social media metrics
TRANSCRIPT
MARY LOU ROBERTS February 2009
WEB METRICS FOR
SOCIAL MEDIA MARKETING
WEB METRICS FOR
SOCIAL MEDIA MARKETING
MARY LOU ROBERTS February 2009
WEB METRICS—HOW IT’S CHANGINGWEB METRICS—HOW IT’S CHANGING
Services - Feedburner, Share This, Mippin, etc.
Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc.
Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc.
Source: Internet Marketing, Atomic Dog Publishing, 2008
MARY LOU ROBERTS February 2009
TYPICAL SOCIAL MEDIA APPLICATIONTYPICAL SOCIAL MEDIA APPLICATION
MARY LOU ROBERTS February 2009
TYPICAL INTERNET METRICS REQUIREMENTSTYPICAL INTERNET METRICS REQUIREMENTS
“TRADITIONAL”INTERNET METRICS
SOCIAL MEDIA METRICS
MARY LOU ROBERTS February 2009
THE STRATEGIC MARKETING REQUIREMENTSTHE STRATEGIC MARKETING REQUIREMENTS
SOCIAL MEDIA METRICS
Television
Radio
Magazines
Newspapers
Marketing, Advertising
Metrics
MARY LOU ROBERTS February 2009
HOW DO WE CHOOSE METRICS?HOW DO WE CHOOSE METRICS?
• Traditional Internet Marketing Metrics Are Used to Measure Achievement of MARKETING Objectives– Offline Marketing Also Contributes to Achievement
of Marketing Objectives• Specific Social Media Metrics Are Used to
Measure Achievement of SOCIAL MEDIA CAMPAIGN Objectives– Social Media Metrics Don’t Measure Achievement of
Marketing Objectives Unless The Social Media Campaign is the Only Marketing Activity
– That’s a Bad Idea, but Another Subject
MARY LOU ROBERTS February 2009
PUTTING ALL THIS TOGETHER IS HARDPUTTING ALL THIS TOGETHER IS HARD
Conversion Rate Usually a Small %
MARY LOU ROBERTS February 2009
NO INTEGRATED SOLUTION FOR SOCIAL MEDIANO INTEGRATED SOLUTION FOR SOCIAL MEDIA
http://www.lyris.com/media/swf/lhqtour/
MARY LOU ROBERTS February 2009
PLATFORMS, NETWORKS, SERVICES
ONE BY ONE
MARY LOU ROBERTS February 2009
BLOGGING PLATFORMSBLOGGING PLATFORMS
MARY LOU ROBERTS February 2009
BLOGGER ENCOURAGES GOOGLE ANALYTICSBLOGGER ENCOURAGES GOOGLE ANALYTICS
MARY LOU ROBERTS February 2009
TYPEPAD METRICS TYPEPAD METRICS
MARY LOU ROBERTS February 2009
LOTS OF SERVICESLOTS OF SERVICES
MARY LOU ROBERTS February 2009
SOCIAL NETWORKSSOCIAL NETWORKS
MARY LOU ROBERTS February 2009
FRONTENDS FRONTENDS
MARY LOU ROBERTS February 2009
WATCHING WAL-MART ON FACEBOOKWATCHING WAL-MART ON FACEBOOK
Can observe data on pages.What happens when/if people click through?
MARY LOU ROBERTS February 2009
YOU TUBE YOU TUBE
MARY LOU ROBERTS February 2009
COMMUNITY—PAYING “MOMS” FOR FAVORABLE POSTS?
COMMUNITY—PAYING “MOMS” FOR FAVORABLE POSTS?
MARY LOU ROBERTS February 2009
MOMFORCE.com RECRUITING SITE?MOMFORCE.com RECRUITING SITE?
MARY LOU ROBERTS February 2009
BACK TO THE METRICS PERSPECTIVEBACK TO THE METRICS PERSPECTIVE
• The Strategy Issue– Do You Want to do This?– Is this How You Want People to See You?
• The Metrics Issues– If You Are Following a Competitor—Be Sure You
are Measuring “Comparables”– You Must Understand • What Individual Platform Metrics Are• How Platforms are Interconnected
MARY LOU ROBERTS February 2009
FREE FACEBOOK PAGES vs. ADVERTISINGFREE FACEBOOK PAGES vs. ADVERTISING
MySpace Also Appears To Have New Services
for Advertisers
MARY LOU ROBERTS February 2009
SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITESSERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES
SERVICES (FEEDBURNER, SHARE THIS, ETC.)SERVICES (FEEDBURNER, SHARE THIS, ETC.)
MARY LOU ROBERTS February 2009
TYPEPAD OFFERS WIDGETS FROM WIDGETBOXTYPEPAD OFFERS WIDGETS FROM WIDGETBOX
MARY LOU ROBERTS February 2009
SERVICES AND THEIR FOLLOWERSSERVICES AND THEIR FOLLOWERS
MARY LOU ROBERTS February 2009
STRATEGIC IMPERATIVES
MAP METRICS TO OBJECTIVES
UNDERSTAND BUYER BEHAVIOR
STRATEGIC IMPERATIVES
MAP METRICS TO OBJECTIVES
UNDERSTAND BUYER BEHAVIOR
MARY LOU ROBERTS February 2009
CHOOSE METRICS SOURCES BASED ON OBJECTIVESCHOOSE METRICS SOURCES BASED ON OBJECTIVES
• Free Social Media Web Analytics eBook http://www.socialwebanalytics.com/?gclid=CMGc1vby95gCFQEoGgodFUYJng
• http://www.insidefacebook.com/• http://www.allfacebook.com/• http://tweepletwak.com/index.cfm/do/Member.login
• http://tweetstats.com/ • http://www.blogpatrol.com/ Search Technorati for terms or titles• http://www.ning.com/ (Shows number of members for
their communities)• http://s23.org/wikistats/ • http://www.socialtext.net/open/index.cgi?wiki_analytics
MARY LOU ROBERTS February 2009
GENERAL/COMPETITOR SITESGENERAL/COMPETITOR SITES
• http://compete.com/ To track site traffic and keywords• http://www.quantcast.com/ To study audience characteristics• http://www.pubmatic.com/adpriceindex/
index.html To study online ad prices
MARY LOU ROBERTS February 2009
TRADITIONAL METRICS FORACQUISITION, CONVERSION AND RETENTION
TRADITIONAL METRICS FORACQUISITION, CONVERSION AND RETENTION
MARY LOU ROBERTS February 2009
SOCIAL MEDIA METRICS FOR BLOG CAMPAIGNSOCIAL MEDIA METRICS FOR BLOG CAMPAIGN
OBJECTIVE METRIC(S)
Increase Average Visits per Day Average Number of Visits per Day from Google Analytics
Number of Comments As long as small, can countMay need comment feed
Number of Emailed or Promoted Posts Provided by Share This Icon
Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each
MARY LOU ROBERTS February 2009
PATTERNS OF INFLUENCE – NOT VIRALPATTERNS OF INFLUENCE – NOT VIRAL
MARY LOU ROBERTS February 2009
SUMMARYSUMMARY
• Evaluating Success of Social Media Programs Requires Metrics Beyond “Traditional Internet”
• For Now, Each Behavior May Require a New Metrics Source
• THE ONLY WAY TO MAKE SENSE OF THIS CHAOS IS STRONG, MEASURABLE OBJECTIVES
• Metrics Have to Echo Needs, Intents and Behavior of Customers, Not Just Needs of Marketers