
this!
Track and Tie to Business Analytics
Build Quantitative Social Awareness
At least weekly, social media use: (age 12-21, Q4 2006)
More Information
Twitter: evansdaveBlog: http://www.ReadThis.com
Contact: http://www.socialwebstrategies.com
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