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Convergence of Social Media Analytics &

Traditional Measurement

Presented by:Alan K’necht

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What is Social Media?Marketing////////

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SoMe Draws People Together

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So How Big is Your Fire?And How Do You Measure

It?

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Earliest Measurement Tools

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Early Measurement Tools

• The Cubit• Hands• Feet/Paces

– Milestones

• Heads

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The Goal of Measuring Heads?

• Victory• Success of Battle

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What Are We Measuring Now?

• Heads = Followers, Friends, Fans, etc.

• Paces = Posts, Tweets, Up Dates, etc.

• Nothing has changed but the tools

• Victory/Success = ROI, RT, References

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Measuring Your Fire/Success

• Fires require 3 things to be successful– Kindling & Fuel– Spark/Heat– Oxygen

• So how do you measure these?

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Tools of Today

• Klout• Twittalyzer• PeerIndex• Webtrends 10• Radian6• trackur• Etc

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Scoring Tools

• Tell you how big a fish you are relative to your pond

• Don’t tell you…– How big is your pond?– How successful you are?

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How Big is Your Pond?

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When to Use Scoring Tools

• To measure how successfull you are within your pond

• Don’t use it to compare between people in other ponds

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What Happens When You Compare?

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Evaluating Individuals

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Use Scoring Tools to Find People

• http://klout.com/#/topic/guinnesshttp://www.peerindex.com/topic/guinness

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Find Influencers

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Back to Basics

• Traditional analytics uses ratios– Must use them to measure success in

SoMe

• Do people like what you’re saying?– RT per Tweets– Comments per post– Etc.

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Back to Basics

• Tag links as a campaign element for your analytics– Measure are they clicking on links – Use URL shortners with good

analytics• Do they click on links to other sites?

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Back to Basics

• What generates fans

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Social’s Impact on Page Views

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Bring it Together!

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Bring it Together!

• Look at increases in references• Correlate to changes in traffic

– Does this increase proportionately relate to changes in sales?

– Is there an exponential increase?– Is there no change?

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Setting Up Score Cards

• Record everything & look for correlationsMeasure/

Period1 2 3 4 Totals

Tweets Out 25 35 20 15 95

RTs 30 60 40 25 155

Facebook Posts 1 2 1 3 7

FB Likes/Comments

3 15 0 25 43

Blog Posts 2 3 2 4 11

Shares/Comments

15 88 50 100 253

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ID What’s Drawing People In

• What do they like to comment on?• Which posts/tweets bring them to

your site?• What activity generates

conversions?• Is there a time lag on high social

activity & conversion increases?

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ID What’s Drawing People In

• Correlation of social mentions & branded searches

• Are there specific brand influencers/advocates who’s activity is driving awareness – if yes bring them to the camp fire

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Is Your Effort Working?

• Extremely hard to quantify• Impact can take days, weeks or

months• So what can measure?

– Depends on what your purpose is• Brand awareness• Improved customer satisfaction• Sales• Increase in word of mouth marketing

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Measure the Right Stuff

• Bigger fires don’t always mean:– More site traffic– More in store sales– More online Sales– More Profit

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Measure Attraction Not BTUs

Build camp fires - not forest fires• Draw your community in• Don’t drive people away

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Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

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Just type my name into Google