From Eyeballs to Engagement:Social Media Analysis & Measurement

Chief Conversation OfficerSpoken Communicationswww.spoken.comhttp://blog.spoken.com@spokencomm

Heidi Miller Mediawww.heidi-miller.com@heidimiller

April 20, 20101Wednesday, April 21, 2010

Social Media

2Wednesday, April 21, 2010

• Real conversations

• Product development

• Deepen relationships

• Spark innovation

Social Media = Cocktail Party engagement

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Don’t be that guy

4Wednesday, April 21, 2010

Social Media Analysis

discovering, mapping, and measuring relationships

among people, groups, companies, and any other entities

—with which they interact

including products,

online content,

and

personal computers

5Wednesday, April 21, 2010

Why measure?

“The main reason to measure objectives is not so much to reward or punish

individual communications manager for success or failure

as it is to learn from the research

whether a program should be continued as is,

--James E. Grunig, Professor Emeritus, University of Maryland

revised, or dropped in favor of another approach.”

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How we’ve measured

Eyeballs Hits Engagement

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What not to measure

• Eyeballs

• Hits

• Number of Twitter followers

• Number of Facebook fans

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• A silver bullet

Social Media Engagement ISN’T

• A megaphone• A strategy

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Social Media ISN’T

• One-time implementation

• Set it and forget it

• ROI solution

Like other forms of measurement, SM measurement

• Requires constant engagement

• Requires constant benchmarking

• Requires constant fine-tuning

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What is your goal?

• Direct sales

• Improve public sentiment

• Provide customer service

• Reduce traffic to call centers

• Provide a channel for crisis communications

• Increase brand awareness

• Increase attendance to live events

• Develop new product offerings11Wednesday, April 21, 2010

chrisbrogan.com12Wednesday, April 21, 2010

How can engagement in social media...

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Widescreen Approach

•Customer retention

•Customer satisfaction rates

•Overall profits

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Engagement metrics

• Influence

• Engagement

• Advocacy

• Sentiment

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What to measure

• Alerts (register and response rates / by channel / CTR / post click activity)

• Bookmarks (onsite, offsite)

• Comments

• Downloads

• Email subscriptions

• Fans (become a fan of something / someone)

• Favorites (add an item to favorites)

• Feedback (via the site) 

• Followers (follow something / someone)

• Forward to a friend

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What to measure

• Groups (create / join / total number of groups / group activity)

• Install widget (on a blog page, Facebook, etc)

• Invite / Refer (a friend)

• Key page activity (post-activity)

• Love / Like this (a simpler form of rating something)

• Messaging (onsite)

• Personalization (pages, display, theme)

• Posts

• Profile (e.g. updates)

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What does

“engaged”

mean?

18Wednesday, April 21, 2010

Level of engagement

0 = Unengaged % unique visitors

1 = Repeat visitor % repeat visits

% comments, friends, follows2 = Regularly engaged

% repeat comments, RTs, thread participation3 = Highly engaged

% advocating, + sentiment recommendations4 = Addicted

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Goals determine metrics

Reputation/relationships

Reach

% Positive and neutral mentions

% Actions

% Highly engaged/Addicted

Cost per customer

Web analytics

Sales statistics

Positive Recommendations

Customer Satisfaction

Positive Sentiment Mentions

% Positive Mentions vs Negative

Awareness Direct Sales

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Case Study: Knight News Challenge 2008

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Objectives

• Improve diversity of the applications

➡From tech community

➡From social media communities

➡Online news

• Grow international submissions, esp. from Asia

• Increase awareness of the program

• Build community among applicants

22Wednesday, April 21, 2010

Strategy

• Blogger outreach to 100 social media, open-source tech and Web 2.0

• Send info to 7,500-person mailing list

• Twitter 3-5x/day

• Create and promote a hashtag

• Podcast interviews with past winners giving advice; post to blog

• Email campaign to journalists and educator influencers

23Wednesday, April 21, 2010

Strategy

• Built News Challenge Garage site on Drupal to encourage community participation

• Barcamp-style real-life meetups

➡9 overall

➡promoted as Facebook and Upcoming.org events

• International outreach campaign via email

24Wednesday, April 21, 2010

Outcomes

• Increased awareness

➡Traffic to KNC site up 47%, average 2,930 visits/day

➡224 blog posts about KNC versus 24 the previous year

➡60,000 mentions on Google, up 110% from previous year

• Improve diversity of applications

➡2,323 projects submitted, 258 asked for full proposal--quality high

• Build community among participants

➡1,600 registered for the Garage site25Wednesday, April 21, 2010

Case Study: Selling $140K plane using social media

Case study video: http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded

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Objectives

• Generate attendance for live launch event

• Generate interest in live launch event

• Create awareness of new Piper light sport airplanes

• Sell planes

Budget: $40,000

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Strategy: Focus on live event

• Create campaign building up to a live event

• Create less formal YouTube video

• No narrator or fancy graphics

• Chief engineer from Piper

• Chief pilot

• Authentic voices

• SEO for keywords

• “light sport aircraft”

• “Piper” and competitor brands

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YouTube Channel

http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded29Wednesday, April 21, 2010

Facebook Page

http://www.facebook.com/PiperSportxt30Wednesday, April 21, 2010

Twitter feed

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Outcomes

• 30,000 YouTube views

• 9,000 highly engaged Facebook fans

• Sold an airplane online

• Sold more during live event

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Basic tools for competitive analysis

• Google alert

➡ Company name

➡ Competitors’ names

➡ Topics in the field

• Blogsearch www.google.com/blogsearch

➡ Where are your industry’s influencers?

• Twitter search http://search.twitter.com

• Google’s Twitter search: http://www.google.com/search?hl=en&tbo=1&esrch=RTReplay&tbs=mbl%3A1&q=krispy+kreme&aq=f&aqi=g10&aql=&oq=&gs_rfai=

➡ Where are your industry’s influencers?33Wednesday, April 21, 2010

Tools: Google’s Time-Sensitive Mention Search

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Tools: socialmention.com

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Tools: twitteranalyzer.com

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Tools: Radian6.com

http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html

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Great free marketing podcasts

• For Immediate Release, the Hobson and Holtz Report

• Managing the Gray

• Marketing over Coffee

• Trafcom News Podcast

• The Get It Done Guy

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Resources

• http://www.chrisbrogan.com/measuring-social-media-marketing/

• http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/

• http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/

• http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

• http://socialmediametrics.wikispaces.com/

• http://womma.org/metrics/

• http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

• http://www.kdpaine.com/index.cfm/all-about-katie-delahaye-paine/katies-speech-archives/

• www.casestudiesonline.com

39Wednesday, April 21, 2010

From Eyeballs to Engagement:Social Media Analysis & Measurement

Chief Conversation OfficerSpoken Communicationswww.spoken.comhttp://blog.spoken.com@spokencomm

Heidi Miller Mediawww.heidi-miller.com@heidimiller

#measurement40Wednesday, April 21, 2010